Below, we've collected capsule information for each section of our 2024 Predictions, in areas such as sustainability, foodservice and global flavors. Within each capsule, you will find our 2024 predictions and assessments of their accuracy. Engaging in this exercise has helped our editorial staff gain clarity about what key developments transpired in the food and beverage throughout 2024. We hope that our reflection and transparency presents you with a better understanding of current market forces, and an opportunity for learning where your brand fits within the momentum of trends carrying us into 2025.
Let's have a look.
FLAVOR TRENDS
New Tastes, Trends for 2024
Specialty Food Association Trendspotters set their sights on a diverse list of trends for the $194 billion specialty food industry
1. Beverage Innovation: Functional, Single-Serve, and Low-Sugar
PREDICTION: Beverage sales would boom with innovations like single-serve non-alcoholic fizzy drinks, coffees, teas, and broths featuring functional ingredients for energy, clarity, or calming effects, with minimal added sugar, salt, or synthetics.
ASSESSMENT: This prediction has proven accurate. In 2024, functional beverages are a major trend, especially in the health and wellness sector. Drinks that offer added benefits, such as adaptogens, nootropics, or collagen, have been well-received. Non-alcoholic beverages and low-sugar options continue to grow in popularity, especially with younger consumers who are mindful of health and wellness. Global flavors, including tropical ingredients and herbal infusions, are also making a noticeable impact in the beverage space.
2. Cell-Based Meat and Seafood
PREDICTION: Cell-based meat and seafood would gain traction in 2024 due to environmental and ethical benefits, with companies focusing on perfecting plant-based seafood alternatives.
ASSESSMENT: The cell-based meat and seafood movement is steadily progressing, though still in the early stages of mainstream adoption. Regulatory approvals for cell-based meat are expanding, and high-end restaurants are beginning to serve it. However, widespread consumer access and affordability remain limited in 2024. Plant-based seafood is seeing more innovation, and while some brands have made strides in replicating the texture of seafood, challenges persist. Overall, this trend is accurate, though still evolving in terms of consumer accessibility.
3. Peach: A Classic Flavor Revival
PREDICTION: Peach would make a resurgence, being used in more inventive ways like condiments, baked goods, and with spicy elements like chili peppers.
ASSESSMENT: The peach revival has been visible in 2024, especially in areas like jams, beverages, and baked goods. Its pairing with spicy flavors like chili peppers has also been noted in niche products, highlighting its versatility. Peach remains popular, particularly in artisanal and specialty products, confirming the accuracy of this prediction.
4. Calabrian Chili Peppers
PREDICTION: Calabrian chili peppers would emerge as the next big thing after the saturation of Sriracha and Gochujang, appearing in pasta sauces, snacks, and even cured meats.
ASSESSMENT: This prediction has materialized. Calabrian chili peppers have made their mark in 2024, especially in pasta sauces, hot honey, and artisanal condiments. Their appeal lies in their bright, complex flavor, providing a fresh alternative to more familiar spicy ingredients like Sriracha. This trend has been embraced both by mainstream and specialty brands, making it a strong, accurate prediction.
5. Tahini’s Expansion Beyond the Middle East
PREDICTION: Tahini would continue to expand beyond its Middle Eastern roots, appearing in unconventional products like milkshakes, coffees, and cookies.
ASSESSMENT: Tahini’s rise as a flavor ingredient has continued in 2024. Its incorporation into baked goods, desserts, and beverages—particularly in metropolitan areas—has been on the rise. It has become more mainstream, thanks to its versatility and appeal as a healthier, plant-based ingredient. Tahini milkshakes and coffee drinks have been spotted in trendy cafes, confirming this trend’s ongoing accuracy.
6. Soup’s Staying Power (SoupTok)
PREDICTION: Soup, fueled by TikTok trends, would continue to thrive in 2024, with more soups, broths, and soup starters on menus and grocery shelves.
ASSESSMENT: Soup has remained a staple in 2024, supported by its convenience and comforting qualities. The “SoupTok” phenomenon has kept soup in the spotlight, with recipes circulating widely on social media. Broths, in particular, have gained traction due to their health benefits. Soup starters and mixes have also seen an uptick in popularity, making this prediction accurate.
7. Black Sesame, Ube, and Milk Tea
PREDICTION: Asian flavors like black sesame, ube, and milk tea would continue to expand into new products and formats, much like matcha.
ASSESSMENT: This prediction is highly accurate. Black sesame has gained popularity in everything from baked goods to snacks, with its nutty, rich flavor resonating with consumers looking for something novel. Ube has also continued to appear in eye-catching, colorful desserts and beverages, while milk tea flavors have become more widespread in snacks like popcorn and cookies. These flavors are becoming more familiar to Western audiences, confirming the accuracy of this trend.
8. Value and Versatility
PREDICTION: Consumers would seek out products offering value, versatility, and longer shelf life, driven by economic concerns.
ASSESSMENT: The value trend is certainly evident in 2024, as inflation and economic uncertainty have kept consumers focused on cost-effective products. Versatile ingredients and products that can be used in multiple ways, or have extended shelf lives, have become more desirable. Brands that emphasize these attributes have resonated with budget-conscious shoppers, making this prediction spot on.
Conclusion
The 2023 predictions for 2024 flavor trends were largely accurate, with many of the forecasted trends emerging or continuing to grow. Functional beverages, cell-based meats, the resurgence of peach, and Calabrian chili peppers have all gained significant attention, while tahini, black sesame, ube, and milk tea flavors are becoming more mainstream. The focus on value and versatility has also aligned with consumer behaviors driven by economic concerns. Though some trends, like cell-based seafood, are still in development, the overall landscape reflects the panel’s insightful forecasting.
SUSTAINABILITY
How Consumers, Food Processors Approach Sustainability
Two industry experts discuss sustainable demand and industry strategies in 2024
PREDICTION: There would be a continued emphasis on sustainability-marketed consumer packaged goods (CPG), with attributes such as "Non-GMO," "Sustainability Certified," and "Organic" seeing growth.
ASSESSMENT: This prediction appears to be accurate, as data from Circana shows that these attributes have indeed continued to grow in dollar share and penetration in the market. Additionally, the increasing consumer awareness of climate-related events suggests that sustainability concerns remain high, supporting the predicted trend.
Check out more Sustainability Trends 2024 predictions and assessments.
FOODSERVICE
What's on the Menu in 2024?
Technomic says foodservice growing—but operators and menus must stay feisty, innovative
PREDICTION: The industry’s wild ride post-pandemic would settle down, returning to low, single-digit growth, with limited-service restaurants benefiting from unit growth, while full-service operators would need to offer competitive pricing and value.
ASSESSMENT: This prediction seems on point. While inflation has pressured both consumers and businesses, 2024 has seen more stable growth than in the volatile pandemic years. Limited-service restaurants have indeed experienced continued demand as consumers look for more affordable dining options. Sit-down restaurants that innovated with value-oriented experiences, competitive pricing, or differentiated service have performed better amid rising costs.
Check out more Foodservice Trends 2024 predictions and assessments.
BEVERAGE CONSUMER TRENDS
Predictions for a Thrifty, Sustainable, Health-Driven Future
Imbibe suggests that cost-saving innovations, sustainability initiatives, effective products, and women's health will dominate in 2024
1. Cost Savings, Little Luxuries
PREDICTION: Due to economic uncertainty, consumers would seek budget-friendly dining options that maintain a sense of quality and luxury, with many switching to lower-priced establishments or reducing nonessential grocery spending.
ASSESSMENT: This prediction has proven accurate. Inflation and economic challenges in 2024 have led to increased price sensitivity among consumers, with many opting for lower-cost options while still desiring quality and indulgence. The rise of budget-friendly meal kits, gourmet experiences, and subscription services aimed at providing little luxuries on a budget have also been evident. Consumers continue to navigate trade-offs, such as splurging on certain items while cutting back in other areas, aligning with the prediction.
Check out more Beverage Consumer Trends 2024 predictions and assessments. Available Oct. 18, 2024.
GLOBAL FOOD & BEVERAGE TRENDS
Top Global Food and Drink Trends for 2024
Mintel announces key trends to shape global food and drink industries in the near future
1. Trust the Process: Greater Transparency and Minimally Processed Foods
PREDICTION: Mintel anticipated that consumers would demand more transparency regarding food processing, leading to a greater emphasis on minimally processed products. They expected brands to focus on how processing techniques could enhance nutrition, sustainability, and food safety. This would give rise to products highlighting positive aspects of processing, especially those involving upcycled ingredients.
ASSESSMENT: This prediction has largely come to fruition. In 2024, there has indeed been heightened scrutiny of ultra-processed foods, driven by health concerns and increased public awareness of the negative effects of highly processed items. Consumers are gravitating toward minimally processed products, particularly those that showcase sustainable practices and enhanced nutrition, aligning with growing environmental and health-conscious trends. For example, brands have been increasingly transparent about the benefits of processes like fermentation, cold-pressing, and pasteurization, which maintain product quality while offering health benefits.
Additionally, upcycled foods—those made from ingredients that would otherwise go to waste—have gained significant momentum in 2024, as both consumers and brands seek sustainable, eco-friendly options. This trend speaks to the increased demand for products that minimize waste and maximize nutrition, making Mintel’s prediction highly accurate.
Check out more Global Food & Beverage Trends 2024 predictions and assessments. Available Oct. 21, 2024.
FOOD & BEVERAGE CONSUMER TRENDS
Top 10 Food & Beverage Consumer Trends in 2024
Innova Market Insights finds consumers interested in key benefits, ingredients, transparency
1. Taking the Spotlight
PREDICTION: Innova predicted that certain ingredients or product features—such as trending flavors, textures, and health benefits—would take center stage on packaging and attract consumer attention. Ingredients like protein and mushrooms were forecasted to be particularly important.
ASSESSMENT: This prediction has proven accurate. Consumers continue to respond positively to packaging that highlights key ingredients, particularly when they align with health and wellness. The rise of functional ingredients like protein remains a major trend, with products showcasing high-protein claims continuing to proliferate. Additionally, mushrooms are seeing increased use in functional foods and plant-based products due to their nutritional value and adaptogenic properties.
Check out more Global Food & Beverage Trends 2024 predictions and assessments. Available Oct. 22, 2024.
HEALTH & WELLNESS TRENDS
2024 Health and Wellness Trends
Probiotics and fermented foods have been rising in popularity as immune boosters
Functional Foods and Flavors
PREDICTION: Consumers will seek out functional foods that offer more than just nutrition. Foods that deliver health benefits—such as boosting immunity and digestive health—while providing flavor and excitement will grow in popularity.
ASSESSMENT: This prediction has proven accurate. Consumers are increasingly drawn to functional foods that address specific health concerns, such as gut health, immune support, and cognitive benefits. Products incorporating ingredients like prebiotics, probiotics, and bioactive compounds are flourishing, reflecting the consumer demand for foods that offer both wellness and indulgence.
Check out more Health & Wellness Trends 2024 predictions and assessments. Available Oct. 23, 2024.
GEN Z TRENDS
Diet Culture Goes Multicultural to Appeal to Gen Z
Younger generations are starting to turn towards diets at record rates
Growth in Categories that Blend Plant-Forward, Nutritious Foods with Authentic International Flavors
PREDICTION: We anticipated that Gen Z’s growing interest in plant-forward diets, combined with their craving for bold and authentic international flavors, would fuel growth in food categories that successfully blend the two. Brands that offer international flavors, such as Japanese, Mexican, and Chinese cuisine, alongside nutritious, whole-plant ingredients would see success in 2024.
ASSESSMENT: This prediction has proven largely accurate. In 2024, plant-based options infused with international flavors are rising in popularity. Gen Z has driven demand for flavorful and healthy products such as lentils, sweet potatoes, and chickpeas featured in Mediterranean, Latin American, and Asian-inspired dishes. Brands that offer global flavors, such as miso-glazed tofu or chickpea curry bowls, are thriving. Products like these satisfy Gen Z’s dual preference for clean-label, plant-based foods and international cuisine, and have become mainstays in many foodservice and retail outlets.
Check out more Gen Z Trends 2024 predictions and assessments. Available Oct. 24, 2024.
