Increase in Summer Fancy Food Show Registrations Observed
The Specialty Food Association (SFA) is gearing up for its next trade show, the Winter FancyFaire, which is scheduled to take place in San Diego from January 11-13, 2026. This follows the success of the 69th Summer Fancy Food Show held in New York City's Javits Center in June 2025.
The Winter FancyFaire is set to be an exciting event, with over 30 sessions from thought leaders covering topics like financing, tariffs, and foodservice trends. The show will feature 378 first-time exhibitors and 90 incubator and accelerator brands, providing ample opportunities for networking and discovering new products.
One of the highlights of the Winter FancyFaire will be the unveiling of the first-ever specialty food Trend of the Year. The SFA has been closely observing the specialty food and beverage industry, and this award aims to recognise the most significant trend shaping consumer behaviour.
The SFA has also announced the inaugural roster of emerging leaders in the specialty sector, known as the Fancy Food Rising Stars. These individuals are set to make a significant impact in the industry, and their inclusion in the Winter FancyFaire is a testament to the SFA's commitment to fostering new talent.
The 69th Summer Fancy Food Show in 2025 reflected notable trends in the specialty food and beverage industry. Global and multicultural flavours were a major highlight, with exhibitors from 59 countries showcasing foods like Assamese tea, Gujarati Rotlas, and Mango Kulfi, illustrating consumers' growing appetite for diverse international tastes and new culinary experiences.
Emerging brands and private labels gained prominence, now constituting about 20% of grocery sales and showing consumer receptivity to novel, smaller or store brands. Innovative packaging and product presentation served as key attractions, with eye-catching, colorful, and sometimes humorous packaging used to draw consumer attention.
On the beverage side, carbonated soft drinks (CSDs) remain a top indulgence, but there is strong growth and experimentation in functional fortification (including fiber and protein), customized beverages with unique ingredients, and non-alcoholic options, particularly favoured by Gen Z and millennials who seek personalized drink experiences and premiumization.
Consumers increasingly seek beverages tailored for specific occasions or benefits, such as energy drinks linked to athletics, juices for studying, and water for exercise, reflecting a segmentation strategy based on moment and function.
The SFA, a not-for-profit trade association representing more than 4,000 businesses worldwide in the $207 billion specialty food industry, is dedicated to championing industry participation and success for a diverse community of makers, buyers, importers, distributors, and service providers. The SFA owns and operates the Summer Fancy Food Show, Winter FancyFaire, and the sofi Awards.
The sofi Awards have been honoring excellence in specialty food and beverage annually since 1972. At the 69th Summer Fancy Food Show, 2,492 domestic and international food and beverage manufacturers displayed innovative specialty products, with almost 1,000 new products introduced, a 90% increase from 2024.
Attendee registration for the 69th Summer Fancy Food Show surged 14% from 2024, reaching about 13,000. Around 8,100 buyers attended, marking a 9% rise. Mary Beth Vultee, who previously worked at Whole Foods Market, has been named the SVP, Member Relations at the SFA.
The show expanded to almost 340,000 square feet, including the River Pavilion. The SFA is looking forward to another successful event with the Winter FancyFaire, and invites all industry players to join them in San Diego next year.
- The Winter FancyFaire, with topics like financing and foodservice trends, offers insights for businesses seeking to navigate the intricacies of the specialty food industry's supply chain.
- At the Winter FancyFaire, attendees can discover new lifestyle trends in food-and-drink, such as the first-ever specialty food Trend of the Year, which recognizes significant changes shaping consumer behavior.
