As the calendar flips once again, new trends enter the natural foods marketplace while others make their exit due to evolving consumer preferences. This year, however, some existing trends are evolving into newer and more innovative versions. SPINS delved into the data across its channels and analyzed outside forces affecting the health and wellness industry to identify the top trends to keep an eye on for 2024.
1. Women’s & Hormonal Health on the Rise
Products focused on women’s and hormonal health have historically lacked the attention they truly deserve. However, manufacturers are awakening to the importance of this overlooked consumer base and the substantial unmet demand that exists.
Sport nutrition has long been targeted only at men, but now we’re seeing supplements (+19%) and pre- and post-workout products (+20%) being formulated with whole foods and functional ingredients related to women’s health.
Additionally, we expect more offerings for specific life stages from teen to mature ages and specific use cases of people with uteruses, such as:
PCOS (Polycystic Ovary Syndrome) support & cycle syncing
o Inositol: +57.5% for PCOS support
o Magnesium: +41.5% for Mood Support
o Dong Quai: +25.9% for Menstrual Support
Pre-natal & post-natal products
Menopause specific products
2. Allergens Remain a Hot Topic
With a surge in sensitivities, food allergies are on the rise. The effects of food allergen avoidance are showing up mostly in baby and toddler products, but also as allergen-free lunchbox item “swaps” for older children. Looking at the statistics, it’s easy to see why:
8% of children under 18 and 11% of adults have food allergens
56% of baby and toddler food sales are still free of the major 9 allergens
o Over half of new products this year contained tree nuts and/or soy
o Peanut allergen sales are up +12%, as several brands offer peanut butter puffs as an early way to introduce peanuts as a palatable form. This snack segment was up 8% this past year.
3. From Lifespan to Health Span
It is no longer enough to simply live longer; the new goal is to be healthy and able as long as possible. Perhaps prompted by the stark reminders of mortality brought by the COVID-19 pandemic, people are reshaping their daily routines and consumption rituals to increase physical longevity and slow the aging process via beauty regimens and dietary inclusions. This effort has manifested in a few key focus areas:
Blood Glucose Regulation – stronger desire to minimize blood sugar spikes to maintain energy, sustain focus, and reduce blood sugar crashes.
o Key Products: Vinegar before or after sugar because it can help maintain consistent glucose levels (Apple Cider Vinegar grew 11% last year)
Beauty Regimens – incorporation of more elements that focus on how food, beverage, and supplements can support an outward appearance and youthfulness.
o Key Products: Collagen & Colostrum, hydration products, and supplements full of metabolism-enhancing properties.
As always, SPINS is proud to partner with INFRA and all its members to keep the association educated and equipped to handle whatever the new year throws your way. Here’s to another great year of partnership!