Trends That Shaped the CPG Industry in 2024: GLP-1 Strategy, Creatine & Hydration

The consumer packaged goods (CPG) industry experienced another dynamic year in 2024, marked by disruptive trends, evolving consumer demands, and strategic pivots by industry leaders. Scott Dicker, Director of Market Insights at SPINS, and Joshua Schall, Founder of J. Schall Consulting, recently reflected on the year’s most impactful developments in a candid discussion. Here’s a closer look at the themes shaping the industry’s trajectory. 

After years of speculation, GLP-1 receptor agonists, originally developed for weight management, gained universal industry acceptance in 2024. Since Wegovy’s FDA approval in 2021, GLP-1’s impact on consumer behavior has been hotly debated. This year, however, CPG giants like Nestlé and Conagra began incorporating GLP-1-friendly claims into product labels, signaling an industry-wide acknowledgment of its long-term influence. 

“This is happening, this is real,” Schall emphasized, noting the second-order effects already reshaping product development and marketing strategies. As the medical and consumer worlds converge, brands are racing to align themselves with this game-changing health trend. 

Long confined to the domain of sports nutrition, creatine saw an unprecedented expansion in 2024. As scientific research revealed broader cognitive and health benefits, creatine transformed from a niche supplement into a foundational wellness ingredient. 

Schall highlighted creatine’s journey from gym culture to household staple, calling it a “magical, expanding use case.” Regulatory developments, including potential age restrictions, loom on the horizon. Still, product innovation is accelerating, with brands positioning creatine-based offerings for cognitive support, aging wellness, and more. 

Hydration remained a pivotal focus for CPG players, fueled by consumer obsession with wellness and performance. From established brands to startups, the hydration category saw explosive growth, albeit with some volatility. 

Schall noted that hydration’s evolution went beyond traditional electrolyte drinks. Now, there are products across every subcategory and format, each offering a unique value proposition. This year’s launches embraced bold flavor profiles, including salty and sour notes, challenging sweetness as the default functional beverage characteristic. 

As 2024 closes, these trends underscore the CPG industry’s ability to adapt and innovate in the face of changing consumer expectations and scientific advancements. From embracing medical-grade health claims to redefining hydration’s flavor profile, the sector continues to evolve, setting the stage for even greater disruption in the years to come.