Natural Grocers releases predictions for 2024 top trends

Experts from Natural Grocers, known for its strict ingredient standards, forecast emerging products and practices just in time for the holidays. Take a look.

December 11, 2023

9 Min Read
Natural Grocers by Vitamin Cottage releases 12 top trends

Natural Grocers, the largest family-operated organic and natural grocery retailer in the U.S., released on Monday its Top Trends for 2024.

The company's experts predict the most anticipated products and practices for 2024 in the categories of Health and Wellness; Body Care and Beauty; Food and Beverage; and those that are Ecologically Thoughtful.

To accurately pinpoint the 2024 predictions, Natural Grocers' Nutrition Education team, including our knowledgeable Registered Dietitians and Certified Natural Foods Chefs, collaborated with the retailer's purchasing, marketing and analytics teams. Each year, these specialists study consumer-shopping preferences, dig into the latest research to predict these rising and shifting trends.

"This year's trends piece incorporates an array of truly unique topics with products and practices we love. Though listed as "trends", our company has been embracing some of these practices and promoting the brands behind them, for many years," said Raquel Isely, vice president of marketing for Natural Grocers. "Whether it's menopause finally getting its due, embracing 'skinimalism', educating yourself on synthetic biology, or trying out time-tested eating lifestyle like the Mediterranean Diet, we're pleased to present our trends for the coming year.

Related:Fresh Thyme Market reveals inaugural top 10 food trends for 2024

“We hope this list also encourages folks to pause and consider how intricately our purchases and practices are connected when it comes to shaping our collective ability to thrive and flourish long-term. Plus, if you're still searching for that perfect gift, this list might inspire you with practical gifts that can support the well-being of that special someone, while adhering to environmentally thoughtful standards."  

Most of these top trends include an example product or idea to help consumers explore the trends for themselves. There's even a Bonus Trend that stands alone yet touches every other trend.

Gentle exercise is part of a health and wellness routine. Credit: Canva

Heat adaptation becomes necessary—In 2024, we’ll learn how to utilize foods and nutrients to help keep cool and adapt to the additional stress hot weather places on our bodies. Eating watery vegetables and fruits like cucumbers, watermelon, and mangoes can keep us hydrated. Supplemental nutrients can help too! These include adding electrolytes to water to replace what’s lost in sweat to maintain the fluid balance of our cells for nerve impulses and muscle contractions. B-vitamins are also lost in sweat and can help our body cope with stress and fatigue caused by heat. Vitamin C is another well-researched nutrient to help support the body’s adaptation to heat.

Related:Whole Foods Market unveils predictions for 2024 food trends

Try: Trace Minerals PowerPak Electrolyte Powder Packets

Blood sugar balance is key to healthy weight maintenance—Supporting healthy blood sugar through diet and exercise is possible, and there are numerous supplements that are proven to support normal blood sugar balance. In 2024, while we’re adopting dietary habits that help maintain healthy body composition, we’ll also get a helping hand from nutrients like berberine, which has been shown to support the body in ways similar to exercise and also promotes healthy blood sugar balance.

Try: Natural Grocers Brand Berberine Oregon Grape Root

Menopause finally gets the attention it deserves—For decades, menopause has been a taboo topic, something to be dreaded, nervously joked about and quietly suffered through. But as Gen Xers and millennials begin the transition into perimenopause, they are refusing to suffer in silence. In 2024, we’re ready to shatter the stereotypes surrounding menopause and see it for what it is: a normal, transitional part of life that doesn’t have to cause suffering. This year we’ll see more conversations, education, and support—from diet and lifestyle to supplements and personal care products—that will empower women to better understand the menopausal transition.

Try: The Honey Pot products

Beauty and body care routines are simplifying because it saves time and is better for the environment. Credit: Canva

Skin barrier repair becomes the holy grail of skincare—A couple of years ago, the average person was oblivious to the term “skin barrier;” today, the hashtag #skinbarrier has 4.8 billion views on TikTok. How do you bolster your skin barrier? First, by choosing a gentle moisturizer—this is why in 2024 you’ll see gentle cleansers and cleansing balms hit the shelves. Then, we can replenish and repair our skin barrier with specific ingredients. We will be seeing an abundance of moisturizers that contain ceramides, niacinamide, and squalane, as well as formulas made with probiotics, to repair and restore the skin barrier’s natural lipid balance and to promote a healthy microbial balance.

Try: Andalou Probiotic + Vitamin C Renewal Cream and UpCircle Cleansing Face Balm

Skinimalism clears the clutter—During the pandemic, we tried the 12-step skincare routines, but in 2024, we’ll see the rise of “skinimalism.” People want to streamline their facial care for a simpler, more manageable routine. We’re looking for serums with multiple actions or a face cream with lots of ingredients so your skincare routine can be two steps instead of a dozen. Not only is skinimalism an easier habit to maintain, it’s more affordable too!

Try: Derma E products

Hydroxyapatite toothpaste upgrades our oral health— Hydroxyapatite toothpaste is a natural alternative to most store-bought toothpastes, with the main ingredient hydroxyapatite, which makes up more than 97% of tooth enamel’s foundation. The main draw of hydroxyapatite in toothpastes is that it helps to re-mineralize, or rebuild, tooth structure without any known side effects. Tooth decay destroys teeth when the demineralization of your teeth outweighs the remineralization. Hydroxyapatite replaces the minerals teeth lose when they’re demineralized and fills in tiny scratches in your teeth that can play host to unhealthy bacteria. Furthermore, hydroxyapatite is also good for your oral microbiome and may help your teeth look whiter without whitening agents.

Try: David’s Hydroxyapatite Toothpaste

Mitigating the health hazards of wildfire smoke—Wildfire smoke is compounding the deleterious effects of air pollution caused by traffic and industry and may cause episodes of the worst air quality that people will ever experience. Fine particulate matter makes its way deep into the lungs, where it can lead to systemic inflammation and oxidative damage that affects the whole body. On smoky days, everyone should take it easy and stay indoors, drink plenty of water and pay attention to wildfire smoke forecasts. This year, we’ll learn about lung health heroes such as N-acetylcysteine, omega-3 fats, B vitamins, angelica root, mullein and others.

Try: Natural Grocers Brand NAC, Coenzyme-B Complex, and Super Omega-3 supplements

Consumers reject lab-grown meat—This year, consumers will give a hard pass to synthetic biology used to make these animal-free proteins and instead, focus on meat, poultry, dairy, eggs, and seafood raised, sourced, and processed in ways that are better for the environment, the animal and humans. The true way of the future is one of regenerative land- and animal-based agriculture, a system that will improve human nutrition, while also improving and safeguarding the environment for generations to come. Instead of lab-grown meat, consumers are saying “yes” to organic and regenerative animal products that have been shown to have many positive benefits.

Watch: Regenerative Renegades, a 23-minute video

The battle to define regenerative agriculture begins—The term “regenerative” has grown in popularity in recent years. However, since the term is unregulated, anyone can put it on a product label or in their marketing materials. In 2024, consumers will advocate for agricultural systems that are truly regenerative. Experts from the Gund Institute for Environment at the University of Vermont published a paper illustrating how “regenerative” products are sourced from a way of farming that values reciprocity, respect, collective (human and non-human) wellbeing, knowledge co-creation, (re)localization, and it is often practiced through some combination of minimizing soil disturbance, maintaining vegetative soil cover, maximizing diversity, integrating livestock, and minimizing synthetic agrichemicals.

Try: Natural Grocers Brand Regeneratively Grown Organic Eggs

The Mediterranean diet is guidelines for healthy eating, not a strict diet, which makes it easier to follow. Credit: Canva

We all get on board with boards—From butter boards to dessert boards, snack boards, and more, boards have been having their moment. The “bring a board” party trend is not disappearing anytime soon. The premise is simple: each pal brings a board laden with a different treat. The further from the traditional charcuterie board, the better. It’s the new potluck! Why are boards so popular? First, they’re beautiful (i.e., perfect for social media) and they don’t require cooking or baking skills. People are excited to share food again while also looking for stress-free ways to host.

The Mediterranean diet stands the test of time—The Mediterranean Diet is certainly not new, but it is all the rage. It has stood the test of time because it’s an eating lifestyle that leaves you feeling satisfied, not deprived. What is it? The Mediterranean diet is a way of eating that includes veggies, fruit, fish, olive oil, nuts, beans, legumes, spices and a moderate amount of red wine, dairy, meat, whole grains and eggs. It’s been studied for decades for a wide range of health benefits. In 2022 alone, numerous studies have found that it can support brain metabolism and promote cognition, aging gracefully, promote healthy pregnancy and more.

Check out these recipes: Mediterranean Diet

Replacing high omega-6 oils becomes a health priority—For far too long, “vegetable” oils such as corn oil, soybean oil and cotton seed oil have been touted as healthy and become the predominant fats in the average American’s diet. But these oils are high in omega-6s, which, when consumed in excess, can promote inflammation in the body. In 2024, our cooking oils being upgraded: We’ll swap those pro-inflammatory omega-6 oils for healthy oils like olive oil, coconut oil and high-oleic sunflower oil. And we’ll focus on consuming more health-promoting omega-3s, found in wild salmon, pasture-raised beef and fish oils to support healthy mood, healthy blood sugar balance, cardiovascular function, inflammation modulation and more.

Try: Natural Grocers Brand Organic Extra Virgin Olive Oil, Organic Extra Virgin Coconut Oil, and Canned Seafood.

Bonus trend

Be a regenivore—Eating like a regenivore means making food choices that support your health and the health of the planet. It also means emphasizing nourishing foods that are grown by farmers and ranchers who prioritize practices that sustain and regenerate the soil, water, biodiversity and the overall ecosystem in which they function. This includes foods that are organic, non-GMO, regeneratively grazed, humanely raised and sustainably sourced.

Source: Natural Grocers

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