TORONTO, ON – January 2, 2025 – In 2025, a powerful consumer movement is emerging: “The Cozy Revolution.” According to 6 Seeds Consulting, a global consultancy specializing in AI-driven insights, strategic innovation, and growth strategies for the food and beverage industry, cozy-seeking will dominate consumer choices in 2025, shaping how people eat, live, and connect.
Driven by lingering pandemic effects, climate anxiety, economic pressures, and digital burnout, this trend is reshaping the food and beverage landscape. From elevated versions of nostalgic comfort foods to cozy, sensory-rich experiences, consumers are seeking emotional refuge in products and moments that offer reassurance, indulgence, and joy.
“2025 will be the year of coziness,” says Andreas Düss, CEO of 6 Seeds Consulting. “People aren’t just looking for comfort—they’re demanding it. The chaos of the world has made it clear: emotional well-being isn’t a luxury; it’s a necessity. This isn’t just a food trend—it’s a cultural shift, and food brands that understand this will lead the pack.”
Why 2025 Will Be All About Coziness
6 Seeds Consulting identifies five key forces driving this movement into the new year:
- Pandemic Aftershocks: Rituals like baking and home cooking, popularized during lockdowns, continue to hold emotional value.
- Climate Anxiety: As uncertainty grows, consumers turn to nostalgic foods and small comforts for stability.
- Economic Pressures: Affordable indulgences, such as premium single-serve desserts, provide instant moments of joy. This phenomenon, known as the “lipstick effect,” was first observed by Estée Lauder, who noted lipstick sales growth during economic uncertainty.
- Digital Burnout: After years of screen fatigue, people crave tactile, sensory-rich experiences and real-world connections.
- Sociopolitical Stress: In polarized times, comfort foods and cozy entertainment provide much-needed escapism.
How Food Brands Can Tap Into the Comfort Revolution
6 Seeds Consulting advises food brands to adapt to this movement by:
- Reimagining nostalgic favorites with elevated, high-quality ingredients.
- Focusing on authenticity through storytelling and ethical sourcing.
- Offering affordable luxuries that balance indulgence with mindfulness.
“Consumers are using food to reconnect with themselves and their sense of joy,” says Düss. “For brands, 2025 is the moment to deliver not just products but experiences that feel like a warm embrace in uncertain times.”
A Broader Impact on Culture
This cozy-first mindset isn’t limited to food. Hospitality, wellness, and entertainment industries are embracing cozy, sanctuary-style offerings. From soft lighting in restaurants to “cozy content” in streaming services, the comfort revolution is redefining what it means to create meaningful consumer experiences.
About 6 Seeds Consulting
6 Seeds Consulting empowers challenger food brands to compete with industry giants by combining cutting-edge AI-driven insights with deep category expertise. From innovation strategy to branding and marketing, 6 Seeds helps businesses grow smarter, navigate complexity, and lead their industries. For more information, visit 6seedsconsulting.com.
To book an interview with Andreas Düss, CEO of 6 Seeds Consulting, or further insights into the 2025 Cozy Revolution, please contact:
Saskia Brussaard
[email protected]
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About Andreas Düss – CEO, 6 Seeds Consulting
Andreas Düss is the CEO and co-founder of 6 Seeds Consulting, a global consultancy specializing in data and AI-driven business insights, strategic innovation, and growth strategies for the food and beverage industry. With over 20 years of experience, Andreas has become a recognized authority on consumer behavior, market trends, and how emerging technologies can drive sustainable business growth. His expertise spans across AI-powered market insights, product innovation, and global brand development.
A highly sought-after speaker, Andreas has recently addressed key industry organizations, including the U.S. Agricultural Export Development Council (USAEDC), USA Rice Federation, and Agriculture and Agri-Food Canada (AAFC). Through these engagements, he has shared actionable insights on navigating the evolving global food landscape and leveraging data and AI tools to unlock growth opportunities.
In addition to his leadership at 6 Seeds Consulting, Andreas is the author of the forthcoming book Do More with Less: Overcome Friction in Business Using AI. He is also a guest lecturer at the Ivey School of Business and a regular contributor to discussions on the intersection of AI, innovation, and the future of food. Through 6 Seeds, Andreas continues to guide brands in competing with industry giants by combining cutting-edge data insights with a consumer-first approach.
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