Artificial intelligence is projected to catapult current and future food trends, according to a new 2024 trend report from Nourish Food Marketing.

There are far-reaching implications surrounding the use of AI, agency president Jo-Ann McArthur points out, including guiding consumers to make better lifestyle choices based on metabolic tracking, helping with meal planning, as well as analyzing food preferences and recommending customized meal plans.

AI

Nourish’s report finds that AI is already assisting with dynamic pricing, while reducing labour costs, optimizing inventory and even helping brands create new products.

For example, Coca-Cola’s AI-powered Y3000 LTO, was created using AI social listening tools, and based on insights gathered around the world to co-create the flavour and design.

For food producers, AI will enable insight-driven farming – including satellites, weather stations and IoT devices – resulting in maximum yields with reduced environmental impact and with fewer inputs, like water. One-quarter of growers already report being negatively affected by a lack of available water.

Water conservation

In fact, as McArthur notes, water conservation is among the fastest rising environmental concerns, globally surging from 31% in 2022 to 35% in 2023 as a top environmental concern, according to the Mintel 2023 Global Outlook on Sustainability. It is increasingly a hot button issue, and one that soon will be on the mind of consumers to the same degree as concerns about reducing reliance on plastics has been. But water conservation presents an easier concept for brands to convey to consumers, compared to green nomenclature like regenerative agriculture.

Brands will need to develop long-term sustainable water strategies, and get ahead of a situation in which water is no longer viewed as a free good, while finding a way to drive consumer awareness about commitments to producing products using less water.

Brain health

McArthur points out that for boomers, functional food benefits related to aging and cognitive decline, will be key, informed by insights that 40% of consumers are seeking diets to aid in brain function. Food and beverage products are being developed with B vitamins, and plant-based Omega-3s and supplements, such as nootropics and natural cognitive enhancers like ginkgo biloba and synthetic ones like modafinil, all to support brain health.

As McArthur notes, searches for the organic, water-soluble compound choline, which supports brain and nerve function, have been “on a steady rise for years.” Choline, which is found in eggs, meat, fish and plant-based foods like soybeans and cruciferous vegetables, is a compound linked to improving memory and enhancing mental clarity, and will be top of mind for boomers.

Generation Alpha

The newest generation, Generation Alpha, a demo on the cusp of entering high school, is a group marketers need to be aware of, the report states.

AI and digital natives, Alphas were raised by Gen X parents, who have prioritized organic, ethical food sourcing, which influence their children’s choices as well.

This is a group which is smaller in number, more diverse, highly interconnected and commonly seen as the most environmentally conscious generation yet. The group also has more adventurous palates, and as McArthur points out, globally-inspired food and beverage will be the norm. Brands should note, she adds, that menus will need to go beyond typical items like chicken fingers and hot dogs, and include the likes of pho and fajitas.