Successfully engaging with consumers in a constantly changing world is a key challenge for food and drink brands. A new report published in October by Mintel reveals the top consumer trends that brands should be paying attention to in the year ahead. These include growing consumer concern for ultra-processed foods, healthy ageing, and technology-enabled convenience.

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Growing awareness and scrutiny of food processing

Increasing media coverage around ultra-processed foods (UPFs) is raising concern about the health impacts of consuming processed food and drink products. Over a third (34%) of US adults say the degree to which a product is highly processed is a key driver of food purchasing decisions, and almost eight in 10 (79%) of Chinese adults aged 50 to 65 agree that eating less processed foods is a very or somewhat effective way to improve health, according to Mintel.

As consumers become better-informed about the journey of food products from farm to fork, they will begin to pay more attention to the ingredients lists of their favourite products. Minimally processed products that are affordable, convenient, and nutritious, such as frozen produce, fresh bakery items, and natural canned soup, will come out on top for many consumers.

“Many types of processed foods and processing techniques are valued by consumers on positive grounds linked to attributes like tradition, health, and naturalness. Examples include stone-ground flour, cold-pressed oil and fermented dairy products,” said Megan Stanton, associate director at Mintel Food & Drink.

One example is Australia-based manufacturer Pureharvest’s Unsweetened Organic Almond Drink, which offers ‘more nourishment from less processing, more flavour from fewer additives and more nature from less waste’. French L’Atelier V’s Yellow Lentil Mince with Coconut, Curry, Coriander and Turmeric is another. Made with organic legumes rich in protein, fibre and minerals, the product is rated four out of seven on the Siga scale, which signifies gourmet-level processing below the definition of ultra-processing.

Improving health for ageing Gen X consumers

Another top trend is the fact that Gen X consumers (currently in their mid-40s to late-50s) are increasingly concerned with their health. As they progress into older adulthood, these consumers will be looking for brands that support healthy ageing and offer affordable and accessible nutrient-rich products. Over three-quarters of Canadians in this demographic worry about ageing-related illnesses and 63% of German Gen Xers say that a healthy diet is the top factor for keeping healthy, Mintel data shows.

Sleep, key in maintaining holistic health and wellbeing, is a top health concern for many consumers aged 40 and over. Close to four in five of Gen Xers in the US say they struggle with sleep. Creating products that contain nutrients including botanicals and fibre is one way that brands can help consumers support healthy sleep habits.

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Formulated with clinically proven levels of adaptogens such as passionflower to reduce sleep latency, US-based Elements of Balance’s Plant-based Sleep Drink is aimed at consumers looking to improve sleep quality.

“Proper nutrition plays a pivotal role in maintaining overall health as we age, and it can significantly impact the development and progression of age-related conditions such as diabetes, bone and joint issues, and heart disease,” said Michelle Teodoro, associate director for food science, Asia Pacific at Mintel.

Balancing technology and humanity

A third trend for 2024 relates to digital technology.

A rapid increase in the use of screens, social media, and digital communications in recent years has significantly altered how consumers interact with one another. Technology has turned relationships virtual, resulting in a growing consumer demand for real-life human connection to ensure good mental and physical health. According to Mintel, close to half (46%) of US consumers rank spending time in-person with friends and family as a high priority.

The Covid-19 pandemic, with its forced lockdowns and travel restrictions, accelerated the shift to the digital realm in most countries across the globe as people were forced to socialise virtually, rather than face-to-face. Today, in the aftermath of the pandemic, consumers are more concerned with prioritising their individual mental and physical wellness needs, Mintel data shows. According to the same research, 67% of Thai consumers find maintaining healthy habits easier with other people rather than alone.

As technology and AI progress, brands will have to find a balance between incorporating new technology that optimises and eases consumer lifestyles and food production into their products and services, while also reinforcing the power of human connection to support consumer health.

One company aiming to do this, Mixmasters is a functional food startup that produces highly personalised meal kits, bars, and shakes based on the collection of individual biometric health data. The FoodiYou meal kit service, set to be launched at the start of 2024, enables consumers to take charge of their nutrition and health, whilst encouraging at-home cooking in one convenient solution.