Emerging Trend Alert: Selling Cozy

 

Before discussing cozy, let’s address the regulatory updates, as they have been the talk of the food and beverage industry. This past Tuesday, January 14, 2025, FDA proposed a mandatory, front-of-package nutrition label for most packaged foods. If finalized, food manufacturers would be required to add a Nutrition Info box to most packaged food products three years after the final rule’s effective date for businesses with $10 million or more in annual food sales and four years after the final rule’s effective date for businesses with less than $10 million in annual food sales. 

The proposal gives consumers readily visible information about a food’s saturated fat, sodium and added sugars content, three nutrients directly linked with chronic diseases when consumed in excess. The simple format includes identifying the amount of these nutrients as “Low,” “Med” or “High.” The label does not flag any of the good stuff inside. This limitation was immediately addressed by the International Dairy Foods Association (IDFA). 

“With this proposed rule, the FDA has missed an important opportunity to educate consumers about the nutrients they need to live healthy lives. It is critical that any front-of-package labeling scheme be balanced and provide consumers with the broad scope of nutritional information that fully reflects the calcium, protein, vitamin D, potassium and other essential nutrients dairy provides,” said Roberta Wagner, senior vice president of regulatory and scientific affairs at IDFA. “By focusing solely on nutrients to limit, FDA’s proposed front-of-pack nutrition labeling rule would unfairly stigmatize a wide variety of nutrient-dense dairy products—such as milk, cheese and yogurt—despite extensive nutrition science showing their benefits for bone health, immune function, hydration and reduced risks of type 2 diabetes and cardiovascular disease. We urge the FDA to reevaluate its labeling approach to support comprehensive and transparent communication about the health benefits of dairy.”

Thank you IDFA! But here’s the deal. Will the FDA listen? Agree? Will there even be an agency after Jan. 20? I guess no agency would mean the proposal would go away and we may be back to pre-Nutrition Facts times—before 1990—when food labels were barely regulated. And pasteurization…what’s that? (Scary times ahead.)

The point is that it is up to dairy processors to do a better job of communicating the nutrition inside each and every product. Focus on the protein, the vitamins, the minerals and all those other powerhouse compounds. 

Moving on to Red Dye #3. Manufacturers who use it in food have until January 15, 2027, to reformulate their products, according to FDA. For dairy, Red Dye #3 is used primarily in strawberry milk, other strawberry products and some of the confections added to ice cream or in the side cup on yogurt. For the record, as of now Red Dye #40 is still A-OK. However, I highly recommend you take the “natural” route. Tomato-derived colors (from Lycored) work very well in refrigerated strawberry milk. 

No need to go into the why, how and who fueled the ban. It’s all over the internet. But as of now, while there still is an FDA, Red Dye #3 is on the American no-no list. 

And then late on Thursday, January 16, 2025, the Alcohol and Tobacco Tax and Trade Bureau proposed an Alcohol Facts box, similar to the Nutrition Facts. Labels on wine, distilled spirits and malt beverages in the U.S. would be required to list alcohol content and nutritional information per serving, plus notification of potential allergens, under two new proposed rules. This is on top of the warning declaration on labels communicating the correlation between alcohol consumption and cancer.

All of these proposals and mandates come at a time when the government is in the process of updating dietary guidelines. These guidelines influence federal food programs and policy. 

All of this is quite stressful. That’s where cozy comes into play. It’s not new. It just has a new label. Cozy is about connection and comfort. And brands are trying to position their products as being cozy. 

The 6 Seeds Consulting, a global AI-driven insights firm, predicts the emergence of The Cozy Revolution. 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 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. 

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.

Dairy checks all the boxes! 

“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.” 

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. 

With much of the country heading into a major cold spell, I plan to hunker down and be cozy this upcoming week. Stay warm! And think of all the ways to make better food possible. Think dairy!