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Key Consumer Trends to Pay Attention to in 2024

Key Consumer Trends to Pay Attention to in 2024

This post highlights opportunities for brand owners based on key consumer trends for 2024. It is all about finding the optimal ingredient setting your product apart from the competition. We believe MenaQ7® is such an optimal ingredient.

Consumers prioritize ingredients for better value

According to Innova Market Insights “Ingredients Taking the Spotlight”, is at the top of their identified consumer trend of 2024. In other words, the hero of the product is the ingredients within it. Consumers look for value in the ingredients within the product and one-third of consumers report looking at the ingredients of interest on the product packaging.


Despite the cost-of-living crisis, FMCG Gurus also highlights value as a key trend with consumers. Specifically, consumers seek value in the form of efficacy, quality, and convenience. They ask questions like; does the product serve my needs, is efficacy-proven, is it trustworthy and is the dose form appealing? A key takeaway from FMCG Gurus is that value is more important to consumers than the lowest price, and brands should focus on innovation rather than being a cheaper “me-too” product.

Consumers Prioritize Prevention and Look for Clinically Proven Ingredients

According to Innova Market 1 in 3 global consumers report being more proactive when it comes to their health and prioritize a strategy of prevention when it comes to their physical health. When asked what their major concerns related to physical health are, the response was 1: Weight Management 2: Heart Health 3: Bone and Joint Health.


As consumers are getting more educated, higher inspection of your product is taking place. Consumers expect evidence and proof of the efficacy relating to the claims attached to a product. Brand owners who can provide evidence and documentation as part of their product information will be in a stronger position to build trust with consumers. Choosing branded ingredients with clinical documentation is crucial in meeting this demand.

Natural Ingredients and Sustainability

Beyond proven and science-backed claims, consumers are still looking for natural ingredients that are free from artificial additives, preservatives, and chemicals. Consumers are increasingly conscious of the impact of their choices on personal health and the environment. Features like Organic and non-GMO are often associated with a holistic approach to health and well-being, resonating with consumers seeking a more natural and integrated approach to their health.  FMCG Gurus highlights a growing focus on ingredient transparency, where consumers are increasingly attentive to product labels and seeking healthy, clean, and recognizable ingredients.

How MenaQ7® Align with Consumer Demands

With MenaQ7® we are very confident your product will be equipped with the tools to meet the scrutiny of today’s health-conscious consumer.


With 22+ published clinical studies, and more underway, it is the most clinically proven Vitamin K2 as MK-7 in the market, and the only clinically proven for both bone and cardiovascular health. Our core focus is to translate complex clinical data from our research into compelling marketing tools, offering robust support to our customers.


MenaQ7® is derived by a fermentation process that mimics how nature produces vitamin K2 as MK-7. The MenaQ7® portfolio is complete with free from attributes, including all known allergens, it is vegan-friendly and of course non-GMO.


Through in-house production, Gnosis ensures 100% transparency allowing for complete traceability and control throughout the production process. And you are welcome to have a closer look.


With the most comprehensive K2 Solutions Platform, the clinically proven health benefits of MenaQ7® can effectively be incorporated into a range of new and increasingly sought-after products such as gummies, chewables, dispersible powders, and more.


Choose MenaQ7® in your next product development and enjoy the confidence of a carefully-made marketing story and messaging that will earn consumers trust in your brand.


Reach out today and let us start the conversation.

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