What were the key health trends of 2024?

Similarly, protein can help preserve muscle mass and support bone health, so is valuable for older people who might find their muscles and bones weakening. Its muscle-building properties are also sought after by those looking to bulk up their physiques, contributing to an explosion in the number of protein powders and post-gym snacks now available. Whoever you are, it’s likely you’ve been ordering extra protein this year.

Nutrition got personal

Advances in technology have propelled the trend of wearable health devices into fully personalised diet and nutrition trackers, enabling individuals to tailor their diets to their unique genetic makeup and health goals. Zoe remained best in class in Good Food’s review of these products, but we’re seeing a proliferation of DNA testing kits and apps which offer insights into optimal dietary choices based on genetic predisposition, microbiome composition and lifestyle factors.

Alongside this, wearable health tech has expanded into monitoring blood glucose levels, hydration and nutrient intake in real time, empowering us to make data-driven decisions about what to eat. This trend reflects a broader move toward precision health, with the aim of replacing one-size-fits-all approaches with truly individual, customised plans.

Plants and probiotic health

The influence of Zoe has also infiltrated our interest in gut health and its impact on our overall wellbeing. The brand branched out into products aimed at boosting the healthy bacteria of our gut microbiomes and increasing the diversity of plant foods in our diet.

Mentions of gut health on social media are up by nearly a third over the past year. Our fondness for fermented foods like kimchi, kombucha and kefir due to their gut-health benefits has broadened alongside a concerted campaign popularising the importance of plant fibre diversity to our microbiomes, and the goal of consuming 30 different plant foods each week.

This has aligned perfectly with our continuing desire to follow a more flexitarian diet (with more vegetarian and fewer meat-based meals) and an understanding of the importance of variety in what we eat to provide a broad spectrum of nutrients and prebiotic fibre.

Alternative drinking

The decline in alcohol consumption in the UK, particularly among younger generations, is nothing new. But 2024 has seen this accelerate (with Google seeing an increase of 59% in the topic of 'non-alcoholic drinks') and encompass new trends within this overarching pattern.

For instance, where we’ve previously seen low- and no-alcohol drinks find favour, more recently new styles of functional beverages infused with adaptogens or CBD in place of alcohol are becoming popular choices for social gatherings. This trend underscores a broader cultural shift toward prioritising mental clarity, physical health and productivity over traditional drinking habits.

And the latest twist in the tale is ‘zebra striping’ – where you alternate alcoholic and non-alcoholic drinks to moderate your intake. Perhaps one to try this New Year?

UPF awareness

How many of us had heard the term ultra-processed foods (UPFs) a year ago? It’s one of the fastest rising topics on Google (a massive 94% increase over the past year) and has been hard to escape across the media as these foods have come under increasing scrutiny. Public awareness campaigns and documentaries have highlighted the potential health risks – from bowel cancer to cardiovascular issues to cancer to a shortened lifespan – at the same time as argument has raged over what exactly constitutes a UPF.

The question of whether foods like fruit yogurts, toddler milk, protein bars, fortified plant milks and fruit leather should be classed as ultra-processed has arguably contributed to consumer confusion and debate over how public health bodies should handle the issue.

Will we see government policy shifts in 2025, a re-evaluation of shopping habits or a response from manufacturers, reformulating products to contain fewer additives, preservatives and artificial ingredients?

Mental-healthy eating

We’ve been aware of the link between food and mood for a while, but this year we’ve really focused on ingredients that can help boost our ‘happiness hormones’ or enable us to adapt to increased stress. ‘Adaptogens’, such as functional mushrooms or herbs like ashwagandha, are thought to help our bodies manage stress, and can be increasingly found added to supplements and drinks. Mushroom coffee was one of the fastest-growing TikTok trends this year (with mentions up more than 50% over social media as a whole), as viewers were keen to harness its supposed benefits to focus, while dark chocolate (with its potential to boost serotonin levels) was also combined with functional mushrooms in new products. Meanwhile, everybody seemed to be giving ashwagandha supplements a try after research suggested it reduced the stress hormone cortisol, and could improve energy, attention, sleep, mood and immunity. Pass the pills please!

The health trends of 2024 show a continued move towards holistic wellbeing, and suggest that instead of viewing food purely as a fuel and calorie source, we’re increasingly using it as a tool to reach peak ‘wellness’. But, as these breakthrough products reach the mainstream, remember that many are still in early development or haven’t yet undergone long-term or widespread study. Check back next year to see which have stood the test of time, and which were just a passing fad…

Emma Hartfield is health editor at Good Food and olive. She has 24 years of experience writing for health and food magazines and newspapers, including previous roles as health editor for Boots and producing magazines and video for Co-op, Morrisons and Waitrose. She believes eating healthy food should be easy, tasty and enjoyable for the whole family.

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