2024 KeHE Macro Trends
The seven primary macro trends show how consumer behavior continues to evolve in the food and beverage industry.
Macro Trend BrochureDiscover the 7 Macro Trends Shaping Consumer Shopping in 2024
Better For Us
Not only are consumers concerned with their personal health, but also those within their care, including children and pets.
Seeking Sustainability
According to Mintel, about 75% of consumers say they try to act in a way that is not harmful to the environment and 42% of Gen Z and Millennial shoppers say that sustainability and environmental claims are more important than price.
Finding Functionality
Consumers are more frequently turning to food as a means of achieving their health and wellness goals, with a focus on energy, gut health, immunity, cognitive health, and hydration.
Current Natural Customer
Due to the increased awareness around health and wellness, consumers are seeking foods that are rich in essential nutrients like protein, vitamins, and minerals to prevent chronic disease and illness.
The Real Deal
Consumers are moving toward the “real deal”, as social media and accessible nutritional information have increased appreciation for ingredient choice and quality.
Redefined Convenience
The meaning of convenience has evolved in the lives of customers, as consumers are not trying to stay out of the kitchen or eat on the go, and instead are trying to become more efficient in their cooking.
Influenced Foods
Influencers use their social media platforms to create food trends, encouraging younger consumers, in particular, to try celebrity-backed brands and cuisines.