Wgsn

One persona WGSN has predicted to emerge in 2024 is the 'Experientialist' - which likes to fluctuate between digital and physical reality. GettyImages/FluxFactory

What will consumer groups want from food and drink come 2024?

By Flora Southey

To better understand how consumers will behave in the future, WGSN has developed new ‘personas’ industry should expect to cater for in 2024. Claire Lancaster, strategist at WGSN Food & Drink outlines two: the ‘Mindful Nurturists’ and the ‘Experientialists’.

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