Five culinary fads to watch in 2024
Our Editor must have seen into a crystal ball with remarkably precise predictions, seeing that home-cooking businesses like HelloFresh expanded internationally and functional beverages appealing to consumers seeking beauty and sports enhancing products.
But now that we’re looking ahead to the upcoming year, these five forecasts for food and drink trends are so accurate you can practically taste them.
Food production that is sustainable leadership
Foods sourced sustainably is a popular topic among consumers. In fact, throughout the five years preceding up to 2024, searches for sustainable items reportedly increased in popularity by 71%, according to research by the Economist Intelligence Unit (EIU).
Since then, a study conducted by the research and technology business Glow in 2024 found that one in four UK customers had changed the brands they buy food from, choosing instead to choose sustainable goods. This suggests that consumer awareness of sustainability is becoming more acute.
These days, sustainable goods are available in a wide range of sizes, flavors, and textures. Not only are there a plethora of sustainable solutions available in the supermarket, but there are also numerous eco-friendly packaging options.
According to research conducted by the Freedonia Group, “food packaging sustainability is increasingly important to consumers.” According to a survey, consumers regarded conventional plastics as the least eco-friendly packaging solutions, whereas jars, bottles, snack bags, and pouches made of bioplastics were thought to be the most eco-friendly. Due to the belief that reusable items are “good” for the environment and plastic is “bad,” consumers may be considering packaging when they are in the grocery aisles.
Furthermore, 2023 may be the year that more people begin choosing sustainable foods, as apps now make it possible for both customers and food companies to measure their sustainable impact and as firms like Walkers transition to cardboard packaging in an effort to reduce their use of plastic.
But according to a recent analysis from New Food, the cost-of-living crisis is driving consumer purchase instead of sustainability, indicating that price is a bigger concern for many consumers than environmental impact during a difficult economic period. In fact, value for money was the deciding factor in product or brand choice for 71% of respondents.
Because of this, consumers may be compelled to select when to make sustainable purchases based on their ability to pay, making it unlikely that sustainable purchasing would take off in full.
American fast-food chains revolutionizing the industry
The growth of American fast-food chains in the UK was recently covered by New Food, and it appears that this trend is here to stay. Alan O’Brien, International Field Marketing Manager at Inspire Brands, stated to New Food that “the plan over the next three to five years is to expand the DUNKIN’ footprint extensively” when discussing just DUNKIN’ Donuts.
Wendy’s website reminds customers that “the wait for a decent burger is finally over” and adds that there are currently 13 different restaurants around the UK, giving British burger chains a run for their money.
Despite the fact that there are a lot fewer of these than the 5,901 Wendy’s locations in the US, every substantial expansion must begin someplace.
According to Restaurant Engine, all eleven of the top chain restaurants worldwide have American roots when considering other American fast-food businesses. The research highlights the dominance of McDonald’s, which has 40,031 locations internationally, while also highlighting the achievements of other quick-service restaurants and coffee shops that are accessible worldwide, such as Subway, Burger King, Starbucks, and KFC.
With so many different American fast-food restaurants now available worldwide, will the most popular takeout item this year be an American chain, or might it be one that was founded a little bit closer to home?
Moreover, plant-based food trends are expected to decline, according to global food and restaurant consultant Baum + Whiteman. Further investigation reveals that, in 2022, supermarket sales of “faux” meat decreased by almost 10% in volume, while sales of real meat continued to rise.
The growth of private label
Not to be a broken record, but there is an increase in food inflation. This suggests that in an effort to deal with the cost-of-living dilemma, customers might be searching for less expensive options.
According to Queens University Belfast professor Chris Elliott, “the movement from branded to own label purchasing is likely to continue” because “the economic crisis will go on for at least the first half of 2023,” in his words.
Own-label range sales are at an all-time high, according to Kantar research. Sales are expected to increase by 7.3 percent in 2022, accounting for 51.6 percent of the market relative to branded products.
Elliot clarified that this food trend might not be all that beneficial, expressing optimism that “sales will pick up once again” and that there will be “a growing interest in locally produced food that is minimally processed”.
Own-label food is not the only choice available, but it does sound enticing given how many people struggle with food insecurity worldwide at a difficult economic period. However, as was already noted, more customers are eager to buy sustainably, so who knows what shelves may be empty in the upcoming year as a result of rising demand?