The food and drink industry is forever evolving, and 2024 is certainly no exception. According to a food futurologist, the era of ‘healthy indulgence’ is fading. Dr. Morgaine Gaye revealed that while consumers still crave indulgent and comforting flavours, the trend of pairing these with clean and nutritious options is a thing of the past.
But fear not, indulgence and health remain in the spotlight. Ingredients suppliers are forecasting a wide range of food and drink trends, from comforting flavours to daring tastes, and an increasing interest in cognitive health.
Enterprising Consumers: Embarking on a Culinary Journey
Consumers have endured a great deal in recent years, particularly during the COVID-19 pandemic. And now, they are craving adventure. According to Bastian Hörmann, global marketing director at ADM, consumers are now gravitating towards comforting flavours for a sense of security, yet they are also more open to daring tastes and flavours.
This means venturing into a wide variety of nut flavours and diverse types of chocolate. People want to feel like they are journeying through taste, exploring new flavour profiles. It’s all about the adventure and savouring new experiences through food.
Immersing in Adventure with New Culinary Formats
It’s not just about the taste, however. It’s also about experimenting with different flavour combinations and trying them in new culinary formats. For example, there’s a movement towards combining sweet and umami or sweet and salty flavours. Even the classic cinnamon bun is evolving and emerging in new and thrilling formats.
And it’s not just about flavours – consumers are also intrigued by new high-protein formats. From ice cream to cream cheese, people are seeking innovative ways to enjoy high-protein foods. Additionally, there is a growing interest in wholesome desserts that allow consumers to indulge while still prioritising their health.
Energy, Mood, and Cognitive Health
As life returns to its pre-pandemic rhythm, consumers are now seeking foods that provide energy and uplift their mood. Coffee flavours, for instance, are not just for the morning – they’re appearing in milk alternatives and beverages throughout the day. This aligns with the need for energy and keeping active.
And as life becomes more demanding, brands are responding with products tailored towards combating stress, anxiety, and cognitive health. People are in search of natural options to help them manage stress and enhance their cognitive function, both in terms of memory and focus.
In conclusion, 2024 is poised to be an exhilarating year for food and drink. From embarking on adventurous taste explorations to embracing new culinary formats and a growing emphasis on cognitive health, consumers can anticipate a diverse and groundbreaking food landscape. So, get ready to embark on a gastronomic journey as we step into the future of food!
