Is Your Favorite Snack About to Disappear? Discover the Shocking Truth Behind the Healthy Snacking Craze!

As the health landscape shifts dramatically, renowned brand Dole is positioning itself at the forefront of this evolution with its new “Fruit FWD” trend report. This initiative aims to place fruit at the center of the burgeoning health economy, which is seeing a surge in snacking, mini meals, and “better-for-you” beverages. At a time when wellness is increasingly prioritized, the 123-year-old company is exploring innovative ways to remain relevant.

According to Mike Secor, vice president of marketing at Dole, the evolving consumer mindset reveals that people no longer see eating fruit as merely a health obligation. His insights reflect a significant shift: research indicates that 52% of global consumers now select fruit for its “nutritional benefits,” while 49% regard it as supportive of their “overall wellbeing.” This marks a notable transition from traditional views focused solely on dieting or guilt reduction.

Secor emphasizes that, despite Dole's long history dating back to 1901, the changing role of fruit necessitates a fresh marketing perspective. He notes that the brand's internal mantra, “Sunshine for all,” is being revitalized to resonate with modern consumers. “Fruit is having a bit of a moment. People are economically challenged and looking for little respites and ways to escape. We provide that,” he explains, underlining the emotional connection consumers now seek with food.

The report outlines several trends that highlight how mealtime structures are shifting. For instance, 54% of people report opting for snacks over traditional meals when pressed for time. Furthermore, 75% consider snacks a “critical part of their day,” serving as a vital source of joy amidst their busy lives. This growing preference for snacking positions fruit as an ideal option to fulfill those needs.

“Fruit is not typically a center of the plate item,” Secor states, but he believes Dole can change that narrative. The company is dedicated to finding ways to integrate fruit into consumers' everyday lives more effectively. In addition to snacking, beverages are emerging as another avenue for growth. The trend report highlights an increase in “drinkable fruit,” which has gained traction within the non-alcoholic beverage sector, particularly among younger demographics.

For instance, Gen Z is steering clear of traditional cocktails and is gravitating toward refreshing options like agua frescas, mocktails, and tropical-flavored refreshers. Dole's research reveals that the TikTok phenomenon has propelled interest in agua fresca content, which amassed over 1.4 billion views in 2025. This trend reflects a broader cultural shift, where younger consumers are seeking fun without the kick of alcohol.

Interestingly, Secor points out that even unconventional trends, such as pineapple coffee, are gaining popularity. Demographics significantly influence these trends, with guava emerging as the top-trending fruit in restaurants last year. The increasing health consciousness among consumers is another driving factor behind the fruit renaissance, as there is a growing discomfort with ultra-processed foods. With the buzz around GLP-1 medications, people are actively seeking more “natural” options to enhance their wellbeing.

Ultimately, Dole's trend work is not just about the product category; it’s about reinforcing the brand's identity. “We can provide little moments of joy, little rays of tropical sunshine,” Secor articulates. The company is not only focused on developing new products but is also keen on producing better content, including recipes and how-to guides, to engage consumers more effectively. “It’s always this incredible mix of functional and irrational, emotional elements,” he adds. “We need food to survive, but it's also part of memories, situations, and occasions. It’s part of the fabric of being a human.”