February 7, 2024 – This report discusses issues related to Innova’s #1 trend for 2024 – “Ingredients: Taking the Spotlight”. It uses analysis of consumer research and launch trends to emphasize the importance of ingredient information in the modern world and how certain ingredients can represent or enhance a product’s ‘star’ element. More  than 9 in 10 global consumers at least sometimes check out ingredients of interest to them on product labels. Health is a particularly important theme, with recent ‘star’ ingredients including plant proteins and natural botanicals such as active mushrooms, seaweed and adaptogenic herbs (e.g. ashwagandha). Beyond health, ingredients can also tell many other stories related to sustainability and social responsibility, while the choice of taste ingredients also has a part to play in reinforcing product positionings, e.g. indulgent, premium, etc. Going forward, increasing health literacy will intensify the need for clarity surrounding ingredients, while the online community will become more and more influential in promoting ingredient trends.

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