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.
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.
Increased Interest in Specialized Diets Focused on Clean Eating and Mindful Eating
PREDICTION: We projected that Gen Z would continue to adopt specialized diets like clean eating, mindful eating, and plant-based eating, often as a way to improve their physical appearance or mental well-being. Social media and concerns about body image would drive many young consumers to seek out foods that align with these eating patterns.
ASSESSMENT: This prediction has held true, especially among young women. Social media, influencer culture, and a growing focus on mental health have kept specialized diets in the spotlight. Gen Z’s focus on physical appearance and mental health has been reflected in the popularity of diets that emphasize whole foods, minimal processing, and plant-based eating. Platforms like Instagram and TikTok continue to shape dietary habits, leading to increased demand for products that fit into clean eating and mindfulness-focused categories. However, some studies suggest that this relationship with food can still be complicated, as many Gen Z consumers report anxiety and guilt related to their diets.
Growth in Internationally-Inspired, Low-Calorie, Clean-Label Snacks
PREDICTION: It was predicted that the demand for internationally inspired salty snacks with low-calorie counts and clean labels would increase, as these attributes align with Gen Z’s preferences for healthier and more diverse food options.
ASSESSMENT: This prediction has been accurate. 2024 has seen continued growth in internationally inspired snacks like seaweed chips, rice crackers, and spicy roasted chickpeas. These products offer clean labels, fewer calories, and bold flavors that align with Gen Z’s focus on health and adventure in food. Gochujang, chimichurri, and harissa have also seen increased integration into snacks, from chips to roasted nuts, providing the strong, exotic flavors that appeal to younger consumers.
Rise of “Flavor Tourism” with International Sauces like Gochujang, Chimichurri, and Harissa Becoming Mainstream
PREDICTION: We predicted that Gen Z’s desire to explore the world through food—dubbed "flavor tourism"—would lead to an increased presence of internationally inspired sauces like gochujang, chimichurri, and harissa in mainstream food products.
ASSESSMENT: This prediction has materialized, with international sauces becoming more common in 2024. Gochujang, chimichurri, and harissa have transitioned from niche to mainstream as flavor profiles for everything from marinades and dressings to pre-packaged meals. Brands have capitalized on Gen Z’s adventurous palate by offering products like spicy gochujang BBQ sauce or chimichurri-flavored protein bowls, turning these global condiments into everyday pantry staples.
Brands Have an Opportunity to Help Improve Gen Z’s Complicated Relationship with Food
PREDICTION: We suggested that brands could help address Gen Z’s complicated relationship with food—characterized by anxiety, guilt, and stress—by offering more positive, empowering dietary options, particularly those that balance health and international flavor.
ASSESSMENT: This prediction has only partially come true. While brands have made strides in offering more inclusive and empowering food products, such as plant-based and diet-friendly items with global flavors, the emotional relationship Gen Z has with food remains complex. While many young consumers are embracing healthier and more mindful eating patterns, anxiety around food choices—exacerbated by social media—persists for many. However, products that emphasize mental well-being, such as functional foods targeting mood and stress reduction, have started to emerge as a response to this challenge.
Conclusion
Overall, the 2024 predictions regarding Gen Z’s food trends have largely proven to be accurate. The generation’s focus on clean eating, mental well-being, and international flavors continues to shape the food and beverage industry. Brands that offer plant-forward, bold-flavored, and diet-conscious options have found a receptive audience in Gen Z. However, while many of the trends predicted have materialized, Gen Z’s relationship with food remains complex, as issues like body image and mental health continue to influence their dietary habits.
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.
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.
Check out more Flavor 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 Global Food & Beverage Trends 2024 predictions and assessments.
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.
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 Health & Wellness Trends 2024 predictions and assessments.
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 Gen Z Trends 2024 predictions and assessments.
