After a prolonged period of uncertainty, five newly adapted and intentioned food and drink personas will emerge in 2024. They will have adjusted priorities that brands need to know now in anticipation of their evolved food and drink demands.

“The ultimate goal around sustainability for packaging is zero waste, so any innovation that removes layers is a step in the right direction,” says Jennifer Creevy, WGSN’s Director of Food & Drink.

Kelp has been popular for hundreds of years in Asia, and is growing in importance in the West, including the US and the UK. While it has been used in soups and broths for some time, WGSN is tracking its appearance as the main ingredient across several product categories.

With alternatives to meat and dairy products creeping into the mainstream, a growing number of companies are leading the charge to meet demand from conscious consumers.

In the last of our six-part series covering some of our top trends forecasts for 2022 and beyond, we’re highlighting two trends – kelp and baijiu – as curated by our experts from WGSN Food & Drink.

Biotech advances which are enabling meats to be grown from cells are poised to disrupt future farm and forestry practices and potentially lighten our environmental impact on the planet.

WGSN has been tracking the rise of plant-based diets and lifestyles for years, but only recently has the desire for non-animal proteins hit the mainstream, from plant-based meat to plant-based dairy.

The Food & Drink team at WGSN released eight key trends for 2021 from among our Key Trend 2021 forecasts for special attention. These trends have been gathering strength and speed in recent months and are poised to make a big splash in 2021.