Food ingredient trends shaping 2024

In a report on functional health trends, Prinova has identified growing demand for ingredients for the mind as one of nine emerging food, beverage and nutrition trends. The report also highlights the increasing prominence of branded ingredients and growing demand for ‘real foods’.

Researchers were commissioned to analyse patterns in retail and food service and to conduct social media listening. This allowed the company to build a framework of nine macro-trends that 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 concerns around performance, focus and ‘brain fog’. It also notes a growing demand for natural sources of caffeine, such as yerba and matcha. According to the report, ongoing talk about the stress of modern life, coupled with research on the importance of sleep and rest, has led to adaptogenic ingredients being included in everyday food and beverage products.

The report also notes that branded ingredient logos are making their way to the front of product packaging, particularly in categories like plant-based and performance nutrition.

Other trends identified in the report include:

• ‘Real Food Rules’: A shift away from complicated ingredient lists to more natural, unprocessed ingredients. 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 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 and are looking for products with detailed claims.

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