2024 and 2025 Trends
1st December 2023
At Prinova, we know that emerging consumer trends today, can inspire the great brands and products of tomorrow. Working with our partners, and for the first time, we’ve been able to detail trends within functional health, as identified by researchers and trends writers.
Expert analysts pinpointed common themes to build this trends framework of 9 mega trends and their subsequent sub trends, with additional research undertaken to investigate the role of branded ingredients within the market.
Research has spanned retail, foodservice and social media across key geographies of our operation, as well as other influential territories for health.
Social and Cultural Drivers
Under Pressure
In a less stable world, where people are struggling to maintain control of their health and finances, they are looking to take direct action to relieve the pressure.
Unlock Time and Money
Food, as an essential, is inevitably at the forefront in the drive to economise in tough conditions and so it is becoming ever more focused on delivering economically appealing options.
Displace and Distract
A reaction to bad news is to escape, seek comfort and and indulge. Food from faraway places is growing in its allure. And we’re heightening human experience beyond the five senses.
Treasure Planet
As we are more clearly seeing the effects of global warming, we are learning to respect and treasure all elemental products of the earth, many of which are unseen, overlooked or previously not valued.
Health Wise
More than ever, we are seeking new clever, easier, less expensive and less arduous ways to change habits to increase health and longevity; clever swaps, using technology etc.
2024 and 2025 Trends
In Summary
Over the last few years, consumers’ attitudes to healthful eating have shifted from one of restriction to instead focus on making the most of what we do eat. This puts new significance on functional ingredients, as people want to live longer and better – and turn to their diets to achieve this.
More than ever, we’re seeking easier ways to change our habits to improve health and longevity. New products bring nutritional benefits designed for every stage of life, with a new spotlight on women’s reproductive health – especially the menopause. Across all ages and stages, physical and mental health are being ‘hacked’ with ingredients and lifestyle advice targeting everything from the metabolism to sleeping better.
Gut health remains an important topic, and its remit broadens as people begin to understand it as a gateway to overall wellbeing. Ingredients with gut health benefits are incorporated into familiar formats, including for children. In general, health in the time of a cost-of-living crisis sees accessible formats prioritised – they must fit into busy lives on the go, as well as being affordable.
Sports performance now includes the world of gaming, with functional foods designed around endurance for long sessions. Both through the lens of everyday wellness and recovery following an arduous workout, water is put under the spotlight on social media with hydration an important talking point. Indeed, a move toward ‘whole’ and ‘natural’ foods dominates a lot of the buzz and chatter in the health sphere, including the ongoing search for new plant-based superfoods, reaching back to age-old traditions and re-embracing animal-based products.
That said, there is still a place for fortification, ‘lab created’ functional ingredients and artificial sweeteners and flavours within certain occasions and with products targeting certain consumers. Laddering up to a more general trend within health, there is no ‘one size fits all’, demonstrated by an increasingly personalised approach to healthy eating/drinking.
Trends Framework
This wheel shows the functional health trends this bespoke work has identified.
Mega trends are on the outer edge, with their sub trends beneath them. The social and cultural drivers are at the core.
Get in touch with our expert team
Learn how partnering with us can help accelerate your business. Complete the form below and we will connect your needs with the right solution.
