Looking Back at 2024: Did Global Food & Beverage Trend Forecasts Come True?

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 staff gain clarity about what key developments transpired in the food and beverage throughout 2024. We hope that our reflection and transparency presents you with a better understanding of current market forces, and an opportunity for learning where your brand fits within the momentum of trends carrying us into 2025.

Let’s have a look.

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 heightened scrutiny of ultra-processed foods, driven by health concerns and increased public awareness of the negative effects of highly processed items. Consumers are gravitating toward minimally processed products, particularly those that showcase sustainable practices and enhanced nutrition, aligning with growing environmental and health-conscious trends. For example, brands have been increasingly transparent about the benefits of processes like fermentation, cold-pressing, and pasteurization, which maintain product quality while offering health benefits.

Additionally, upcycled foods—those made from ingredients that would otherwise go to waste—have gained significant momentum in 2024, as both consumers and brands seek sustainable, eco-friendly options. This trend speaks to the increased demand for products that minimize waste and maximize nutrition, making Mintel’s prediction highly accurate.

2. Age Reframed: Healthy Aging for Generation X and Beyond

PREDICTION: Mintel projected that Generation X, particularly consumers aged 40 and above, would seek food and beverages promoting healthy aging. Brands were expected to cater to this group with nutrient-dense products that address physical, mental, and emotional health needs, such as cardiovascular and brain health. There would also be a focus on products that aid caregivers managing multi-generational households.

ASSESSMENT: The emphasis on healthy aging has indeed been prominent in 2024, but it has not been limited to Generation X. The broader “active aging” trend, which includes Millennials, is seeing a surge in products aimed at enhancing vitality and longevity. Functional foods and beverages containing ingredients such as adaptogens, omega-3s, and probiotics are marketed to support brain health, joint mobility, and cardiovascular wellness. Brands like Olipop and Athletic Greens have gained traction by targeting older consumers seeking to boost overall well-being through diet.

Caregiver support products, however, have not seen as much development as anticipated. While some convenient, nutrient-rich options are available for families, innovation in this area has been more subtle than expected, with few new tools or services emerging specifically for caregivers.

Overall, the prediction regarding healthy aging is accurate, with a focus on nutrient-rich products, although the multi-generational caregiver market has not seen significant growth.

3. Eating, Optimized: Technology-Driven Convenience in Food and Drink

PREDICTION: Mintel forecasted that AI, AR, and other emerging technologies would revolutionize how consumers shop, cook, and plan meals. They expected innovations such as personalized shopping assistance, AI-powered meal planning, and localized vending solutions to transform food retail and home cooking.

ASSESSMENT: The adoption of AI and other technologies in the food and beverage industry has accelerated as predicted. AI-driven tools for meal planning, grocery shopping, and personalized nutrition are increasingly common. Apps like Whisk and AI-powered assistants integrated into smart kitchen devices help consumers streamline meal preparation and grocery shopping, catering to busy lifestyles. Personalized dietary recommendations and virtual kitchen assistants have become more prevalent, offering tailored solutions for consumers looking for both convenience and quality.

Retailers have also embraced AI for real-time shopping assistance and personalized marketing. For example, grocery chains like Kroger and Albertsons have launched AI-driven platforms that send push notifications based on shopping habits and preferences, enhancing the consumer experience. AI-powered vending machines have started appearing in high-traffic locations like college campuses, offering fresh, healthy meals with minimal wait times.

However, the widespread adoption of AR in this space has been slower. While there are some innovative applications, such as AR-enhanced recipe guides or product scanning tools, AR remains more niche and less integrated into everyday food shopping or cooking routines.

Conclusion

Mintel’s 2023 predictions for global food and beverage trends in 2024 have proven to be largely accurate. The heightened scrutiny of food processing and the rise of minimally processed, sustainable products is a dominant theme. The focus on healthy aging, particularly for Generation X, has also taken hold, though with more emphasis on general vitality than on caregiver-specific products. Finally, AI is playing an increasingly important role in food-related convenience, although AR adoption is lagging behind expectations. Overall, Mintel’s insights have been prescient, capturing key shifts in consumer behavior and industry innovation in 2024.

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.

FOOD & BEVERAGE CONSUMER TRENDS

Top 10 Food & Beverage Consumer Trends in 2024

Innova Market Insights finds consumers interested in key benefits, ingredients, transparency

1. Taking the Spotlight
PREDICTION: Innova predicted that certain ingredients or product features—such as trending flavors, textures, and health benefits—would take center stage on packaging and attract consumer attention. Ingredients like protein and mushrooms were forecasted to be particularly important.
ASSESSMENT: This prediction has proven accurate. Consumers continue to respond positively to packaging that highlights key ingredients, particularly when they align with health and wellness. The rise of functional ingredients like protein remains a major trend, with products showcasing high-protein claims continuing to proliferate. Additionally, mushrooms are seeing increased use in functional foods and plant-based products due to their Nutritional value and adaptogenic properties.

Check out more Global Food & Beverage Trends 2024 predictions and assessments. Available Oct. 22, 2024.

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.

Check out more Health & Wellness Trends 2024 predictions and assessments. Available Oct. 23, 2024.

GEN Z TRENDS

Diet Culture Goes Multicultural to Appeal to Gen Z

Young

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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.