TOP 2024 Evolving Trends in Health and Nutrition 

As we embark on the journey through 2024, the Human Nutrition & Health team at Balchem Corporation is excited to unveil a roadmap for the year ahead, spotlighting health and nutrition trends that are evolving to reach new heights. Drawing from our commitment to innovation and scientific excellence, we present five key trends that will shape the landscape of wellness in the coming year. From prioritizing proactive health to embracing plant-based offerings, we invite you to explore the transformative power of these trends and the potential they hold for steering us toward a healthier future. 

1. Prioritizing Self-Care 

In 2024, a significant shift towards prioritizing self-care is observed with Americans prioritizing health and wellness in some way (1). Anxiety or stress and lack of energy are a prevalent issue and the highest reason for overall supplement usage in the US (2). This may not be seen as surprising, given the post-pandemic world.  This level of engagement is consistent across generations and consumers are proactively taking self-care actions to support their overall wellness, especially with daily stress, joint pain and heart health (2)

Our minerals can help – including our of Albion® Minerals portfolio and one of the latest additions to our product family, OptiMSM®. Our selection of minerals includes chelated forms of iron, magnesium, zinc, calcium, and more. Chelated minerals have demonstrated improvements over conventional inorganic minerals, such as improved bioavailability (3)

For heart health, magnesium is an essential mineral since it is important for many processes in the body, including making protein, bone, and DNA, aiding in the regulation of muscle and nerve function, and supporting healthy blood pressure (4). Vitamin K2 (MK-7) activates a protein that deposits calcium into the bone (5) and supports arterial elasticity (6). Additionally, for joint health, OptiMSM acts as a source of sulfur, plays a role in maintaining the health of our joints by serving as a key component of joint tissue to help support mobility and protect healthy cartilage (7)

2. Ingredients: Taking the Spotlight 

In today’s wellness-driven era, consumers are more ingredient-conscious than ever. One in three global consumers consistently examines product labels, with an emphasize on the importance of “protein” in their choices (8).  

Balchem’s Protein Z-Crisps® takes center stage, providing a perfect fusion of high-quality protein, crunch, and texture. These protein crisps don’t just complement your candy bars; they transform them into a wholesome indulgence. Picture the classic elements of gooey caramel, crunchy fillings, nougat, or nuts paired with a powerful protein punch (9).  

At Balchem, our dedication to delivering high-quality ingredients shines through in Albion® Minerals. Carefully chelated for optimal tolerability, these minerals provide consumers with a bioavailable (10) and digestive-friendly experience (11). Greater bioavailability ensures a higher dose, potentially reducing cost-in-use compared to other forms.  

K2VITAL®, our non-GMO 99.7% all-trans K2 MK-7, mirrors the K2 molecule found in nature, fully bioactive to support your health. Our K2VITAL® DELTA is the world’s only microencapsulated vitamin K2 for mineral formulations, unlocking the full potential of innovative and synergistic heart, bone, and joint health solutions for all ages. 

3. Embracing Plant-Based Pleasures 

In response to the escalating demand for plant-based alternatives, the key to success lies in skillfully transforming familiar dishes and formats. This strategic culinary evolution offers consumers a reassuring blend of familiarity, clear choices, and the promise of recognizable flavors, making the transition to plant-based options all the more enticing. Mastering formats that echo traditional favorites becomes instrumental in captivating an audience eager to embark on a flavorful journey through the expansive world of plant-based alternatives (8).  

VitalBlend™ by Balchem is at the forefront of this innovation, offering a line of lipid-based powders designed to effortlessly integrate plant-based proteins. Featuring a customizable array that includes peas, chickpeas, and soy, each protein imparts distinct characteristics, subtly influencing the nutritional profile, mouthfeel, color, and flavor of the final products. As consumers seek the comfort of recognizable tastes and textures, VitalBlend™ becomes a powerful tool for innovators, providing a flexible way to adapt traditional dishes like beverages and bar mixes into plant-based delicious familiarity. 

4. Indulging Health: Balancing pleasure and well being 

Consumers today are looking beyond traditional supplements to support their wellness goals, actively seeking health benefits within indulgent formats. The desire has fueled a remarkable growth in selected indulgent categories* actively promoting health claims over the past 5 years. This trend signifies a significant evolution in preferences, where individuals no longer view indulgent moments as incompatible with their health-conscious aspirations (8,12)

To meet the demand for satisfying and healthy indulgences, Balchem’s flavor system technology is a key player. Through TrenDish™, our innovative approach allows for the creation of the perfect custom ice cream, while our variegates add a sensory experience that tantalizes the taste buds and provides delightful texture—a unique treat for consumers. Picture crafting something truly satisfying and indulgent with flavors like lemon poppy muffin, hibiscus berry, cinnamon toast, or cereal milk (13). This intersection of pleasure and well-being opens a world of possibilities for creating delectable treats that align with consumers’ evolving expectations. 

5. Quenching the Future  

In the face of escalating climate change (14), the crucial link between hydration and sustainability takes the spotlight. The surge in nutritional drinks, specifically emphasizing hydration-related claims over the last three years, signifies a growing consumer awareness of the pivotal connection between proper hydration and overall well-being (8,12). Balchem is well-prepared to meet this rising demand with a range of essential ingredients perfectly suited for incorporation into ready-to-drink beverages. 

Choline is an essential nutrient that supports brain health and cognitive function (15) and is increasingly in high demand in foods, supplements, and beverages. Choline bitartrate, the choline salt used in our VitaCholine® brand of choline, has been shown to improve reaction times and accuracy within two hours of consumption. In the study, published in Nature Scientific Reports, young healthy adults were given 800mg (about the weight of a small paper clip) of choline or a placebo. The researchers found that the choline group experienced a rapid cholinergic response and then performed significantly better than the control group on several measures as part of a simple ‘aim and click’ targeting task (16).  With 90% of adults not getting adequate choline in their diet, choline salts are an excellent option to fill dietary gaps as they have among the highest choline contents by weight (17).  

Another sought-after ingredient in beverages is magnesium. Vital for energy management, magnesium supports the brain’s high energy demands, accounting for 20% of the body’s energy use, despite being only 2% of the total body’s weight (18). Magnesium also serves as a regulator of neurotransmitter function, supporting learning and memory (19)

Lastly, Creatine MagnaPower®, a unique blend seamlessly combining creatine and magnesium, offers athletes a distinctive nutritional advantage. According to the National Institutes of Health (NIH), creatine monohydrate is one of the most thoroughly studied and widely used dietary supplements (20) to enhance exercise and sports performance. Creatine is believed to be the most effective supplement available for enhancing capacity for high-intensity exercise and lean body mass during exercise (21).  

Let us know how we can help you! 

Balchem® Human Nutrition and Health Nutrition is a global leader, providing solutions that delight and nourish – from indulgence and sensory experiences to targeted essential nutrition. Engage with us to discover how our resources can enable your differentiation in the market. 

Contact us today to learn more by going to  


  1. Circana Primary Grocery Shoppers Survey, September 2023
  1. ITC 2023 Consumer Supplement Survey 
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  1. Innova Trends Survey 2024 and Innova Health & Nutrition Survey 2023 (average of Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US) 
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  1. Climate Change: Global Temperature | NOAA 
  1. The B Vitamins and Choline: Overview and Methods – Dietary Reference Intakes for Thiamin, Riboflavin, Niacin, Vitamin B6, Folate, Vitamin B12, Pantothenic Acid, Biotin, and Choline – NCBI Bookshelf ( 
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  1.  Raichle, M. E. Trends in Cognitive Sciences, 2010;14(4):180-190. 
  1.  Adaes, S. (2017, July 26). Nurturing the Brain – Part 11, Magnesium.  
  1. International Society of Sports Nutrition position stand: safety and efficacy of creatine supplementation in exercise, sport, and medicine – PMC ( 

 *Selected indulgent categories: all desserts & ice cream subcategories, bakery: bread & bread products, cakes – pastries & sweet goods, sweet biscuits & cookies, confectionery: chocolate bars, chocolate blocks, chocolate pieces – wrapped, chocolate pieces – unwrapped, other chocolate confectionary, soft drinks: juices & nectars. 

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