Prinova releases megatrends report

Fresh into 2024, the company released its Functional Health Trends report, which covers retail, foodservice and social media. By analyzing patterns in retail and food service and engaging in social media listening, analysts combed the data to identify megatrends and subtrends that could shape the industry this year and beyond.

Prinova also explored the role that branded ingredients with science-backed benefits play in boosting consumer confidence in product efficacy.

“This is also important in a time when savvy consumers are increasingly researching the claims of foods and beverages for themselves,” noted James Street, Prinova’s marketing director for the EMEA & APAC regions.


The nine themes or megatrends covered by the report include: “Targeted Nutrition”, “Hack my Health”, “Starts in the Gut”, “State of Mind”, “The Usual Suspects”, “Performance+”, “Real Food Rules”, “Accessible Health” and “Healthy Me, Healthy Planet”.

Prinova identified macro-trends that could shape the industry this year and beyond.

Digging deeper into some of the megatrends, the report described the desire for real, unprocessed food (“Real Food Rules”) and a growing interest in the way products interact with genotypes, phenotypes and lifestyles (“Hack my Health”), as well as the demand for products with detailed claims (“Targeted Nutrition”).

“Emerging research and increasing consumer awareness of how products interact with genotypes and phenotypes are driving demand for personalized nutrition, closing the door on the traditional ‘one-size-fits-all’ approach,” Street explained. “The trend is not simply powered by health and longevity needs, however – it’s as much about catering to consumers’ cultural and lifestyle preferences, and tastes. In this space, we see choice and personalization ripe to be enhanced by companies investing in technology such as apps and AI-generated, individualized meal plans.”