‘Tis the Season for Trend Watching

Type “2024 trends” into your favorite search engine and you’ll get a plethora of results ranging from fashion, lifestyle, and color to technology, retail, and e-commerce. Add “food” or “flavor” to your search terms, and our very own Food Technology magazine may surface near the top, along with predictions from market intelligence agencies, consulting groups, and others.

Trends are emerging all the time, and there are a variety of reasons why people follow them. In many cases, it boils down to our fascination with what’s new and popular, our desire to fit in or make a difference, and our hope for the future.

Take one of the biggest trending personalities in popular culture today—Taylor Swift. Whether you’re a fan or not, Swift has become a global phenomenon, in part because she’s relatable, adaptable, and empowering, and she respects her fan base. Those things, among others, drive increased interest, and so the cycle begins.

We see similar cycles in the world of food science and technology. They may be driven by consumer demand, novel research, emerging applications, or outspoken influencers, and as interest grows, new trends emerge. The accelerated rate of change in our world today also has a substantial impact. In our highly connected, always-on society, staying on top of current trends is imperative to inspire innovation, navigate change, remain competitive, and better prepare for the future.

Staying on top of current trends is imperative to inspire innovation, navigate change, remain competitive, and better prepare for the future.

Several of my fellow IFT members agree. Nishtha Lukhmana, PhD, senior scientist, research and innovation, at Premier Nutrition, says staying plugged into food industry and consumer trends enables her to keep a finger on the pulse of emerging preferences in the market and to identify gaps and innovation opportunities. “It is like having a compass in a rapidly changing landscape to help you anticipate shifts in consumption habits and ensure business offerings align with consumer values and market relevance,” she notes.

Christy Kadharmestan, a principal research scientist at Amway/Nutrilite, says as a product formulator, it’s important for her to be intuitive and sensitive to consumers’ needs. The ability to predict product success trends in the short- and long-term, and bring new and novel ideas back to the business, makes staying on top of consumer trends critical.

Understanding trends is as important in an academic setting as it is in industry. As a professor at the University of Nigeria, Nsukka, Peter Orji Uvere, PhD, recognizes that climate change and technology are changing how people, particularly Gen Z, relate to the food environment. Understanding the implications of these trending topics helps him look at his teaching and research from the point of view of people within different demographic populations and be more future-focused.

We are often flooded with trend predictions and market outlooks during the fourth quarter as people finalize business plans for the coming year, but we all know new trends emerge all the time. IFT gives its members a unique advantage, providing unlimited access to the latest and most relevant scientific applications, research, experts, and trends every day of the year. Kadharmestan says she believes this is the reason she always knows about the latest, greatest, best innovations and trends in the food industry.

Dr. Lukhmana agrees, sharing that IFT is her go-to source for information and insights. “It’s a treasure trove of knowledge, connecting me with experts, research, and the latest developments. Being part of this community ensures I stay ahead and thrive in the dynamic world of food science.”

As we look to the new year, what trends are we all keeping an eye on? There are many, but there are a couple that come to mind for me. I think the continued growth in vegan products is going to lead to an uptick in allergen issues associated with non-protein/non-dairy-related foods and labeling. I also think we’re going to continue seeing a growing interest in functional foods.

Dr. Lukhmana is keeping a close eye on artificial intelligence (AI) integration and alternative protein sources. Dr. Uvere also thinks AI will make a big impact this year. He believes climate change, emergency foods, and food waste recycling will also be trends to watch. Kadharmestan is most excited about safe, science-based, clinically and regulatory proven, and culturally approved novel ingredients that would benefit women’s health worldwide.

Time will tell.

I often share a quote with my teams and other incredible people I get to work with—leaders have to “be excellent today while being curious about the future.” Keeping an eye on industry trends and shifts is a great way to support our curiosity about the future of food, and IFT has the insights you need every step of the way.ft