2025: A Brain Dump
No rules, no guardrails, and minimal structure – just a deregulated deck fueled by vibes and data. This year, we’re feeling a little chaotic, a little genius, and maybe even a little psychic.
IN THE PANTRY
Grains Go Back in Time
Ancient grains are going to pop up in local bakeries, restaurant menus, and the flour people use for the sourdough.
+30% inc. in searches for “ancient grains flour” on Amazon YoY
Proteinmaxxing on the Menu
With high-protein options taking over every food category, dedicated protein snack spots will start popping up, creating a proteintopia (think protein ice cream shops and beyond).
61K+ avg. monthly searches for “protein snacks”, inc. 30% YoY
Beer, but Make it Girly Pop
As the girlies embrace beer, the category will get a glow-up with more feminine branding and flavor profiles that speak to their tastes, proving that beer isn’t just for the boys.
+46% inc. in searches for “beer” on Pinterest YoY (69% female)
Ballin’ Out (Edibly)
The next wave of on-the-go foods will gamify snacking, blending last years “play with your food” trend, as balled foods offer interactive snacks that provide a whimsical experience.
+2.6x inc. in searches for “space balls” on Amazon YoY
Ballin’ Out (Fiscally)
Building off last year’s caviar and tinned fish craze, we’ll see a surge in people seeking global delicacies, as they are willing to spend high prices to satisfy their culinary curiosities.
+100x inc. in searches for “delicacy food” on Pinterest YoY
WELLNESS ROUTINES
Nec(k)essary Skincare
As people continue to ride the anti-aging wave, skincare routines travel down to the neglected areas on necks and décolletages.
+75% inc. in searches for “décolletage mask” YoY
Bougie Brushing
Dental wellness is the next in line to receive a glamification with luxury mouthwash vessels, sleek brushes, and 24K gold toothpaste (we’re so serious).
+2.3x inc. in searches for “luxury toothbrush” YoY
Womb Wellness
People will turn to herbs to nurture reproductive health while healing generational trauma, blending ancient traditions with modern self-care and empowerment.
+3.2x inc. in searches for “womb healing” on Pinterest YoY
Cortisol Consciousness
As awareness jumps, stress hacks will become the norm and cortisol-balancing supplements will find their way into pill cases.
54K+ mentions of cortisol on TikTok over the past month
brand x brand
Cookin’ Up Collabs
Restaurant residencies will give smaller chefs space to showcase their talents while pop-ups and rotating menus turn every meal into a limited-edition experience.
+23% inc. in searches for “pop up restaurant near me” YoY
HOTEL HYPE
As hotels become the new status symbol, more brands will team up with them for exclusive collabs, turning hotel stays into high-profile marketing moments that elevate brand buzz.
230K+ views for #ResortCore on TikTok
Bringing the Charm Back
Charms will become the ultimate accessories, popping up on everything from bags to belly buttons turning everyday items into mini billboards of personal flair and luxury.
27K+ posts for #BagCharms on TikTok
Vending Machines
Vending machines will evolve into micro-retail experiences that blend the thrill of blind boxes with the joy of little treats, featuring small-ticket items like prints or charms.
800K+ views for #PrintVendingMachine on TikTok over the past 6 months
In-App Goes IRL
Digital experiences leap into real life, with gaming, fitness, and social platforms turning virtual activities into tangible actions, blending online engagement with the real-world.
935K members of Pokémon Go’s IRL tournament community, Silph Road
HOBBIES
HOBONICHI
This cult-favorite Japanese planner is the new productivity flex, blending analog charm with modern creativity.
+6.7x inc. in searches for “hobonichi planner” on Pinterest YoY
DIY DJ
DJ deck demand will soar as mixing music moves beyond niche subcultures, with people from all backgrounds taking classes and spinning their own mixes at home, making it a buzzy hobby.
+20% inc. in searches for “dj classes” YoY
PLANT GRAFTING
Plant enthusiasts will dive into plant grafting, mixing two plants into one, creating hybrid masterpieces that blend science and art.
+26% inc. in searches for “plant grafting kit” YoY on Amazon
GAME SHOWS
Game shows are Gen Z’s latest obsession, offering lighthearted pop culture trivia and sparking a wave of bar viewing parties and group watch nights.
55K+ engagements with articles around “Pop Culture Jeopardy!”
MAP MAKING
Map-making will level up, fueled by gaming culture, with people creating fantasy worlds, custom RPG landscapes, and personal adventure maps to blur the line between play and creativity.
+3.8x inc. in searches for “map layout” on Pinterest YoY
CALENDARS
FRIEND HOLIDAYS
Friend holidays will take over as the new tradition, where occasions like Friendsmas and Friendsgiving become the preferred way to celebrate and ditch the family drama.
+86% inc. in mentions of Friendsmas & Friendsgiving in ‘24 compared to ‘23
SLUMBER PARTIES
Themed sleepovers with matching PJs, indulgent snacks, and A24 films will be the new go-to girls night in… like Galentine’s Day, but all year round.
+45% inc. in searches for “slumber party aesthetic” on Pinterest YoY
SOLSTICE PARTIES
They are becoming a new way to connect, offering a smaller, more personal take on astro-tourism with seasonal gatherings that blend natural events and communities.
+2.8x inc. in searches for “solstice party” YoY
NESTING
Communities will come together to support the parenting journey, bringing back a more communal approach while redefining traditions to make parenting a truly shared experience.
+20% inc. in searches for “fathers group near me” YoY
SUMMERWEEN
Halloween will creep into summer with Summerween, where spooky vibes, costumes, and candy collide in the warm months for THE collab of the calendar year.
76K+ posts on TikTok using #Summerween
A CHAOTIC MOOD BOARD
JURY DUTY
+80% inc. in searches for “how do I sign up for jury duty” YoY
Cordelia Chase
+12.6x inc. in engagements with Cordelia/Charisma content YoY
FUGGLERS
+3x inc. in searches for “fuggler dolls” on Amazon YoY
THE NANNY
+27% inc. in searches for “The Nanny outfits” on Pinterest YoY
WALL STREET
+47% inc. in searches for “Wall St” on Pinterest YoY
DIANE KEATON
+53% inc. in searches for “Diane Keaton style” YoY
Source: Brandwatch • Pinterest Trends • Google Trends • YouScan • Keywords Everywhere • Buzzsumo
