Natural Grocers unveils its 2024 top trends predictions

For the last eight years, Natural Grocers has gathered its own nutrition education and purchasing and analytics teams, health and wellness experts, registered dietitians, and certified natural foods chefs to identify the top trends for the year ahead.

The Colorado-based grocery retailer recently announced its Natural Grocers 2024 Trends, which includes 12 trends in the following categories: Health and Wellness; Body Care and Beauty; Food and Beverage; and those that are Ecologically Thoughtful.

"This year's trends piece incorporates an array of truly unique topics with products and practices we love,” said Raquel Isely, vice president of marketing for Natural Grocers, in a statement.

Though listed as "trends." Isely said Natural Grocers has been embracing some of these practices and promoting the brands behind them, for many years.

“Whether it's menopause finally getting its due, embracing 'skinimalism,’ educating yourself on synthetic biology, or trying out time-tested eating lifestyle like the Mediterranean Diet, we're pleased to present our trends for the coming year,” Isely added.

Natural Grocers said it also included a Try This Trend addition, which incorporates an idea or product for shoppers who want to explore the trends for themselves. And for a second year in a row, the Colorado-based grocer said it added a Bonus Trend, which “stands alone, while also touching every other trend.”

Natural Grocers 2024 Trends include several of the following:

Health & Wellness 

•       Heat adaption becomes necessary. In 2024, Natural Grocers said consumers will learn how to use foods and nutrients to help keep cool and adapt to the additional stress hot weather places on their bodies.

•       Blood sugar balance is key to healthy weight maintenance. For the coming year, consumers are going back to the basics of maximizing nutrient dense diets, prioritizing regular movement and supporting healthy blood sugar balance.

•       Menopause finally gets the attention it deserves. In 2024, consumers will see more conversations, education and support—from diet and lifestyle to supplements and personal care products.

Body Care & Beauty 

•       Skin barrier repair becomes the holy grail of skincare. With the hashtag #skinbarrier garnering 4.8 billion views on TikTok, in 2024 consumers will see gentle cleansers and cleansing balms hit the shelves.

•       Skinimalism clears the clutter. People want to streamline their facial care for a simpler, more manageable routine, so in 2024, consumers will see the rise of “skinimalism.”

•       Hydroxyapatite toothpaste upgrades oral health. Looking to make teeth look whiter without whitening agents, in 2024, consumers will see hydroxyapatite toothpastes fill both store shelves and bathroom counters.

Ecologically Thoughtful Trends 

•       Consumers reject lab-grown meat. Instead of lab-grown meat, consumers will say “yes” to organic and regenerative animal products that have been shown to have so many positive benefits. 

•       The battle to define "regenerative agriculture" begins. Since the term "regenerative" is unregulated in 2024, consumers will advocate for agricultural systems that are truly regenerative.

Food & Beverage Trends

•       We all get on board with boards. The “bring a board” party trend is not disappearing anytime soon and will be around in 2024.

•       The Mediterranean Diet stands the test of time. The Mediterranean Diet is certainly not new, but it is all the rage. And in 2024, a way of eating that includes veggies, fruit, fish, olive oil, nuts, beans, legumes, spices and a moderate amount of red wine, dairy, meat, whole grains and eggs will be on the menu.

•       Replacing high omega-6 oils becomes a health priority. In 2024, cooking oils are getting a better-for-you upgrade, Natural Grocers said. Consumers will swap those pro-inflammatory omega-6 oils for healthy oils like olive oil, coconut oil and high-oleic sunflower oil.