NEW YORK — Grubhub released its annual “Delivered” trend report on Tuesday, December 9, 2025, officially declaring 2025 the year of “Foodmaxxing.” The delivery platform’s data confirms a cultural shift where consumers are prioritizing meals that offer maximum functional benefit, nutritional value, and aesthetic appeal.
The report, which analyzes millions of orders from January 1 to October 15, 2025, identifies a move away from simple flavor cravings toward performance based eating. Key drivers include gut health, high protein content, and “main character energy” beverages.
The company stated in the press release:
“In 2025, diners didn’t simply crave flavor, they craved a one-two punch that delivered on taste and functional benefits. The country went all-in on Foodmaxxing, a cultural shift where meals, snacks, drinks, and grocery orders were designed for maximum nutritional value, functional payoff, and yes, a little extra aesthetic appeal for their social feeds.”
Top Trends: Fiber, Protein, and “Little Luxuries”
The data highlights several specific categories that saw explosive growth:
- Fibermaxxing: Grocery orders for beans jumped 135%, with over 1.5 tons of legumes delivered. “Dense bean salads” became a social media staple, with Los Angeles leading the trend.
- Tinned Fish: Orders for tinned fish tripled in 2025, with grocery purchases up 209%. The trend moved from pantry staple to curated “seacuterie” boards.
- Protein Obsession: Protein labeled grocery items increased by nearly 20%. Chicken nuggets remain a powerhouse, with over 750 orders per hour nationwide.
- Beverage Upgrades: Cold foam orders surged 75%, while matcha orders jumped 34%, positioning the green tea as a “green flag” for focused energy.
- Egg Redemption: Grocery egg orders skyrocketed 58%, driven by protein needs and viral “egg flight” recipes.
Why It Matters
For the CPG and foodservice industries, “Foodmaxxing” represents a consumer base that is increasingly educated and demanding. Shoppers are no longer satisfied with empty calories; they want functional ingredients that justify the delivery fee.
This shift impacts product development and marketing. Brands must now highlight “value add” attributes like protein count, fiber content, or gut health benefits on packaging. The rise of convenience stores as “meal destinations” for hot, protein forward items like taquitos and chicken rollers also signals a competitive threat to traditional QSRs. For manufacturers, the explosion in tinned fish and electrolyte drinks (76,000+ delivered monthly) suggests that shelf stable, functional products are prime candidates for delivery focused distribution channels.
FAQs
What is “Foodmaxxing”?
Grubhub defines it as a trend where consumers choose food for maximum nutritional value, functional benefits, and aesthetic appeal, rather than just taste.
What was the top grocery trend in 2025?
Beans and tinned fish were standout grocery items, with bean orders jumping 135% and tinned fish purchases rising 209%.
Which beverages saw the most growth?
Cold foam (up 75%) and matcha (up 34%) were the fastest growing beverage trends, reflecting a desire for affordable luxuries and functional energy.
About Source86
Source86 connects the CPG news of the day to actionable supply chain solutions. Whether you are a retailer looking for a private label manufacturer or a brand seeking a reliable importer, our network covers the entire product lifecycle. We handle everything from R&D to retail ready distribution.
If your brand needs to pivot to meet the “Foodmaxxing” demand for high protein or functional ingredients, Source86 provides the bulk and wholesale connections you need. We specialize in matching businesses with the right co packer or supplier. This ensures you never miss a sales opportunity. Visit Source86.com to learn more.
