By Ellen Shuster, MS

Here are the 2024 food/nutrition/fitness trend predictions from various groups as well as a survey of dietitians. Some predictions are based on data, others on interviews with thought leaders, and other sources.

Below is a list of helpful resources that have been gathered for your convenience:

Whatever the source, AI will definitely be involved; this report from the 2024 CES Conference shares that Walmart will predict when you run out of foods (https://thetakeout.com/walmart-ces-2024-ai-app-in-home-delivery-sams-club-shop-1851156901) and how AI will change our kitchens (https://www.kron4.com/news/business/ap-business/ap-tech-companies-are-transforming-the-kitchen-with-ai-and-robots-that-do-the-cooking/). Also, expect to see more grocery in-store marketing: digital screens, kiosks and more (https://www.grocerydive.com/news/grocery-retail-media-instore-experiences-2024/705643/). What prediction caught my eye? ACSM predicts exercise for mental health (it enters the top 10 fitness trends for the 1st time).

This just in (not a trend but important)…

**The FTC and 9 states sue to block the Kroger-Albertsons merger (https://www.npr.org/2024/02/26/1232948796/ftc-lawsuit-krogers-albertsons-grocery-merger). Some thoughts about the suit (https://www.grocerydive.com/news/thoughts-ftc-challenge-kroger-albertsons-merger/708635/); a deep dive into Walmart, Aldi and other effects if the merger falls through (https://www.reuters.com/business/retail-consumer/what-walmart-may-gain-ftcs-kroger-albertsons-lawsuit-2024-02-28/). What’s next?

(https://www.grocerydive.com/news/kroger-albertsons-merger-ftc-injunction-grocery-antitrust/708905/).

**Wendy’s backtracks about plans for surge/dynamic pricing in 2025 

(https://www.reuters.com/business/retail-consumer/wendys-will-not-implement-surge-pricing-ceo-comment-causes-online-stir-2024-02-28/). What started this…Wendy’s to test surge, 

dynamic pricing: when the price of something depends on time of day (https://www.usatoday.com/story/money/food/2024/02/27/wendys-surge-pricing-dynamic-pricing-uber/72755552007/). More description of Wendy’s plans and ‘suggestive selling’ (https://www.eater.com/24084697/wendys-surge-pricing-fast-food-price-hikes). And as expected, social media claps back (https://www.dispatch.com/story/news/2024/02/27/wendys-dynamic-pricing-surge-pricing-reaction-x-twitter-social-media/72756667007/).

And now, the 2024 trends…

An overview from various sources

(https://www.axios.com/2023/12/01/food-trends-2024-dining-buckwheat-coffee-halloumi-pickles-tiktok).

The predictions…

**2024 food prices: the Economic Research Service predicts lower food prices (1.2% for food at home, 0.6% for food away from home but sees 4.8% increase for beef/veal and 4.9% for sugar/sweets (https://ag.purdue.edu/cfdas/chew-on-this/looking-backward-to-look-forward-food-prices-in-2024/).

**Survey of over 500 dietitians: affordability, gut health (https://www.prnewswire.com/news-releases/affordability-and-gut-health-predicted-as-leading-food-purchase-drivers-in-2024-302061882.html).

**Breakfast is ‘hot’ everywhere: Gen Zers are drivers (https://www.axios.com/2024/01/17/breakfast-brunch-restaurants-dining-habits).

**Wisconsin cheese farmers see cooking at home and ‘mindful indulgence’ (https://www.fooddive.com/news/wisconsin-cheese-farmers-share-2024-food-trends/702233/)

**Chefs’ trends include super spicy condiments, innovative plant-based ingredients and botanical and floral-based items (https://www.today.com/food/trends/2024-food-drink-trends-predictions-rcna130278)

**Whole Foods’ trends: plant-based to include recognizable plant ingredients such as mushrooms, buckwheat (an up and comer), heat infused foods, noodles, caffeine with benefits such as mushrooms and probiotics  (https://www.wholefoodsmarket.com/trends/the-next-big-things-our-top-10-food-trends-for-2024).

**EatingWell’s top nutrition/food trends based on their site’s traffic data, other insights include hydration, functional drinks such as prebiotic/probiotic sodas and drinks w/electrolytes, a focus on protein as well as gut health, no added sugar  (https://www.eatingwell.com/top-10-food-nutrition-trends-2024-8415701).

**Forbes Health Advisory Board’s nutrition/fitness trends include some previously mentioned and healthy diets such as the Mediterranean diet, group fitness (https://www.forbes.com/health/wellness/top-nutrition-and-fitness-trends-2024/).

**New York Times’ 9 predictions include many already mentioned and snacks instead of meals (https://www.nytimes.com/2023/12/26/dining/food-trends-2024.html).

**Flavor trends: McCormick’s ‘flavor of the year’ is (drumroll please) tamarind (https://www.cnn.com/2023/12/06/food/mccormick-flavor-of-the-year-2024/index.html); more flavor trends from 3 reports cite nostalgia and wellness – think botanicals and citrus (https://corp.smartbrief.com/original/2023/12/what-flavors-should-consumers-expect-in-2024); global flavors: spicy and international (https://www.foodbusinessnews.net/articles/25484-kerry-sees-consumers-reaching-for-international-spicy-cuisines); plant-based diets will drive vegan flavors (https://www.fooddive.com/news/vegan-flavor-market-expected-boom-consumer-preferences-shift/707683/).

Trends for targeted markets…

**National Restaurant Association trends slideshow: license plate recognition technology in the drive-thru to expedite order fulfillment, buckwheat (it’s gluten-free)(https://www.nrn.com/consumer-trends/32-trends-watch-2024)

**Frito-Lay’s snack trends include some of the same as above but note consumers look for energy/a ‘pick-me-up’ from snacks (https://candyusa.com/cst/frito-lays-u-s-snack-index-predicts-2024-trends-amidst-increasing-time-crunch/).

**C-stores: Expanded space for drinks in 2024 with energy drinks leading the way (https://www.bevnet.com/news/2023/energy-drinks-earn-facings-as-c-stores-plan-to-increase-beverage-sets/); c-store trends will see more food options including private labels (https://csnews.com/csn-exclusive-merging-emerging-trends).

**American College of Sports Medicine fitness trends from clinicians, researchers and practitioners include wearables, worksite programs and fitness programs for older adults. First time in the top 10? Exercise for mental health (https://www.newswise.com/articles/wearable-technology-named-top-fitness-trend-for-2024). Here’s HHS’ August 2023 webinar on implementation strategies for physical activity for older adults  (https://connect.extension.org/g/hhs-odphp-physicalactivity/blog/physical-activity-for-older-adults).