-Food Navigator, USA, Dec 2023

1. Sustainability:
• Ingredient Sourcing: More emphasis on locally sourced and organic ingredients due to increased consumer awareness of
sustainability. Companies might highlight their sustainable sourcing practices to attract environmentally conscious consumers.
• Packaging Innovations: Businesses will likely invest in eco-friendly packaging alternatives, such as biodegradable materials or
reusable packaging, to reduce environmental impact.
• Waste Reduction Efforts: Strategies to minimize food waste at various stages of production and distribution, such as using
imperfect produce or repurposing by-products, may become more prevalent.

2. Health and Wellness:
• Rise of Functional Foods: Increased demand for foods with specific health benefits, such as probiotics, prebiotics, and
ingredients promoting gut health, immunity, or mental well-being.
• Plant-Based Explosion: Further innovation and expansion of plant-based alternatives to dairy, seafood, meat and other animal
products to cater to the growing vegan and flexitarian consumer base.
• Clean Label Movement: Consumers will gravitate toward products with simpler ingredient lists, free from artificial additives,
and with reduced sugar and salt content.

3. Technology Integration:
• Personalized Nutrition: Advancements in technology, like AI-driven algorithms, might lead to personalized meal plans based
on individual health data, preferences, and dietary restrictions.
• Enhanced Shopping Experience: Improved mobile apps, augmented reality, and virtual reality experiences may revolutionize
how consumers shop for groceries and food items online, offering more interactive and immersive experiences.
• Supply Chain Transparency: Blockchain and other technologies could be used to ensure transparency in the food supply chain,
enabling consumers to trace the journey of their food from farm to table.

4. Supply Chain Resilience:
• Localized Production: Companies might consider localized production or sourcing strategies to mitigate risks associated with
global supply chain disruptions, reducing dependency on international suppliers.
• Inventory Management: Greater investment in advanced inventory management systems to maintain optimal stock levels and
minimize the impact of sudden fluctuations in demand or supply.

5. Changing Consumer Behavior:
• Convenience-Centric Products: Increased availability of convenient, ready-to-eat or easy-to-prepare meals and snacks that
cater to busy lifestyles and changing eating habits.
• Customization and Personalization: More customizable food options, allowing consumers to tailor products according to taste
preferences, dietary needs, or health goals.

6. Regulatory Changes:
• Labeling and Transparency: Stricter regulations might require more detailed and transparent labeling, including information
on nutritional content, allergens, and origin of ingredients.
• Health Claims and Marketing: Regulations around health claims and advertising may impact how companies market and
position their products to consumers.

7. Global Market Dynamics:
• Price and Availability of Raw Materials: Fluctuations in the cost and availability of raw materials due to geopolitical changes
or trade agreements could influence pricing strategies and product formulations.
• Market Expansion: Companies might explore entering or expanding in emerging markets, adapting products to suit local
tastes and preferences while tapping into new consumer demographics.

8. Social Media Influcences Menus:
• “FoodTok” to Insta: Social media trends are influencing consumer’s food and beverage choices
• ”What the hype is all about”: Consumers are curious to try new foods, flavors, and dishes they see on social to learn bussin
eats

Shifts in consumer behavior that will direct business landscape in the long term. They have a
cross-industry impact and evolve over time. Unlike Micro Trends which typically lasts 3 – 5 years, Macro Trends is 2X that time

1. • 74% of consumers are excited about the new food & beverage trends in 2024
   • 50% of consumers say delivery is too expensive
   • 68% of consumers want to drink more water and exercise more in 2024, which tied for consumer’s health goals
   • As consumers head to the U.K., Italy, France, and Spain on a post covid vacation, expect them to return with a taste for the freshideas and ingredients they are finding abroad

   • Think crispy English potatoes, unique Italian pastas and cheeses, high-end Spanish meats, and more

   • 72% of consumers say they are curious to try new foods, flavors, and dishes they see on social media to learn “what the hype is all about” – Midyear trends report, Datassential, 2023
   • 79% of Gen Z and 69% of Millennials have tried a food or flavor they saw on social media
   • 52% Americans aged 18 – 34 followed a diet/eating pattern, 2021…two years later it jumped to 66%, the highest of anygeneration
     • Calorie counting
     • Clean eating
     • Mindful eating
     • Plant—based eating, such as dairy, seafood, meat alternatives, and whole vegetables
   • Fermented drinks will take priority for gut health…66% of consumers drink kombucha for probiotics and its importance of gut health and overall wellness
   • Gen Z is disproportionately likely to seek out clean label and plant-based products, and they are particularly interested in foods that feature whole plants
   • 34% of US adults say highly processed is the top concerns, excluding price and taste, when purchasing foods & drinks, according to a survey of 2000 US consumers• CPG companies have an opportunity to educate consumers on the role of processed foods and innovate around less processed products

   1/3/24 • Processed foods can re-focus on its health attributes of their product…tapping into the better-for-you and clean/all- 12 natural label trend

Natural and Clean Label Ingredients:

Flavor Profiles: Expect a shift toward more natural flavor profiles derived from real ingredients like herbs, spices, and fruits rather than artificial additives. This might lead to more nuanced and authentic tastes in food products.

Ingredient Usage: Clean label trends will drive the demand for recognizable, natural ingredients. Artificial flavors, colors, and preservatives may be replaced with natural alternatives to align with consumer preferences for cleaner labels.

Health and Wellness Trends:

Functional Ingredients: There might be an increase in the use of functional ingredients like turmeric, matcha, oradaptogens (e.g., ashwagandha) known for their  health benefits. These could be incorporated into various products to add both flavor and functional value.

Reduced Sugar and Salt: As health-conscious consumers seek healthier options, manufacturers might reduce sugar and salt content while exploring natural substitutes and flavor enhancers.

Sustainability and Environmental Concerns:

Ingredient Sourcing: Manufacturers might focus on sustainable sourcing of ingredients, leading to the incorporation of more locally sourced or ethically produced ingredients, influencing regional flavors and diverse ingredient profiles.

Upcycling and Alternative Ingredients: To reduce waste, there might be more use of upcycled ingredients or alternative protein sources like plant-based proteins (e.g., pea protein, algae) in various products.

Technological Advancements:

Innovative Flavors: Technology can aid in the development of innovative flavor profiles by utilizing data analytics and AI to identify consumer preferences, creating unique and personalized tastes tailored to specific demographics or preferences.

Smart Flavor Creation: AI and machine learning could be employed in flavor creation, analyzing vast datasets to predict and generate popular or trending flavor combinations.

Regulatory Changes:

Cleaner Labels: Stricter regulations and consumer demand for transparency may lead to cleaner labels with simpler ingredient lists, encouraging manufacturers to use fewer but higher quality and more natural ingredients.

Consumer Preferences and Market Demand:

Ethnic and Global Flavors: With an increasingly diverse consumer base, there might be a rise in the popularity of ethnic and globally inspired flavors. This could lead to more diverse ingredient usage and fusion cuisines to cater to varied tastes.

Customization and Personalization: Brands might offer customizable flavor options, allowing consumers to create personalized tastes by adjusting seasoning levels or choosing from a variety of flavor profiles.

Regional American Flavors, specific to its region: Hyper-local & seasonal, giving local consumers the feel for the season and the land it came from

Novelty and Experience:

Novel and Experiential Flavors: To capture consumer interest and engagement, there might be an emergence of more experimental or novel flavors, perhaps tied to specific experiences or stories to create memorable culinary experiences

Trend Adoption and Lifestyle Choices:

Trend Propagation: Social media accelerates trend cycles by swiftly spreading fashion, beauty, food & beverage, and lifestyle trends. Gen Z and Millennials adopt trends quickly, wanting to stay-up-to-date and align themselves with popular culture

Health & Wellness Influencers: influencers advocating for health, wellness, sustainability, and ethical practices shape decisions related to diets, exercise routines, sustainable living, and conscious consumerism

Product Discovery & Purchase: Both Gen Z and Millennials often rely on influencers and content creators they follow for product recommendation. Authentic endorsements on social media platforms can sway their purchasing decisions

Botanical and Herbal Infusions:

Lavender and Chamomile: Known for their calming properties, these flavors might find their way into
beverages, desserts, or savory dishes to add subtle floral notes.

Herbal Blends: Incorporating blends like basil-mint or rosemary-thyme into various recipes for their aromatic
and fresh profiles.

Spice Blends and Global Influences:

Middle Eastern Spices: Flavors like sumac, za’atar, and harissa might gain popularity, adding depth and tanginess
to dishes.

Asian Fusion: Incorporation of ingredients like gochujang (Korean chili paste), XO, oyster sauce, yuzu, tamarind,
or lemongrass for their unique and bold flavors.

Functional Ingredients and Superfoods:

Turmeric and Ginger: These anti-inflammatory ingredients might become more prevalent in various products
due to their health benefits and distinct flavors.

Ashwagandha and Adaptogens: Used for their stress-reducing properties, these might find their way into
beverages and functional foods, potentially influencing earthy and mildly bitter flavor profiles.

Exotic Fruits and Citrus Varieties:

Yuzu, Calamansi, and Meyer Lemon: These citrus fruits could add a tangy and aromatic touch to beverages, desserts, and savory dishes.

Dragon Fruit and Mangosteen: These visually striking fruits might be used for their subtle sweetness and tropical flavors in various culinary creations.

Umami-Rich and Savory Profiles:

Miso and Tamari: These fermented ingredients could be used to impart a deep umami flavor to sauces, dressings, or even desserts, adding complexity to dishes.

Seaweed and Algae: Known for their rich umami taste, these might be used beyond traditional sushi to flavor  broths, snacks, or even desserts.

Alternative Sweeteners and Reduced Sugar Profiles:

Monk Fruit and Stevia: Natural sweeteners might be used more frequently to reduce sugar content while maintaining sweetness in various products.

Date Syrup and Coconut Sugar: These alternatives could impart caramel-like flavors, adding depth to sweets and
baked goods.

Smoke, Charred, and Grilled Flavors:

Smoked Paprika and Chipotle: Adding a smoky dimension to dishes, these flavors might find their way into
marinades, sauces, and snacks.

Charred Pineapple or Grilled Peach: The sweetness of fruits combined with a hint of smokiness could add
complexity to both sweet and savory recipes.

Wok-fired or Stir Fried: Wok-hei…flavor and taste imparted by a hot wok on food during stir frying, particularly important for dishes requiring high temperature searing heat

Hybrid and Fusion Creations:

Savory Matcha White Chocolate or Wasabi Honey: Pairing traditional flavors with unexpected combinations to create intriguing taste experiences.

Turmeric Latte Ice Cream or Kimchi Tacos: Fusion of global cuisines to offer unique and adventurous flavor profiles.