In today’s rapidly evolving food landscape, success isn’t just about what’s on the plate — it’s about how it’s marketed, shared and experienced. That’s why we’re launching a five-part Trend Trifecta series, unpacking the top macro food and marketing trends shaping the future of the food and beverage industry.
Each installment will explore the intersection of culinary innovation and consumer behavior, offering actionable insights that brands can use to fuel growth and engagement across every touchpoint.
First, we’re diving into Cross-Border Cuisine the Global Pantry alongside the rise of Cross-Border Engagement Omnichannel Evolution. From gochujang to global loyalty programs, this is where flavor meets frictionless connection — and where smart brands are finding their competitive edge.
Macro Food Trend: Cross-Border Cuisine &the Global Pantry
The fusion of flavors, ingredients and culinary traditions is accelerating across borders, driven by Gen Z’s adventurous palates, social media-fueled food discovery and increased global travel
Consumers are embracing mashups of flavors and traditions — think gochujang barbecue, ube-infused desserts and chili crisp in everything. Ingredients that were once niche are now pantry staples, as the modern consumer seeks authenticity, novelty and personalization in their food experiences.
Innova Market Insights reports that 1 in 4 consumers globally gravitate to exotic tastes, and nearly 60% crave culinary adventures.1 As a result, a wide-open world of bold flavor experiences and experimentation is waiting to be explored.
Macro Marketing Trend: Cross-Border Engagement & Omnichannel Evolution
The lines between marketing channels are blurring — social, search, ad networks and retail media are merging into a seamless, interconnected ecosystem. Consumers don’t distinguish between content, commerce and community, expecting fluid and frictionless experiences across platforms.
Brands must break out of siloed strategies and adopt a cross-border approach to digital engagement, ensuring consistency and personalization across multiple touchpoints. Bear in mind that personalized experiences prompt 80% of consumers to buy online.2
The difference between an omnichannel and a single-channel approach to marketing equates to feast over famine. Marketing campaigns that leverage at least three channels generate a 494% higher order rate than those that rely on just one.3
Starbucks brews up big business by leveraging its app as a hub for omnichannel marketing. Its app-driven Starbucks Rewards program integrates with the brand’s physical stores, creating a seamless customer journey that enables customers to order ahead, pick-up in-store and pile up loyalty rewards.
In Q1 of 2024, the Starbucks Rewards program perked up to new heights, hitting 34.3 million active users — a 13% increase from the previous year.4
Intersection Insight: Cross-Border Consumption
Consumers today demand fluidity, authenticity and discovery — both in what they eat and how they engage with brands. Just as they seamlessly cross between flavors and cuisines, they expect marketing to feel just as intuitive, connected and unbound by rigid categories. Brands that embrace cultural storytelling, personalized experiences and omnichannel strategies will not just capture attention but earn long-term loyalty.
“Omnichannel strategies aren’t just a nice-to-have,” said Megan Keleshian, Vice President of Digital Marketing for The Food Group. “They’re a must-have for any brand intent on maximizing reach and revenue. A seamless and personalized experience across all touchpoints gives you the impact that leads to increased engagement and sales.”
To get a full breakdown of the five trends, download our White Paper. For a biweekly update on industry trends and marketing, be sure to subscribe to our biweekly newsletter The Front Burner.
Want to make sure your business capitalizes on the latest marketing trends and technology? Contact us for expert guidance.
- Innova Market Insights, “Top Flavor Trends: Global Consumer Insights into the Local Delights,” October 14, 2024
- Wisernotify, “45 Omnichannel Statistics & Trends (New 2025 Data)”
- Nikas, Charalampos, “The 60+ Best Omnichannel Statistics of 2024 for Retailers,” Contact Pigeon, February 9, 2024
- Wassel, Bryan,“Starbucks to Capitalize on Record Loyalty Membership with App Improvements,” CXDive, February 1, 2024