As consumers seek healthier lifestyles through better diet, they expect bakery products, as household staples, to play a supporting role. See the better-for-you bakery trends that are meeting their needs.

One rising 2023 MegaTrend was consumers’ search for holistic wellness—through food. See how snack occasions can help consumers find “Eatopia” and how new regulations support this trend.

Consumers are refocusing on their health and wellness, with mental health and new diets playing key roles. The Refocusing MegaTrend is reshaping what consumers expect from food and beverage companies.

This MegaTrend shows how athletes are driving personalization. Here’s a look at their diverse needs, innovations in wearables, and the next-gen athlete.

Consumer demand for holistic health solutions is shaping trends in functional nutrition. Discover how functional nutrition aligns with McKinsey’s wellness area, offering new innovation opportunities. 

New products and trends like #WaterTok are ushering in a new era for the water category. Learn the latest in hydration solutions and what consumers are looking for. 

Gen Z and Gen Alpha may be the next key target consumers for personalized nutrition products. See why and learn how custom premix solutions can fast-track the development of customized products like “brain water” for kids.

The 2024 food and beverage megatrends show how brands can connect with consumers through the right messaging and products. 

The functional pet food space continues to grow as pet owners seek out the best products to address their pets’ needs. Personalization, natural ingredients, and sustainability are the trends to watch in functional pet food.