2024 Food Trends: Sustainability and Transparency Top Consumer Demands

Innova Market Insights has revealed its top trends for the food and beverage industry in 2024. Ingredients lead the list, with sustainability and consumer transparency playing key roles. Businesses are expected to focus on nature protection, waste reduction, and clear communication. Consumers are increasingly scrutinising what goes into their food. A third always check labels for ingredients of interest, while 42% rank protein as the most important factor. They also demand value from what they eat and expect companies to prioritise eco-friendly practices.

Sustainability remains a major concern, though with more nuance this year. Innova’s second trend, ‘nurturing nature,’ highlights smaller, targeted efforts like forest protection. Products with forest-related claims have seen a 37% annual growth in launches. Seas are also emerging as a source of environmentally positive ingredients.

Trust is another issue, as 49% of consumers worry about greenwashing, and 53% struggle to identify it. Clear, direct messaging about sustainability is now essential to cut through the noise. Innova will share further details on its trends in the coming weeks and months.

The pet food industry is seeing similar shifts. Prevention, plant-based options, and health-focused indulgence are gaining traction among pet owners. The 2024 trends show a strong consumer push for transparency, sustainability, and ingredient quality. Companies will need to adapt to these demands to meet evolving expectations. Innova’s upcoming releases will provide deeper insights into these developments.