Grubhub’s 2025 Delivered Trend report shows that customers are increasingly focused on nutrition and functional foods this year. The report, which analyzed millions of orders from January 1 through October 15, highlights a cultural shift Grubhub calls “Foodmaxxing,” where meals, snacks, drinks, and grocery items are chosen for their nutritional value, functional benefits, and social media appeal.
Beans were the standout item of the year, surging 135% in grocery orders, with Los Angeles leading the trend. Health-conscious consumers favored beans for their high fiber content, and dense bean salads with chickpeas, black beans, and kidney beans went viral on social media. Tinned fish orders also spiked, tripling from 2024 to 2025, reflecting a continued emphasis on protein. Other protein-rich foods—including protein cookies, popcorn, and cinnamon rolls—saw nearly a 20% increase in popularity. Chicken remained a top choice, with over 750 nuggets, tenders, and strips ordered every hour, totaling roughly 5.2 million for the year, while egg-based items like sausage, egg, and cheese sandwiches drove a 58% jump in egg grocery orders, especially in New York, Los Angeles, and Chicago.
Beverage trends included a 34% increase in matcha orders and a 75% surge in cold foam drinks. Electrolyte beverages were also popular, with over 76,000 delivered per month. Convenience store favorites such as taquitos, chicken rollers, and hot dogs rounded out the year’s top trends, showing that while health and function dominated, indulgence remained part of Grubhub customers’ choices.