Transforming tastes
Identifying the signals that influence consumer behavior
Consumer attitudes and actions toward food are constantly evolving – and Cargill continually monitors these trends. Our latest TrendTracker research indicates that people are cultivating a more-engaged relationship with the foods and beverages they consume.
81%
say flavor drives product choice1
62%
"always/usually" read package labels2
Trending
Healthy for me
Today's consumers are being more proactive, adopting an increasingly holistic approach to health. We'll take you through the influences behind this macro trend – and specific actions consumers are taking in response.
Trending
Conscious consumption
As they make purchases, consumers are seeking to maximize perceived value – and many view these choices as a reflection of their personal values.
Learn about the trend's implications for ingredient sourcing, label claims, pricing and more.
Trending
Experience it
Consumers place high importance on experiences – seeking novelty and excitement, nostalgia and comfort, indulgence and pampering. This trend goes above and beyond taste to engage the senses and emotions.
Trending
Simplify my life
Consumers are looking for ways to simplify their lives, reduce the clutter, and find efficiencies. They are seeking new ways to nourish themselves and their families, and gaining more trust in technology as a tool for food planning and preparation.
Webinars on demand
Inside TrendTracker
Join Cargill Consumer Insights Manager, Keith Albright, for a deeper dive into the macro trends identified in our TrendTracker research.
- Healthy for me
- Conscious consumption
- Experience it
- Simplify my life
Video
Macro Trend Overview
Frequently Asked
What is TrendTracker?
Every year, the Cargill Insights & Analytics team compiles and analyzes a wealth of market data to identify global trends shaping consumer behavior. We share these proprietary insights with our partners as a value-added resource to help inform product strategy and accelerate innovation.
How does Cargill collect insights?
Cargill's Consumer Insights team curates and translates multiple sources of data, conducting proprietary research and partnering with industry-leading experts, to identify the signals that influence consumer behavior.
How can Cargill help me leverage these trends?
TrendTracker is an ideal way to start the conversations related to your innovation and reformulation efforts. These studies are designed to complement your existing insights, extend your capabilities and better inform product strategy.
Transforming insight into innovation
Accelerate your competitive advantage with Cargill's comprehensive solutions for innovation: Data-driven insights, industry-leading ingredients, category and formulation expertise– all backed by a reliable global supply chain.
Cargill food & beverage solutions
Categories
Specialized Nutrition
Our diverse Specialized Nutrition portfolio supports you in nurturing life at every stage, with tailored solutions that adapt to evolving consumer needs.
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.
Ingredients
Plant Protein
Using our plant-based proteins, we help our customers achieve the taste, mouthfeel, functionality and nutrition profiles consumers want.
SOURCES:
1. FMCG Gurus: Flavors, Colors and Textures in North America, January 2023. 2. HealthFocus International, U.S. Trend Study, 2023. 3. Cargill TrendTracker, 2024.