Fresh off the sun-soaked sands of Miami Beach, a bit sunburned and somewhere between a keynote on AI ethics and an espresso-martini-fueled brainstorm about shoppable memes, I realized something at POSSIBLE 2025: Marketing is weirder, faster, and more wildly entertaining than ever. 

Gone are the days of long lead calendars and carefully crafted campaigns approved by twelve committees. Today, it’s all about brand vibes, algorithm whispers, and AI that will outkick your punt coverage. So, in true Jeff Mard fashion, I scribbled down the 10 trends that matter on my flight home last night. And couldn’t wait to write this up… so here we go, buckle up.

We live in an era of constant motion, and our eating habits reflect this shift. Snacks are no longer mere in-between treats; they now constitute 25% of all calories consumed on a daily basis. This simple fact has given rise to a movement more commonly referred to as Better For You (BFY) consumer packaged goods.

As consumers increasingly rely on snacks to fuel their busy lives, the snacking industry is undergoing a profound transformation, driven by evolving consumer demands, the rise of health consciousness, and the emerging influence of GLP-1 medications. This article delves into the shifting patterns of consumption within the snacking category, drawing insights from the 2025 Natural Products Expo West flagship conference.