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.
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.
2. Nurturing Nature
PREDICTION: Consumers would continue to prioritize sustainability, focusing on environmental claims such as carbon footprint, water conservation, and regenerative agriculture on packaging. These nature-related narratives would give brands an edge in the market.
ASSESSMENT: This trend has held strong in 2024. Consumers remain deeply concerned about environmental issues, and products that communicate their sustainability efforts clearly are standing out. Water conservation claims and carbon footprint labeling have increased significantly, making this prediction highly accurate. Brands are also leveraging regenerative agriculture and eco-friendly stories to capture consumer loyalty.
3. Prioritizing Prevention
PREDICTION: Consumers would place a high priority on preventive health, with a focus on personal well-being through weight management, cardiovascular health, and healthy aging. Messaging around proactive health would encourage consumers to choose foods and drinks that support long-term wellness.
ASSESSMENT: This trend is very much alive in 2024. Consumers are increasingly seeking out products that offer functional health benefits. Prevention-focused categories, such as foods aimed at heart health, bone strength, and weight management, continue to grow. Brands emphasizing wellness and longevity have successfully tapped into this demand, confirming the prediction’s accuracy.
4. Plant-Based: The Rise of Applied Offerings
PREDICTION: Innova forecasted continued growth in plant-based products, with an emphasis on more convenient and familiar formats such as ready meals and plant-based versions of classic dishes. The trend would cater not only to vegetarians and vegans but also to flexitarians seeking to reduce their meat consumption.
ASSESSMENT: This prediction has proven true. The plant-based category remains robust, with increasing numbers of time-saving, plant-based ready meals on the market. The sector continues to evolve, with brands focusing on improving taste and texture, making plant-based foods appealing to a wider audience. The rise of flexitarianism and the growth in plant-based claims in ready meals validate this forecast.
5. Local Goes Global
PREDICTION: Consumers would embrace a mix of local sourcing and global flavors, leading to products that combine locally sourced ingredients with international recipes. This trend would balance sustainability with culinary adventure.
ASSESSMENT: This trend has played out as expected. Brands are emphasizing locally sourced ingredients while offering international flavors, tapping into consumer desires for both sustainability and new taste experiences. This combination of local pride and global inspiration has resonated well in 2024, particularly as supply chain challenges and inflation have made local sourcing even more attractive.
6. Home Kitchen Heroes
PREDICTION: As consumers continue to cook at home more frequently due to economic pressures and health concerns, home-cooked meals would evolve to include more adventurous flavors. Brands could appeal to these consumers by offering convenient yet flavorful meal kits or prepared foods inspired by home recipes.
ASSESSMENT: The prediction of increased home cooking has been spot-on. Inflation has kept many consumers eating at home, and they continue to experiment with flavors and cuisines in their home kitchens. Prepared meal kits and semi-homemade options with global influences have seen strong uptake, supporting this trend's accuracy.
7. Indulging in Health
PREDICTION: Innova predicted that consumers would seek indulgent products that also offer health benefits, blending the best of both worlds. Indulgent treats would increasingly feature functional ingredients to cater to health-conscious consumers without sacrificing pleasure.
ASSESSMENT: This trend is clearly evident in 2024. Products that combine indulgence with health, such as functional chocolates, protein-rich desserts, and nutrient-fortified snacks, are growing in popularity. The blending of indulgence with wellness is a winning strategy, and brands are capitalizing on this demand effectively.
8. Oceans of Possibilities
PREDICTION: Innova forecasted continued growth in ocean-sourced ingredients like microalgae and plant-based seafood alternatives. Consumers would choose these products primarily for their health benefits, followed by their environmental impact and taste.
ASSESSMENT: This prediction has proven accurate. Plant-based seafood and ocean-inspired products continue to see strong growth, driven by consumer demand for healthier, more sustainable protein options. Microalgae and seaweed are increasingly featured in both food and beverage products, and environmental concerns remain a key motivator for choosing ocean-based alternatives.
9. H2O: Quenching the Future
PREDICTION: Innova predicted the rise of functional water products with added benefits such as electrolytes, vitamins, and ingredients for skin health. These hydration products would become a staple for all-day wellness.
ASSESSMENT: Functional waters have indeed taken off in 2024. Consumers are gravitating toward hydration products with added health benefits, such as electrolyte-infused waters and beverages with collagen for skin care. This trend is shaping the beverage market, with health-focused messaging resonating strongly with consumers.
10. Minimizing the Noise
PREDICTION: With information overload becoming an issue, consumers would seek simpler, clearer product communication. Brands that offer straightforward messaging, particularly around sustainability, would stand out from the competition.
ASSESSMENT: This trend has been particularly relevant in 2024. Consumers are increasingly overwhelmed by excessive marketing claims and are drawn to brands that offer transparency and clarity. Clean labels and simplified packaging have become key differentiators, and skepticism around “greenwashing” continues to grow, making this prediction highly accurate.
Conclusion:
Innova Market Insights’ predictions for 2024 have largely come to fruition, reflecting the evolving priorities of today’s consumers. From sustainability and health prevention to the rise of plant-based convenience and indulgent wellness products, their forecast aligns well with the actual shifts seen in the food and beverage industry throughout the year.
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.
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.
Check out more Global Food & Beverage 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.
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.
