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Start off the year with must-have market data
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024
Trends & Innovations Report 2024

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Trends & Innovations Report 2024

$495.00

Discover what trends have staying-power, where the innovation is, and how your competition is positioning themselves with the 2024 Trends & Innovations Report.

This report covers 41 trends currently leading the natural products industry, as well as model ranking to determine which trends you should look out for in the upcoming year. Visualize the data with 35 graphs illustrating expert analysis on the market, consumer survey data, and trend performance. Also included are examples of brands successfully taking advantage of these trends. So what are the key takeaways?

  • Organic is starting to fall off, and there are many factors that could be the culprit. Could rising prices and inflation cause this?
  • People can't get enough of personal health. Everything from brain to heart to gut health is on the rise, specifically in younger audiences
  • Consumers are becoming more interested in environmental sustainability, and brands are leading the way.

The 2024 Trends & Innovations Report is forward facing to help guide you towards which trends to invest in and give you an overview of the competitive landscape.  


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41 Trends Identified and Analyzed

A proprietary framework based on cultural forces behind trends

Unique market perspective

What innovators are doing & what consumers are demanding

Recent Consumer Survey Data

Two 1,000 consumer samples from Q2 2023

CPG Market Manifestations

Inspiring examples of brands putting the trends into practice

Analysis conducted across these top trends + many more

SPINS

Research Methodology

This report is based on the NEXT Trend Prioritization Tool, a data model synthesizing two major forward looking inputs with 10 metrics to compare the marketplace momentum of 41 trends against each other.

Metrics are derived from a survey fielded April 2023, which combines traditional survey and prediction market methods and includes a nationally representative sample of 1,000 U.S. consumers aged 18–75 using census-based quota targets for age, income, gender and geographic region

It also include the NEXT Trend Guidebook, which reviewed thousands of exhibitors at Expo West 2023 versus Expo West 2022 to identify the volume of brands demonstrating fresh innovation and positionings within the 41 trends tracked.

Supporting data also includes a convenience sample survey of 1,000 consumers directionally representative of the U.S. adult population, aged 18–65, to measure attitudes and perceptions of trends.

Table of Contents

Click through each tab for an overview of each chapter and its data charts and survey results.

Download the Table of Contents

Executive Overview

Meeting consumer needs

Cultural force: Modern Life

Cultural force: Holistic Health and Wellbeing

Cultural force: Purpose-driven Commerce

Innovation-led trends

Appendix

Acknowledgements and definitions

Trusted by:

Glanbia
DSM
Lonza
NOW
Pharmavite

Featured in:

Entrepreneur
Washington Post
Consumer Reports
Fast Company
Yahoo Finance