KANSAS CITY, MO — Tastewise, a generative artificial intelligence (AI) platform for the food and beverage industry, released its eight top food trend predictions for 2024.
The trends touch on a wide range of consumer behaviors as well as societal influences that food manufacturers should consider when reviewing their marketing strategies.
“Each trend really reflects a part of a more extensive narrative,” said Lee Brymer, head of marketing communications for Tastewise. “Over the last two years, this narrative has witnessed significant global disruptions such as conflict, inflation, public health challenges, and rapid technology advancements. All of these are a smaller part of those larger impacts.”
Trend No. 1: The new frontier of food marketing. The impact of AI on marketing strategy is expected to take root in 2024 in terms of how it can help food companies scale up and customize their products.
“The time is now for marketing teams to look at generative AI and how it can enhance their work and highlight customization of their products,” Brymer noted.
Trend No. 2: The art of having it all. Consumer interest in affordable indulgence is predicted to carry over into 2024, with inflation still demonstrating a major influence on consumer purchasing behavior.
“What we’re seeing is a growth in both affordable and indulgence together, and consumers are really wanting the best of both worlds,” Brymer said. “They are often looking for these indulgent and affordable experiences in areas like desserts, but also like main protein dishes.”
Trend No. 3: The new dining occasion. Late-night snacking as an eating occasion is on the rise, up 18% over the last two years, according to Tastewise research.
“People are turning to late-night snacks to help them hit those cravings, but they don’t want to sacrifice their regular health goals,” Brymer shared. “They do that by focusing on protein and fiber.”
He encouraged food manufacturers to create fiber- and protein-rich recipes that satisfy late-night cravings and that also address health claims such as sleep improvement and blood sugar management, which are important to consumers.
Trend No. 4: Reconnection and community. Consumers continue finding new ways to reconnect with each other and the world. Social media platforms — particularly TikTok and Instagram — and pop culture moments around topics like Taylor Swift, Beyonce and Barbie, heavily influence those connections.
“The standard, seasonal LTO like Valentine’s Day, the Super Bowl, pumpkin spice is old news,” Brymer said. “We need to pay closer attention to pop culture that not only highlights trendy moments but that is also rooted in the deeply important consumer ‘why’ behind this behavior.”
“People are turning to late-night snacks to help them hit those cravings, but they don't want to sacrifice their regular health goals. How they do that is by focusing on protein and fiber.” — Lee Brymer | head of marketing communications | Tastewise
Trend No. 5: Pepper provenance. The consumer trend toward spicy flavors is expected to crossover into 2024 and, according to Tastewise research, guajillo is the new “it” pepper.
“It’s not new, but we are seeing a lot of interest in this pepper,” Brymer noted. “The guajillo pepper really relates to those trending consumer needs more than any other chili pepper. People are looking at it to elevate their dishes, which relates to that trend toward indulgence.”
Trend No. 6: Natural nutrition. Consumers are more in tune with their health than ever before, yet Tastewise research revealed that it’s no longer sufficient for food manufacturers to simply say that food is healthy. Bakers wanting to tap into this trend should consider attaching specific health claims to their products.
“The most trending and growing health claims in social discussions are related to women’s health,” Brymer said. “Leading the pack, we have hormone health. We also have menopause and fertility. Six out of the top 12 ingredients for women’s health are in the nuts and seeds category. People are looking for answers in their foods and beverages.”
Trend No. 7 South/East Asian flavors. Tastewise predicts the newstalgia trend will continue in 2024, with consumers seeking unique and adventurous eating experiences. What’s changed from last year is the increased interest in South and East Asian flavors.
“If we’re looking at the flavors themselves, there are Korean flavors like red bean, which has been around for quite a while, but it’s still showing 11% year over year growth in social discussions,” Brymer noted. “We’re also looking at Pandang coconut and Calamansi, a Filipino citrus fruit with a tart and tangy flavor.”
Brymer recommended food manufacturers incorporate those flavors into familiar food and drinks to expand the trend for experiential eating.
Trend No. 8: America shrinks. Tastewise research noted a significant shift in how people have been eating and their view of weight loss, especially as new weight loss medications arrive on the market.
“Weight loss is no longer just about the physical appearance,” Brymer said. “It’s about the weight-related concerns that come with it. When we talk about the idea of weight management, people are looking for self-care, nourishment, vitality and mood boosting. The narrative now centers on achieving overall well-being, and the sole focus is less about the losing the weight and more about health-related aspirations.”
Read Tastewise’s full report: Flavor beyond intuition: Top flavor and ingredient trends for 2024
