Leading food-and-beverage market research firm Datassential has released findings from its annual trend report, covering predictions for 2024. According to its research, 63% of consumers say they are optimistic about the year ahead.
A major food trend identified by the report is “European 2.0.” According to Datassential, a new generation of chefs is rethinking classic European cuisines, such as Italian, French and Greek. Social media is influencing this trend, as well as travel: “As consumers head to the U.K., Italy, France, and Spain on post-COVID vacations, expect them to return with a taste for the fresh ideas and ingredients they are finding abroad—think crispy English potatoes, unique Italian pastas and cheeses, high-end Spanish meats, and more.”
Consumers are also intrigued by Trend Comebacks in 2024. “In this era of ‘newstalgia,’ everything old is new again,” says Datassential. Making a comeback are espresso martinis, one of the fastest-growing menu items in 2023; pickles; and “mixed dessert” plates, which are up 37% for midscale operators in 2023. This food nostalgia extends to décor—with consumers seeking out old-fashioned Pizza Hut restaurants—and marketing campaigns, such as McDonald’s bringing back Happy Meal Halloween buckets. “If you have a concept that resonates with nostalgic customers,” advises the report, “challenge yourself to find a way to bring it back in 2024.”
Among the 30 foods, flavors and ingredients Datassential identified as trends, here are the top 10 “future-forward flavors” to consider adding to your menus in 2024:
• Flowers: Floral flavors, from lavender to violet, continue to blossom.
• Mustard Seeds: A flavorful crunch and crust enhancer.
• Spicy Ranch: Put it on everything.
• Caesar Everything: Kale, asparagus—anything but romaine.
• Spam: The hip chef’s nostalgic secret ingredient.
• Shawarma: And just about any meat carved off a spit.
• Shaved Ice: Look for new globally inspired options, flavors and toppings.
• Creste di Gallo: The “it” pasta shape of 2024.
• Mexican Beers: The growth leaders for the category.
• Sweetened Condensed Milk: From desserts to drinks, SCM is taking center stage.
Among other study highlights, Datassential identified several outdated practices that consumers dislike: “With so many consumers reporting that they are often disappointed with the dining out experience, rethinking these practices can be an easy win for operators.”
Consumer dislikes include the following:
• 49% of consumers want operators to drop credit card fees.
• 48% want operators to put prices on their websites.
• 26% of consumers would end formal dress codes (including 31% of Boomers).
• 35% dislike tiny portions.
• 27% of consumers say salt and pepper should always be on the table.
• 20% of consumers would end market pricing.
For more information or to subscribe to Datassential’s Report Pro, which offers more data exclusive to subscribers, visit datassential.com.
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