New research shows that while the effects of high food price inflation and the need to cut back are still affecting consumer markets worldwide, eye-catching or well-loved ingredients, nature-friendly claims, as well as health benefits, will increasingly inspire higher spending into 2024, according to Innova Market Insights.
Lu Ann Williams, Global Insights Director at Netherlands-based Innova, acknowledged that for many families, simply finding the food they need at a price they can afford is the prime challenge.
"But our research with consumers and across the products they buy tells us that other considerations are coming into play and will feature more prominently during 2024," said Williams.
Every year, Innova compiles its Top Ten Food and Drink Trends, based partly on direct consumer research to identify shifts in behaviour and preference and partly on which products are being launched and how they and their ingredients are described on-pack.
Topping Innova's list for 2024 is the way that particular ingredients are 'Taking the spotlight'.
"A third of the consumers we polled said they respond positively to certain key ingredients being flagged up."
"This may be for reasons of flavour or texture, for example, or other positive associations – not purely because of any better-for-you benefits."
"Those associations might echo other well-loved products. Snippets picked up from social media or potentially many years of online information on healthy ingredients from 'superfruits' to gut-friendly bacteria."
In two examples from Innova's global research, 42 percent of consumers said protein was the most important ingredient. In contrast, main meals featuring mushrooms (or specific mushroom types) as an ingredient grew 12 percent year-on-year between 2018 and 2023.
Greater awareness of the climate crisis plays out differently, and only sometimes through products engaging directly with issues such as carbon footprint. This includes everything from regenerative agriculture to farming conditions for livestock. Brands that highlight a bond with nature and the environment are achieving cut-through with consumers.
"We identified 'Nurturing nature' as its number-two trend, and this type of story can be a tiebreaker between competing products. For example, our analysis over the last four years found an astonishing 40 percent annual increase in food and drink products making some water usage claim."
While the well-being of the planet has, only recently, overtaken personal well-being as a priority, health concerns are never very far away. Over a third of consumers have reported to Innova that they want to be proactive about maintaining good health, with a lot of the messaging emphasising the need to take more personal responsibility here. This could be in areas as diverse as bone health and cardiovascular disease – and this is the basis for Innova's third trend: 'Prioritising prevention'.
At least three 2024 food and drink trends contain a 'best of both worlds' element. So, for instance, Innova is emphasising a move in plant-based foods towards familiar and convenient recipes and formats. This is the focus for its fourth trend, 'Plant-based: The rise of applied offerings'.
"Time-saving ready meals are serving increasing numbers of popular dishes in alternative vegan or vegetarian versions, such as lentil lasagne."
"There is a clear message to brands and retailers that, while some consumers don't eat meat, many more are happy to eat less."
Around the world, Innova's research measured eight percent annual growth in ready meals and sides making 'plant-based' or 'vegan' claims between 2020 and 2023.
Another area where food producers can strike an attractive balance is local sourcing. Clearly identified ingredients from close to home are being incorporated into recipes worldwide.
"The result can combine the opportunity for local pride with the excitement of international dishes."
Williams added that this does not replace traditional, local menus' popularity but extends them into new domains.
This 'marriage of convenience foods' accounts for Innova's fifth-placed trend for 2024, 'Local goes global'. Recent years have not dented consumer appetites for adventurous eating, it points out, with two-thirds saying they are open to trying new global cuisine.
The final five trends in Innova's Top Ten for 2024 are:
- Home kitchen heroes
- Indulging in health
- Oceans of possibilities
- H2.O: Quenching the future
- Minimising the noise
