Specialty Products Data: 2025 Study Reveals 79% of Consumers Seek Out Niche Items

From specialty coffee to small-batch olive oils, artisanal cheeses to craft beer, premium food products once considered luxury indulgences are now becoming household staples. The market for specialized and niche offerings has gained significant momentum in 2025. Consumers are increasingly prioritizing quality and craftsmanship in their everyday purchases.

This shift extends beyond just changing tastes. In fact, it represents a fundamental transformation in shopping behavior. While major brands once dominated grocery aisles, today's consumers are gravitating toward attractive packaging, unique flavors, and local producers. 

To understand the depth of this trend, Toast conducted a blind survey exploring the growing demand for specialty and niche products. Our findings reveal compelling insights about how these changes are reshaping the retail landscape in 2025.

Key takeaways:

• 79% of respondents actively seek out specialty items

• 59% of respondents selected grab-and-go items as a top product category

• Over 72% of respondents are willing to pay more  for specialty food and beverage products

• Over 75% of respondents are likely to check multiple stores to gather the specialty items they want

• Product variety is important to 74% of respondents

• Over 44% of respondents prefer to be informed about new specialty products through in-store signage and promotions.

• Over 58% of respondents are possibly interested in retailers offering personalized recommendations

2025 specialty products data 

Ready? Let’s dive in.

Consumer demand: Product variety is important to 74% of respondents

Consumers are showing a strong appetite for specialty products, with 79% of respondents actively seeking them out. With a variety of options, shoppers are prioritizing unique, high-quality items that stand out from the standard selection. This growing interest signals an opportunity for retailers to cater to customers looking for something beyond the basics.

Beyond just finding specialty products, consumers also want variety, with 74% saying product selection is important. They have serious FOMO and expect their local store to stock the must-have items their friends won’t stop raving about. A well-stocked selection of specialty goods can set a store apart, encouraging repeat visits and boosting sales. Retailers that highlight unique offerings and rotate in fresh, seasonal, or trending items are more likely to capture today's discerning shoppers' attention (and spending power).

Consumer habits: 59% of respondents selected grab-and-go items as a top product category

Now, let’s break down which items shoppers are more interested in purchasing.

Convenience has emerged as a huge theme for shoppers, with 59% of respondents choosing grab-and-go items as a top category. People want high-quality, specialty foods and they want them now. No one has time to slow-roast a farm-to-table sandwich on their lunch break. Retailers that offer specialty grab-and-go selections can tap into this demand, appealing to shoppers who want something quick without sacrificing quality or uniqueness.

At the same time, curiosity plays a big role in purchasing decisions, as 52% of respondents say their willingness to experiment influences them to try new specialty products. This openness extends to limited-edition & seasonal items (48%), artisanal cheeses & charcuterie (43%), and gourmet & international snacks (43%). Retailers that highlight fresh finds through sampling and seasonal rotations can capture this sense of adventure and keep shoppers coming back for more.

Price sensitivity: 72% of respondents are willing to pay more for specialty products

Price actually isn’t a deal-breaker when it comes to specialty products. Over 72% of respondents are willing to pay more for high-quality food and beverages. In fact, only 9% of respondents said they aren’t willing to pay more for specialty products at all (probably the same people who skip out on paying extra for guac). This willingness to spend presents a major opportunity for retailers to showcase specialty items as worth the splurge. 

Consider emphasizing quality, sourcing, and craftsmanship to help give your items a boost. Pricing strategies can lean into perceived value rather than just affordability. Highlighting factors like small-batch production, organic ingredients, or limited availability can justify higher prices and encourage customers to indulge in something special.

Inventory importance: 75% of respondents check other stores to gather desired items

Shoppers are willing to go the extra mile to get their desired special products. Over 75% of respondents are willing to check multiple stores to track down specialty items. This dedication highlights just how important unique and high-quality items have become in consumers’ shopping habits. For businesses, ensuring a strong and reliable selection of specialty goods can help keep customers from looking elsewhere.

At the same time, discovery plays a key role in the specialty shopping experience, with 67% of respondents noticing new products at their preferred retailers. However, when a desired specialty product is out of stock, 36% opt for a different variety of the same type rather than leaving empty-handed. This suggests that while consumers enjoy discovering new specialty items, availability matters. Retailers that maintain well-stocked shelves and offer strong alternatives can better meet demand and retain customers. 

Marketing preferences: 44% of respondents prefer in-store signage

How consumers learn about specialty products matters just as much as what’s on the shelf. Over 44% of respondents prefer in-store signage and promotions to discover new specialty items, making clear and engaging displays a key tool for driving sales. Highlighting unique ingredients, origin stories, or pairing suggestions can capture shopper interest and encourage impulse purchases.

Personalization is also gaining traction, with over 58% of respondents open to receiving tailored recommendations from retailers. Whether through loyalty programs or digital suggestions, shoppers are interested to learn what they should to try next. Retailers that invest in personalized marketing can build stronger connections with customers and keep them coming back for more specialty finds. After all, who doesn’t want a personal shopper, especially when it involves gourmet snacks?

A Toast to specialty retail

Specialty products are shaping the way consumers shop, from their willingness to pay more for premium items to their eagerness to explore new offerings. To meet this demand, retailers need the right technology to manage inventory, create personalized recommendations, and craft engaging shopping experiences.

Toast’s Retail POS is built for modern retailers, helping you track specialty product sales, optimize stock levels, and run targeted promotions that drive customer engagement. With seamless inventory management, intuitive reporting, and personalized marketing features, Toast empowers retailers to stay ahead of trends and keep customers coming back. Ready to elevate your business? Request a demo here today and see how Toast can transform your retail experience. 

Methodology 

Toast conducted a blind survey on this topic of 1000 U.S. adults ages 18 and older on February 18, 2025. Respondents were not made aware that Toast was fielding the study. Using a standard margin of error calculation, at a confidence interval of 95%, the margin of error on average is +/- 3 - 5%.