Keeping your eye on the ball of F&B trends can provide a brilliant roadmap for what will bring in and excite guests. Staying on trend or incorporating newer, more permanent behaviours into your business also ensures you're not falling short of new expectations.
In this day and age, the world of F&B is ruled by more than our stomachs; in fact, there are many factors to consider when creating a forecast for 2024; these include economic changes, spending trends, and social pressures.
Our predictions this year are less lab-grown game changers and instead more of an evolution of trends we've seen rising for years. So, without further ado, let's look at what's coming to a table near you over the next 12 months.
Meatless becomes mainstream
It's no secret that meat-free dining has had a meteoric rise in popularity over the past decade. This has been driven by many factors, including the rising costs of meat, eye-opening documentaries produced by Hollywood stars, social pressures and ease of access.
To put this into empirical data, 6 in 10 US households bought plant-based foods in 2022, 14% of all Britons follow a meat-free diet, and an impressive global survey by Strong Roots revealed that 61% of people are increasing their appetite for plant-based foods. But it's not just vegans and vegetarians who are enjoying the spoils of this growing industry. A whopping 49% of omnivores see themselves regularly purchasing plant-based meat substitutes.
This hunger for a meat-free alternative has translated into the F&B space in force. The biggest players such as McDonald's, Burger King and Kentucky Fried Chicken have introduced plant-based options to a resounding success, with the KFC vegan burger selling out in a mere four days. Reports from PETA show that across the US, plant-based foods can now be found in 48% of restaurants, and since 2012, there has been consistent growth in plant-based options appearing across menus.
And, if past actions are the best indicator for future behaviour, it's safe to say that meat-free is set to keep growing bigger and better in 2024.
The power of social media
#Foodtok #foodporn #Instafood. The role of our phones in our food choices doesn't just help us decide what to eat; it also shapes the food that's on offer. And when the internet gets a taste for a new food trend, you'd be surprised at how quickly it leaps to the real world. All it takes is one viral video of a bubble waffle, gold leaf steak or cheese dogs, and there are queues for miles outside the lucky restaurant.
Data from Profile Tree shows us that 55% of people are more likely to visit a restaurant after seeing it on TikTok, with 22% of people feeling compelled to visit a place based on its social media presence. It's not just what we eat but why we eat what we eat. 41% of people on social media admitted that online pressure played a role in their decision to try plant-based diets.
A simple TikTok, funny meme, or trending topic is now having a deep financial, social and psychological influence on our eating habits.
So, as social media numbers rise year on year, their impact on F&B is one to consider.
Low, no and faux alcohol
Over the past six years, there's been a consistent rise in the number of younger people who are opting for alternative alcoholic beverages. In a recent survey by YouGov, the 18-24 demographic dominated the numbers for consumption of alcohol alternatives, with a huge 39% of this group drinking no alcohol at all. In a 2023 report from Mintel, over half the respondents 18-34 cited the effect of alcohol on their emotional well-being as a reason for refraining.
But how is this translating into F&B? No alcohol drinks, in particular, are a booming sector that is seeing significant growth year on year, significantly overtaking the low alcohol market. Senior Research Analyst, Alice Baker, recommends companies move towards ready-to-drink alcohol-free options, alongside a push to more emotive marketing that speaks to the positive wellness and guilt-free nature of faux alcohol.
Another area worth exploring is the rise of CBD drinks; these are becoming popular alternatives to alcohol and are set to soar in the coming year.
Wellness menus
Our last but not least prediction for 2024 is the evolution of wellness-focused menus. Since the pandemic, the trend of weight loss choices has shifted toward prioritising health. It is now the number one factor (and has been since the latter half of 2020) for food shopping habits. This desire for cleaner eating is reflected in the rise of meat-free, dairy-free, alcohol-free dining.
The secret to incorporating this wellness movement into your F & B offering isn't just in what you're offering but in how you're offering it. Transparency in menu design has been a priority for everyone, from diners to governments, over the past decade. So, before you start juicing kale, look at what you can pull out from the dishes you already serve. Highlight high-protein dishes, clearly label your GF, VG, V and DF dishes and consider implementing a low-calorie section for quick readability.
Now we have visibility over the year ahead, it's time to start implementing. Read more about new news from the F&B industry across the Wired site and see how else you can elevate your offering into your greatest year of service yet.
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