At the end of 2024, various new products were introduced at fairs, especially at FIE, and advertisements for standout market products caught the eye. As in every field, technological, scientific, political, and economic changes in the food industry have shaped the preferences of both consumers and producers. In this article, we share which food products and consumer preferences will stand out in the new year.

1. Content Still Matters

Even though consumers have become more price-sensitive due to food inflation, the habit of reading ingredient lists on packaged foods is becoming increasingly widespread. Criteria like bioavailability rates and the source of ingredients are especially important for protein-rich foods. Additionally, private-label products and brand names are among the most influential factors in purchasing decisions.

2. Personalization 

Products tailored to age, gender, and lifestyle, a trend seen in other sectors as well, are being released to the market more frequently and are more widely consumed. We see new-generation foods and beverages being marketed with labels targeting specific needs, such as addressing PMS symptoms for women, suitable for diabetics or those on sugar-restrictive diets, or balancing electrolytes post-workout. Highlighting this information on packaging in a highly diverse market enables consumers to quickly gravitate toward these products.

3. Spark Curiosity 

One of the unchanging rules of sales strategies is to pique consumers' interest through curiosity. This category particularly appeals to consumers who follow trends and make purchases to satisfy hedonic needs. Social media advertisements are predominantly for these products. Products released as "limited edition" offer something different, fun, and outside the usual tastes for consumers who want to feel exclusive. Starbucks' smoked butterscotch-flavored coffee is a good example of this.

4. Gut Health 

One downside of urban life is the frequent consumption of processed foods and stress-related issues. One of the most effective ways to manage these problems is by protecting gut microbiota. As a result, products labeled as containing fiber, probiotics, and prebiotics in packaged foods continue to be popular choices for consumers and are solidifying their place in the market.

5. Plant-Based 

Plant-based or vegan products continue to rise in popularity, with a significant difference: cleaner labels. Initially, this trend made a rapid market entry as "making everything vegan." However, it later became evident that consumers adopting this diet are often those who also want to eat healthily. Highly processed or non-clean label vegan products are not preferred, though the trend itself remains current. Therefore, producers are now releasing products that are both vegan and minimally processed. Additionally, tastier recipes and substitutes are emerging every day.

6. Sustainability 

Climate change continues to influence food consumers' preferences. Even in the most frequently consumed products, such as chocolate and coffee, alternative substitutes have started entering the shopping carts of conscious consumers. More brands producing chocolate without cocoa, using sustainable palm oil, and offering fair trade-labeled coffee are taking their place on the shelves.

7. Edible Cosmetics 

The beauty and cosmetics industry is increasingly intertwined with food. Labels like collagen, vitamins, and antioxidants are more frequently seen on packaging. This is partly due to the "healthy aging" trend that has taken the world by storm. However, the trend has grown so much that it even appeals to the younger generation, with "functional snack" shelves expanding.

8. Traditional 

This trend is, of course, not new. Products labeled as "traditional" are perceived as more reliable and cleanly labeled when we go shopping. However, with globalization, we can find products from different cultures in the markets. Terms like Ayurvedic and humorous phrases like "grandmother-approved" are more frequently seen on packaging.

9. Mood Changers 

 Bars for focus, teas for relaxation, and soft drinks for energy… Mental health is now a more frequently considered concept. The connection between psychology and food has long been known. However, what producers want to market now includes more than just calorie-laden, sugary, fatty, or salty snacks that stimulate the brain's reward region. We now see special food products developed with various plant extracts, vitamins, and other elements to reduce stress, improve focus or energy, or aid relaxation. 

10. Artificial Intelligence 

The use of artificial intelligence, which impacts every sector, also brings innovations to the food industry. While not yet frequently seen in industrial products, personalized products, new recipes, new flavors, and combinations developed using artificial intelligence are being created. We will see more clearly how this reflects on our lives in the coming years. Meanwhile, Beck's has already launched the first beer that has been developed with AI.

What do you think will be this year's popular products? We look forward to your comments.

References

Innova Market Insights

Mintel Global Market Intelligence

Euromonitor International

Food Ingredients Europe Exhibition 2024