Consumer purchasing behaviours will continue to fluctuate in 2024 against a backdrop of anxiety fuelled by economic uncertainty, climate change and global turmoil. Amidst this environment, shoppers will seek out comfort in different forms, including through food and beverage indulgence, providing an opportunity for retailers to bring innovation, creativity and discovery to the shopping experience.
MINDFUL CAFFEINE
Concerns about some adverse affects of caffeine have many shifting to lower and zero caffeine alternative energy drinks, with ingredients such as chai, mushroom blends, chicory root and blends of ginger, cinnamon, turmeric and black pepper, commonly called “golden milk.”
SUPREME FLAKE
In search of something new, but familiar, the “supreme croissant” is a new spin on a traditional pastry, with pastry chefs and bakers re-imagining the traditional croissant with innovative shapes, fillings and artistic designs, such as the “cube croissant.”
BALKAN CUISINE
The fusion of Mediterranean, Eastern European and Middle Eastern influences will emerge in innovative ready-to-eat meals or packaged snacks inspired by Balkan regions. Examples include cevapi-inspired sliders or ajvarflavoured chips.
EXOTIC FRUITS
Exotic fruits bring a sense of adventure and novelty to palettes. Fruits such as mango, peach, orange passionfruit and strawberry guava are emerging as flavours in beverages and foods.
FOOD FOR THE SKIN
An increasing awareness of holistic health and associated beauty benefits will drive consumer demand for ingestible beauty items and natural skincare products. The food-as-skincare movement will reshape culinary perspectives, with a focus on crafting dishes rich in nutrients for beauty purposes. An example includes the “skincare breakfast” of gut-friendly and hydrating foods trend popularized on social media platforms.
GRILL SEEKERS
Chefs and home cooks are exploring grilling unconventional foods such as lettuce, pineapples, watermelons, peaches, peppers, sweet potatoes and avocados. Grilling such foods intensifies flavours and kindles consumers’ curiosity for novel food eating experiences.
WILD, NOT MILD
Spicy cuisines are surging in popularity because they offer a sensory adventure, awaken taste buds and trigger endorphin rushes, providing a thrilling eating experience. Unconventional dishes are emerging with spicy twists, such as ice cream topped with chili crisps.
NEWSTALGIA
What’s old is new again with the revival of retro food and flavours, feel-good favourites for many consumers. Retro-style savoury dishes will grow in 2024, with people going back to old-school favourites such as beef wellington, chicken tetrazzini, steak Diane and cheeseballs.
The Hot Plate Flavour & Trends Forecast 2024, Tag’s food and beverage experts
