Consumers are taking greater control of their health and expect companies to provide effective, science-backed solutions, according to insights provided by McKinsey & Company.
Key trends to watch in 2024 will include next-gen alt protein solutions, sustainability with substantiation, medicines for the mind and active ageing solutions.
Euromonitor International has published its 2024 consumer trends report, which spotlights new demands for convenient and effective wellness support, transparency around brand sustainability, and the implementation of AI to personalise the customer experience.