New research commissioned by ingredients specialist Prinova identifies nine emerging food, beverage and nutrition “mega-trends” to watch out for in 2024-2025. 

The study involved researchers analysing patterns across retail and food service, combined with social media listening exercise. This allowed the team to build a framework of nine macro-trends that it predicts will shape the industry in 2024 and beyond.

The report highlights the growing number of products containing adaptogens and nootropics, which it attributes to factors such as enduring concerns around performance, focus and “brain fog” in the wake of the pandemic. It also notes growing demand for natural sources of caffeine, such as yerba and matcha, as consumers seek “an antidote to boom and bust caffeination”. Meanwhile, ongoing talk about the stress of modern life, coupled with research on the importance of sleep and rest, has led to “an array of adaptogenic ingredients” being included in everyday food and beverage products.

Other mega-trends identified in the report include:

• ‘Real Food Rules’: A shift away from complicated ingredient lists as consumers embrace ingredients in their most natural, unprocessed form. This includes recognising the benefit of animal-based products again, including previously maligned elements such as full fat.
• ‘Hack my Health’: With growing interest in the way products interact with our genotypes, phenotypes and lifestyles, companies are increasingly offering personalised services to cater for unique needs.
• ‘Targeted Nutrition’: Consumers are increasingly aware of the nutritional interventions they can make to improve their wellbeing at different life stages. More knowledgeable than ever, they are looking for products with detailed claims.

‘Accessible Health’, ‘Healthy Me, Healthy Planet’, ‘Starts In The Gut’, ‘State of Mind, ‘The Usual Suspects’ and ‘Performance’ make up the rest of the Prionova’s Trends Framework (see image). 

James Street, marketing director, EMEA & APAC at Prinova, said: “Consumers are looking to food, beverage and nutrition products to meet a growing number of needs. To identify where the opportunities are, and to help our customers create innovative, new products, we’ve created a future-facing framework that identifies the most important emerging trends. We’ve seen how consumers are looking for nutritional ‘hacks’ in areas like cognitive performance and emotional wellbeing, while also yearning for a return to products with ‘real food’ or ‘natural’ credentials. And our research also shows that manufacturers are recognising branded ingredients as one of the best ways to communicate science-backed benefits and bolster credibility.”

Discover the emerging trends in the full report: https://www.prinovaglobal.com/eu/en/resources/news/2024-and-2025-trends