PortugalFoods, the managing organization of the national agri-food sector cluster, presents "Trends 2024", a study that details the 10 major trends in the sector for 2024. The main conclusion drawn from this study is that consumers are still concerned about rising prices but are tending to shift their focus from worrying about costs to caring about what they eat, preferring healthier foods that allow them to take care of their health. Another important issue is concern about the selection of food products, focusing on brands that have environmental concerns in their production process. In other words, they're not just looking for cheap products, but food designed to have a positive impact on the best of both worlds: the body and the planet.
The 10 major trends that will impact the agri-food sector in the short and medium term:
Ingredients - Taking the spotlight: Demand for a specific ingredient when choosing a product (younger generations are looking for protein and minerals and older generations are looking for products with vitamins, fiber or Omega-3);
Nurturing Nature: Increased demand for products that protect the environment and nature, i.e. that use less water, protect forests or use only renewable energies in their production process;
Prioritizing Prevention: Increasing demand for foods that help with health issues, from weight management, the immune system, healthy ageing, etc.;
Plant-Based: The Rise of Applied Offerings: Increasing demand for plant-based foods, vegan choices, etc;
Local goes Global: Increased curiosity/availability for new culinary experiences and to learn about meals from other parts of the planet;
Home Kitchen Heroes: Increased time dedicated to cooking and culinary creativity, as well as increased consumption of healthier products, which at the same time allow them to save on the cost of meals;
Indulging in Health: Consumers want the snacks and comfort food they consume (comfort food - cookies, pastries, chocolates, ice cream, soft drinks, among others) to be made with "healthy" ingredients, replacing/diminishing refined sugars;
Ocean of Possibilities: Increased consumption of products of marine origin, such as food and drink containing microalgae;
H20 - Quenching the Future: Increased consumption of products such as electrolytes, isotonics and antioxidant fruit drinks, as a result of growing concern about hydration and healthy ageing;
Minimizing the Noise: Preference for packaging that is clear and clean in its communication, with good content and without exaggerated content and visual elements (resulting from increased concern for transparency and honesty in nutritional information).
