My 2024 food trends forecast – part two
For over a decade, my business has been identifying and sharing health, nutrition, food and agriculture trends. In my 2024 food trends forecast – part one, I predict these three trends will be popular next year: 1) ingredients taking the spotlight; 2) gut health and 3) the blue economy. In part two, I am forecasting three more trends. Let’s explore my 2024 food trends forecast – part two.
Sweet heat
I’ve been writing about turning up the heat in baking since 2016. Fast forward seven years later and we are discussing complex heat, spicy with a twist and swicy (sweet spicy) as a trend for 2024.
Whole Foods Market’s Trends Council predicts complex heat as one of their top 10 food trends for 2024. Cathy Strange, Ambassador of Food Culture for Whole Foods Market and member of the Trends Council says, “From specific product ingredients and flavour trends, to growing movements in the food industry, we can’t wait to see these trends gain momentum in the year ahead.” Complex heat continues its evolution with global peppers taking off in every aisle — and the trend is only getting hotter. Pepper-infused drinks are going beyond kombuchas, cold-pressed juices and smoothies, with ready-to-drink beverages like canned tepache filling up the fridge with a refreshing kick. Even Tajín is expanding from candies and cocktails to spicing up grocery store sushi, desserts and more.
Flavorman, a leading custom beverage development company is predicting sweet heat for 2024. It sees fruity flavour profiles blended with spiciness or sweet heat fusions, gaining popularity among consumers in the year ahead. Flavours in such applications as a mango habanero pressed juice or a spicy margarita are seen gaining traction.
Women’s health
For far too long the medical sciences and research in general (for example automobile safety) have treated men and women as interchangeable subjects. Women make up half the population in both Canada and the U.S. As a result, there is an enormous opportunity to invest in women’s health research leading to product development and formulations specifically designed for women.
In 2022-2023, I partnered with my client Algarithm Ingredients to create research backed article about Women’s health and omega-3 DHA. Omega-3 is essential throughout life and may be particularly favourable for women’s endocrine-hormonal health, pregnancy health, mental health and of course heart health. Over the past two decades, omega-3 fatty acids have been one of the most researched nutrients. However, research of omega-3s specific to women’s physiology and whole-body health throughout their life is not abundant. More women’s health research is necessary. This will lead to practical awareness and treatment in primary care with accurate multi-disciplinary guidelines for prevention and disease treatments specific to women’s physiology.
The Whole Foods Market’s Trends Council predicts Women’s Health: from Taboo to Top of Mind as one of their top 10 trends for 2024. We’re seeing more brands making products to support periods, pregnancy, postpartum, menopause and even sleep that address life stages and symptoms previously swept under the rug. Food innovators are introducing specially formulated bars and snacks for cycle health, like menopause energy bars, at industry trade shows and conferences. Plus, brands are supporting women’s health in other ways — female care brand Here We Flo makes monthly donations to menstrual charities.
Prioritizing planet health
Sustainability, regenerative agriculture, upcycled ingredients and companies innovating to address waste have been on my radar for the past twelve years.
From Innova’s global research, a greater awareness of the climate crisis plays out in different ways, and not always through products engaging directly with issues such as carbon footprint. Lu Ann Williams, Global Insights Director at Innova says, “From regenerative agriculture to farming conditions for livestock, brands which highlight a bond with nature and the environment are achieving cut-through with consumers. We identified ‘Nurturing nature’ as our number-two trend, and we feel this type of story can be a tiebreaker between competing products. For example, over the last four years, our analysis found an astonishing 40 per cent annual increase in food and drink products making some sort of water usage claim.”
The Whole Foods Market’s Trends Council forecasts Clean & Conserve: Water Stewardship as one of their top 10 trends for 2024. Brands across the aisles are promoting water conservation, and consumers are listening. For example, new water brands use water from fruit by-products, which would otherwise be discarded. With the growing trend of regenerative agriculture, a Regenerative Organic Certification also requires soil health initiatives that ultimately conserve water. And it doesn’t stop at conservation — non-governmental organizations are showing their support of farmed oysters, leveraging aquaculture to filter water and help restore coastal ecosystems. Whether the story is on cleaning or conserving, consumers and brands alike are rallying to support water movements.
Final Thoughts for My 2024 food trends forecast – part two
Although none of us have a crystal ball, as an industry thought leader and health professional for over two decades, I am convinced these trends for 2024 will thrive. I look forward to checking in mid-2024 to see how these predictions are evolving.