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Current food trends are coming and going quicker than ever before thanks to the hyper swipers across Tik Tok, Instagram, and basically every other social media platform out there. Although it can be hard to keep up, when it comes to consumer needs, there are two that are reigning supreme – the ever-rising concerns of environmental health and “doing their part for the planet”, and a demand for culinary newness. In order to satisfy both of these needs, leading operators are experimenting with natural and gastronomic avenues and finding relationships between the two.
Here are five new food trends that WGSN has outlined for the coming year that exemplify how operators should be using global food to meet upcoming consumer needs.
• Nature-led cuisines: Consumers that have felt the effects of the pandemic are searching for operators and brands to return to a nature-centric food and drink experience that has sustainability at its core. Ingredients can vary from wildflowers to foraged mushrooms as long has been harvested respectfully and sustainably.
• Contemporary African cuisines: Whilst the western world has categorised the foods of a whole continent as “African Food”, we can expect to see a much more nuanced serving of African foods that break it down by nations and regions. This is thanks to chefs, influencers and brands championing the familiarisation of the continent’s cuisine.
• Third culture cuisine: A relatively new term, Third Culture Kids refer to children who grew up in different cultures to their parents’. Inauthenticity is being celebrated as the new authentic and delicious mixes of natured and nurtured cuisines are shining through. Look out for new fusion based eateries popping up like Italian-Japanese (Angelina, London), and Korean-Scandinavian (KOAN, Denmark)
• New marine cuisine: Climate change, pollution, and unsustainable fishing practices are forcing fishing companies to rethink their current tactics in favour for more planet-friendly practices. Operators are rethinking underused and underutilises ingredients from the sea such as mugwort, sea vegetables, and algae to highlight alternative forms of sea-based nutrition, culinary versatility, and sustainability credentials.
• Global heat: The pandemic is in the rear-view mirror but it’s not out of sight just yet. Pent up excitement is still being unleashed and your customers want bigger and bolder. Creativity and forward-thinking food are always on the menu, but for 2024, innovators are looking towards spice for the next big menu item. Experiment with different forms of spice from Asia, Mexico, South America, and Africa for varying levels of heat but also nuanced flavour combinations. Our Pizza Perfettissima Pura base is the perfect canvas for your experiments!
1WGSN (source: Cuisine and Flavour Forecast 2024)
We know that the rationale behind these trends is important, but we also know that what’s more important is knowing exactly what ingredients to use to satisfy your consumers and the everchanging market of foodie flavours. Below, you can read a bunch of forecasted ingredients that WGSN have also predicted as being the hot (or cold) ingredients per season for 2024.
• Peanut butter:
A classic that is as comforting as it is accessible. Peanuts are a common flavour is cuisines around the world and can open doors for customers that satisfy their need for discovery.
• Yuzu kosho:
A fermented spicy condiment from Japan that adds a citrusy lift to rich foods and will meet demand for bold flavours and transportive taste from Asian, Mexican, South American and African cuisines
• Gochujang caramel:
Gochujang, a fermented bean paste that is simlatensouly sweet, savoury, and spicy is taking on a new form that ticks the third-culture creations forecasted trend.
• Wine:
A fan favourite, especially around holiday times, Wines, champagnes, and almost every other alcoholic flavour adds warmth and comfort to any dish.²
²WGSN (source: Winter Flavours Forecast 2024)
• Strawberries and Basil:
Seasonal sweetness mixed with the tang of aromatic basil will make customers think of herb gardens and all things natural.
• Sakura layers:
A traditional flavour in Japan, Sakura (cherry blossom) is evolving into the global mainstream alongside matcha, chocolate and umami-enhancing Shio Koji (Japanese marinading condiment).
• Pandan:
A grassy, green leaf originating from South-East Asia with a smell and flavour reminiscent of vanilla-coconut, is poised to grow outside its native area of influence.
• Shito:
Proudly Ghanaian, Shito is a black sauce made from oil, dried and powdered fish and crustaceans, tomatoes, garlic, and chilli (traditionally scotch bonnet) that caters to demand for global heat and trending West African influences.³
³WGSN (source: Spring Flavours Forecast 2024)
• Marine brine:
Indulgence and umami are on the menu for summer, and it’s forecasted that innovators will be diving into ingredients like sea vegetables, shellfish and roe.
• Sesame:
Diverse enough to be used with both sweet and savoury foods, the nutty flavours and contrasting colour options of black and white sesame seeds are set to be a fan favourite on summer menus. Check out our Honey and Sesame Crusted Pizza recipe.
• Calamansi:
The Southeast Asian citrus brings global flair and a distinct sweet-tart flavour to summer eats.
• Aromatic tea:
Innovators are using complex tea notes to smoke, brine, grill and infuse
layered flavours into dishes and desserts.⁴
⁴WGSN (source: Summer Flavours Forecast 2024)
• Saffron:
Aromatic and floral, saffron will be used by innovators to elevate dishes with warmth.
• Caramelised banana:
A staple in Latin, West African and Southeast Asian cuisines, caramelised banana and plantain will add natural, sticky sweetness to a wider range of sweet and savoury offerings.
• Roasted soybean:
Nutty and comforting, the homely flavours of roasted soybean will move into a wider range of sweet and savoury foods as its global profile rises.
• Char:
Complex and textural, char will bring smoky, umami, and sometimes bitter flavour to autumn eats.⁵
⁵WGSN (source: Autumn Flavours Forecast 2024
Some food trends and ingredients have benefits that outlive seasons and conquer food popularity. Every year, Whole Foods release a report, collated by their Trends Council – a collective of over 50 foragers, buyers and culinary experts – of the next up-and-coming trends. This year, the Trends Council have forecasted that we’ll be seeing cleaner-label veggie products on menus and in stores, buckwheat will become a formidable grain due it’s natural gluten-free state and benefits for regenerative agriculture, and water stewardship will be hot among consumers.
It’s no secret that food trends and consumer priorities, preferences, and food choices are always fast evolving. As an operator, it is in your best interest to keep on top of these evolutions to stay ahead of the curve and win business. We understand that staying on top of everything can seem impossible at times so don’t panic! We are here to support your business, sign up to our email subscription below and keep you up to date with the latest food trends.
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