Chicago, IL—Ingredients that support the mind are one of nine emerging food, beverage and nutrition “mega-trends” that will shape the industry in 2024 and beyond, according to a new report on functional health trends from Prinova. To identify the mega-trends, the company commissioned expert researchers to analyze patterns in retail and food service and to conduct social media listening.

The number of products with adaptogens and nootropics is growing, due to factors such as enduring concerns around performance, focus and “brain fog” in the wake of the pandemic, Prinova reported. There is also growing demand for natural sources of caffeine, such as yerba and matcha, as consumers seek “an antidote to boom and bust caffeination," the company said. And stress, 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.

Additional food, beverage and nutrition “mega-trends”

As outlined in a press release from Prinova, the experts point to:

• Real Food/Cleaner Label: Consumers are embracing ingredients in their most natural, unprocessed form and shifting away from complex ingredient lists. This includes recognizing the benefit of animal-based products again, including previously maligned elements such as full fat, the company says.
• Health Hacks/Personalization: There is a growing interest in the way products interact with our genotypes, phenotypes and lifestyles. Companies are responding by offering personalized services to cater to consumers' unique needs.
• Targeted Nutrition/Detailed Claimers: As awareness regarding nutritional strategies that can help improve wellbeing at different life stages has increased, consumers are looking for products with detailed claims.

Consumers are seeing the value of branded ingredients.

According to the Prinova report, “branded ingredients are emerging from the depths of the ingredient list, with logos making their way to the front of product packaging, “particularly in categories like plant-based and performance nutrition." Prinova offers a range of branded ingredients including enduracarb, a science-backed, slow-release "double sugar" for endurance, and Bacopin, a research-supported Bacopa monniera ingredient that may help improve memory and attention.

“Consumers are looking to food, beverage and nutrition products to meet a growing number of needs," said James Street, Marketing Director, EMEA & APAC at Prinova, in the release. "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 recognizing branded ingredients as one of the best ways to communicate science-backed benefits and bolster credibility.”

For more insights and 2024 macro trends from Prinova, access the full report here.

Discover more 2024 trends here.