Consumers Want the Real Deal: Embracing Authenticity through Natural Ingredients and Global Cuisines

Consumers no longer want to substitute real ingredients for substandard flavors and additives — they want the real deal. Rather than limiting indulgences or foods perceived as less healthy, there has been a shift toward quality products that include real dairy, naturally derived sweeteners, and quality meats and cheeses. In fact, according to a study by Beck Flavors, 50% of consumers say they want to feel like they are treating themselves when they eat.

Based on the forecasted 2024 KeHE^® Macro Trends, here is what retailers and suppliers need to know about how consumer preferences have changed and the type of ingredients they are now looking for when purchasing their products.

The Rise in Real Ingredients

In 2015, consumer concerns about health and climate lead to an interest in plant-based diets and lifestyles, driving a global wave of innovation in the plant-based industry. However, there has been a recent shift in this trend as the purchase of plant-based meat alternatives has fallen 12.6% since the beginning of May to $106.8 million, which is a 19.8% decline year-over-year. This is in part because consumers want higher-quality products at lower prices and plant-based products are typically more expensive than others. Widely available and accessible nutritional information has influenced American consumers to prioritize food products with a higher amount of healthy ingredients such as whole grains, fiber, and fruit.

Better-Informed Shoppers

Consumers are spending more time reviewing food product packages to ensure they know the type and quality of ingredients they are ingesting. While better-for-you and plant-based products have made important strides toward reducing climate impact over the last few years, they can contain added chemicals and refined oils, which are less healthy in comparison to unprocessed, natural protein sources. By focusing on ‌top-tier ingredients, about 44% of consumers indicate simple does not necessarily mean basic or boring, but rather a trusted staple.

Younger Generations Want International Ingredients and Cuisines

Increased diversity within the US has caused the acculturation of food systems and influenced the type of products that consumers are looking for. Gen Z is the main force behind this trend, as they often come across diverse international foods and cuisines on social media. Interestingly enough, research by Direct Digital Holdings even highlights that not only is Gen Z the most diverse generation in history, but that 57% of today’s mainstream consumers say that multicultural and diverse communities’ tastes and opinions strongly influence their shopping preferences. This demand for international foods and cuisines is a result of ‌‌dietary preferences and the demand for whole ingredients.

Access Seasoned Advice from Industry Experts

To succeed in the distribution industry, suppliers and retailers need to be able to gauge products and trends that consumers will look to next as well as plan how to merchandise in stores. KeHE is a seasoned distributor with many resources to help businesses meet these needs, with professionals responsible for ensuring that both brands and suppliers are set up for success to capitalize on upcoming trends.

To see how KeHE can help support businesses as they navigate these macro trends in 2024 and beyond, visit https://www.kehe.com/.