2024 Food Trends Demand Simplicity and Sustainability, Innova Finds

Consumers are demanding clearer communication about sustainability, according to new research from Innova Market Insights. The company has identified key trends for 2024, including a push for simpler messaging and stronger environmental commitments from brands. These findings were highlighted in a recent webinar led by co-founder and global insights director LuAnn Williams. Innova’s top trend for 2024 is 'hero ingredients', reflecting consumer focus on specific nutritional benefits. A third of shoppers worldwide now check product labels for ingredients that matter to them. Protein remains the most sought-after component, with 42% of consumers prioritising it in food and drink choices.

The second major trend, 'nurturing nature', emphasises sustainability and positive environmental action. Innova reports a 37% annual increase in food products promoting forest protection. This aligns with consumer demands for better waste management and eco-friendly packaging.

To address confusion, Innova’s tenth trend, 'simplifying messages', encourages brands to cut through complexity. Research shows 64% of global consumers prefer direct, easy-to-understand details about sustainability efforts on packaging. The company plans to release further insights on its website in the coming months. Innova’s 2024 trends highlight a shift toward transparency and environmental responsibility in the food industry. Brands will need to adapt by providing clearer information and prioritising sustainable practices. More details on these trends will be available on Innova’s platform soon.