There’s an exciting shift happening in food trends. Many consumers are moving away from artificial perfection and embracing authenticity and genuine human connections. This change is highlighted in NOURISH’s report, “The Return of Real.” People are starting to reject overly polished marketing and craving something real.
Jo-Ann McArthur, president of NOURISH, emphasizes that we’re digitally connected yet often feel lonely. “We want the messy, wonderful aspects of humanity back in our lives,” she says. This desire for authenticity is reshaping the food industry.
As we look into the future, several trends are emerging that reflect these changing consumer desires.
AI and the Shopping Experience
Artificial intelligence is transforming how we shop. AI can help us find products but may also lessen our genuine interactions with food. McArthur notes that while AI is useful for sorting information, it lacks the human touch that helps us discover new flavors and experiences. Interestingly, 73% of shoppers have found new food through social media, showing that personal connections are still highly valued. Brands that blend AI’s efficiency with opportunities for authentic interactions will have an edge.
Celebrities Redefining Brand Authenticity
More and more, celebrities are not just endorsing products—they’re creating their own brands. These brands often resonate deeply with loyal followers. McArthur points out that these celebrity-driven platforms captured 39% of market growth in 2024. It shows a clear shift: people prefer brands with genuine stories behind them rather than those from faceless corporations.
Food as a Connection Tool
In today’s world, where isolation is prevalent, food has become a vital connector. Sharing meals helps build emotional bonds. McArthur highlights an opportunity for brands to create spaces that promote real interactions—like “slow checkout” lanes where customers can chat. This focus on social connections will be critical in fostering brand loyalty.
A Shift to Balanced Nutrition
Consumers are increasingly recognizing the importance of a balanced diet. Instead of focusing on single nutrients, people want whole foods that promote overall well-being. McArthur states that traditional foods like legumes are gaining popularity as people seek nutritious meals. This trend reflects a broader understanding of health as multifaceted, moving beyond quick fixes.
Distrust in Food Systems
Concerns about ultra-processed foods have led to a growing skepticism about what we eat. McArthur observes that trust in food systems is fading, with consumers wanting transparency. As they demand to know more about what’s in their food, brands must communicate clearly and genuinely to rebuild trust.
Authenticity is Key
Today’s consumers are drawn to products that celebrate their imperfections and stories. They prefer artisanal foods that highlight human craftsmanship. McArthur notes that this cultural shift is about rejecting the uniformity of mass-produced items. Brands that embrace their unique origins will cultivate stronger connections with customers.
Nutrition and Beauty
The connection between diet and beauty is also evolving. Rather than focusing solely on appearance, consumers are linking their health to what they eat. McArthur points out that 64% of Gen Z acknowledges the relationship between nutrition and their skin health. Companies that offer delicious foods that also promote beauty will likely succeed with this demographic.
As we look ahead, it’s clear that authenticity, human connection, and transparency are vital in the food industry. To thrive, brands must tell their stories engagingly and meaningfully. This shift isn’t just about food—it’s about understanding and responding to a broader cultural need for realness in our lives.
To dive deeper into these insights, you can access the full trend report here.
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