Top Food and Beverage Trends in 2024

The food and beverage industry is constantly evolving with the introduction of new flavors, ingredients, techniques, and technologies, as well as changes in consumer preferences. These changes affect what we eat and buy at restaurants, grocery stores, school and hospital cafeterias, catering operations, etc. Here are some of the top food and beverage trends and predictions for 2024, according to culinary experts, chefs, and market researchers.

Viral Food Trends

Social media has had a profound impact on everything from restaurant menus, restaurant promotions, to restaurant design and not surprisingly, that influence is expected to continue in 2024. Food fads come and go faster than ever now.

According to a Dataessential report, 72% of surveyed consumers are curious to try the new foods and flavors they’ve seen on social media. Interestingly, 67% of survey respondents want to see more fads and short-term trends at restaurants and retail stores.

Both Krispy Kreme and Erewhon partnered with Hailey Bieber for highly successful promotions. The Strawberry Glazed Doughnuts at Krispy Kreme sold out every day and Erewhon sold 40,000 Strawberry Skin Glaze smoothies a month.

Coffeehouses and cafes should take note that many Gen Z consumers are learning about coffee topics on TikTok, according to Nestle’s VP of consumer and marketplace insights, Mike Van Houten. One current trend on TikTok, #proffee, involves combining coffee with protein powder.

Bold, International, and Regional Flavor Mashups

Consumers are seeking bold flavor adventures through foods that take them on a journey to different regions and countries. Specifically, consumers are looking for more spicy, sour, and savory dishes, as well as exotic fruits, such as rambutan, mangosteen, and dragon fruit. Many forecasts mention spicy heat, coming from a variety of different chilies, peppers, spices, and herbs. Food Network calls this trend third-culture, a fusion of different culinary traditions and influences from a chef’s diverse background.

Flavor House Monin predicts that 2024 will be a big year for the bold, spicy, smoky, tangy flavors of Southeast Asia and Central America. Expect to see more kimchi, miso, and umami flavors on menus.

McCormick, a leading spice company, declared tamarind, a tropical fruit that’s sweet and sour, as the flavor of the year. Flavor house, T. Hasewaga, predicts that ube, the purple tuber from the Philippines, will be the flavor of the year. Both tamarind and ube are used in savory dishes and sweet desserts.

National Restaurant Association's What's Hot 2024 culinary forecast, which is based on the input of over 1,500 culinary professionals, names chili crisp, Tajin, and chipotle ketchup as the top condiments for 2024.

Dataessential, a food and beverage intelligence company, predicts that the “in” foods for 2024 will be shawarma, shaved ice, mustard seeds, sweetened condensed milk, spicy ranch dressing, Caesar everything, pickles, and Spam.


Nostalgic Flavors Modernized and Elevated

Call it retro, nostalgia, or classic, consumers seek comfort and familiarity in their food choices. According to Mintel, 72% of consumers enjoy things that remind them of their childhood. However, these food items should be reinterpreted for modern, more sophisticated palates.

T. Hasegawa calls this trend Return to Comfort, with consumers finding comfort in foods that evoke a sense of nostalgia and familiarity. NRA’s What’s Hot 2024 culinary forecast predicts consumers will crave comfort dishes like soups and stews with international flavors, international BBQ, grilled/cooked cheeses, global chicken wings, and stuffed vegetables.

Demand for Snacks from All-Day Snackers

A global consumer trends study from Mondelez International found that 71% of consumers around the world snack at least twice a day and 56% of consumers’ last desserts were eaten as snacks. In response to the demand for snacks, Mondelez recommends offering packaged or easily transportable snacks.

C-stores are expecting snack sales to rise in 2024. People are replacing meals with snacks and looking for on-the-go portable options at convenience stores and snacks and shareables at restaurants. Millennials and Gen-Z are the biggest snackers.

C-Store Dive predicts that when it comes to snacks, consumers will go for unusual flavors, including global flavors, seek high protein and healthy snacks, and crave salty snacks and cookies.

Little Luxuries and Little Treat Culture

Whole Foods credits TikTok creators for the rise of “Little Treat Culture” and predicts brands will respond by creating smaller, more affordable packages to encourage small splurges.

Yelp noticed that searches for caviar were up 31% in 2024 on Yelp and that restaurants and bars have been adding caviar bumps (aka dollops) to their menus.

Food Network cites reimagined versions of French pastries (e.g., croissants, mille-feuille, kouign amanns, macarons) as little luxuries that consumers will seek in 2024.

One example of little luxury is DOOZEE Bespoke Ice Cream Bar’s most expensive ice cream bar in the world. The $250 bar features To’ak chocolate, the most expensive and rarest chocolate in the world, 24k gold leaf, and sugar diamonds.

Energy-Boosting Functional Beverages and the Rise of Low-ABV to Zero-Alcohol Beverages

Functional beverages, including teas, coffees, juices, smoothies, and waters, can contain antioxidants, probiotics, prebiotics, adaptogens, CBD, and other additives. These beverages claim to increase focus and energy levels, boost immunity, reduce inflammation, improve sleep and mood, promote skin and hair health, and more. NRA’s What’s Hot 2024 culinary forecast predicts that the macro trend in beverages is the desire for an energy boost. The top beverages will be nitro cold brew, energy drinks, and functional waters, while emerging beverages will include zero-proof spirits, CBD drinks, and tepache. Whole Foods agrees that consumers will be seeking an energy boost with additional benefits in 2024.

Monin predicts that consumers will seek nostalgic beverages “infused with of-the-moment flavors like elderflower, yuzu, and spicy peppers".

In addition, with more people are reducing or eliminating alcohol, demand has increased for low-ABV to zero-alcohol beverages like mocktails, non-alcoholic spirits, hard seltzers, and ciders. Yelp found that searches for the Hugo Spritz, a light, low-alcohol cocktail made with elderflower cordial or syrup and topped with Prosecco and soda water, were up 1,121% in 2023. The demand for zero-alcohol beverages should also increase during Dry January and Sober October.

Sustainability and Avoidance of Ultra-Processed Food

Eco-conscious consumers are increasingly concerned about the impact of food production and consumption on the environment. To minimize their environmental footprint, consumers are choosing to more plant-based foods, including fruits, vegetables, nuts, whole grains, seeds, and legumes. Whole Foods singles out buckwheat as the grain of the moment. Consumers are also looking for minimally processed foods that are natural, organic, and local. They will demand more information about how their foods are processed. Chefs are responding with on-site gardens and by working with local farms and artisanal producers.

Ultra-processed food (UPF) could become the new junk food, according to Mintel’s 2024 food trends report, a market research firm. Food processing alters foods from their original form. While minimally processed foods are still nutritious, ultra-processed foods “are made mostly from substances extracted from foods, such as fats, starches, added sugars, and hydrogenated fats. They may also contain additives like artificial colors and flavors or stabilizers. Examples of these foods are frozen meals, soft drinks, hot dogs and cold cuts, fast food, packaged cookies, cakes, and salty snacks.” Ultra-processed foods tend to be high in calories, fat, sugar, and salt and their overconsumption can lead to negative health outcomes such as obesity, diabetes, and heart disease.

Consumers are also looking for ways to reduce food waste by looking for products that are packaged in biodegradable, recyclable, or reusable materials, and by finding ways to use leftovers, preserve food, and compost organic waste. Upcycling is part of this trend, using what was traditionally considered food waste (e.g., byproducts, imperfect produce) in dishes and consumer packaged goods.

Frozen Solutions carries eco-friendly paper cups, straws, lids, and spoons for takeout. Our paper cups and food containers start at 4 oz., perfect for little luxuries and snacks. And our custom paper and plastic cups, paper bags, takeout containers, coffee cups, soup cups, and more are perfect for showcasing your brand, increasing your visibility, and holding all those trendy new foods.