Top 10 Growth Opportunities in Nutrition and Wellness, 2024

Top 10 Growth Opportunities in Nutrition and Wellness, 2024



Frost & Sullivan’s Nutrition & Wellness (N&W) program area tracks the ingredients and related technologies associated with agriculture, personal health, and well-being. These ingredients include agrochemicals, food additives, human and animal nutrition ingredients, and functional and active ingredients for personal and home care applications.

The outlook for 2024 covers important topics in the agriculture, nutrition, and wellness sectors with sustainability, digitalization, precision, and personalization identified as some of the top trends impacting the entire value chain.

As macroeconomic and geopolitical factors continue to dampen consumer confidence in the global economy, products that maximize value by being affordable while meeting clean, complete, and sustainable nutrition requirements will witness higher penetration in 2024. Frost & Sullivan expects a positive outlook for the nutrition and wellness industry as consumers continue to prioritize preventive health management and self-care.

Frost & Sullivan’s Growth Accelerators are companies at the forefront of driving growth in their respective industries. These companies accelerate growth by continuously innovating and creating new technologies, solutions, platforms, business models, or strategies that serve ever-evolving customer needs. These companies are also best positioned to expand market growth by strategically broadening and/or enhancing their product portfolio. Accelerating new growth opportunities is never an easy task. Still, it is one made even more difficult considering today’s strategic imperatives, from disruptive technologies and value chain compression to industry convergence and new business models. In this context, recognition as a Growth Accelerator signifies an incredible accomplishment.


Top Growth Opportunities for 2024
Strategic Imperatives
Top 10 Growth Opportunities
Growth Opportunity 1: Microbiome Modulation — Industry to Expand Beyond Gut
Growth Opportunity 2: Regenerative Farming, Upcycling, Recycling, & Biotechnology to Enable Sustainability
Growth Opportunity 3: Plant-forward Trend to Drive Diversification across Protein Choices
Growth Opportunity 4: Clean & Complete Nutrition to Normalize as Consumers Seek Products with Maximum Value
Growth Opportunity 5: Women’s Health, Brain Health, & Metabolic Health to Fuel Nutraceuticals Market
Growth Opportunity 6: Technology to Drive Personalization & Precision
Growth Opportunity 7: Smart & Lean Supply Chains to Ensure Higher Transparency & Traceability
Growth Opportunity 8: Agtech Industry to Continue Harnessing Value from Next-gen Digital Technologies
Growth Opportunity 9: Need for Sustainable Animal Production to Fuel Innovation in Feed Additives
Growth Opportunity 10: Lab-grown (Farm-free) Crops to Future-proof Food Supply Chains
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