Emerging Health Food Trends in 2024

Feeding the world is a way that meets the needs of people and planet today without sacrificing tomorrow is driving exciting innovation for 2025 and beyond towards an industry where nourishing , accessible and sustainable options are available to everyone , everywhere. The food industry is constantly evolving, driven by shifting consumer preferences and a growing awareness of health and wellness. In 2024, a number of exciting and innovative health food trends are emerging, promising to shape the future of food.

Food lies at the heart of one of the biggest challenges of our time how do we feed the world in a way that meets the needs of people and planet today, without sacrificing tomorrow?

As the demand for food increases, so does the urgency to find solutions that nourish and safeguard people and planet. This is where Sustainable Nutrition comes in. At its core, Sustainable Nutrition is defined as the ability of food systems to provide sufficient energy and essential nutrients to maintain a healthy population without compromising the ability of future generations to meet their nutritional needs. A sustainable diet, described by the Food and Agriculture Organization of the United Nations, is a dietary pattern that promotes all dimensions of health and wellbeing; has a low environmental impact; is accessible, affordable, safe and equitable; and is culturally acceptable.

The challenge is multi-faceted. We must improve nutrition, protect ecosystems, reduce food waste, and ensure our food systems are resilient in the face of climate change, economic shifts, and global conflict. However, solutions are within reach, and transformation has already begun.

Nutritious, affordable food is a right, not a privilege. Yet, global challenges like climate change, conflict, and rising inflation are widening the gap between the desire to eat well and the ability to afford it.

Accessible nutrition is about breaking down these barriers, ensuring that everyone no matter their income, location, or background can achieve a nutritious, affordable and culturally appropriate diet.

According to The 2024 Global Hunger Index Report, 43 countries are currently suffering serious or alarming levels of hunger. While the impact of climate change is global, the most vulnerable to its effects are those living in the world’s poorest countries. These countries make up a high percentage of the world’s 2.5 billion smallholder farmers, herders and fisheries with limited financial resources and whose livelihoods rely on natural resources and the climate.

To develop solutions that are within everyone’s reach, we must address global food security through policy change, community initiatives, and support for local food systems. People should be able to easily reach places where they can purchase or obtain nutritious foods, which includes having grocery stores, markets, and food distribution canters within a reasonable distance.

Research indicates that some consumers are willing to pay more for foods with lower environmental impact, however, the percentage of the population able to afford this remains small and price remains the top priority. Since demand for healthy food remains high, we see a focus on “affordable nutrition” innovation through new ingredients, foods and beverages that provide a health benefit but at a lower cost.

The rise of GLP-1 receptor agonist drugs are reshaping dietary habits and obesity management.

Weight management remains a significant challenge for millions who struggle to achieve results due to a variety of factors including genes, health concerns and lifestyle choices. The global obesity crisis has reached unprecedented levels, affecting over 2 billion people and straining public health resources. However, advancements in weight loss therapeutics are emerging through pharmacological intervention.

Glucagon Like Peptide-1 receptor agonist (GLP-1 RA) drugs have gained attention for their promising efficacy. These drugs mimic the action of GLP-1, a hormone released in response to food intake that promotes satiety. These medications, originally developed for managing type 2 diabetes mellitus, have shown remarkable results through injection with clinical studies indicating potential weight reductions of 5-15% within a year. There are ongoing trials researching the efficacy of oral versions of GLP-1 RA’s with promising preliminary results.

As these treatments gain popularity, millions of people will benefit from GLP-1 Ras. It is forecasted that 15 million obese patients and over 30 million Americans will receive GLP-1 RAs treatment before the end of the decade . As this research advances, we will learn more about the nutritional needs of these patients and how to optimize long-term health with reduced food intake.

As global life expectancy rises, the focus has shifted from prolonging life to enhancing the quality of those extra years.   

Advances in nutrition, healthcare, and lifestyle are helping people live longer. By 2030, 1 in 6 people globally will be over the age of 60. However, as average life expectancies grow, so does the number of age-related conditions. The emphasis now is less about longevity and prolonging life but about ensuring those years are lived to the fullest. Nutrition plays a critical role in supporting our bodies as we age.

• • Muscle Health: Adequate protein intake is vital for preserving muscle mass and strength. Nutrients like vitamin D, calcium, magnesium, and omega-3 fatty acids support muscle function and reduce the risk of sarcopenia (age-related muscle loss).
  • Joint Health: Glucosamine, chondroitin, and omega-3 fatty acids help maintain joint flexibility and reduce inflammation. Antioxidants from fruits and vegetables protect joint tissues.
  • Cardiovascular Health: Diets rich in whole grains, fruits, vegetables, lean proteins, and healthy fats (e.g., fish and nuts) support heart health. Fibre, potassium, and omega-3s help manage blood pressure and cholesterol levels.
  • Cognitive Health: Omega-3 fatty acids, polyphenols (found in berries/fruits), antioxidants (vitamins C and E), and B vitamins (B6, B12, and folate) are crucial for brain health. These nutrients protect against cognitive decline and support brain function.
  • Immune Health: Vitamins A, C, D, and E, alongside zinc and selenium, are essential for a strong immune system. A balanced diet of fruits, vegetables, lean proteins, and whole grains will maintain immune function.

Plant-Based Protein Powerhouse

The plant-based movement continues to gain momentum, with consumers seeking out more sustainable and ethical food choices. In 2024, we’re seeing a surge in innovative plant-based protein sources, beyond traditional options like tofu and tempeh.

• Alternative Protein Sources: Expect to see more products featuring alternative protein sources like pea, lentil, and mushroom protein. These plant-based proteins offer complete amino acid profiles and are often more sustainable than traditional animal-based proteins.
• Plant-Based Meat Alternatives: Plant-based meat alternatives, such as burgers, sausages, and nuggets, are becoming increasingly realistic and delicious. These products are perfect for flexitarians and vegetarians who crave the taste and texture of meat.

Functional Foods and Superfoods

Functional foods, fortified with added nutrients and bioactive compounds, are becoming increasingly popular. These foods offer specific health benefits beyond basic nutrition.

• Adaptogenic Foods: Adaptogens, such as ashwagandha, rishis mushrooms, and ginseng, are gaining traction. These herbs and plants are believed to help the body adapt to stress and improve overall well-being.
• Nootropic Foods: Nootropic foods, like blueberries, walnuts, and coffee, are gaining popularity for their cognitive-enhancing properties. These foods are believed to improve memory, focus, and creativity.
• Probiotic Foods: Probiotic foods, such as yogurt, kefir, and fermented vegetables, are essential for gut health. These foods contain beneficial bacteria that promote digestive health and immune function.

Gut Health and Microbiome Focus

The gut microbiome has emerged as a key player in overall health. In 2024, we’re seeing a growing focus on gut health and microbiome-friendly foods.

• Fermented Foods: Fermented foods like sauerkraut, kimchi, and kombucha are rich in probiotics and prebiotics, which nourish the gut microbiome.
• Fiber-Rich Foods: Fiber-rich foods, such as whole grains, legumes, and fruits, feed the beneficial bacteria in the gut.
• Postbiotic Supplements: Postbiotics are inactive microbial cell components or substances produced by microorganisms that have beneficial effects on human health. These supplements are becoming increasingly popular for gut health.

Sustainable and Ethical Eating

Consumers are becoming more conscious of the environmental and ethical impact of their food choices. Sustainable and ethical eating is a major trend in 2024.

• Local and Seasonal Produce: Supporting local farmers and choosing seasonal produce reduces the carbon footprint of food production and transportation.
• Reduced Food Waste: Reducing food waste is a key sustainability goal. Consumers are becoming more mindful of food waste and are looking for ways to reduce it, such as composting and meal planning.
• Ethical Sourcing: Consumers are increasingly demanding transparency and ethical sourcing practices from food companies. This includes fair labor practices, animal welfare, and sustainable farming methods.

Personalized Nutrition

With advancements in technology, personalized nutrition is becoming more accessible. In 2024, we’re seeing a rise in personalized dietary recommendations based on individual genetic makeup, lifestyle, and health goals.

• Genetic Testing: Genetic testing can reveal individual nutrient needs, sensitivities, and metabolic rates.
• AI-Powered Nutrition Apps: AI-powered nutrition apps can analyze individual dietary habits and provide tailored recommendations.
• Personalized Meal Plans: Personalized meal plans can be created based on individual preferences, dietary restrictions, and health goals.

As we move forward, it’s clear that the food industry is undergoing a significant transformation. By embracing these emerging health food trends, we can make informed choices that promote our well-being and contribute to a more sustainable future.