WHAT THE DATA SAY: 58% will eat more mushrooms, 48% get more sleep and 39% eat more protein in 2024

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

LOSS OF FAITH IN UNIVERSITY LEADERS

Americans are experiencing a crisis of faith in college and university leaders amid a volatile moment for the higher education sector – with more than half not trusting them to do the right thing for students, according to our Harris Poll research with U.S. News & World Report.

• 80% of Americans say that higher education institutions are more worried about their endowment than creating leaders of tomorrow.
• 60% believe they prioritize donors, the press and other external factors over students.
• 60% believe higher education leaders are failing students rather than developing them and that one of the barriers is that they themselves aren’t good examples of leaders.
• 80% believe that, if colleges and universities don’t become more accessible to all people and emphasize diversity, the leaders of tomorrow will all be the same.
• In a separate Harris Poll survey, 60% of Americans would fire university leaders for poor leadership amid the Israel-Hamas conflict.

SOCIAL MEDIA IS HOW AMERICA GETS ITS NEWS

Two thirds of Americans use social media to get their daily news – and not just young people, according to our Harris Poll.

• 66% of Americans have used social media to seek out news and information.
• Social media as a news source is highest among Gen Z (82%) yet nearly just as high for Millennials (78%) and Gen X (72%) (versus Boomers at 44%).
• YouTube (62%) and Facebook (60%) are the most frequently used platforms for news and information, followed by Instagram (44%), TikTok (39%) and X (35%).
• While trust is highest in YouTube (24%) and Facebook (18%), it is low across the board.

MUSHROOMS WILL BE BIG IN 2024

Among the top predictions for 2024 are a mushroom boom, a boost in produce choices, a higher protein intake and drinking in moderation. That’s according to our Harris Poll research with Instacart. The top five predictions:

• More people will realize the health benefits of mushrooms: 40% of Americans are aware that consuming fresh mushrooms and mushroom supplements can improve cognitive function, and 58% express their likelihood to consume mushroom supplements and increase their mushroom intake to reap these health benefits.
• People will put a premium on sleep health: 48% of Americans want to make changes to their sleep habits and quality in the new year. On Instacart’s platform, the share of carts containing magnesium supplements is up 19%, sleep masks increased 56%, and sleep and sound machines jumped 134%. In parallel, 33% will improve sleep habits by reducing caffeine intake and/or consuming gentler types of caffeine, such as matcha (which grew 20% in Instacarts in the past year).
• Higher protein intake is on the rise: Of those who plan to make dietary changes in the new year, 39% want to eat a higher protein diet. This includes cottage cheese (up 8% in carts), Greek and Icelandic yogurt (up 3%), protein drinks (up 10% in carts) and meat jerky (up 16% in carts).
• Produce is more popular than ever: Prepare to witness a shift in people not just aiming to eat more produce but actively embracing a diverse and colorful array of fruits and vegetables. In 2024, 61% plan to increase their fresh produce intake. New to the shopping list: red dragonfruit (+201% growth), yellow passionfruit (+201%), mangosteen (+158%), Mayan melons (+31%), microgreens (+50%), broccoli sprouts (+32%), purple broccoli (+32%) and purple asparagus (+18%).
• Alcohol moderation becomes a movement: We’ve already witnessed the popularity of drinks without booze – with the share of Instacarts containing non-alcoholic cocktails growing 666%. In 2024, expect to see people embrace drinking in moderation by restricting alcohol consumption to weekends or one to two days a week. Also, look for continued growth in liver support supplements (+ 114%) and electrolyte drink powder (+19%).

ICYMI

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• Corporate Crises — and Reputational Recovery — Have Changed
• Americans Are Down on Society’s Leaders – Especially in Politics
• Most HR pros see disconnect between their job title and the actual work they do
• 55% of U.S. Adults Plan to Prioritize Travel Over Other Luxuries Despite Economic Uncertainty
• 3 Harris Poll strategies to capitalize on shopping preferences of boomers, Gen X, millennials and Gen Z
• How Agencies Stand Out Amid Clients’ Interest in AI Capabilities