Below, we've collected capsule information for each section of our 2024 Predictions, in areas such as sustainability, foodservice and global flavors. Within each capsule, you will find our 2024 predictions and assessments of their accuracy. Engaging in this exercise has helped our editorial staff gain clarity about what key developments transpired in the food and beverage throughout 2024. We hope that our reflection and transparency presents you with a better understanding of current market forces, and an opportunity for learning where your brand fits within the momentum of trends carrying us into 2025.
Let's have a look.
BEVERAGE CONSUMER TRENDS
Predictions for a Thrifty, Sustainable, Health-Driven Future
Imbibe suggests that cost-saving innovations, sustainability initiatives, effective products, and women's health will dominate in 2024
1. Cost Savings, Little Luxuries
PREDICTION: Due to economic uncertainty, consumers would seek budget-friendly dining options that maintain a sense of quality and luxury, with many switching to lower-priced establishments or reducing nonessential grocery spending.
ASSESSMENT: This prediction has proven accurate. Inflation and economic challenges in 2024 have led to increased price sensitivity among consumers, with many opting for lower-cost options while still desiring quality and indulgence. The rise of budget-friendly meal kits, gourmet experiences, and subscription services aimed at providing little luxuries on a budget have also been evident. Consumers continue to navigate trade-offs, such as splurging on certain items while cutting back in other areas, aligning with the prediction.
2. Results Please: Tangible Benefits from Consumption
PREDICTION: Consumers would prioritize functional beverages that deliver clear, effective benefits, especially in areas like energy, health, sleep, beauty, and mood enhancement. Skepticism over product effectiveness would influence purchasing decisions.
ASSESSMENT: This trend has unfolded as expected in 2024. With ongoing financial pressures, consumers have become more discerning, seeking out functional products that offer proven benefits. The functional beverage market, including personalized nutrition offerings, has continued to grow, but consumers remain cautious about the efficacy of such products. Brands that emphasize transparent, results-oriented claims are faring better in this competitive space. This prediction aligns well with consumer behavior.
3. Women’s Health
PREDICTION: There would be a growing focus on female-specific nutrition and wellness, with products addressing hormonal health, prenatal and postnatal care, menopause, and overall women’s wellness beyond traditional marketing strategies.
ASSESSMENT: This trend has gained significant traction in 2024. The market for women’s health products has expanded, with brands offering more specialized and scientifically backed products for hormonal balance, reproductive health, and overall wellness. Products such as those by Make Time Wellness and Botanic Affair are part of a broader wave of innovation in this space. Furthermore, brands like The Functional Chocolate Company have gained attention for addressing specific health concerns like PMS and libido. This prediction was highly accurate and aligns with the increasing emphasis on women’s health and wellness.
4. Sleep & Anti-Stress Products
PREDICTION: Consumers would continue to seek edible remedies that promote relaxation, reduce stress, and improve sleep quality, with products like adaptogen-infused beverages and sleep aids gaining popularity.
ASSESSMENT: This trend has played out strongly in 2024. The demand for products aimed at improving sleep and reducing stress remains high, driven by ongoing concerns over mental health. Beverages and supplements infused with ingredients like magnesium, melatonin, and adaptogens are thriving in the market, with viral trends like the "Sleepy Girl Mocktail" from 2023 still influencing consumer preferences. This trend aligns perfectly with consumer interest in wellness and stress relief, confirming the accuracy of the prediction.
5. More Benefits, Less Water
PREDICTION: Environmental concerns over water scarcity would push food and beverage companies to adopt eco-conscious production methods, with a focus on reducing water usage. Additionally, products such as powdered drinks, concentrates, and functional beverages would grow in popularity.
ASSESSMENT: This prediction has been increasingly accurate in 2024. Companies in the food and beverage industry are making more eco-conscious choices to reduce water usage, particularly in beverage production and agriculture. The demand for powdered drinks, concentrates, and other water-efficient products has also risen, as consumers become more aware of sustainability issues. This shift is consistent with the broader move toward sustainability in consumer products, affirming the accuracy of this forecast.
Conclusion
The 2023 predictions for 2024 consumer trends in food and beverage have largely come to fruition. Cost-consciousness, paired with a desire for quality and indulgence, remains a dominant theme. Functional products continue to grow, with an emphasis on tangible results, particularly in areas like sleep, stress relief, and women’s health. The environmental focus on reducing water use has also influenced both production methods and product formats, confirming the accuracy of the sustainability trend. Overall, the article’s predictions have aligned well with actual 2024 consumer behaviors and industry developments.
SUSTAINABILITY
How Consumers, Food Processors Approach Sustainability
Two industry experts discuss sustainable demand and industry strategies in 2024
PREDICTION: There would be a continued emphasis on sustainability-marketed consumer packaged goods (CPG), with attributes such as "Non-GMO," "Sustainability Certified," and "Organic" seeing growth.
ASSESSMENT: This prediction appears to be accurate, as data from Circana shows that these attributes have indeed continued to grow in dollar share and penetration in the market. Additionally, the increasing consumer awareness of climate-related events suggests that sustainability concerns remain high, supporting the predicted trend.
Check out more Sustainability Trends 2024 predictions and assessments.
FOODSERVICE
What's on the Menu in 2024?
Technomic says foodservice growing—but operators and menus must stay feisty, innovative
PREDICTION: The industry’s wild ride post-pandemic would settle down, returning to low, single-digit growth, with limited-service restaurants benefiting from unit growth, while full-service operators would need to offer competitive pricing and value.
ASSESSMENT: This prediction seems on point. While inflation has pressured both consumers and businesses, 2024 has seen more stable growth than in the volatile pandemic years. Limited-service restaurants have indeed experienced continued demand as consumers look for more affordable dining options. Sit-down restaurants that innovated with value-oriented experiences, competitive pricing, or differentiated service have performed better amid rising costs.
Check out more Foodservice Trends 2024 predictions and assessments.
FLAVOR TRENDS
New Tastes, Trends for 2024
Specialty Food Association Trendspotters set their sights on a diverse list of trends for the $194 billion specialty food industry
1. Beverage Innovation: Functional, Single-Serve, and Low-Sugar
PREDICTION: Beverage sales would boom with innovations like single-serve non-alcoholic fizzy drinks, coffees, teas, and broths featuring functional ingredients for energy, clarity, or calming effects, with minimal added sugar, salt, or synthetics.
ASSESSMENT: This prediction has proven accurate. In 2024, functional beverages are a major trend, especially in the health and wellness sector. Drinks that offer added benefits, such as adaptogens, nootropics, or collagen, have been well-received. Non-alcoholic beverages and low-sugar options continue to grow in popularity, especially with younger consumers who are mindful of health and wellness. Global flavors, including tropical ingredients and herbal infusions, are also making a noticeable impact in the beverage space.
Check out more Flavor Trends 2024 predictions and assessments.
GLOBAL FOOD & BEVERAGE TRENDS
Top Global Food and Drink Trends for 2024
Mintel announces key trends to shape global food and drink industries in the near future
1. Trust the Process: Greater Transparency and Minimally Processed Foods
PREDICTION: Mintel anticipated that consumers would demand more transparency regarding food processing, leading to a greater emphasis on minimally processed products. They expected brands to focus on how processing techniques could enhance nutrition, sustainability, and food safety. This would give rise to products highlighting positive aspects of processing, especially those involving upcycled ingredients.
ASSESSMENT: This prediction has largely come to fruition. In 2024, there has indeed been heightened scrutiny of ultra-processed foods, driven by health concerns and increased public awareness of the negative effects of highly processed items. Consumers are gravitating toward minimally processed products, particularly those that showcase sustainable practices and enhanced nutrition, aligning with growing environmental and health-conscious trends. For example, brands have been increasingly transparent about the benefits of processes like fermentation, cold-pressing, and pasteurization, which maintain product quality while offering health benefits.
Additionally, upcycled foods—those made from ingredients that would otherwise go to waste—have gained significant momentum in 2024, as both consumers and brands seek sustainable, eco-friendly options. This trend speaks to the increased demand for products that minimize waste and maximize nutrition, making Mintel’s prediction highly accurate.
Check out more Global Food & Beverage Trends 2024 predictions and assessments. Available Oct. 21, 2024.
FOOD & BEVERAGE CONSUMER TRENDS
Top 10 Food & Beverage Consumer Trends in 2024
Innova Market Insights finds consumers interested in key benefits, ingredients, transparency
1. Taking the Spotlight
PREDICTION: Innova predicted that certain ingredients or product features—such as trending flavors, textures, and health benefits—would take center stage on packaging and attract consumer attention. Ingredients like protein and mushrooms were forecasted to be particularly important.
ASSESSMENT: This prediction has proven accurate. Consumers continue to respond positively to packaging that highlights key ingredients, particularly when they align with health and wellness. The rise of functional ingredients like protein remains a major trend, with products showcasing high-protein claims continuing to proliferate. Additionally, mushrooms are seeing increased use in functional foods and plant-based products due to their nutritional value and adaptogenic properties.
Check out more Global Food & Beverage Trends 2024 predictions and assessments. Available Oct. 22, 2024.
HEALTH & WELLNESS TRENDS
2024 Health and Wellness Trends
Probiotics and fermented foods have been rising in popularity as immune boosters
Functional Foods and Flavors
PREDICTION: Consumers will seek out functional foods that offer more than just nutrition. Foods that deliver health benefits—such as boosting immunity and digestive health—while providing flavor and excitement will grow in popularity.
ASSESSMENT: This prediction has proven accurate. Consumers are increasingly drawn to functional foods that address specific health concerns, such as gut health, immune support, and cognitive benefits. Products incorporating ingredients like prebiotics, probiotics, and bioactive compounds are flourishing, reflecting the consumer demand for foods that offer both wellness and indulgence.
Check out more Health & Wellness Trends 2024 predictions and assessments. Available Oct. 23, 2024.
GEN Z TRENDS
Diet Culture Goes Multicultural to Appeal to Gen Z
Younger generations are starting to turn towards diets at record rates
Growth in Categories that Blend Plant-Forward, Nutritious Foods with Authentic International Flavors
PREDICTION: We anticipated that Gen Z’s growing interest in plant-forward diets, combined with their craving for bold and authentic international flavors, would fuel growth in food categories that successfully blend the two. Brands that offer international flavors, such as Japanese, Mexican, and Chinese cuisine, alongside nutritious, whole-plant ingredients would see success in 2024.
ASSESSMENT: This prediction has proven largely accurate. In 2024, plant-based options infused with international flavors are rising in popularity. Gen Z has driven demand for flavorful and healthy products such as lentils, sweet potatoes, and chickpeas featured in Mediterranean, Latin American, and Asian-inspired dishes. Brands that offer global flavors, such as miso-glazed tofu or chickpea curry bowls, are thriving. Products like these satisfy Gen Z’s dual preference for clean-label, plant-based foods and international cuisine, and have become mainstays in many foodservice and retail outlets.
Check out more Gen Z Trends 2024 predictions and assessments. Available Oct. 24, 2024.
