While its impossible to say anything about the food and drink trends in the coming year with certainity, it won't hurt to try like many.
Thorough examinations are conducted by sifting through a plethora of predictions provided by prominent food companies, PR firms, restaurant groups, market researchers, and interviews conducted with the most proficient forecasters in the industry. The focus here is not on the next viral chickle or the potential successors to almond-based products for mothers and girls' dinners. Instead, the emphasis lies on scrutinizing minor cultural, media, and economic data points while observing the emergence of trends.
What lies ahead for 2024? “I’d call it hi-lo,” said Andrew Freeman, the president of AF & Co., a San Francisco consulting firm that has been releasing a popular food and hospitality trend report in partnership with the brand and marketing firm Carbonate for 16 years. “There is this desire for boldness and maximalism and collaboration, but with this sense that whatever I spend, I need to feel real value for my money.”
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Consumers are increasingly seeking top-notch ingredients while also prioritizing value, particularly among Generation Z, who are becoming discerning and cautious when it comes to cooking and dining. They are looking for secure and rewarding culinary experiences that come with a touch of adventure.
The concept of luxury is shifting away from the expense or scarcity of ingredients and towards the excellence of products that enhance convenience, intrigue, and enjoyment in life.
“A lot of it is, ‘I just want this fantastic experience to take us away from what’s happening on the news,’” said Jennifer Zhou, who helps lead the flavor and color team at the global food processor ADM.
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However, a value proposition remains essential, as noted by Sally Lyons Wyatt, an analyst specializing in shopping and consumption trends at the market research firm Circana. “There are absolutely levers people will be pulling next year in order to manage the wallet,” she said.
Here is what 2024 might have in store for us.
1. Sip Your Meals
Move over espresso martinis; there's a new trend in town - meal-flavored cocktails. Thanks to techniques like fat-washing, clarification, and infusions, we're witnessing the rise of savory, umami-rich drinks that mimic the flavors of specific dishes. In New York, for instance, you can now indulge in a cocktail that captures the essence of a Waldorf salad at Double Chicken Please or savor a Caprese martini at Jac's on Bond.
2. The Rise of Buckwheat
According to Cathy Strange, the Whole Foods Market ambassador of food culture, 2024 is set to be the year of buckwheat. Buckwheat is expanding beyond its traditional use in soba noodles and crepes. It's making appearances in various culinary creations, such as a foie gras terrine with a crispy buckwheat layer in Norway and as an ingredient in New York City's hot chocolate and curry vinaigrette-coated monkfish. Buckwheat is also being infused with flavors like chai or vanilla to create unique beverages. Beyond its culinary versatility, buckwheat is gaining popularity among those concerned about climate and health, as it serves as an excellent cover crop and is rich in protein and fiber.
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3. Nuanced Heat
Expect a shift in the use of heat, moving away from overpowering spiciness to a more nuanced and multi-layered approach in both restaurant dishes and grocery store products. Heat will be combined with sweet and sour flavors and extracted by blending various pepper varieties from around the globe. “It’s not just ghost pepper coming at you,” Ms. Strange said. “It’s more about the complexity and what you can create with it.”
4. The Snack Hype
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Forget about traditional meals; 2024 is going to be the year of snacks. These small, delectable bites offer a low-risk way to dive into diverse cuisines and serve as a platform for inventive culinary mashups like shawarma crunch wraps. Get ready for snack collaborations that keep rolling out, much like sneaker drops (Think French's mustard and Skittles or Milk Bar partnering with Taco Bell.) “Snacks can be the ultimate lowbrow cool,” said Claire Lancaster, who forecasts food and drink trends for the consumer trend forecaster WGSN.
5. Got To Be Real
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In 2024, there will be a growing focus on real, minimally processed foods with concise and transparent ingredient lists. Concerns about the extensive processing of food will become more prominent. According to Mintel's 2024 global food and drink trends report, the term "ultra-processed" will continue to gain a negative reputation.
Natural fermentation, cold-pressed oils, plant-based burgers made from nuts and legumes, as well as traditional ingredients like butter and cream, will be highly regarded. Ingredient descriptions will become more detailed and transparent, offering specifics such as "pomelo and habanero" instead of vague terms like "spicy citrus." There will also be an emphasis on biodiversity without the need for overly precious farm-to-table ways. “It doesn’t always have to be so worthy,” Ms. Lancaster said.
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6. Make Way For More Mushrooms
Get ready to embrace mushrooms on a whole new level in 2024. Shoppers and chefs are shifting their attention away from alternative meats such as Impossible and Beyond, instead emphasizing the "plant" aspect in "plant-based" cuisine by harnessing the savory and meaty qualities of mushrooms. Products like Meati's range of mushroom-based jerky, cutlets, bites, and steaks are a prime example of this trend. Mushrooms are set to take center stage!
7. Cafe Core
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Cafe Core is set to be a significant trend, as highlighted in Pinterest's Predicts feature. This trend is likely to extend to your own kitchen, where you'll see a shift from bar carts to the creation of elaborate home coffee bars. Imagine having home espresso machines, charming chalk art, and an array of coffee-shop-inspired mugs, glasses, and stirring spoons to enhance your coffee experience.
8. Visually Appealing Packaging
In 2024, aesthetics will play a prominent role in consumer products, extending beyond expensive brands to encompass everyday items like olive oil bottles and takeout bags.
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. Aishwarya has observed an emerging trend where consumers are actively seeking delight in consumer packaged goods, emphasizing not only taste but also the visual and tactile elements of product presentation. This trend is so pervasive that even commonplace items like Diamond Crystal Kosher Salt have undergone rebranding efforts to enhance their appeal.
9. Garleek
ButcherBox's Chef Ashley Lonsdale anticipates that 2024 will introduce a novel vegetable sensation known as "garleek." This unique hybrid, resulting from responsible seed breeding, combines the flavors of garlic and leeks. Lonsdale foresees garleek gaining widespread popularity as consumers show increasing interest in supporting the cultivation of such innovative vegetable hybrids.
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10. Vinyl Bars Will Be Making A Comeback
Vinyl bars, although not a new concept, faced a significant setback during the COVID-19 pandemic, with many places adopting more restrictive measures akin to the town depicted in "Footloose." Fortunately, vinyl bars are making a resurgence across the country, with establishments like Le Fantastique in San Francisco reopening and others like Gold Line Bar in LA gaining popularity. Trend forecasters have observed that consumers are increasingly seeking a bar-hopping experience in non-traditional and unique spaces.
11. Treat Culture, Maximalism
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Maximalism is the trend of the moment, and treat culture is at its peak. In 2024, you can expect to find an abundance of little treats everywhere. Whether it's indulging in a visually appealing plant-based ingredient at a boutique store or simply grabbing a sweet treat to brighten your day, these small luxuries will tempt even the most budget-conscious individuals.
12. The New Era Of Grocery Stores
The American supermarket may feel stale for some, especially those seeking everyday experiences, rather than the tedium of self checkout or monotony of grocery delivery. Specialty shops and contemporary grocers are popping up in cities across America, and these destination-worthy emporiums will be even more popular in 2024. “The unconventional retail spaces are becoming epicenters of culinary exploration, showcasing a diverse array of premium pantry essentials,” says Aishwarya Iyer, Founder and CEO of Brightland. “The consumer appetite for unique, high-quality products is reshaping the grocery landscape.”
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13. Tamarind
Brands are making their predictions for the big flavors of 2024, and according to spice maker McCormick, one flavor that's expected to take the lead is Tamarind.
Tamarind, well-known and beloved for its role in dishes like pad Thai and Indian curries, boasts a delightful combination of sweetness and tanginess that makes it a versatile ingredient. It can be used in marinades, BBQ sauces, and even in classic beverages like Mexican agua de tamarindo. It's a spice that offers a wide range of culinary possibilities!
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14. Plant Food, That Looks like Plants (Fruits and Veggies)
In 2024, according to Whole Foods' food trend predictions, plant-based cuisine is set to undergo a transformation, with an emphasis on incorporating real vegetables and plant ingredients into vegetarian and vegan products. Instead of relying solely on meat alternatives, these protein-rich products will feature ingredients like mushrooms, walnuts, tempeh, and legumes. This shift towards "putting the 'veggie' back in your veggie burger" is expected to reshape the plant-based category. According to the FSR Magazine, even at restaurants, plant-forward menus are poised to be a significant trend in 2024.
