America is transforming. Marked by elections and economic variability, 2024 is seeing US consumers seeking new ways to take control in a period of change. And one significant area where they can exercise agency is their health and well-being. Many Americans are turning to nutrition as a reliable source of comfort and control – and brands have a huge opportunity to help with tailored, on-trend solutions. But what are the latest food and nutrition trends in this space? And how can manufacturers meet the growing demand?
In this blog, Auke Zeilstra, Managing Director, North America at FrieslandCampina Ingredients, highlights the five key 2024 nutrition trends in America – including the latest trends in gut, brain and immune health and more – and what to do about them.
The gut health trend is not new – but did you know it’s North American consumers leading the call for more gut health support? This region is the biggest for gut-supporting products, making up a whopping 32% of the global market share.
Mckinsey & Company, The trends defining the $1.8 trillion global wellness market in 2024, 2024
Market research future (2024)
This demand is driven by growing awareness; over 80% of Americans consider gut health important.
Mckinsey & Company, The trends defining the $1.8 trillion global wellness market in 2024, 2024
But one third wish there were more products available to support it.
Mckinsey & Company, The trends defining the $1.8 trillion global wellness market in 2024, 2024
So there’s a clear space for brands to tap into with science-backed ingredients in convenient and trending formats to meet this emerging nutrition trend.
And it’s not just nutrition for adults with potential for gut health innovation – there’s huge opportunity in infant and children’s nutrition, too. Research shows the composition of an infant’s gut microbiota supports development. And as this science makes leaps, so too does parent awareness. 56% of parents with infants want to improve their baby’s digestive health,
Innova Market Insights & RFC, Early Life Nutrition survey, 2020
while 83% of parents of older children want food and drink options that promote gut health.
Mintel, ‘interest in food and drink options for kids’,2021 research
But in this growing market, proof of efficacy is key. Regulatory bodies are scrutinising brands to quash misleading gut health claims, and consumers are no doubt increasingly sceptical as a result. So, brands must ensure products do ‘what it says on the tin’ by using high-quality, science-backed ingredients.
Our Biotis® GOS is clinically proven to influence gut microbiota composition
Krumbeck et al., 2018
Johnstone et al., 2021
Ladirat et al., 2014
Walton et al., 2012
Schoemaker et al. 2022
producing beneficial effects on digestive health
Teuri & Korpela, 1998
Sairanen et al., 2007
and mental well-being via the gut-brain axis, while Vivinal® GOS is proven to improve stool consistency and transit time for increased digestive comfort in babies and children.
Williams T, Choe Y, Price P, et al. Tolerance of formulas containing prebiotics in healthy, term infants. J Pediatr Gastroenterol Nutr. Published online 2014. doi:10.1097/MPG.0000000000000513
Two in three Americans experience some cognitive impairment by age 70 –
Hale JM, Schneider DC, Mehta NK, Myrskylä M. Cognitive impairment in the U.S.: Lifetime risk, age at onset, and years impaired. SSM Popul Health. 2020 Mar 31;11:100577. doi: 10.1016/j.ssmph.2020.100577. Erratum in: SSM Popul Health. 2020 Dec 10;12:100715. doi: 10.1016/j.ssmph.2020.100715. PMID: 32300635; PMCID: PMC7153285.
so it’s no wonder the brain health trend is growing. American consumers consider brain health to be among the most important health issues,
Research America, Public Opinion on Brain Health Research, 2022
with 40% turning to diet to help them maintain healthy brain function.
Mintel, Global Food and Drink Trend, ‘Staying Sharp’, 2023
When it comes to ingredients, omega-3s come out on top – they’re recognised by 63% of Americans as supporting brain health.
FMCG Gurus, Unlocking Cognitive Wellness: 3 key things you need to know about innovating with Omega-3s, 2023
But despite widespread consumer recognition, most people in the US don’t include enough omega-3s in their diets. In fact, studies have shown populations across North America display very low levels of them in their blood.
American Heart Association, Are you getting enough omega-3 fatty acids?, 2023
Stark et al. Global survey of the omega-3 fatty acids, docosahexaenoic acid and eicosapentaenoic acid in the blood stream of healthy adults. Progress in Lipid Research. Volume 63, July 2016, Pages 132-15
So, what’s behind this attitude and behaviour gap? Many consumers are discouraged by off-putting fishy taste and oversized capsules, ultimately hindering consistent omega-3 intake. Plus, traditional omega-3s are sourced from fish. With rising 36% of Americans now identifying as flexitarian,
Packaged Facts, Vegan, Vegetarian, and Flexitarian Consumers, 2020
many consumers opt for plant-based supplements – but may struggle to find omega-3s that fit their dietary requirements.
With more than one in ten US consumers looking for plant-based omega-3 sources
FMCG Gurus, FMCG Gurus, ‘Unlock Cognitive Wellness: Innovate with plant-based omega-3s’, webinar, 2023
, there’s opportunity to respond to this food and nutrition trend with plant-based DHA sources that offer the same health benefits as fish-based counterparts.
Our algae-based Biotis® DHA Flex Powders, created with our unique microencapsulation process, offer an excellent taste profile and endless versatility to help brands unlock exciting new supplements that don’t come with a fishy aftertaste.
The impact of the COVID-19 pandemic has had a lasting influence on the immune health trend in America. Consumer interest here hasn’t slowed; 59% still say they are concerned about their immune health.
FMCG Gurus, ‘Evaluating the Long-Term implications of COVID-19’, 2022
And poor immunity has an impact beyond the individual: absenteeism costs the US economy a huge $84 billion per year, and more employees missed work due to sickness in January 2024 than any other month in 2023.
Bureau of labour statistics
It’s no wonder Americans are seeking out immune-supporting ingredients – not just so they can prevent illness, but also to stop disruption to their normal lives.
This emerging nutrition trend is also influencing the infant and children’s nutrition market. Since infants’ developing immune systems make them more susceptible to infections, supporting immunity is crucial. As a result, nearly 60% of people with babies say they are worried about immunity,
FrieslandCampina Ingredients and Innova Market Insights
and 85% of parents of young children prioritise food and drinks promoting immunity.
Kantar Profiles/Mintel, Nov 2024
Our lactoferrin portfolio for early life includes our Vivinal® Lactoferrin, which is proven to reduce the risk of infections
Chen, K. et al. Nutrition 32, 222–227 (2016).
King, J. C. et al. J. Pediatr. Gastroenterol. Nutr. 44, 245–251 (2007)
Motoki, N. et al. E Front. Pediatr. 8, 1–8 (2020)
and to have immune-modulatory effects.
Kruzel, M. L., Zimecki, M. & Actor, J. K. L Frontiers in Immunology 8, (2017)
Drago-Serrano, M., Campos-Rodríguez, R., Carrero, J. & de la Garza, M. Int. J. Mol. Sci. 18, 501 (2017)
We also offer Biotis® Lactoferrin which offers immune health benefits for adults.
Snacking is a major part of the American diet, comprising nearly 20% of energy intake.
Enriquez JP, Gollub E. Snacking Consumption among Adults in the United States: A Scoping Review. Nutrients. 2023 Mar 25;15(7):1596. doi: 10.3390/nu15071596. PMID: 37049435; PMCID: PMC10097271.
However, as Americans prioritise well-being, a growing number are transforming their snacking habits into a positive routine. 32% of US consumers now consider themselves ‘healthy’ snackers,
YouGov, US healthy snackers trend report, 2024
and 92% of US snack bar launches between 2018-2023 made a health and/or lifestyle claim.
Innova Market Insights, Snack Bar Trends US, 2023
And protein comes out on top for ingredients – 23% of snack bar launches in America were protein focused.
OnePoll survey, 2021
But with plenty to choose from, consumers are not willing to settle for the chalky, unpleasant bars of the past – they want protein bars that provide them with an enjoyable snacking experience. Plus, with 47% of US consumers identifying as flexitarian,
OnePoll survey, 2021
many are looking for plant-based protein bars that pack the same protein boost as their animal-based counterparts.
Effectively tapping into this sports nutrition trend requires formulations that taste good and support health – using dairy and plant-based ingredients that provide superior sensory properties to maximise appeal.
Our Excellion® Textpro is specially created to improve mouthfeel of high protein bars. To attract plant-loving consumers, our Plantaris™ ingredients have been designed to overcome taste and texture issues in plant protein formulation.
Across the world, consumers are taking a more proactive approach to well-being – in fact, 53% of North Americans say they are adopting a long-term approach to health to stay fit and healthy as they age. This translates to demand for multifunctional ingredients that support total mind and body wellness. In Canada, for example, the market for multifunctional ingredients is expected to grow by 7.4% by 2034.
Future Market Insights, Multifunctional food ingredient market, 2024
FMCG Gurus, 2022
Lactoferrin is one such multi-functional nutrient. Not only famed for its immune health benefits, it is increasingly being researched for its skin health advantages too, such as benefits for acne, psoriasis, and diabetic ulcerations.
Hassoun LA, Sivamani RK. A systematic review of lactoferrin use in dermatology. Crit Rev Food Sci Nutr. 2017 Nov 22;57(17):3632-3639. doi: 10.1080/10408398.2015.1137859. PMID: 26857697.
With 66% of consumers recognising the link between skin health and overall well-being,
FMCG Gurus, Healthy Ageing: Skin Health Global Report, 2022
they’re looking for solutions that will reduce fine lines and wrinkles and holistically benefit their overall health. Another ingredient that offers the multi-functional benefits consumers are looking for is prebiotics. Prebiotic galacto-oligosaccharides (GOS) are proven to stimulate the growth of bifidobacteria
Krumbeck et al., 2018
Johnstone et al., 2021
Ladirat et al., 2014
Walton et al., 2012
Schoemaker et al. 2022
producing beneficial effects not just on gut health
Krumbeck et al., 2018
Schoemaker et al. 2022
Teuri & Korpela, 1998
Sairanen et al., 2007
but other areas such as mental well-being.
Johnstone et al., 2021
Research is also further investigating the potential of how prebiotics can support muscle health via the gut-muscle axis.
For brands looking to support immunity and skin health, we offer Biotis® Lactoferrin, which benefits for immunity and potentially the skin too. Plus, Biotis® Fermentis supports holistic health via the gut-muscle axis by combining the benefits of whey protein, prebiotic galacto-oligosaccharides (Biotis® GOS) and probiotic cultures by fermenting them together.
In a time of transformation, there’s a huge opportunity to provide American consumers with the nutrition solutions they need to stay healthy and active. At FrieslandCampina Ingredients, we have the science-backed ingredients, latest market insights and unparalleled technological and application techniques to help you meet consumer demand.
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