August 22, 2024 – Each year, Institute of Food Technologists holds its annual meeting, IFT FIRST (Food Improved by Research, Science, and Technology). Attendees of IFT FIRST include global researchers, scientists, engineers, food companies, innovators, and entrepreneurs who gather to discuss strategies and solutions for the global food supply. This year’s theme, “Collaboration + Innovation: How Can Food Science and Technology Transform the Food System?”, captures the spirit and mood of the meeting.
Macro Trends Drive Nutrition Trends
Global macro trends help drive the nutrition trends at IFT FIRST. One key trend is concern about the environment. Climate change calls attention to sustainability, which impacts health, food security and the economy. In fact, consumer trends research shows that health of the planet is the top global concern for consumers. Pressures on health are another macro trend. Major challenges include an aging population and rising obesity levels. In consumer trends research, consumers say health of the population is their second issue of concern. Economic uncertainty also impacts nutrition trends. Global economies are predicted to fall while inflation rises, and consumers globally are concerned about the cost-of-living. Finally, advances in technology provide challenges and opportunities in health and nutrition.
Lifestyle Themes Impact Consumer Behaviors
Consumers globally are making lifestyle changes in response to global issues. They are trying to live healthier lives, with health and wellbeing as a priority for spending. Consumers also are taking action for the environment, social situations, and health. Entertainment and social occasions are happening more at home. Also, consumer perspective on reward has changed. Consumers prefer small treats and rewards over bigger ticket items and experiences.
Consumer Trends Provide Context
Nutrition trends research indicates that consumers globally are living healthfully by eating a healthy, nutritious diet, watching their weight, exercising physically, and taking care of mental health. They prefer food and beverage products that are less processed and more natural and look for snacks and other products that do not have artificial ingredients. Consumer behaviors to improve the environment include minimizing food waste, recycling, upcycling, and buying local. Consumers say that companies should be responsible for sustainable growing practices and packaging, waste management, and reducing carbon footprint.
Consumers Focus on Their Health
Consumers take care of their health by living consciously. They want to feel well and are increasingly focused on prevention. Consumers also are taking more personal responsibility for their health, including regular exercise, a healthy diet, and functional foods and beverages. Consumers globally are feeling health pressures such as lack of affordable and accessible health care. This is driving them to focus on prevention and live healthier lives.
Top 10 Trend – Ingredients: Taking the Spotlight
Consumers are highly interested in functional ingredients to boost their energy and alertness, including herbal ingredients, ginseng, and functional mushrooms. Mushroom ingredients in supplements show strong growth in the US and Canada. Products exhibited at IFT First include a supplement with reishi, cordyceps, and lion’s mane mushrooms for wellness and vitality and a lion’s mane product for memory, attention, mood, and happiness.
Biotics offer health benefits. Showcased products included probiotic for digestive health, infant health, and adult health. Some strains also may benefit weight loss, sleep, and skin.
Top 10 Trend – Prioritizing Prevention
Consumers are taking action to prevent health concerns from arising and boost healthy aging. They take various types of supplements for sleep and insomnia, and these types of supplements are growing well. Other supplements and ingredients target healthy aging, immune health, digestive health, bone and joint health, and skin health.
Brain health and mental health are focal points of prevention. A solid proportion of consumers take supplements for mental and emotional wellbeing. Various ingredients and products showcased at IFT FIRST support focus, mental health, stress reduction, memory, and cognition. A coffee fruit extract boosts a neuroprotein for brain connectivity and cognitive performance.
Top 10 Trend – Plant-Based: The Rise of Applied Offerings
Consumers in 2024 are excited about trying plant-based products for variety in their diet. Several types of ingredients exemplify plant-based innovation, including dairy flavors for dairy-free products, yeast-based ingredients for flavor enhancement and sodium reduction, grain-derived binders for sensory improvement, higher protein and fiber chickpeas, and chickenless eggs and egg replacements.
Top 10 Trend – Indulging in Health
Innova is monitoring health products that are becoming more indulgent and indulgences that are becoming more healthful. Product prototypes at IFT FIRST included a high-protein dairy ice cream, protein-rich pudding parfait, plant-based frozen yogurt, and soft serve for women’s health.
Top 10 Trend – H2.0: Quenching the Future
Hydration products feature added health benefits. Innovations include clear whey for protein enrichment of clear beverages, lower sugar beverages, health features in hydration drinks, sweet proteins, and recovery beverages.
Ultra-Processed Foods Under Scrutiny
A majority of US consumers say they look at the ingredient list to determine whether a food is ultra-processed, and associate artificial flavors, artificial sweeteners, and preservatives with ultra-processed foods (UPFs). Key categories associated with UPFs are ready meals, cakes, pastries and sweet goods, and sugar confectionary. An expert panel at IFT FIRST noted the need for better understanding of UPFs, including better definitions, intake measurements, relationship to health outcomes, and impact of processing methods.
Sugar Reduction is Highlighted
A common nutrition trend is consumers trying to limit sugar in their diet. Some use sweeteners and many prefer natural sweeteners. Innovations include proprietary blends of soluble tapioca fiber, thaumatin, and stevia, combinations of erythritol and stevia, stevia combined with allulose and fiber, and the natural sweetener tagatose.
Reduce Sodium and Maintain Flavor
Consumers want sodium reduction, but they are concerned that lower sodium products will not taste as good. Innovations seen at IFT FIRST include umami or yeast ingredients to enhance flavor and reduce sodium and changes to the physical characteristics of salt.
Foods and Ingredients for GLP-1
The food and beverage industry is looking for foods and ingredients to increase GLP-1 without the use of Ozempic, Wegovy, and other GLP-1 agonists for weight management. Ingredients thought to impact GLP-1 levels include palatinose, resistant starches, ingredients rich in polyphenols, and spent brewer’s yeast.
Clean Label as Healthy
Consumers associate clean label with healthy products. Clean ingredients showcased at IFT FIRST include natural ingredients, rowanberry extract, FOS, starch, and natural flavors and colors.
Watch for Global Nutrition Trends
Protein is a popular nutrition trend for everyday use and for sports –before, during, or after exercise. Choices for plant protein sources are expanding, including mycelium protein and ingredients produced through precision fermentation. Expect more holistic and comprehensive health claims. Monitor the promotion of palatinose, resistant starch, and other ingredients to aid weight management. Increasingly, AI will drive nutrient-dense ingredient solutions.
Key Takeaways on Global Nutrition Trends
Several key themes define nutrition trends at IFT FIRST. Technology solutions that include databases and AI are revolutionizing the food and beverage industry. Plant-based ingredients are expanding beyond protein and fiber to include more parts of the plant, boost sensory features, improve nutrition, and enhance functionality. New methodologies such as filtration, new ingredients, sweetener combinations, and precision fermentation will help anchor sugar reduction in holistic health. The quest for holistic health also drives multiple health properties and claims in a single product, including non-GMO, organic, vegan, natural, and others.
This article is based on our report, “Nutrition Review of IFT FIRST 2024 – Global.” If you are interested in reading this report, feel free to request a demo.
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