FrieslandCampina Ingredients predicts holistic health and alt-dairy as key 2024 nutrition trends

FrieslandCampina Ingredients uses market research to build a deep understanding of what people want to guide its developments and help customers create on-trend products that meet consumers’ health and nutrition needs.

The company predicts that gut health is going beyond digestive comfort. Consumers are increasingly aware of how the gut affects immune, brain and muscle health. FrieslandCampina Ingredients recommends brands capitalize on this awareness by taking a holistic mind and body approach to gut health solutions.

45% of global consumers eat or drink alt-dairy products, driven by personal preferences and the perception that plant proteins are highly nutritious. But while this trend looks set to stay, creating products with lasting power can be difficult. The novelty of a new plant-based product can pique consumer curiosity enough for a one-off purchase. But it won’t lead to a repeat purchase if it’s not tasty and nutritious. Looking to 2024 and beyond, the company predicts alternative protein innovation will continue to advance as technologies like precision fermentation take off. Internal consumer research by FrieslandCampina Ingredients indicates that only 14% of British and 23% of US consumers are familiar with precision fermentation. Consumers familiar with the technology have mixed feelings, expressing concerns over taste and safety while seeing that the process has environmental and animal welfare benefits.

FrieslandCampina Ingredients also expects that in 2024, consumers will increasingly understand their unique nutritional needs based on age, gender, genetics and lifestyle, and seek tailored solutions to meet those needs. The company sees an opportunity for brands to develop tailored nutritional applications as consumers observe a lack of available products.

The company’s trend report highlights that consumers look to age healthily, with older consumers focusing on how their diets can support them in living healthier and being active for longer.

At the same time, FrieslandCampina Ingredients highlights the need for high-quality nutrients, such as protein, to support muscle maintenance and recovery from illness.

In 2024, “sustainability can make or break a brand’s reputation.” The company explains that consumers actively seek “planet-first nutrition” — products proven good for planetary and human health.

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