The Natural List - What's next for 2024? 11 natural food and supplement trends to watch

Prepare for the new year by staying ahead of these industry issues, emerging flavors and inventive business models.

Jess Elliott, Digital Content Program Manager

December 6, 2023

In this episode of The Natural List, hosts Jessica Rubino and Adrienne Smith explore the food, beverage and supplement trends leading the multi-billion-dollar natural products industry into 2024. Tune in for exclusive insights from our industry experts and hear which brands and products are pioneering each trend! 

In this episode:   

  • 1:50 – 11 key trends in food, beverage and supplements for 2024! 

  • 2:05 – A whole wide world of plants: fighting the decline of biodiversity. 

  • 4:00 – Craft vegan: going above and beyond the typical veggie burger. 

  • 5:05 – Got joy? The power of branding, mission and of course, flavor! 

  • 6:15 – Heritage-rooted foods and the importance of representing ancestral flavors and techniques from across the globe. 

  • 8:35 – CPG collabs: Choosing collaboration over competition. 

  • 10:10 – The role of regenerative agriculture in boosting nutrient density. 

  • 12:10 – NA is here to stay: Tasty non-alcoholic beverages support a more present and health-conscious lifestyle. 

  • 14:15 – Women’s health takes center stage. 

  • 16:05 – Connected wellness: How “everything affects everything.” 

  • 17:15 – Mood foods (and supplements): Feel good foods, functional formats and fungi! 

  • 19:10 – Committed to climate: Carbon accounting is making the rounds. 

Read New Hope Network’s top 11 natural food trends for 2024 to view 42 products that embody these trends. 

Enjoy this new episode here and wherever you listen to your podcasts, including Spotify, Apple and Google podcasts.   

Interested in being a guest on The Natural List? Email us at [email protected]

Your hosts 

About Jessica Rubino  


Jessica Rubino is a natural products industry expert and content strategist with more than 15 years experience in media, events and natural products. As New Hope Network’s vice president of content, Jessica oversees digital and print content, conference programming and branded content for CPGs, retailers, investors and service providers. Jessica is passionate about using innovation as a force for good and leveraging content to spark the changes we want to see in the world.  

About Adrienne Smith  


Adrienne Smith is the director of content for and the editor-in-chief of Natural Foods Merchandiser magazine where she helps ideate and produce content for natural products retailers, brands and entrepreneurs. Before coming to New Hope Network, she spent nearly two decades writing about food and beverage products and trends for the Spanish Ministry of Foreign Trade in Madrid, Spain, as well as for publications including the International Herald Tribune/New York Times and El País. 

About the Author(s)

Jess Elliott

Digital Content Program Manager, New Hope Network

Subscribe and receive the latest updates on trends, data, events and more.
Join 57,000+ members of the natural products community.

You May Also Like