The
ongoing uptick in foods that are better for you and provide you an incremental benefit
are still driving the growth in the Ready-2-Eat and Heat-N-Eat fresh prepared
grocerant niche according to Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions®.
If
you are planning a new menu, want to introduce a new product or add something
new to the shelf of your restaurant, convenience stores or bodega then you
might be interested that last week, Whole
Foods Market’s Trends Council unveiled their top 10 anticipated food trends for
2024 in
the retailer’s ninth-annual Trends predictions report. Below is some of what
they found, enjoy.
Caffeine
with added benefits, going back to basics in the plant-based category, complex
heat from global peppers, and water conservation and stewardship are all among
the food trends expected to rise in popularity across the industry in the next
year.
Each
year, the Trends Council – a collective of more than 50 Whole Foods Market team
members, including foragers, buyers, and culinary experts – compile trend
predictions based on decades of experience and expertise in product sourcing
and studying consumer preferences, as well as in-depth workshopping with
emerging and existing brands.
“Our
annual food trends predictions list is a way for us to pull back the curtain
for customers and share insight into what our buyers and culinary experts are
keeping on their radar for the upcoming year,” said Cathy Strange, ambassador
of food culture for Whole Foods Market and member of the Trends Council.
“From specific product ingredients and flavor trends to growing movements
in the food industry, we can’t wait to see these trends gain momentum in the
year ahead.”
Whole
Foods Market’s top 10 food trend predictions for 2024:
Put
the “plant” back in “plant-based”
The
OGs of plant-based cuisine are making a comeback, putting the “veggie” back in
your veggie burger and shrinking labels all over the plant-based category.
We’re seeing new and emerging protein-forward products with mushrooms, walnuts,
tempe,h and legumes in place of complex meat alternatives. Even plant-based
milk alternatives are participating, with some brands simplifying labels to
just two ingredients — perfect for the vegetarian purist.
Use
the whole cacao
Utilizing
by-products like cacao pulp has been practiced in other countries for
centuries, and now brands are spotlighting the whole cacao with their craveable
products for even more consumers. At EARTH University in Costa Rica, where
student researchers are tackling some of the biggest systemic environmental
issues, the typically discarded cacao pulp is being made into jellies and jams.
The emergence of cacao fruit powders in 2023 also presents an opportunity for
brands seeking a new sugar alternative without compromising on sweet, ambrosial
flavor.
Buckle
up for buckwheat
Gaining
popularity as a cover crop to support soil health, buckwheat is a superfood
seed containing protein, carbs, and fiber. Plus, it’s naturally gluten free.
You may have seen it in the form of soba noodles, but with more brands on a
mission to improve agriculture for your favorite products, you may see
buckwheat in everything from plant-based milk alternatives to crackers and
granola.
Fancy
faux fish
With
tinned fish and caviar taking off earlier this year, it’s prime time for the
fancy fish trend to dip its fins into the vegan pond. Thankfully, some worthy
plant-based seafood brands are stepping up and bringing the flavor and texture
needed to rival the real thing. Watch out for carrots in place of lox, trumpet
mushrooms for scallops, and the root vegetable konjac getting its moment in
sushi rolls and poke bowls.
Clean
& conserve: water stewardship
Brands
across the aisles are promoting water conservation, and consumers are
listening. New water brands use water from fruit by-products, which would
otherwise be discarded. With the growing trend of regenerative
agriculture, a Regenerative Organic Certification also requires soil
health initiatives that ultimately conserve water. And it doesn’t stop at
conservation — non-governmental organizations are showing their support of farmed
oysters, leveraging aquaculture to filter water and help restore coastal
ecosystems. Lifestyle brands are also pushing water-conscious products like dry
shampoos, shampoo bars, and laundry detergent sheets.
Complex
heat
Complex
heat continues its evolution with global peppers taking off in every aisle —
and the trend is only getting hotter. Specialty varieties like Scorpion
Peppers, Guajillo or Hungarian Goathorn Peppers are found fresh, whole, ground,
or pickled, and a new wave of botana sauces and chili oils are popping up in
condiment aisles nationwide. Pepper-infused drinks are going beyond kombuchas,
cold-pressed juices and smoothies, with ready-to-drink beverages like canned
tepache filling up the fridge with a refreshing kick. Even Tajín is expanding
from candies and cocktails to spicing up grocery store sushi, desserts, and
more.
Noodle
news
Shoppers
have been finding ways to dress up their instant ramen at home for years now,
but as brands step up their game, noodle lovers can take on less of the
workload. Even better, brands are creating more gourmet options to rival the
classics without certain preservatives and added MSG. As people seek simple and
instant meals, noodles are bringing all the ease and comfort of a warm bowl
with quality ingredients and tantalizing flavors.
Little
luxuries
TikTok
creators have brought “Little Treat Culture” into the zeitgeist, and we’re on
board. We know firsthand the power of a treat, like an impulse macaron buy or a
fizzy, functional and flavor-forward bev. Brands are getting in on the trend by
considering both cost and format — like individual serving packages that add
joy without breaking a budget.
Women’s
health: from taboo to top of mind
This
year on social media, we’ve seen hormonal remedy recipes go viral, including
raw carrot salad for estrogen management, seed cycling energy bites for each
cycle phase, and “sleepy girl mocktails.” We’re seeing more brands making
products to support periods, pregnancy, postpartum, menopause, and even sleep
that address life stages and symptoms previously swept under the rug. Food
innovators are introducing specially formulated bars and snacks for cycle
health, like menopause energy bars, at industry trade shows and conferences.
A
better boost
Whatever
your go-to source of caffeine, there are new ways to get the absolute most out
of your morning or afternoon pick-me-up. Combining a boost with benefits has
never been easier, thanks to new coffee and energy drinks with added mushrooms,
probiotics, and more. There’s never been a better time to search the “clean
caffeine” space for your next obsession.
Don’t over reach. Are you ready for some fresh ideations?
Do your food marketing ideations look more like yesterday than tomorrow?
Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform
for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit us on our social media sites by
clicking the following links: Facebook, LinkedIn, or Twitter
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