Consumers are increasingly focused on maximizing perceived value in their purchases, often viewing these decisions as a reflection of their personal values.
72%
agree store brands are as healthy as name brands1
Motivated by financial and social impact
What value means to consumers today
Value accelerated
As consumers still grapple with high prices, they are being very purposeful on what they value in food & beverage products.
47%
are often/always cutting back on non-essentials2
Sustainability extended
They're recognizing the need to protect their health, as well as that of society and the planet.
71%
expect companies to be more transparent about their raw material resources3
Explore more TrendTracker
Get to know the other trends shaping consumer behavior – and the products they buy.
Healthy for me
Taking a proactive, holistic approach to health.
Experience it
Nurturing the spirit as well as the body.
Simplify my life
Looking for ways to make daily life easier.
Free webinar
Dig into the details
Ready to learn more about our findings around the Conscious consumption trend? Check out our webinar, then take the next step with Cargill nutrition and formulation experts!
Cargill food & beverage solutions
Expertise
Sugar Reduction
With one of the industry's most comprehensive ingredient portfolios, plus skilled R&D experts, we can help you meet your goals for sugar content and sensory experience.
Sustainability
EverSweet® LCA Study
EverSweet® next-generation stevia sweetener produces Reb M & D more sustainably via fermentation. A second Life Cycle Assessment (LCA) demonstrates sustainability leadership.
Ingredients
Plant Protein
Using our plant-based proteins, we help our customers achieve the taste, mouthfeel, functionality and nutrition profiles consumers want.
SOURCES:
1. HealthFocus International. 2024 Global Trend Study – USA report. 2. IFIC. 2023 Food & Health Survey. 3. Innova Trend Insider. "Exploring the Trends in Clean Label Products in US and Canada." October, 2023.