In the webinar, Zegler broke down the trends to watch in 2024 into four distinct categories, including Trust the Process; Climatic changes, comfort endures; Reformulated age; and nutrition optimized. In every category, CPG companies have responded to the challenge with new product innovations to meet the growing trend.
While price and value are top of mind for consumers today, Mintel left them off the 2024 trends list because they are less of a trend to watch and more of a concern built into shopping now, she added.
“We know that value is incredibly important to consumers right now. And so much so that we felt that it wasn’t necessarily a stand-alone trend for 2024. It’s really something that’s built into every single one of these trends and quite frankly for a lot of people, especially in the US and Canada where we we are dealing with high rates of inflation [and] high food and drink prices. It is something that is a daily necessity.”
As the debate over processed and ultra-processed foods continues, consumers are asking more questions about processed foods and their health, which is the most important trend Mintel is seeing, Zegler said.
Only 34 percent of U.S. adults say highly processed products are the top concern, aside from price and taste, when buying food and beverages, according to a July 2022 survey of 2,000 U.S. consumers, she said. Consumers are increasingly asking questions about processed foods, and CPG companies have an opportunity to educate consumers about the role of processed foods and innovate around less processed products, she added.
“There is a need for clear communication to help consumers make informed decisions about how processed and ultra-processed foods and drinks fit into their diet. Processed food is not necessarily something we can avoid. Almost every single thing in the grocery store is processed in some way. You’re picking an apple off a tree that could technically be considered processed, so it’s not necessarily something that’s bad or entirely avoidable. It really just gives consumers that clarity and helps them make decisions about what fits into their diet.”
CPG brands are responding to consumer concerns about processed foods by focusing on the health benefits of their products. Lean + Cuisine has rebranded its Balanced Bowls to tap into the better-for-you trend, emphasizing the protein and vegetable content.
Additionally, companies are taking advantage of trends in processed foods and beverages and launching products like Wisely Tofu Scramble, created with a byproduct of the tofu production process called okara, Zegler said.
“If consumers really focus on natural nutrition from recognizable ingredients, then recycled ingredients have a huge opportunity in the next two to five years. We can use more crushed fruit, which is something Dole does with their line of Good Crunch fruit snacks.”
2. Climate change is becoming a top consumer concern, but can comfort be the solution?
Consumers are also increasingly worried about the climate change crisis, but given the scale of that challenge, they may be retreating to familiar product categories, Zegler said.
“In 2024, and more than likely in the years to come, consumers are likely to be overwhelmed by the worsening climate crisis. And they will expect food and beverage companies to maintain their sustainability efforts. But when it comes to what they buy, it can be such a big problem, so insurmountable, that they can still seek comfort, joy, and pleasure. Just like we saw them looking for products in 2020 and 2021.”
Although consumers are still more motivated by taste and price, sustainability can be a “decisive factor” that makes these foods more environmentally acceptable, she explained. Examples of how this is happening include the Kettle brand reducing the material in its packaging and Oreo announcing on its packaging that its cocoa is sustainable.
“There’s a lot of different claims that we could help consumers understand, but it’s really about giving them the price and the taste while getting the benefits of that sustainability without them necessarily having to make a different choice,” Zegler said. “We’re really going to help consumers make those choices that give them some confidence at such a difficult time about such a big issue that we’re not quite sure if our individual actions can really make an impact.”
3. Age Reframing: The user talks openly about their health, including menopause
Consumers are looking for products to support healthy aging, which is the third trend on Mintel’s list, Zegler said. Gen Xers are leading the trend, with 70% admitting their bodies don’t work as well as they used to, according to a March 2023 Mintel survey of 700 US consumers aged 44-58.
Foremost among those health issues for women is menopause, which used to be “one of those taboo or stigmatized topics” but is now an area of product innovation, Zegler said. Leao Menopause Blackberry and Orange tea is a product designed to help menopausal women.
[Editor’s note: If you are interested in learning more about the market potential of products targeting menopause and women’s health, watch on demand FoodNavigator-USA’s Futureproofing the Food System’s panel discussion, ‘ Innovating for Women’s Health: An unmet need with opportunities across categories and life stages.’ Registration is free and easy.]
“Menopause is having a moment right now. [There are] a lot more women talking openly about their experiences and looking for solutions,” Zegler said. “The fact is, people don’t want to suffer in silence about these typical things that happen in middle age. They want to talk about it. They’re looking for solutions and they just don’t want to keep quiet about it anymore.”
4. Optimized nutrition with the help of AI
Last on the list of trends, Mintel focuses on AI and how it is used to create new products, as in the case of Coca-Cola’s Y300 product, and how it can be used to save time through personalized dining recommendations or finding products more quickly.
Nearly half of US consumers (48%) say AI will make it easier to shop for products online through chatbots and AI-optimized websites, and similarly 47% say AI will provide time-saving cooking and cleaning tips, according to survey of 971 US consumers, Zegler shared.
“There may be excitement about products that are made with AI, but we’re also likely to be happy when maybe mom cooks a meal for us, maybe our favorite meal, or maybe we’ve used AI to create the wish list shopping for the dinner we are going to make tonight. But it really means we have time to eat a home-cooked meal and really enjoy our time.”
