The consumer packaged goods (CPG) landscape in 2024 is marked by significant disruption driven by innovative brands that are challenging traditional market leaders. These disruptions are not only transforming product categories but also reshaping consumer expectations. The evolution from “better-for-you” products (BFY) to those emphasizing sustainability and international flavors is a testament to this shift. As BFY becomes the norm, consumers are seeking products with enhanced differentiation. This report delves into the key trends driving these changes, highlighting the importance of sustainability and the growing appeal of global flavors in creating new market opportunities.
Predictions: What to Watch Out For
The Next Wave of Beverage: Sustainable Fruit, Seeds, & Perennial Grains
As almond production has earned a negative reputation for its environmental impact -- from causing water shortages to using pesticides that kill native bees -- more sustainable ingredients are gaining popularity. The growth and innovation you'll see in beverage categories will come from sustainable fruits (such as cascara made from the coffee cherry), perennial grains (like Kernza), and sustainable seeds (like flax and apricot kernels).
Read the full 2024 report here.
