FrieslandCampina predicts nutrition trends for 2024
Source: The DairyNews
FrieslandCampina Ingredients Unveils Key Trends Shaping Adult Nutrition in 2024
FrieslandCampina Ingredients, a leading protein and prebiotics company, has released its annual magazine, Nutritional Trends 2024, highlighting five pivotal trends set to drive the evolution of the food, drink, and supplement industries.
In the midst of a challenging global landscape, consumers are turning to nutrition for comfort and control, creating opportunities for brands to support healthier decision-making. The five key trends identified for 2024 include:
Vicky Davies, Global Marketing Director for Performance, Active, and Medical Nutrition at FrieslandCampina Ingredients, emphasizes the opportunities in providing consumers with the nutrition they need amid uncertainty. The trends reflect a growing consumer focus on managing nutrition as a controllable factor in their lives, addressing environmental impact, sleep quality, and personal fitness goals.
In the midst of a challenging global landscape, consumers are turning to nutrition for comfort and control, creating opportunities for brands to support healthier decision-making. The five key trends identified for 2024 include:
- Securing the Future, Sustainably: With a rising demand for sustainability, consumers are making changes to their diets, but skepticism exists regarding environmental claims. Manufacturers must ensure their sustainability claims are supported by tangible data for long-term success.
- Nutrition for All: Consumers are becoming more aware of their unique nutritional needs based on factors like age, sex, genetics, and lifestyle. There's a significant opportunity for brands to develop tailored nutritional solutions that meet specific, currently unmet, consumer needs.
- Alt Proteins Go Global: Plant-based alternatives are no longer a novelty, with more consumers incorporating meat and dairy alternatives into their flexitarian diets. Innovation in plant-based products is crucial, ensuring they match the taste and nutritional quality of traditional counterparts. Alternative proteins, such as those from precision fermentation, also hold potential but require dispelling myths and educating consumers.
- Going Beyond via the Gut: Recognizing the link between physical and mental health, consumers are turning to gut health solutions for overall well-being. Brands can capitalize on this by adopting a holistic approach to gut health that considers immune, brain, and muscle health.
- Ageing and Recovering Well: Older populations are taking a proactive approach to health, focusing on ageing healthily and maintaining an active lifestyle. Nutrition plays a key role, with innovations in medical nutrition leveraging muscle-boosting ingredients to support recovery and overall well-being.
Vicky Davies, Global Marketing Director for Performance, Active, and Medical Nutrition at FrieslandCampina Ingredients, emphasizes the opportunities in providing consumers with the nutrition they need amid uncertainty. The trends reflect a growing consumer focus on managing nutrition as a controllable factor in their lives, addressing environmental impact, sleep quality, and personal fitness goals.
