Looking Back on 2024: Evaluating the Accuracy of Health & Wellness Trend Forecasts

Below, we’ve collected capsule information for each section of our 2024 Predictions, in areas such as sustainability, foodservice and global flavors. Within each capsule, you will find our 2024 predictions and assessments of their accuracy. Engaging in this exercise has helped our editorial team gain clarity about key developments throughout 2024 in the food and beverage industry. We hope that our reflection and transparency offers you a deeper understanding of current market forces and a chance to see where your brand stands within the trends driving us into 2025.

Let’s take a look.

HEALTH & WELLNESS TRENDS

2024 Health and Wellness Trends

Probiotics and fermented foods have been rising in popularity as immune boosters

Functional Foods and Flavors

PREDICTION: Consumers will seek out functional foods that offer more than just nutrition. Foods that deliver health benefits—such as boosting immunity and digestive health—while providing flavor and excitement will grow in popularity.

ASSESSMENT: This prediction has proven accurate. Consumers are increasingly drawn to functional foods that address specific health concerns, such as gut health, immune support, and cognitive benefits. Products incorporating ingredients like prebiotics, probiotics, and bioactive compounds are flourishing, reflecting the consumer demand for foods that offer both wellness and indulgence.

Rise of Probiotics and Fermented Foods

PREDICTION: Probiotic-rich foods such as kefir, yogurt, kimchi, and sauerkraut will continue to be popular for their ability to enhance gut health and boost the immune system.

ASSESSMENT: Probiotic and fermented foods are still on the rise, especially in dairy products. Consumer interest in maintaining gut health has persisted post-pandemic, and probiotics are now a staple in products aimed at supporting immunity. This trend shows no sign of slowing down, with fermented foods gaining prominence across categories.

Synbiotic Beverages

PREDICTION: Beverages combining prebiotics and probiotics—known as synbiotics—will gain popularity due to their convenience and their ability to support both digestive and immune health.

ASSESSMENT: This prediction has held true. Synbiotic beverages are becoming more common in the marketplace, with drinks like kombucha and kefir emphasizing their gut-friendly properties. Consumers appreciate the convenience of getting digestive health benefits in a single product, confirming the growing demand for these innovative beverages.

Yeast and Fungi as Functional Ingredients

PREDICTION: Probiotic yeast and fungi, particularly mushrooms, will see increased use due to their immune-boosting and digestive health benefits.

ASSESSMENT: The trend of incorporating yeast and fungi into products has gained traction, particularly with mushrooms like shiitake, maitake, and lion’s mane being used for their prebiotic and immune-supporting qualities. The use of mushrooms in both food and beverages is expanding, affirming the rise of these functional ingredients.

Ginger and Other Botanicals

PREDICTION: Botanicals such as ginger, turmeric, and ashwagandha will become more popular in immune support products, known for their anti-inflammatory and cognitive health benefits.

ASSESSMENT: This prediction has been accurate, as ginger, turmeric, and other botanicals are increasingly featured in health products, particularly beverages. Ginger’s digestive and immune benefits have made it a popular ingredient in teas, health drinks, and mocktails, while turmeric and ashwagandha have gained attention for their stress-relief and cognitive-enhancing properties.

Seaweed as a Prebiotic and Health Booster

PREDICTION: Seaweed will gain popularity for its prebiotic properties and its ability to improve immune function, heart health, and gut health.

ASSESSMENT: Seaweed has indeed gained attention as a powerful prebiotic ingredient, appearing in a growing number of health-focused products. Its rich nutrient profile, combined with its benefits for gut health and immunity, has made it a sought-after ingredient in both food and beverages. This aligns with the growing trend of plant-based and sustainable ingredients.

Citrus and Floral Flavors

PREDICTION: Citrus fruits like orange, lemon, and lime will be combined with botanicals like hibiscus and lavender, delivering immune-boosting properties and flavor freshness to beverages and foods.

ASSESSMENT: The rise of citrus and floral flavor combinations has materialized, particularly in beverage offerings. These flavors provide a fresh, vibrant taste while offering health benefits such as immune support and mood enhancement. Hibiscus and lavender, in particular, are gaining popularity in teas and wellness drinks, confirming this trend.

Spicy-Sweet Flavor Pairings

PREDICTION: 
Bold combinations of spicy and sweet flavors will grow in popularity, driven by consumers’ interest in global and ethnic cuisines.

ASSESSMENT: This prediction has proven correct, with spicy-sweet flavor combinations becoming more prominent in both snack and beverage categories. Younger consumers, particularly Gen Z and Millennials, are driving this demand for bold, adventurous flavors, aligning with the trend toward global cuisines and novel culinary experiences.

Overall, the 2024 predictions for health and wellness trends were largely accurate. The focus on gut health, immune support, and functional ingredients remains strong, while consumer demand for bold and exciting flavors continues to shape product innovation.

SUSTAINABILITY

How Consumers, Food Processors Approach Sustainability
Two industry experts discuss sustainable demand and industry strategies in 2024

1. Consumer Attitudes Toward Sustainable Foods
PREDICTION: There would be a continued emphasis on sustainability-marketed consumer packaged goods (CPG), with attributes such as “Non-GMO,” “Sustainability Certified,” and “Organic” seeing growth.
ASSESSMENT: This prediction appears to be accurate, as data from Circana shows that these attributes have indeed continued to grow in dollar share and penetration in the market. Additionally, the increasing consumer awareness of climate-related events suggests that sustainability concerns remain high, supporting the predicted trend.

Check out more Sustainability Trends 2024 predictions and assessments.

FOODSERVICE

 What’s on the Menu in 2024?

Technomic says foodservice growing—but operators and menus must stay feisty, innovative

1. Leveling of Growth and Consumer Behavior Changes

    

PREDICTION: The industry’s wild ride post-pandemic would settle down, returning to low, single-digit growth, with limited-service restaurants benefiting from unit growth, while full-service operators would need to offer competitive pricing and value.

ASSESSMENT: This prediction seems on point. While inflation has pressured both consumers and businesses, 2024 has seen more stable growth than in the volatile pandemic years. Limited-service restaurants have indeed experienced continued demand as consumers look for more affordable dining options. Sit-down restaurants that innovated with value-oriented experiences, competitive pricing, or differentiated service have performed better amid rising costs.

Check out more Foodservice Trends 2024 predictions and assessments.

FLAVOR TRENDS

New Tastes, Trends for 2024

Specialty Food Association Trendspotters set their sights on a diverse list of trends for the $194 billion specialty food industry

1. Beverage Innovation: Functional, Single-Serve, and Low-Sugar

PREDICTION: Beverage sales would boom with innovations like single-serve non-alcoholic fizzy drinks, coffees, teas, and broths featuring functional ingredients for energy, clarity, or calming effects, with minimal added sugar, salt, or synthetics.

ASSESSMENT: This prediction has proven accurate. In 2024, functional beverages are a major trend, especially in the health and wellness sector. Drinks that offer added benefits, such as adaptogens, nootropics, or collagen, have been well-received. Non-alcoholic beverages and low-sugar options continue to grow in popularity, especially with younger consumers who are mindful of health and wellness. Global flavors, including tropical ingredients and herbal infusions, are also making a noticeable impact in the beverage space.

Check out more Flavor Trends 2024 predictions and assessments.

BEVERAGE CONSUMER TRENDS

Predictions for a Thrifty, Sustainable, Health-Driven Future

Imbibe suggests that cost-saving innovations, sustainability initiatives, effective products, and women’s health will dominate in 2024

1. Cost Savings, Little Luxuries

PREDICTION: Due to economic uncertainty, consumers would seek budget-friendly dining options that maintain a sense of quality and luxury, with many switching to lower-priced establishments or reducing nonessential grocery spending.

ASSESSMENT: This prediction has proven accurate. Inflation and economic challenges in 2024 have led to increased price sensitivity among consumers, with many opting for lower-cost options while still desiring quality and indulgence. The rise of budget-friendly meal kits, gourmet experiences, and subscription services aimed at providing little luxuries on a budget have also been evident. Consumers continue to navigate trade-offs, such as splurging on certain items while cutting back in other areas, aligning with the prediction.

Check out more Global Food & Beverage Trends 2024 predictions and assessments.

GLOBAL FOOD & BEVERAGE TRENDS

Top Global Food and Drink Trends for 2024

Mintel announces key trends to shape global food and drink industries in the near future

1. Trust the Process: Greater Transparency and Minimally Processed Foods

PREDICTION: Mintel anticipated that consumers would demand more transparency regarding food processing, leading to a greater emphasis on minimally processed products. They expected brands to focus on how processing techniques could enhance nutrition, sustainability, and food safety. This would give rise to products highlighting positive aspects of processing, especially those involving upcycled ingredients.

ASSESSMENT: This prediction has largely come to fruition. In 2024, there has indeed been

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Emil Kovács

Emil Kovács graduated from the Journalism program at Eötvös Loránd University in Hungary. During his journalism studies, he focused on data journalism, investigative reporting, and multimedia storytelling. He gained experience by writing for the university’s student newspaper, where he gained attention for his articles on social issues. After graduation, Emil began working as a reporter at a European news agency, where he conducts in-depth analyses of international news and current events.