As a follow-up to the previously published 2024 Beverage Trends article, AIFI has updated their top 2024 trends as the end of the year approaches.
The following food, beverage, and ingredient trends continue to see growth throughout 2024 and are on track to continue their upward trajectory into 2025:
Top 2024 Trends
- Health & Wellness
- Gut Health
- Functional & Clean Energy
- Personalized Nutrition
- Alternative Sweeteners
- Top Alternative Sweeteners
- Nostalgic Flavors
- Top Indulgent Flavors
- Chocolate & Vanilla Flavors
- Non-alcoholic RTD Mocktails
- Trending Mocktail Flavors
- Private Label Products
- Premium Private Label
- Value Driven/Cost Conscious Consumers
Health & Wellness
In the food and beverage manufacturing industry, health and wellness products continue to gain momentum, with consumers showing a preference for minimally processed, natural, and organic ingredients. According to Technavio, the global health and wellness food market size is estimated to grow at a CAGR of 9.27% to USD 541.5 billion from 2024-2028.
Fortified with vitamins, minerals, and other beneficial nutrients, health and wellness products can offer immune health support and improved cognitive function. Consumers continue to seek products and ingredients that fit their specific dietary preferences. Food and beverage manufacturers are now focusing on gluten-free options, better-for-you alternatives, and healthy indulgence products, which provide consumers with a wide range of choices to fit their individual needs.
Gut Health
Prebiotics and probiotics are also included in this trend, as both offer digestive benefits and help maintain a healthy gut. According to Grand View Research’s Probiotic and Prebiotic Soda Market Size, Share & Trends Analysis Report, the U.S. probiotic and prebiotic soda market is expected to grow at a CAGR of 8.5% from 2024 to 2030.
Rising awareness of gut health, along with concerns about sugar intake, is fueling demand for drinks with functional benefits like digestive support and immune health. The trend showcases the increasing popularity of natural and organic ingredients as consumers seek products that align with their preference for clean labels and transparent sourcing.
Functional & Clean Energy
Functional and clean energy products are designed to offer an energy boost without artificial ingredients, excessive sugars, or high caffeine content. Some of these functional beverages include natural sources of energy, like green tea or guarana. These ingredients are usually combined with additional functional ingredients such as electrolytes for hydration or B-vitamins for metabolism support.
Clean energy drinks are popular among consumers who want to maintain energy levels throughout the day, whether for workouts, work, or general daily activities. According to MarketsandMarkets’ Clean Label Ingredients Market Report, the Clean Label Market Value in 2024 is estimated at USD 50.2 billion and is expected to grow to USD 69.3 billion in 2029.
Personalized Nutrition
Gen Z has shown a strong preference for natural and organic energy products that contain non-GMO ingredients and are free from synthetic chemicals and dyes.
Examples of popular energy brands include Alani Nu and Celsius, both of which offer low-calorie, zero-sugar energy drinks. These beverages include vitamins such as vitamins B and C and naturally occurring stimulants such as guarana seed extract and caffeine extracted from coffee beans or green tea leaves.
Alternative Sweeteners
Used as substitutes for traditional sugars, alternative sweeteners have gained popularity as one of the top 2024 trends as consumers continue to desire more health-conscious ingredients. According to the 2024 Food & Health Survey from the International Food Information Council, more than 3 in 4 Americans are limiting or avoiding sugars.
The World Health Organization (WHO) states that daily sugar consumption should not exceed 50g, which is why alternative sweeteners have become a preferred option. Sweeteners such as allulose, monk fruit, and stevia offer fewer calories while retaining the desired sweetness. In 2024, stevia is expected to account for 23.3% of the global sweeteners market, according to Research and Markets’ High-intensity Sweeteners Market Research 2024. The global high-intensity sweetener market is expected to reach USD 5.37 billion by 2034, growing at a CAGR of 5.0% from 2024-2034.
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Top Alternative Sweeteners
Top Natural & Alternative Sweeteners
- Raw Honey
- Maple Syrup
- Agave Nectar
- Stevia
- Fruit Purees
These options make them appealing for those who are managing weight or simply seeking to reduce their sugar intake. These alternative sweeteners are used in a variety of food and beverage products, including savory snacks and rich desserts, offering the sweetness of refined sugars while reducing calories.
According to the 2020 Food & Health Survey by the International Food Information Council Foundation, 88% of consumers say that taste has the greatest impact on food and beverage purchases.
Nostalgic Flavors
Drawing on memories of childhood, nostalgic flavors tap into consumers’ emotional connections. Brands use these familiar tastes to create a sense of comfort and joy, often with a contemporary twist or improved nutritional profile. This trend reintroduces classic flavors like cotton candy, root beer floats, and s’mores into modern food and beverage products. Nostalgic flavors can capture a large demographic as well, from Millennials seeking a trip down memory lane to Gen Zers discovering these flavors for the first time.
Top Indulgent Flavors
When the seasons change from summer to autumn, the flavor trends begin to change as well, shifting from light and refreshing to more comforting and warm indulgences. Some of these trending indulgent flavors include:
- Apple Pie
- Chobani Apple Pie Dairy Coffee Creamer: cinnamon & warm apple flavor
- Whipnotic Apple Crisp: Limited holiday apple-flavored whipped cream
- Pepsi Apple Pie: Limited-edition soda with cinnamon, buttery crust, and apple notes
- Pumpkin
- Chobani Pumpkin Spice Coffee Creamer
- Sweet Loren’s Pumpkin Spice Cookie Dough
- Pop-Tarts Frosted Pumpkin Pie Toaster Pastries
- International Delight Pumpkin Pie Spice Cold Foam Creamer
- Pop & Bottle Organic Pumpkin Spice Almond Milk Latte
- Marshmallow/S’more
- Nissin Foods Cup Noodles Campfire S’mores: limited-edition chocolate, marshmallow, and graham cracker flavored ramen noodles
Chocolate & Vanilla Flavors
Kellogg’s brought back some of their most beloved Pop-Tart flavors from the past: Chocolate Vanilla Creme and Frosted Grape. Originally discontinued in 2009, Chocolate Vanilla Creme made a comeback in 2024 due to popular demand. Frosted Grape was one of the first frosted flavors of Pop-Tarts, debuting in 1967. With a vintage-style box, The Classic Collection featured the original designs and mascots from their initial release.
Originally launched in the early 2000s, Nabisco revived the Oreo Cakesters, a soft-baked version of the classic Oreo cookie. The 2024 edition not only brought back the original chocolate and creme flavors, but it also introduced Peanut Butter and Jelly Cakesters, a classic nostalgic flavor associated with childhood memories for many consumers. The Oreo Cakesters packaging showcases holographic accents, reminiscent of the classic early 2000s design style.
Non-Alcoholic RTD Mocktails
Non-alcoholic Ready-to-Drink (RTD) beverages, also known as mocktails, are beverages that replicate the presentation and taste of traditional cocktails without the alcohol content. These specialty drinks use high-quality ingredients, offering complex flavors much like their alcohol counterparts. According to data from International Wine & Spirit Research, non-alcoholic beverages are expected to become 27.6% more popular in the coming years under the 21- to 25-year-old demographic.
Mocktails are increasingly popular with Gen Z consumers as they show a desire for a healthier lifestyle and tend to prefer alcohol-free socializing. These beverages also appeal to a broader audience, including those who abstain from alcohol for health, religious, or personal reasons. Mocktails are often enjoyed in the same settings where traditional cocktails are served, making them a popular choice for parties or other social gatherings. In May 2024, the non-alcoholic RTD cocktail brand Free AF collaborated with Walmart to launch nationwide, becoming available in over 800 stores across the U.S., according to Grand View Research’s Ready To Drink Mocktails Market Analysis Report.
According to the WORLDMETRICS REPORT, 35% of millennials in the United States indicated a preference for non-alcoholic beverages over alcoholic options. 42% of respondents mentioned health reasons as the main factor for choosing mocktails as an alternative to alcoholic drinks.
Trending Mocktail Flavors
- Lemon & Orange: Figlia Fiore Frizzante
- Lime: Recess Zero Proof Lime Margarita
- Also includes L-theanine
- Mint: Spindrift Nojito Sparkling Water
- Tangerine & Basil: Mockly Eye Opener Booze-Free Cocktail
Private Label Products
Private label products are items produced by third-party manufacturers, which are then sold under a retailer’s brand name. These products often offer similar quality to national brands but at a lower price, making them a popular choice for consumers looking to save money.
Premium Private Label
In the food and beverage sector, private label offerings have expanded to include premium, organic, and specialty items, which offer consumers additional product options like plant-based, gluten-free, or gourmet. Retailers use private labels to build brand loyalty, offer exclusive products, and differentiate themselves in a competitive market.
Value-Driven/Cost-Conscious Consumers
According to The Rise of Private Brands and Shifting Consumer Trends, 70% of consumers have experimented with private label products in the past, with 50% of them planning on continuing in 2024. As a result of consumer demand for lower-priced quality products, store brand sales reached an all-time high of US$236.3 billion in 2023, according to PLMA’s 2024 Private Label Report.
The Private Label Manufacturers Association reported, supported by Circana data, that private brands hit new records in unit and dollar share in 2024, having a 23% unit and 20% dollar market share. If sales contribute at this rate, total store brand revenue in 2024 from private label products may surpass a quarter trillion dollars.
2025 Trend Predictions
With 2025 just around the corner, AIFI is anticipating a continuation of the popular trends of 2024, with an increased focus on “clean ingredients” and functional benefits across many different industries, as well as a demand for new formulations and fresh innovation of familiar food and beverage products from the past.
About AIFI – A Leading Ingredient Supplier & Distributor
At AIFI, we leverage our deep relationships with the top ingredient manufacturers around the globe to be a high-value partner to our clients. Consumers crave food and beverage products that include proper nutrition as well as delicious taste. We strive to offer our clients a wide range of ingredient options, including non-GMO, gluten-free, organic, and fair trade. We maintain complete documentation for each ingredient we offer, allowing our customers transparency and peace of mind.
For further information about ingredient sourcing, pricing, or general inquiries, please contact AIFI using the link below.