August 22, 2024 – The Institute of Food Technologists (IFT) hosts an annual conference in the US to bring together researchers, scientists, engineers and entrepreneurs from across the global food value chain. Dubbed IFT FIRST (Food Improved by Research, Science, and Technology), the conference includes presentations, panel discussions, scientific research posters, and more than 1,000 exhibitors. The meeting considers the transformative nature of the global food system and the latest innovative solutions, technologies, new products and ingredients.
This year’s theme, “Collaboration + Innovation: How Can Food Science and Technology Transform the Food System?” highlights the importance of working together across disciplines to solve critical problems and meet today’s challenges in the global food supply and market.
Global Megatrends Impact the Industry
When looking at consumer trends and food and beverage trends, Innova Market Insights considers key global megatrends that impact the food and beverage ingredient industry. Environmental concern is an important megatrend. Climate change impacts actions in the food and beverage ingredient marketplace toward sustainability and affect health, food security and the economy. In fact, consumer research shows that consumers globally are most concerned about health of the planet. Health pressures are forcing healthcare systems and health policies to adapt. Key health challenges include population size, aging populations, and increases in obesity. Also consumers say that health of the population is their #2 most concerning issue. Economic uncertainty affects consumers and the food and beverage marketplace. Inflation is a challenge and consumers globally worry about the cost of living. Technology is another megatrend. Technology changes that impact the food and beverage industry include gene editing and generative AI.
Global Lifestyle Themes Affect Food and Beverage
Consumer behaviors respond to global lifestyle themes. In fact, global consumer trends research shows that consumers are making lifestyle changes because of global issues. They are spending on health and wellbeing as a top investment. Consumers try to follow a healthy, nutritious diet as a way to live healthfully. This includes eating more natural foods and fewer processed or artificial ingredients. They also watch their weight, exercise, and strive for mental health. As part of conscious living, consumers are reducing food waste, recycling and upcycling, and buying local foods and beverages. According to global trends research, consumers expect companies to focus on sustainable packaging, reducing waste, growing food sustainably, and decreasing their carbon footprint.
Top Trends in Action at IFT FIRST – Ingredients
Innova’s #1 food industry trend for 2024 is ingredients. Especially in the US, consumers seek functional ingredients, especially for energy and alertness. These ingredients can include herbs, ginseng, and functional mushrooms. US and Canadian consumers also want clean labels.
Top Trends in Action – Prevention
Innova’s #2 food industry trend is prevention, where consumers look toward personal wellbeing before health problems develop. In the US and Canada, many consumers are interested in digestive health and -biotics for health benefits. Immune health drives many consumers in the US and Canada to take supplements. Supplements for insomnia are growing because consumers turn to supplements for better sleep. Supplements for weight management also are growing. US and Canadian consumers are trying to improve their mental and/or emotional wellbeing, with mushroom-containing supplements being popular.
Top Trends in Action – Plant-Based
As Innova’s #3 food industry trend for 2024, Plant-Based: The Rise of Applied Offerings, demonstrates the expansion of plant-based food and plant-based beverage choices. Over one-quarter of US consumers and Canadian consumers participating in consumer trends research say they are willing to plant-based alternatives for variety in their diet. Among the products featured at IFT FIRST were yeast ingredients, dairy flavors for dairy alternatives, higher nutrition chickpeas, and grain-based ingredients.
Top Trends in Action – Indulge in Health
Indulge in Health, an Innova Market Insights top food industry trend for 2024, shows how new food and beverage products combine indulgence with health in a mash-up of ingredients. Examples of indulgence plus health are a plant-based dessert with sugar-free frozen yogurt and fiber-enriched buñuelos, a fudge bar that is high protein and high fiber, and a soft serve ice cream for women’s health.
Top Trends in Action – Oceans of Possibilities
Oceans and waters represent farms of the future for innovative new products within food trends. Also, food and beverage innovations from the sea are environmentally friendly. Innova sees a promising future in microalgae cultivation. Sustainable microalgae ingredients, and seaweed ingredients with functional benefits and nutrition benefits.
Top Trends in Action – H2.0: Quenching the Future
Consumer food industry trends research show a high interest in hydration. New beverage products have extra health benefits and celebrity endorsements to appeal to consumers. Innovations observed at IFT FIRST by Innova include precision fermentation of clear whey protein for beverages, sugar substitutes sweeteners, protein water, and sports nutrition beverages for recovery.
Learning More About Ultra-Processed Foods in Food Industry Trends
One of the biggest food industry trends pertains to ingredients that are ultra-processed. Ultra-processed foods (UPFs) are under scrutiny for their effects on health. Consumer trends research in the US shows that US consumers consider artificial flavors, artificial sweeteners, and preservatives to be ultra-processed. More than half of US consumers say they look at the ingredient list when determining whether a food or beverage is ultra-processed. Some of the foods US consumers say are ultra-processed are ready meals, cakes, pastries, sweet goods, and sugar confectionery.
Consumers Want Less Sugar
Food and beverage innovation supports sugar reduction strategies that taste and perform like sugar. A sizeable proportion of consumers in the US and Canada say they limit or reduce sugar in their diet. Food trends research shows that US and Canadian consumers use sweeteners because they like sweets but want fewer calories. Sugar reduction supports holistic health. Innova observed innovation in juice filtration, sweet ingredients, combinations of sweeteners, sweet fibers, and precision fermentation for generating rare sugars.
Watch for Innovation in Protein and Technology
Protein is popular for US and Canadian consumers for everyday and sports purposes. Innovation in dairy is bringing new ingredients, as is research into plant-based proteins from beans and microalgae.
Innova Market Insights spotted numerous technology solutions that include databases for formulating new products, AI, and precision fermentation for new protein ingredients.
Innovative Ingredients for Weight Management and Other Functions
Innovative ingredients help support weight loss, especially related to the effects of GLP-1 medications such as Ozempic and Wegory. Some of these innovations include clean caffeine, Palatinose, resistant starch, and other ingredients.
Other innovations feature precision fermentation of colors and sweeteners, plant-based egg replacements, chicken-free egg, mycelium protein, protein created by mycelium. Also, plant-based is expanding to use more parts of the plant with better sensory qualities, nutrition, and functionality.
Consumers Want Holistic Health
Consumers in the US and Canada are interested in holistic health. They want foods and beverages with many properties and benefits, including non-GMO, organic, vegan, natural, and others.
This article is based on our report, “IFT FIRST 2024 – Global.” If you are interested in reading this report, feel free to request a demo.
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