Fresh Thyme Market Highlights Top Trends For 2024

Fresh Thyme Market has unveiled its inaugural trends report that has a focus on Midwest shopping behaviors and brands. The 10 insights from the grocer, which operates 70 stores in 10 states throughout the Midwest, offer a glimpse into the emerging trends that shoppers can expect to see across its stores in 2024.

• Several Sustainability Solutions: Certified upcycled products and certified regenerative organic products are on the rise. Coral Reef safe products, including sun tanning and sun protection lotions, are also on the rise as consumers look to be sustainable inside and out, while traveling and at home.
• Prioritizing Animal Welfare: While shoppers aren't keeping meat and dairy out of their carts completely, they are becoming more conscious of where these types of products are coming from before they land in the cart. Consumers are purchasing more animal welfare approved products while purchases of non-certified items are declining. This includes products labeled pasture raised and eco-friendly fishing practices, among others. 
• Close to Home: Local & Diverse Brands: Fresh Thyme carries local Midwest-founded brands as well as brands with underrepresented founders to ensure diversity in its offerings and foster an inclusive shopping experience. Many of these partner brands are affiliated with U.S. Veteran Owned Business, National Gay & Lesbian Chamber of Commerce (NGLCC), Women's Business Enterprise National Council (WBENC) and National Minority Supplier Development Council (NMSDC). 
• Beauty Bloom: Health and wellness is more than nutrition and eating well. It's taking care of the body, from the inside out and many consumers are finding natural and organic products to care for themselves. 
• Protein in Motion: Shoppers are seeking out new and unique alternative protein sources to support their fitness routine. Plant-based protein powders like pea protein and beet protein have both become popular among consumers looking for plant-based products. 
• The Takeover of TikTok and Social Media Trends: Food trends on TikTok and Instagram have the power to influence the specific products that consumers buy. When recipes trend on social media, their ingredients also trend in store. 
• Allergy Conscious Choices: Earlier this year, sesame became the ninth major allergen to be labeled on all packaged food. With dietary preferences becoming more prevalent, shoppers are showing a growing preference for products that are free of the top nine major allergens.
• Functional Beverages: Last year, consumers showed rising interest in non-alcoholic beverages. This year, it's all about beverages that have added benefits. Whether immunity boosting, mood boosting, or just better-for-you ingredients, consumers are craving drinks that taste good and help them feel good too. 
• Mushroom Mania: While the common varieties of mushrooms have remained popular amongst shoppers, consumers are also seeking out exotic and gourmet mushroom varieties in new forms. Mushrooms' nutritional value and ability to fit into a wide variety of diets, particularly the ingredient of mushroom root, has seen the fungi be included in coffee, capsules and more. 
• Crab-tivating the Nation: Crab purchases are on the rise because of its versatile culinary appeal, all while remaining on the low end of cost compared to other seafood options. Consumers incorporate crab into a wide range of dishes from classic crab cakes to crab rangoons.