Report Detail

November 2023

10 Key Trends in Food, Nutrition and Health 2024

PDF: 132 pages Powerpoint: 405 slides

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How do your category, your strategy and your brand measure up to the biggest consumer trends driving the food industry?

Aligning your business with what consumers really want is the strongest basis for success. But what consumers want is evolving. Our annual report – now in its 25th year – charts the shifting sands of consumer needs, motivation and fashion.

Focusing on the long-term opportunities, we pinpoint the 10 most important growth opportunities in food, nutrition and health. For each one, we examine in detail the drivers of change – evolving nutrition science, consumer beliefs, market development and ingredient choices.

With a wealth of charts and graphics, 10 Key Trends 2024 sets out the strategies that you can choose for each trend. To help spark inspiration and ideas, we illustrate everything with snapshots of over 200 innovative companies and brands. This 132 page report is written in an accessible style that's rich with illustrations. It is available in both PDF and PPT (both are included for customers who have a Premium or Enhanced license).

Thanks to our 20+ years in the industry, and our consultancy work, we know the real challenges facing companies, so we provide practical information that you can use in developing your strategy:

A description of each of the 10 trends, outlining the direction of travel and the driving factors
Explain which trends you should think about today and which are emergent
Outline the best strategies to connect to a trend, and the consumer, market and science drivers for each strategy
Show how each strategy is developing, using real-world examples of companies and brands
Flag up which strategies are higher-risk and which are lower-risk

This report will help you to interpret:

What the trends mean for your business
What you can do now
What you must be planning for tomorrow

Who can benefit from reading 10 Key Trends?

Brands both big and small who want to refine their strategy
Ingredient suppliers trying to understand the opportunities for their products and how to help their customers succeed
Researchers trying to figure out how to commercialise nutrition science

The 10 Key Trends in Food, Nutrition & Health 2024

Introduction

Key Trend summaries

Category opportunities

Mega Trend 1: Weight wellness & metabolic health

Mega Trend 2: Fragmentation of health beliefs

Mega Trend 3: Naturally functional

Mega Trend 4: Snackification at the heart of strategy

Mega Trend 5: Sustainability

Key Trend 1: Digestive wellness diversifies

Key Trend 2: Carbs – better and fewer

Key Trend 3: Plants made convenient

Key Trend 4: Animal protein powers on

Key Trend 5: Plant protein

Key Trend 6: Emergent blood sugar-friendly

Key Trend 7: Rethinking fat

Key Trend 8: Mood & mind

Key Trend 9: Emergent hormonal health

Key Trend 10: Real food and the UPF challenge

Chart 1: Success comes from connecting to multiple trends

Chart 2: Brands in this report on the nutrition products lifecycle

Chart 3: Social media use by age segment

Chart 4: Sustainability trails other purchase drivers

Chart 5: Probiotic products launched in Asia, Europe & Nth America

Chart 6: Interest in fibre skews slightly towards older consumers

Chart 7: Consumer awareness of fibre outranks pro- and prebiotics

Chart 8: Plant-based is a premium niche within the total liquid milk market (date 52 weeks to July 2023)

Chart 9: Evolution of US plant-based milk category, 1998-52 weeks to July 2023 ($m)

Chart 10: Consumer Google searches for ‘A2 milk’ are increasing

Chart 11: Consumer interest in gluten-free appears to have peaked, as suggested by the decline in Google searches

Chart 12: Interest in grain-free products is niche and skews towards younger consumers

Chart 13: Global launches of food & beverage products with a “grain-free” claim

Chart 14: Trend Diamond – Key Trend 1, Digestive wellness

Chart 15: Product Life-cycle – Key Trend 1, Digestive wellness

Chart 16: Fibre brings a naturally functional health halo to many carb categories

Chart 17: The foods that people say they are trying to eat less of in order to consume fewer carbohydrates (USA)

Chart 18: Percentage of consumers who say they are reducing their sugar consumption, by age-group

Chart 19: Are you trying to eat fewer carbs? (average all 5 countries)

Chart 20: % of consumers trying to eat fewer carbs, by age segment

Chart 21: % of consumers trying to eat fewer carbs, by gender

Chart 22: Trend Diamond – Key Trend 2, Carbs – better & fewer

Chart 23: Product Life-cycle – Key Trend 2, Carbs – better & fewer

Chart 24: Consumer awareness of various plant proteins

Chart 25: Instagram plant hashtags compared to “probiotics”, YTD Sept 2023

Chart 26: Number of human studies published on turmeric

Chart 27: Trend Diamond – Key Trend 3, Plants made convenient

Chart 28: Trend Diamond – Key Trend 3, Plants made convenient

Chart 29: Protein has undergone a 23-year evolution

Chart 30: Dairy offers multiple benefits for consumers

Chart 31: Meat offers multiple benefits for consumers

Chart 32: Whey protein has a superior amino acid profile to any plant protein

Chart 33: US Google searches for sustainability-related terms, 2010-July 2023

Chart 34: Meat snacking is one of the most-overlooked success stories

Chart 35: Meat snacks growing in US

Chart 36: Google searches for collagen massively outstrip those for even a popular ingredient such as probiotics

Chart 37: Trend Diamond – Key Trend 4, Animal protein powers on

Chart 38: Product Life-cycle – Key Trend 4, Animal protein powers on

Chart 39: Consumer awareness of various plant proteins

Chart 40: Consumer awareness of nuts

Chart 41: Even in Germany, a plant forward market, plant-based cheese is niche and set to remain that way (sales in €m)

Chart 42: In countries with a strong food culture, such as Italy, plant-based cheese has failed (sales in €m)

Chart 43: There are major nutritional differences between plant-based and dairy cheese

Chart 44: % of consumers who are trying to reduce meat consumption (average of all 5 countries)

Chart 45: Consumers trying to reduce meat consumption skew older (average of all 5 countries)

Chart 46: US monthly meat sales – retail ($)

Chart 47: Trend Diamond – Key Trend 5, Plant protein

Chart 48: Product Life-cycle – Key Trend 5, Plant protein

Chart 49: Health concerns associated with blood sugar management in published research, no. of human studies, 2012-23

Chart 50: Trend Diamond – Key Trend 6, Emergent Blood Sugar-Friendly

Chart 51: Product Life-cycle – Key Trend 6, Emergent Blood Sugar-Friendly

Chart 52: Younger consumers are losing their fear of fat and the value of ‘low fat’ label claims is falling

Chart 53: Consumers’ perceptions of what is a healthy fat are evolving (average of five countries)

Chart 54: Trend Diamond – Key Trend 7, Rethinking fat

Chart 55: Product Life-cycle – Key Trend 7, Rethinking fat

Chart 56: % of consumers eating foods that boost their mood and mental wellbeing, by age segment (US)

Chart 57: % of consumers eating foods that boost their mood and mental wellbeing, by gender (US)

Chart 58: Which of these are you doing to boost your mood and mental wellbeing? (average all 5 countries)

Chart 59: Mood and Mind among the top benefits people look for from food

Chart 60: Number of published, peer-reviewed human studies on probiotics and a variety of mental health & mood conditions

Chart 61: Trend Diamond – Key Trend 8, Mood & mind

Chart 62: Product Life-cycle– Key Trend 8, Mood & mind

Chart 63: Top dietary components associated with menstrual symptoms in published research

Chart 64: Top dietary components associated with menopause symptoms in published research

Chart 65: % of consumers choosing foods to support hormone health, by age segment (average of all 5 countries)

Chart 66: % of consumers choosing foods that support their hormone health, by age segment (Spain)

Chart 67: Trend Diamond – Key Trend 9, Emergent hormonal health

Chart 68: Product Life-cycle – Key Trend 9, Emergent hormonal health

Chart 69: Consumer concern about UPFs skews slightly older

Chart 70: Men and women are equally concerned about UPFs

Chart 71: How beliefs about UPFs are evolving in different consumer segments

Chart 72: Trend Diamond – Key Trend 10, Real food & the UPF challenge

Chart 73: Product Life-cycle – Key Trend 10, Real food & the UPF challenge

Box 1: What makes this trend report unique?

Box 2: Trends beyond the Top 10

Box 3: How do we choose the Key Trends?

Box 4: Metabolic health programmes are proliferating

Box 5: Insurers put their money on metabolic health

Box 6: New-gen weight loss drugs only part of the answer to obesity

Box 7: Eight elements for weight wellness strategy

Box 8: Fragmentation – five steps for strategy

Box 9: Checklist for successful snackification strategy

Box 10: “Feel the benefit” is the most effective marketing promise in digestive wellness

Box 11: FODMAP diet – a science-based niche that’s reached its peak?

Box 12: Avoid the ‘plant based’ ghetto?

Box 13: A wide range of consumer motivations for plant-based

Box 14: What’s driving animal protein?

Box 15: Emergent – a carnivore and semi-carnivore niche of consumers

Box 16: A ‘steady energy’ blood sugar success

Box 17: The Glucose Goddess – put clothes on your carbs

Box 18: CGMS are making blood sugar effects of foods visible to consumers

Box 19: Case study – Blood sugar marketing drives sales success for snack brand

Box 20: Fat is gradually regaining its reputation as a healthful nutrient

Box 21: Brands offer women a community that offers the reassurance of “it’s not you, it’s your hormones”

Box 22: Media (mostly social media) is driving the idea of a connection between food and hormonal health

Table 1: NOVA UPF definitions are becoming the benchmark among some researchers

Contents