New PR business survey reveals high diet traits for shoppers in 2024


What’s on the desk in 2024 for the ever-evolving meals and diet area? New analysis from In the present day’s Dietitian and Pollock Communications provides a glimpse into the shifting panorama of what we eat and why, as shoppers more and more prioritize each their well-being and their wallets. This yr’s annual What’s Trending in Vitamin survey of 564 registered dietitian nutritionists (RDNs) finds that affordability and intestine well being are positioned to take middle stage as main drivers of shopper buying selections in 2024. 

Name it a intestine feeling: Intestine well being climbs the checklist whereas affordability & comfort keep high spots as shopper buy drivers

As shoppers navigate current will increase in grocery costs, RDNs predict that affordability might be an essential driver of shopper purchases. Analysis into the advantages of a wholesome microbiome, from temper to weight administration has sparked curiosity in meals that assist intestine well being. The pandemic demonstrated a must frequently shield immune well being, and shoppers proceed to buy meals that assist immunity. RDNs predict the highest buy drivers in 2024 might be meals and drinks that:

  • Are inexpensive and value-based (65 p.c)
  • Enhance intestine well being (60.4 p.c)
  • Are simply accessible and handy (59.8 p.c)
  • Assist immunity (52.6 p.c)

Energy up your plate: High 10 superfoods for 2024

New to the checklist of superfoods for 2024 are pulses (dry peas, beans, lentils, and chickpeas), mushrooms and salmon, meals which align with a wholesome and in style Mediterranean model of consuming. Notably, non-dairy milks have fallen off the checklist regardless of securing a spot in 2023.

Listed here are the highest ten superfoods RDNs predict shoppers will search out in 2024:

  • Fermented Meals, comparable to yogurt, kimchi, kombucha tea, pickled greens
  • Blueberries
  • Seeds, comparable to chia and hemp
  • Avocados
  • Nuts, like almonds and walnuts
  • Inexperienced tea
  • Pulses – dry peas, beans, lentils, and chickpeas
  • Mushrooms
  • Historic grains
  • Salmon

Plant-based consuming continues to rise in reputation, with RDNs score it because the second hottest eating regimen pattern after intermittent fasting. That is additional supported by the additions of plant-based meals, comparable to pulses and mushrooms, to the highest 10 superfoods checklist. RDNs predict that the ketogenic eating regimen is slowly falling out of favor, dropping to 3rd place in 2024 from second place in 2023. Nonetheless, regardless of the recognition of plant-based diets, RDNs famous that customers are unaware of how a lot protein is required of their eating regimen and not sure about which plant-based meals comprise protein.

Mirroring the dietary pointers for Individuals, RDNs proceed to prioritize recommending that customers eat extra servings of greens each day, restrict extremely processed meals or quick meals, and improve fiber consumption.

nutrition trends

“The 2024 superfoods and high buy drivers exhibit that intestine well being, whereas lengthy mentioned, is formally making its manner into the mainstream amongst shoppers, with no signal of slowing down,” stated Mara Honicker, writer of In the present day’s Dietitian, in a information launch. “With the survey in its twelfth yr, we’re excited to proceed to share insights from consultants in meals and diet, at a time the place immunity is strongly informing traits.”

TikTok leads the best way for deceptive wellness & diet misinformation, changing Instagram

From cottage cheese’s comeback to the sleepy woman mocktail, there was no scarcity of meals and diet microtrends in 2023 because of social media. With the rise in its reputation, it’s not shocking that RDNs title the TikTok platform as the most important perpetrator for selling deceptive diet info.

Whereas most RDNs agree that customers typically flip to social media platforms for diet info, in addition they imagine that these sources steadily push well being and diet misinformation. RDNs imagine that social media influencers and celebrities tout probably the most misinformation.

RDNs word the most important sources of misinformation embody:

  • TikTok (81.6 p.c)
  • Instagram (72.9 p.c)
  • Fb (72.7 p.c)

For the primary time, RDNs are polled about complement suggestions

The multi-billion-dollar dietary complement business continues to develop in 2024. Though shoppers typically select well being and wellness merchandise on their very own, for the primary time, RDNs have been surveyed in regards to the causes they advocate them.

Listed here are the highest three causes RDNs advocate dietary supplements:

  • Correcting a deficiency (79.5 p.c)
  • For a well being situation (69.6 p.c)
  • For a poor eating regimen (68.9 p.c)


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