New insights from the Fetch Finds Report, powered by billions of verified real receipts submitted by U.S. consumers, paint a vivid picture of American buying behavior in 2025. Rather than relying on estimated models or survey intentions, Fetch’s data offers a transaction‑level view of how people actually spent their money across categories—from groceries to dining out and lifestyle purchases.
1. The Meatless Movement Lost Steam
One of the most surprising findings of 2025 was the reversal of the meatless trend. Despite inflation and rising grocery costs, sales of fresh beef (+13%) and pork (+12%) increased while refrigerated plant‑based alternatives declined (-11%). In other words, Americans were adding meat back into their shopping carts in meaningful ways, signaling a retreat from earlier enthusiasm for plant‑based substitutes.
2. Dining Out — Especially Sushi — Surged
While economic pressures still influenced budgets, Americans didn’t shrink away from eating out. Dining occasions grew, and one category stood out: sushi trips increased 45.6%, far outperforming other popular eats such as Mexican (+13.9%) and pizza (+6.7%). This suggests a renewed appetite for experiential food indulgences even amid cost concerns.
3. Energy Nutrition Took Center Stage
In 2025, energy foods and supplements climbed in importance. Fetch data showed a 27.4% growth in purchases of energy chews and gels, pointing to an American consumer base driven by endurance and midday boosts—whether for workouts, commuting, or long workdays.
4. The Decluttering Boom Became Wellness Culture
Household organization didn’t just help people tidy up—it became part of a broader self‑care trend. Items like storage bags (+55.8%), charging valets (+37%), and cleaning gloves (+13.4%) surged, as many consumers equated a decluttered home with mental wellbeing and life balance.
5. Protein Became Everyday Pantry Fuel
Protein wasn’t just for athletes in 2025—it moved into everyday consumption. Grocery data revealed that protein‑fortified foods experienced significant gains: breakfast cereals (+69.8%), granola (+45.9%), and dry pasta (+35.4%) all saw strong growth. This reflects a broader shift toward integrating protein into routine meals and snacks, not just specialty diets.
6. Comfort and Stay‑At‑Home Products Soared
Perhaps the most dramatic change was in comfort‑oriented purchases. Americans were clearly embracing “home comfort” in a major way: loungewear rose a whopping +218%, weighted blankets climbed +45%, and aromatic candles increased +20%. These purchases indicate that consumers were prioritizing rest, comfort, and sanctuary in daily life.
Why These Trends Matter for Retailers
Fetch’s data underscores the value of real purchase behavior—not just intention surveys—when analyzing consumer demand. Retailers and brands that can pivot quickly to reflect actual buying patterns stand to improve assortment performance, pricing strategies, and marketing relevancy. This is especially true in categories where comfort, nutrition, and experiential dining intersect with economic pressures.
The 2025 Fetch Finds report reveals a complex but actionable snapshot of U.S. consumer behavior. From the resurgence of meat and protein purchases to the explosive growth in comfort‑and‑home categories, American shoppers demonstrated both practicality and indulgence. For retailers and brands, these insights grounded in real transaction data offer a powerful foundation for strategy and innovation in 2026 and beyond.
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Dan Craft
Staff Report
Dan Craft
