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KeHE Distributors Shares Top Macro Trends For 2024

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Functionality, sustainability and influenced foods are among the top seven macro trends that experts with KeHE Distributors have identified in the food and beverage industry for 2024.

“Natural and organic, specialty and fresh products remain relevant as consumers have become more environmentally aware and health-conscious,” said Westly Weaver, director of customer insights and growth solutions. 

“We look forward to seeing the innovative and forward-thinking products that brands will bring to the food and beverage space to align with new consumer preferences.” 

The seven key food and beverage market macro trends KeHE experts foresee for next year:

  • Better for us: There has been a behavioral shift in consumers as they become invested in health at an earlier age. This is leading to an investment in household staples, specifically food that is clean label, organic certified, free-from and nutrient-dense. 
  • Redefined convenience: Convenience has evolved in the lives of consumers, as they are trying to become more efficient cooking. To that point, according to Mintel, 72 percent of consumers say heat-and-eat prepared meals are a way to try new foods and flavors.
  • Seeking sustainability: Forty-two percent of Gen Z and Millennial shoppers say sustainability and environmental claims are more important than price. As a result, products with “better-for-the-planet” packaging options are on the rise.
  • Influenced foods: Food choices with global cuisines and flavors are increasing as iInfluencers use social media platforms to create food trends.
  • Finding functionality: Consumers are turning more to food as a means of achieving health and wellness goals with a focus on energy, gut, immunity, cognitive and hydration.
  • The real deal: Rather than limiting foods that can be perceived as less healthy, consumers are searching for quality ingredients that include real dairy, real sweeteners and quality meats and cheeses.
  • Nutrient-focused consumers: Due to rising awareness around health and wellness, consumers are seeking foods rich in protein, vitamins and minerals to prevent chronic disease and illness.

About KeHE

KeHE Distributors distributes natural, organic, specialty and fresh products to more than 31,000 natural food stores, chain and independent grocery stores, e-commerce retailers and other specialty products retailers throughout North America.

Read more wholesaler and distributor news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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