Key Nutrition Trends in 2024: Holistic Health, Alternative Dairy…

To help brands pioneer new frontiers in innovation and new product development in the nutrition space, FrieslandCampina Food Ingredients releases its top five nutrition trends for 2024 and provides insights into the latest consumer research and market trends. The company expects these trends to drive growth in the food, beverage and supplement industry this year.

The five trends that the company is focusing on shaping consumer nutritional habits are: "Future-Securing Sustainability," "Holistic Nutrition," "Alternative Proteins Going Global," "Transcendence through the Gut," and "Aging and Health Recovery."

Vicky Davies, global marketing director for performance, active and medical nutrition at FrieslandCampina, discusses the research behind these trends, the continued interest in holistic health and the growing demand for alternative proteins.

“As we enter the new year, consumers continue to face tremendous pressure on brands, both personally and globally. This can lead to a lot of uncertainty, so what consumers want most right now is a sense of control. They accomplish this by using healthy nutrition as a positive force. Research shows that more than half of consumers consider healthy eating to be their top priority.”

Davies adds that "eating well means feeling good" is becoming mainstream and asserts that consumers will make positive choices to gain control, even in the face of inevitable external pressures.

“For nutritional brands, the question to ask in 2024 is, ‘How can we make it easier for consumers to make these positive choices?’ That could mean offering more sustainable nutritional options or investing in convenient formats , so that consumers can eat healthily.”


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