Among an evolving food landscape, increasingly influenced by social media and cultural phenomena, the International Food Information Council (IFIC) has released its annual food trends forecast for 2024.
Created by a team of food, nutrition, and health experts, the forecast uses consumer research insights to predict how 2024 will play out for the food industry. This year’s report predicts a trend of social media snacks, a rise in demand for foods that support emotional well-being, and a focus on food labels.
Transparency on labels
Consumers are paying more attention than ever to the food and beverages they consume – especially their labels. Companies should expect to see a major focus on transparent food labelling, a trend that will empower shoppers to make informed decisions about the food they buy.
Customers already reach more for products labelled with words they associate with healthy eating; words like ‘clean’, ‘cold-pressed’, and ‘fermented’. However, actions by the FDA should bring a closer understanding of what makes food healthy to the average American consumer this year.
U.S. regulators are also working on a new labelling process that will help shoppers make healthier food decisions. The process should create a national discussion on the importance of reading food labels, and understanding what they mean, to make an informed decision on the food we consume. This, paired with the work of the FDA, will drive the desire for transparent food labels.
Social media’s influence on food
If TikTok has shown us anything, it’s the way the app can influence anything from fashion to food.
Trends like ‘girl dinner’, #WaterTok, and potato chips with caviar exploded on the app, garnering hundreds of millions of views, likes, and mentions. According to the IFIC’s research, 51% of Americans have tried a new recipe and 42% have tried a new brand or product because of something they saw on social media. Social media can influence almost every part of a customer’s perception of food, and it shouldn’t be underestimated.
The search for wellness
Another major trend predicted for 2024 is consumers’ focus on the relationship between emotional, mental, and physical well-being and the food they consume.
The IFIC 2023 Food & Health Survey found that 74% of Americans believe the food they consume has a significant to moderate impact on their overall well-being, and 61% believe their emotional and mental well-being has a significant to moderate impact on their food choices.
As we move through the year, the IFIC foresees both brands and customers emphasizing how nutrition can support mental and emotional health. Specifically, they predict an influx of supplements focused on women’s health, and foods and beverages that assist with sleep, stress reduction, and support mood.
Key Takeaways
The TLDR of this year’s IFIC report is that social media will continue to shape consumer decisions and actions by regulators and the FDA will guide shoppers toward making more informed decisions about the products they consume. A focus on emotional and mental well-being will also provide major guidance for customers as they look to purchase foods and beverages that will have them feeling their best.
While there’s no way to know for sure what lies ahead of us in 2024, the IFIC’s report provides a unique glimpse into what will hold the most influence for consumers in 2024.
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Colleen Douglas
Senior Marketing Coordinator
Executive Platforms
Colleen joined the Executive Platforms team in May of 2022. She has five years of experience in event marketing, with an emphasis on copywriting and digital strategies.
Colleen has a BA Honours in Business Communications from Brock University and a Diploma in Digital Media Marketing from George Brown College.