FrieslandCampina Ingredients Unveils 5 Nutrition Trends for 2024
FrieslandCampina Ingredients released its fourth annual magazine detailing five key trends that will drive the evolution of the food, drink and supplement industries in 2024. Nutritional Trends 2024 offers expert insights from the FrieslandCampina Ingredients team on the latest consumer research and market trends to help brands discover new areas for innovation and product development in adult nutrition. The five key trends shaping consumer habits in the specialized adult nutrition sector are:
1. Securing the Future, Sustainably
In 2024, the nutrition landscape is shaped by a growing demand for sustainability; 48% of consumers have made changes to their diets and lifestyles in the last twelve months to behave in a more sustainable manner. But skepticism looms, as 47% of consumers doubt brands' environmental claims and 49% fear greenwashing.
2. Nutrition for All
With 25% of global consumers saying there is a lack of available products that meet their nutritional requirements, there’s huge opportunity for brands to develop tailored nutritional applications that meet consumers’ specific and currently unmet needs.
3. Alt Proteins Go Global
Plant-based is no longer the new kid on the block. In 2024, more consumers are seeking meat and dairy alternatives as part of their increasingly flexitarian diets. Alternative proteins, like those created through precision fermentation, have the potential to shake up the market.
4. Going Beyond Via the Gut
Not only do 41% of consumers define mental well-being as feeling active and energetic, a whopping 80% say they work out to support their emotional health. Today’s consumers increasingly recognize how the gut affects more than digestion; it’s a prime area for improving immune, brain, and muscle health. Brands can capitalize on this by taking a holistic, full mind and body approach to their gut health solutions.
5. Aging – and Recovering – Well
Older consumers are focusing on how diet can provide the support they need to live healthier and be active for longer. But nutrition isn’t always proactive and we sometimes need high-quality nutrients, like protein, to support muscle maintenance and help us recover from illness. Innovations in medical nutrition are leveraging muscle-boosting ingredients associated with sports and active nutrition.
Ingredient Communications: Vegetarians Less Satisfied with Available Food Choices
The number of vegetarians satisfied with the choice of food products available to them has declined dramatically, according to research commissioned by Ingredient Communications. An online poll of 1,000 consumers in the U.S. and UK revealed that the net satisfaction rate among vegetarians was +8%. In 2018, the same survey recorded net satisfaction among vegetarians at +47%. In the U.S., net satisfaction among vegetarians slumped from +38% in 2018 to -10% now, a negative swing of 48%. Net satisfaction among U.S. vegans now stands at -3%, versus -9% in 2018. Among UK vegans, net satisfaction is +25%, compared with +28% five years earlier. The survey was conducted in September 2023 by market research experts at SurveyGoo, which also asked respondents about their perceptions of specific plant-based products. When asked to rate how appealing they found plant-based meat products, 95% of vegan respondents said they looked tasty, compared with 56% of vegetarians. Meanwhile, 91% of vegans said they found alt-dairy products appealing, compared with 60% of vegetarians.
Kyowa Hakko Opens Expanded Cognizin Citicoline Manufacturing Facility
Kyowa Hakko Bio Co., Ltd. and Kyowa Hakko USA, Inc. (Kyowa) announced the celebration of the grand opening of its expanded citicoline manufacturing facilities at the Kyowa Hakko Bio Yamaguchi Production Center, situated in Hofu City, Yamaguchi Prefecture, Japan. The occasion marks a significant milestone in the company's growth journey. Kyowa Hakko Bio President and CEO, Ms. Yuki Kanzaki, underscored the pivotal role of Cognizin in the company's future success. Cognizin has a rich history of global use in enhancing cognitive function in health foods. The demand for citicoline has surged, especially in the United States, where it is sought after for use in supplements and functional food and beverages. Kyowa Hakko Bio's expansion of citicoline manufacturing capacity not only meets this growing demand but also establishes a resilient global supply network catering to pharmaceutical and health food manufacturers.
Oatly Announces Distribution Agreement with The Coffee Bean and Tea Leaf Brand
Oatly has announced a new foodservice distribution agreement with The Coffee Bean & Tea Leaf Brand. Per the arrangement, Oatly Barista Edition will now be available in over 180 cafes across the U.S. The oatmilk offers the same creamy taste and frothy feel of traditional dairy. There will also be a new limited-time seasonal beverage, Vanilla Spiced Oat Latte, in all The Coffee Bean & Tea locations across the country. The seasonal drink offers notes of spiced ingredients to a creamy vanilla flavor.
GoodSAM Foods Product Line Available at Whole Foods Market
GoodSAM Foods announced the availability of its entire line of nuts at Whole Foods Markets nationwide. GoodSAM’s line of nuts includes macadamias (raw & roasted/salted), pecans, brazil nuts, and walnuts. The nuts in GoodSAM’s portfolio of snack products include the raw and unsalted brazil nuts sourced from the Peruvian native Amazon rainforest; organic raw pecan halves sourced from small producers in the largest pecan growing region in Chihuahua, Mexico; and raw walnuts sourced directly from farmers who practice regenerative farming techniques while preserving natural resources in northern California.
Graasi Barley Water Expands to West Coast Market
Graasi Barley Water announced its expansion to the West Coast markets, facilitated by a new partnership with KeHE. This strategic alliance marks a significant step for Graasi Barley Water in extending its reach to health-conscious consumers across the West Coast. The expansion to the West Coast is a significant milestone in Graasi Barley Water's mission to provide nutritious and delicious alternatives to traditional beverages. Grassi is a plant based, USDA Certified Organic barley water. It is shelf stable with only 35 calories to a bottle.
Federal Court of Appeal Decision on Rebaudioside M
Sweegen announced a victory in the U.S. Court of Appeals for the Federal Circuit, which has sided with Sweegen and affirmed the invalidation of PureCircle's patents covering the stevia sweetener Rebaudioside M (Reb M). Specifically, the federal court’s Opinion confirmed the district court's decision that certain claims in the patents were found invalid due to a lack of written description. Additionally, it determined that a specific claim in one of the patents is unpatentable under 35 U.S.C. § 101.
