Mintel has revealed the top global trends that will shape the food and beverage industry globally in 2024.
The first is dubbed 'Trust the Process'. This trend refers to transparent and clear communication, which has become increasingly important in 2023 and will continue to grow in 2024 as consumers become more aware of what they consume, pushing manufacturers and producers to align their product offerings with their health demands.
Jolene Ng, Principal Food and Drink Analyst of the APAC, said that scrutiny of processing used in the food and drink industry is intensifying. This is fuelled by discussions about highly, overly or ultra-processed food. Feelings about processing will inspire consumers to look more closely at ingredients, nutrition and production.
Ng continued that a growing awareness of different levels of processing will make way for the more significant potential for minimally processed food and drink that focus on the positive aspects of food-processing techniques, such as those that enhance nutrition, inhibit contaminant formation or improve sustainability.
The second is 'Age Reframed'. This trend is a natural evolution of the first consumer's increased interest in health and well-being, a theme that will span generations. Healthy aging will be reimagined, with 'old' stigmas debunked as consumers prioritise extending the length of healthy years.
Ng stated that Generation X is pioneering a new approach to healthy ageing, including products that will help them thrive in their diverse lifestyles for decades.
"Consumers aged 40 and over account for the most significant share of food and drink spending in many markets globally, meaning brands cannot ignore this forgotten generation," said Ng.
Thirdly, and finally, 'Eating, Optimised'. This aligns with convenience trends observed in 2023, as this category will continue to be shaped as technology advances and emerges to simplify and streamline meal planning, shopping and cooking. AI, AR and other technology tools are set to become nonnegotiable time savers in the kitchen.
