Natural Grocers 2024 Trends

Natural Grocers' Nutrition Education team, consisting of health and wellness experts ranging from Registered Dietitians to Certified Natural Foods Chefs, collaborated with our purchasing and analytics team to study consumer shopping preferences and the latest research to predict these rising and shifting trends for 2024. Give one or more of these a try and see what works for you in 2024!

Health + Wellness Trends

Health + Wellness Trends

1. Heat Adaptation Becomes Necessary

Heat Adaptation Becomes NecessaryThere’s no denying that we all need to learn to cope with more days of extreme heat each summer. As a result, we’re looking for time-tested and research-backed ways to stay comfortable and help our bodies adapt to the heat.

In 2024, we’ll learn how to utilize foods and nutrients to help keep cool and adapt to the additional stress hot weather places on our bodies. Eating watery vegetables and fruits like cucumbers, watermelon, and mangoes can keep us hydrated. Supplemental nutrients can help too! These include adding electrolytes to water to replace what’s lost in sweat to maintain the fluid balance of our cells for nerve impulses and muscle contractions. B-vitamins are also lost in sweat and can help our body cope with stress and fatigue caused by heat. Vitamin C is another well-researched nutrient to help support the body’s adaptation to heat.


Try this trend: View pricing and availability for Trace Minerals PowerPak Electrolyte Powder Packets.


2. Blood Sugar Balance Is Key to Healthy Weight Maintenance

Blood Sugar Balance Is Key to Healthy Weight MaintenanceIt seems like people are wising up and realizing there is no “magic bullet” when it comes to weight control and a healthy body composition. Instead, we are going back to the basics of maximizing nutrient dense diets, prioritizing regular movement, and supporting healthy blood sugar balance—all reliable ways to maintain healthy body weight.

Supporting healthy blood sugar through diet and exercise is possible, and there are numerous supplements that are proven to support normal blood sugar balance. In 2024, while we’re adopting dietary habits that help maintain healthy body composition, we’ll also get a helping hand from nutrients like berberine, which has been shown to support the body in ways similar to exercise and also promotes healthy blood sugar balance.


Try this trend: View pricing and availability for Natural Grocers Brand Berberine Oregon Grape Root.


3. Menopause Finally Gets the Attention It Deserves

Menopause Finally Gets the Attention It DeservesFor decades, menopause—something that every single person with ovaries will go through—has been a taboo topic, something to be dreaded, nervously joked about, and quietly suffered through. But as Gen Xers and Millennials begin the transition into perimenopause, which can last up to 12 years and often occurs in the prime of life, they are refusing to suffer in silence. In 2024 we’re ready to shatter the stereotypes surrounding menopause and see it for what it is: a normal, transitional part of life that doesn’t have to be suffered through. This year we’ll see more conversations, education, and support—from diet and lifestyle to supplements and personal care products—that will empower women to better understand the menopausal transition and support themselves through it.


Try this trend: View pricing and availability for The Honey Pot Products.


Bodycare + Beauty Trends

Bodycare + Beauty Trends

1. Skin Barrier Repair Becomes the Holy Grail of Skincare

Skin Barrier Repair Becomes the Holy Grail of SkincareA couple of years ago, the average person was oblivious to the term “skin barrier;” today, the hashtag #skinbarrier has 4.8 billion views on TikTok. The four main components that make a healthy skin barrier are lipids (think ceramides and fatty acids), the acid mantle (responsible for skin’s pH), the microbiome, and the skin’s immune cells. And as it turns out, no matter what your skin type, keeping your skin barrier balanced is essential for healthy, calm, clear, and hydrated skin at any age.

How do you bolster your skin barrier? First, by choosing a gentle moisturizer—this is why in 2024 you’ll see gentle cleansers and cleansing balms hit the shelves. Then, we can replenish and repair our skin barrier with specific ingredients. We will be seeing an abundance of moisturizers that contain ceramides, niacinamide, and squalane, as well as formulas made with probiotics, to repair and restore the skin barrier’s natural lipid balance and to promote a healthy microbial balance.


Try this trend: View pricing and availability for Andalou Probiotic + Vitamin C Renewal Cream and UpCircle Cleansing Face Balm.


2. Skinimalism Clears the Clutter

Skinimalism Clears the ClutterBeauty shelves are packed with products that aim to exfoliate, rejuvenate, brighten, soften, plump, and more. During the pandemic, we tried out the 12-step skincare routines (some of us damaging our skin barrier in the process), but in 2024, we’ll see the rise of “skinimalism.” People want to streamline their facial care for a simpler, more manageable routine.

We’re looking for serums with multiple actions or a face cream with lots of ingredients so your skincare routine can be two steps instead of a dozen. Not only is skinimalism an easier habit to maintain, it’s more affordable too! Since skinimalism is a 2024 trend that will save us both time and money, we hope it sticks around for a long time.


Try this trend: View pricing and availability for Derma E products.


3. Hydroxyapatite Toothpastes Upgrade Our Oral Health

David’s Hydroxyapatite ToothpasteA new type of toothpaste has come to the scene. Hydroxyapatite toothpaste is a natural alternative to most store-bought toothpastes, containing the main ingredient hydroxyapatite, which makes up more than 97% of tooth enamel’s foundation.

The main draw of hydroxyapatite in toothpastes is that it helps to re-mineralize, or rebuild, tooth structure without any known side effects. Tooth decay destroys teeth when the demineralization of your teeth outweighs the remineralization. Hydroxyapatite replaces the minerals your teeth lose when they’re demineralized and fills in tiny scratches in your teeth that can play host to unhealthy bacteria.

Furthermore, not only does hydroxyapatite re-mineralize teeth it’s also good for your oral microbiome and may help your teeth look whiter without whitening agents. Which is why in 2024, we’ll see hydroxyapatite toothpastes fill both store shelves and bathroom counters.


Try this trend: View pricing and availability for David’s Hydroxyapatite Toothpaste.


Ecologically Thoughtful Trends

Ecologically Thoughtful Trends

1. Learning to Mitigate the Health Hazards of Wildfire Smoke Becomes an Unfortunate Reality

Image of Natural Grocers Brand NAC, Super Omega-3, and Coenzyme B-Complex SupplementsBecomes an Unfortunate Reality Wildfire seasons are getting longer and more extreme as our climate changes, resulting in tens of millions of people being exposed to hazardous smoky conditions each year. Wildfire smoke is compounding the deleterious effects of air pollution caused by traffic and industry and may cause episodes of the worst air quality that people will ever experience. Fine particulate matter makes its way deep into the lungs, where it can lead to systemic inflammation and oxidative damage that affects the whole body.

Coping with intense and prolonged wildfire smoke is difficult, both physically and mentally. Of course on smoky days we should take it easy and stay indoors, drink plenty of water, and pay attention to wildfire smoke forecasts. And this year, we’ll learn about lung health heroes such as N-acetylcysteine, omega-3 fats, B vitamins, angelica root, mullein, and others. Of course, if you have respiratory challenges or experience chest tightness or shortness of breath, seek medical attention immediately.


Try this trend: View pricing and availability for Natural Grocers Brand NAC, Coenzyme-B Complex, and Super Omega-3 Supplements.


2. Consumers Reject Lab-Grown Meat

Consumers Reject Lab-Grown MeatYou may have heard that lab-grown animal products are the way of the future, promising a “kinder, greener protein.” But this year, consumers will give a hard pass to synthetic biology used to make these animal-free proteins and instead, focus on meat, poultry, dairy, eggs, and seafood raised, sourced, and processed in ways that are better for the environment, the animal, and humans.

Unlike those who profit from lab-grown animal products, we know that the true way of the future is one of regenerative land- and animal-based agriculture, a system that will improve human nutrition, while also improving and safeguarding the environment for generations to come. The idea that artificial food, grown in vats and using vast amounts of energy, is better for us and the environment is one that consumers will not accept.

Instead of lab-grown meat, this year consumers are saying “yes” to organic and regenerative animal products that have been shown to have so many positive benefits. Check out Natural Grocers’ Sustainability pages for information on the highest standards in the industry.


Try this trend: Watch Regenerative Renegades™ - our short film showcasing how Thousand Hills utilizes farming methods that renew the land and our planet's health.


3. The Battle to Define “Regenerative Agriculture” Begins

Natural Grocers® Brand Regeneratively Grown™ Organic EggsThe term “regenerative” has grown in popularity in recent years. However, since the term is unregulated, anyone can put it on a product label or in their marketing materials, even if the environment from which the product was derived was worse off because of it. This is commonly known as “greenwashing” and has become a growing threat for those actually regenerating soil and land through their management. Furthermore, the battle to define regenerative agriculture often leaves out discussions around social justice, relational values, and the contribution of Indigenous and local knowledge.

In 2024, we’ll see consumers advocate for agricultural systems that are truly regenerative. We’ll educate ourselves and learn how experts at the Rodale Institute and Savory Institute have thoughtfully discussed the term “regenerative.” Experts from the Gund Institute for Environment at the University of Vermont published a paper illustrating how “regenerative” products are sourced from a way of farming that values reciprocity, respect, collective (human and non-human) wellbeing, knowledge co-creation, (re)localization, and it is often practiced through some combination of minimizing soil disturbance, maintaining vegetative soil cover, maximizing diversity, integrating livestock, and minimizing synthetic agrichemicals.


Try this trend: Learn more about Natural Grocers Brand Regeneratively Grown™ Organic Eggs.


Food + Beverage Trends

Food + Beverage Trends

1. We All Get On Board with Boards 

We All Get On Board with Boards The internet has exploded with boards. From butter boards to dessert boards, snack boards, and more, boards have been having their moment—and social media is to blame.

The “bring a board” party trend is not disappearing anytime soon. The premise is simple: each pal brings a board laden with a different treat. The further from the traditional charcuterie board, the better. It’s the new potluck! Why are boards so popular? First, they’re beautiful (i.e., perfect for social media) and they don’t require “chef-y” skills to make. People are excited to share food again while also looking for stress-free ways to host.


Try this trend: For fun and party-ready board ideas, check out Natural Grocers on Instagram!


2. The Mediterranean Diet Stands the Test of Time

The Mediterranean Diet Stands the Test of TimeThe Mediterranean Diet is certainly not new, but it is all the rage. It has stood the test of time because it’s delicious, easy to follow, and it supports health in a myriad of ways. Even better? It’s not a strict diet, but an eating lifestyle that leaves you feeling satisfied, not deprived.

What is it? The Mediterranean diet is 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. It’s been studied for decades for a wide range of health benefits, and the studies just keep coming. In 2022 alone, numerous studies have found that it can support brain metabolism and promote cognition, aging gracefully, promote healthy pregnancy, and more.


Try this trend: Want to make the Mediterranean diet one of your goals this year? Check out our recipes for nutritious, delicious, and easy recipes that you can enjoy with friends and family, Mediterranean style.


3. Replacing High Omega-6 Oils Becomes a Health Priority

Our Cooking Oils Get a good4u UpgradeFor far too long, “vegetable” oils such as corn oil, soybean oil, and cotton seed oil have been touted as healthy, and with that, have become the predominant fats in the average American’s diet. We cook with them at home and they are ubiquitous in processed food, but these oils are high in omega-6s, which, when consumed in excess, can promote inflammation in the body.

In 2024, our cooking oils are getting a good4u upgrade: We’ll swap those pro-inflammatory omega-6 oils for healthy oils like olive oil, coconut oil, and high-oleic sunflower oil. And we’ll focus on consuming more health-promoting omega-3s, found in wild salmon, pasture-raised beef, algal oils, fish oils, and sardines to support healthy mood, healthy blood sugar balance, cardiovascular function, inflammation modulation and so much more.


Try this trend: Learn more about Natural Grocers Brand Organic Extra Virgin Olive Oil, Organic Extra Virgin Coconut Oil, and Canned Seafood.


BONUS TREND: Be a Regenivore

Natural Grocers Regenivore Meal WheelA trend that stands alone while also touching every other trend for another year in row will be a new way of eating called the Regenivore Diet. Eating like a regenivore means making food choices that support your health and the health of the planet. Of course, it involves building delicious, healthy, and satisfying meals that provide essential nutrients the body needs to function optimally and support healthy blood sugar balance. But eating this way also supports the planet’s health, because it emphasizes nourishing foods that are grown by farmers and ranchers who prioritize practices that sustain and regenerate the soil, water, biodiversity, and the overall ecosystem in which they function. This includes foods that are organic, non-GMO, regeneratively grazed, humanely raised, and sustainably sourced. What’s not to love about that!? After all, the Earth is what we all have in common, and sustaining and regenerating the land is essential for not only providing for us today, but for generations to come.


Try this trend: Learn more about how to eat for your health & the health of the planet in 7 simple steps.