Week of 17–23 November 2025 (USA)

Published 17 Nov 2025

Weekly RTE / RTD Trend Brief – Full Research
Week of 17–23 November 2025
Scope: United States, plus global trends that are shaping U.S. RTE/RTD innovation

1. Market backdrop: where RTE and RTD are heading in the U.S.

In the U.S., both ready-to-eat (RTE) foods and ready-to-drink (RTD) beverages are still fundamentally convenience-driven categories, but the definition of “convenience” has matured. It is no longer enough to be fast and cheap; products are increasingly expected to be nutritionally dense, functionally meaningful, and sensorially interesting.

On the RTE side, frozen and prepared foods remain a key vehicle for convenience. The U.S. frozen food market is forecast to grow from about USD 90.4 billion in 2025 to roughly USD 183.7 billion by 2034 (CAGR 8.2%), with demand for ready-to-eat meals identified as one of the central growth drivers.Towards FNB A North America outlook similarly projects frozen food (fruits, meats, seafood, ready meals, snacks) climbing from USD 103.5 billion in 2024 to USD 145.3 billion by 2033, driven by convenience, extended shelf life and innovative product offerings.Supply Chain DigitalPrepared-meal category analyses for the U.S. reinforce the same theme: consumers lean on ready meals because they “need a complete meal, quickly,” but increasingly expect these meals to be higher quality, better balanced and more varied.Mintel+1

On the RTD side, RTD is one of the most dynamic sub-segments in beverages. NielsenIQ notes that ready-to-drink formats now account for roughly 12% of total alcohol dollar sales in the U.S., with 4–5% year-on-year growth driven by convenience and flavor innovation in premixed cocktails and other BevAl formats.NIQ For non-alcoholic RTDs, multiple sources converge on the same picture: strong expansion in functional beverages, RTD coffee and tea, and “Hydration 2.0” formats with added benefits beyond basic thirst quenching.BeverageDaily.com+2bevsource.com+2

Overlaying everything is the rise of GLP-1 weight-management medications (Ozempic, Wegovy, Zepbound, etc.), which are already reshaping U.S. eating and drinking behavior. IFT and FoodNavigator both highlight GLP-1 as a disruptive force that will push food and beverage companies toward more nutrient-dense, portion-aware and protein-forward formulations.foodingredientsfirst.com+3IFT+3FoodNavigator.com+3 Beverage-focused analyses (EY, AlixPartners, BeverageDaily, FedUp Foods) show GLP-1 users consuming fewer calories overall, drinking less alcohol, and shifting toward functional, low-sugar, high-protein and satiety-supporting drinks.AlixPartners+3EY+3BeverageDaily.com+3

In short: U.S. RTE and RTD innovation is being driven by the intersection of convenience, health/functionality, flavor exploration, and a slow but steady re-engineering of products around new metabolic and behavioral realities (GLP-1, blood sugar management, mental health, etc.).IFT+2Mintel+2

2. RTE (ready-to-eat) trends in the U.S.

2.1 Convenience 2.0: frozen and refrigerated, but “better”

The frozen aisle is no longer just a graveyard of low-quality TV dinners. The strong growth outlook for U.S. frozen foods is attributed to rising demand for convenient RTE meals, improved freezing and cold-chain technologies, and better preservation of nutrients and quality.Towards FNB+1 Global ready-meal analyses from Mintel and others characterize ready meals as a solution for busy consumers who need “complete meals, quickly,” and the U.S. follows the same logic—but with a premium twist: more emphasis on ingredient provenance, macro balance, and culinary sophistication.Mintel+1

In practice this means U.S. frozen and chilled RTE ranges are:

  • Expanding into bowls, multi-component plates and snack-sized meals rather than only large, single-plate dinners.

  • Re-engineering recipes for more vegetables, whole grains, and high-quality protein (animal or plant).

  • Adding functional messaging (high protein, high fiber, immune support, gut health) where technically feasible.

2.2 Health, clean label and “less ultra-processed”

A broad set of sources show U.S. consumers becoming more skeptical of ultra-processed foods and seeking shorter ingredient lists and “real” components. Innova’s 2025 Trend 1, “Ingredients and Beyond,” captures this globally but is highly applicable to U.S. RTE: products are judged increasingly on raw materials, perceived processing intensity and transparency.foodingredientsfirst.com+1

IFT’s functional food trend analysis adds more granularity: U.S. consumers are now strongly focused on precision wellness (blood sugar control, hormone balance, heart health, metabolic health) and on targeted benefits such as satiety, weight management and healthy aging.IFT+1 In RTE categories this translates into:

  • Sodium and sugar reduction, with closer attention to blood sugar impacts.

  • Increased protein density and fiber content (partly GLP-1-driven).BeverageDaily.com+1

  • More visible use of “kitchen ingredients” (olive oil, butter, herbs, fermented condiments) and fewer synthetics (phosphates, artificial flavors, certain emulsifiers).

For someone working with fermentation, this is important: fermentation can be framed as an “old, natural process” that delivers flavor and functionality, helping reduce reliance on artificial flavorings and intensive processing.

2.3 GLP-1 and metabolic-health-aware RTE design

IFT and FoodNavigator point out that although only a single-digit percentage of U.S. adults are on GLP-1 drugs, their influence is outsized because they cluster in higher-income segments and because the behaviors (smaller portions, reduced snacking, lower alcohol) may diffuse more broadly.foodingredientsfirst.com+3IFT+3IFT+3 For RTE, that is already translating into:

  • Smaller, more calorie-controlled portions; in some cases multi-compartment “portion-flexible” packs.

  • Higher satiety per bite (more protein, fiber, and healthy fats).BeverageDaily.com+1

  • Positioning of certain RTE bowls and snacks as “GLP-1-friendly” (even if formal claims are avoided).

Given the recent U.S. political push to lower GLP-1 prices and expand coverage, analysts expect usage to grow, further reinforcing these reformulation pressures.TIME+1

2.4 Global flavors and “snackification”

Snackification and global flavor exploration are strong cross-category trends in the U.S. Mintel and Innova both talk about consumers favoring more frequent, smaller eating occasions and a desire for adventurous flavors, fusion cuisines and “wildly inventive” flavor mashups.foodingredientsfirst.com+226295718.s21i.faiusr.com+2

In RTE this shows up as:

  • Korean, Japanese, Mexican, Mediterranean and Middle Eastern RTE bowls, dumplings, noodles and wraps.Mintel

  • Snack-meal hybrids: protein snack boxes, grain-and-legume salads, “mini meals” and breakfast-for-anytime options.26295718.s21i.faiusr.com

  • Fermented and pickled components (kimchi, pickled vegetables, miso dressings, fermented chili sauces) used as flavor-driving elements and as implicit “better-for-you” signals.

2.5 Packaging and process technologies

The growth forecast for frozen foods in the U.S. and North America is tied to improvements in freezing technology, packaging and cold-chain logistics.Towards FNB+1 At the same time, RTE manufacturers are adopting more sophisticated packaging strategies—MAP, high-barrier films, recyclable materials—and considering mild or non-thermal processing where shelf life and quality trade-offs justify the investment.

IFT’s technology outlook for 2025 highlights non-thermal and mild processing, as well as AI-driven formulation and process optimization, as important tools to deliver quality and safety while protecting nutrients and bioactives.IFT+1 For someone wanting to carry live cultures or delicate fermentation flavors through an RTE process, these technologies and the move toward chilled (vs. heavily retorted) meals are highly relevant.

3. RTD (ready-to-drink) trends in the U.S.

3.1 Functional beverages as the new baseline

Multiple sources converge on the same conclusion: in the U.S., functional benefits are now expected, not niche, especially in non-alcoholic RTDs. BeverageDaily’s recent trend coverage notes that health and wellness remains “the center of the conversation,” with protein, gut health, sugar reduction and GLP-1-related satiety considerations driving innovation.BeverageDaily.com+2FoodNavigator-USA.com+2

FoodNavigator’s 2026 ingredient-trend analysis confirms that the top functional ingredient themes are: gut health dominance (pre-, pro-, post-biotics), protein as a growth engine, mental health and cognitive support, blood sugar management, and sustained energy.FoodNavigator.com These are all playing out in U.S. RTDs:

  • Prebiotic sodas and fiber-enhanced waters.

  • Post-biotic and “gut-support” shots where live microbes would not survive.

  • Protein-fortified iced coffees, lattes, and meal-replacement shakes.

  • Nootropic and adaptogen blends in sparkling waters, teas and mood beverages.

3.2 GLP-1 reshaping beverage portfolios

EY, AlixPartners and FedUp Foods each describe how GLP-1 users drink less overall (especially alcohol and sugary beverages), but demand more functional value from what they do drink.EY+2AlixPartners+2 IFT notes that if consumers are eating and drinking less in total, every calorie needs to be “nutritiously dense,” opening opportunities for protein, gut health and broader nutrient fortification.BeverageDaily.com+1

For U.S. RTD brands, this yields clear design rules:

  • Reinforce low-sugar or zero-sugar formulations.

  • Increase protein and fiber where feasible.

  • Layer in micronutrients or condition-specific formulations (e.g. metabolic, brain, stress support) without overwhelming flavor.

  • Position certain products explicitly as high-satiety or metabolically considerate, even if not overtly branded as “for GLP-1 users.”

3.3 Low- and no-alcohol RTDs and premiumization

On the alcoholic side, RTD cocktails have become a core growth engine: NielsenIQ data shows RTDs account for 12% of alcohol dollar sales, with 4–5% annual growth, driven by convenience and flavor innovation.NIQ Market reports on ready-to-drink alcoholic beverages note that low-alcohol RTDs held the largest share in 2024, as health-conscious consumers look for social drinking experiences with fewer negative effects, and many of these low-ABV RTDs are positioned as “functional” (e.g., added fruit juice, electrolytes).Towards FNB

At the same time, the non-alcoholic and “no-/low-alcohol” segment is expected to keep growing as an answer to concerns about health, regulation, and shifting preferences. Sustainalytics points out that no- and low-alcohol products, including mocktails, offer beverage companies a way to mitigate ESG and health-related risks while tapping new consumers.sustainalytics.com

A vivid example of how mainstream U.S. CPGs are responding is Kraft Heinz’s 2025 launch of Crystal Light Vodka Refreshers—its first RTD alcoholic line—offering zero sugar, 77 kcal per can and only 3.8% ABV, clearly optimized for calorie- and moderation-minded consumers.New York Post+1 That is exactly the “better-for-you RTD cocktail” lane that is expanding.

3.4 RTD coffee and tea, fermented teas and Hydration 2.0

RTD coffee and tea are now firmly part of the functional beverage conversation. Innova Market Insights reports that RTD coffee and tea launches grew by 5.5% across the U.S. and Canada in 2024, with the U.S. leading new product development and iced tea being the most active subcategory.Innova Market Insights Detailed RTD coffee analyses highlight expanding ranges (cold brew, lattes, protein coffees, mushroom/adaptogen coffees) and an increasing consumer interest in RTD teas, matcha and functional drinks.hardtank.com+1

BevSource’s 2025 beverage-trend review describes “Hydration 2.0,” where water and hydration beverages are enriched with electrolytes, vitamins, botanicals, prebiotics or other functional components. It also notes that RTD teas, fermented teas (i.e. kombucha and spin-offs), and functional coffees are becoming important disruptors in this space.bevsource.com

For a fermentation-focused producer, this is one of the clearest opportunity zones: kombucha-adjacent or kombucha-inspired RTDs can sit directly in Hydration 2.0 and functional tea lanes rather than only in “health food” niches.

3.5 Flavor innovation, formats and packaging

Global trend trackers all stress that “wildly inventive” flavors, cross-category mashups and limited editions are central to RTD growth.foodingredientsfirst.com+1 This includes:

  • Cocktail-inspired profiles in non-alcoholic sparkling waters (e.g. yuzu-ginger, hibiscus-lime).

  • Dessert-inspired profiles in protein coffees and milk-based RTDs (e.g. tiramisu latte, salted caramel cold brew).

  • Global botanicals (yuzu, shiso, tamarind, hibiscus, pandan, etc.) in both alcoholic and non-alcoholic RTDs.

On format and packaging, the main U.S. signals are:

  • Continued dominance of slim cans and sleek, minimal design.

  • An uptick in stick packs and concentrates (portable portions for home dilution), especially in functional hydration and energy spaces.bevsource.com

  • A push toward recyclability and lighter materials, driven by sustainability expectations and cost of goods concerns.IFT+1

4. Cross-cutting ingredient and innovation trends relevant to U.S. RTE/RTD

Pulling together the major global and U.S.-relevant ingredient trends:

  • Gut health dominance – Prebiotics (inulin, FOS, GOS, resistant starch), probiotics and especially post-biotics are expected to remain leading functional themes through 2026 and beyond.FoodNavigator.com+1

  • Protein as a growth engine – Protein fortification is central to both RTE and RTD innovation in the U.S., with emphasis on satiety, muscle health and metabolic support. Sources range from dairy and collagen to pea and other plant proteins.FoodNavigator.com+1

  • Mental health, cognitive support and mood management – Nootropics (e.g., L-theanine, caffeine synergies, ginkgo, lion’s mane) and adaptogens (ashwagandha, rhodiola, reishi) are increasingly layered into beverages and occasionally into snacks.FoodNavigator.com+1

  • Blood sugar and hormone health – Mintel flags blood sugar control and hormone balance as major emerging themes, particularly relevant given GLP-1 uptake and general metabolic-health awareness.Mintel+1

  • Sugar and salt reduction – IFT and BeverageDaily highlight salt and sugar reduction as critical reformulation drivers across categories.IFT+2BeverageDaily.com+2

  • Up-cycling and diversified ingredient sourcing – Mintel’s 2025 trends emphasize diversified sourcing and sustainability; ingredients from side streams and by-products are being used for fiber, protein and polyphenols.PR Newswire+1

These themes map cleanly onto both RTE and RTD, and they align especially well with fermentation-based innovation (gut health, up-cycling, natural flavor development).

5. Strategic implications for your fermentation-driven R&D

Given this U.S.–centric landscape and your specific focus on kombucha and fermented foods, several opportunity corridors are clear:

  1. GLP-1-aware functional RTE/RTD
    Design products that naturally fit a lower-intake world: smaller portions, high nutrient density, higher protein and fiber per serving, and careful sugar and sodium levels. Use fermentation-derived flavors and post-biotics to add value without calories.IFT+2FoodNavigator-USA.com+2

  2. Gut-health-first products that lean on post-biotics
    Because many U.S. RTE meals and shelf-stable RTDs cannot support live cultures, explicitly position certain offerings around stable fermentation metabolites (organic acids, peptides, post-biotic preparations) with clear structure–function language (supports digestive comfort, supports a healthy gut environment).FoodNavigator.com+1

  3. Fermented teas and Hydration 2.0
    Place kombucha and kombucha-adjacent drinks in the Hydration 2.0 lane: low-sugar, functional, refreshing RTDs that may incorporate electrolytes, botanicals, or fiber, not just “a fermented tea.”bevsource.com+2Innova Market Insights+2

  4. Fermented flavor systems for RTE meals
    Develop RTE-ready fermented sauces, dressings, pickles and condiments (kimchi-style, miso-based, lactic-fermented chili, fermented citrus) that can be plugged into U.S. ready-meal platforms as flavor and health signals. This fits the global-flavor and clean-label trends in RTE.Mintel+1

  5. Up-cycled fermentation ingredients
    Use fermentation to valorize side streams: tea trimmings, fruit peels, spent botanicals, vegetable scraps. Up-cycled fermented bases or powders can be positioned as sustainable fibers, flavor enhancers, or functional inclusions in both RTE and RTD formats.PR Newswire+1

  6. Platform thinking: base + modules
    Architect your products as platforms: a core fermented base (for flavor and function) plus modular overlays (flavor variants, added functional stacks like nootropics or adaptogens, protein/fiber boosts) that allow you to spin multiple SKUs quickly while staying within the same process and regulatory framework.

  7. Evidence-backed, honest communication
    U.S. consumers are increasingly sophisticated; they respond to transparent, specific claims (“contains 3 g prebiotic fiber from chicory root,” “fermented with live cultures; pasteurized for safety, contains post-biotic metabolites”) more than vague “superfood” language. Align with the regulatory and scientific tone reflected in IFT and FoodNavigator coverage.