Jenny Zegler

In 2024, expect brands to help consumers live longer, healthier lives; balance their needs for health and pleasure; and unlock new conveniences from technology. Here's a look at each area.

Nearly two-thirds of US adults agree that the pandemic has made them reevaluate their life priorities, according to Mintel research on American values. In food and drink, US adults say the pandemic caused the most change in where they eat, how they grocery shop and how they approach their diets.