2024 Food and Beverage Trends

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Every year, Innova Market Insights compiles its Top Ten Food & Drink Trends. The company's latest research shows that food price inflation and the need to cut back on expenses continue to affect consumer markets worldwide.

Functional foods and flavors continue to climb in popularity as such foods achieve just that: beyond providing nutritional benefits, they bring flavor, comfort, and excitement to the table. Among these, immunity-targeting products are in the forefront.

Gen Z’s dietary preferences are evolving. To appeal to them, diet and nutrition brands will need to embrace international flavors and cuisines. We predict growth in categories that successfully blend Gen Z’s desire for nutritious, plant-forward foods with their craving for authentic, internationally-inspired flavors.

Caffeine with added benefits, going back to basics in the plant-based category, complex heat from global peppers, and water conservation and stewardship are all among the food trends expected to rise in popularity across the industry in the next year.