See how the 2024 megatrends for food and beverage can help companies unlock new opportunities to address consumers’ interests in health and wellness.

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

Supplements are becoming an integral part of healthy living for consumers globally. As health concerns expand to include mental wellness and new preferences emerge such as sustainably-produced products, brands have to respond quickly to address these new needs. 

The latest consumer research reveals key UK snacking trends—including which snacks Brits are consuming right now and which snacks are on the rise.

For hydration, consumers aren’t just reaching for sports drinks anymore. See which beverage categories they’re looking to—and explore the four new need states for hydration products.

Learn about the supplement trends ahead—including hormone supplements for different life stages, relaxation supplements as an alcohol alternative, and other key targets for functional products. 

Here's a fresh look at using botanicals—including replacing additives with botanicals for a cleaner label and focusing on key benefits like immunity and mood.