2024 Food & Drink Forecast
January is here, and it's time to look at the top food and drink trends for 2024. There are so many great reports out there, so we've taken the time to sift through and find the juiciest trends that we think should be your recipe for success on social this year.
Sustainability: Telling a Green Story
Sustainability continues to be important to consumers. For brands who are authentic in their purpose, this is a great opportunity to support positive action and educate consumers to make the right choices in a sea of green-washing. Be active in your community and communities that support causes you believe in. Community engagement is becoming more and more important so don't ignore this when planning your social media resource. Find out when your community is most active; chances are it won't always be 9-5 so make sure you find the right time to get involved. Equally, don't jump on the bandwagon hoping to ride on the coattails; being honest and authentic is key.
It's getting spicy
Our love of all things chilli continues, but this year, it's more around discovery and the complexity of flavours rather than heat. Creating content using chillies will help you join in the trend. Will this replace the pickle passion of 23?
Authentic Global Cuisines
Trends show consumers are increasingly interested in authentic, global flavours. This is a great story opportunity for brands bringing new and exciting food and drink ideas to the UK. Don't just focus on the product; this is a great opportunity to share and educate on the history and ancestry of your brand, its geography, traditions and more. Consumers are ready to be whisked away!
Wellbeing-Focused Foods
Wellbeing is, of course, a big theme. This year, gut health will continue to be a trend, with more of a focus on fibre-based products as more research comes to light. Mushrooms continue to attract attention as well as personalisation in supplements and nutrition. TikTok is a great place to share your content here as it continues to be a great platform for discovery and trending content.
Fusion Cuisine: Engaging and Interactive
British fusion cuisine is becoming popular. Think twists on a classic and find ways to inspire your followers to try some new dishes or serves to create a new buzz or audience segment.
Treat moments: Life's little luxuries
As the cost of living continues to pinch, consumers are seeking more at-home treats. Sharing ways to make these moments more enjoyable whether it's a romantic tablescape or ways to pimp your dish continues to draw eyes. Expect to see brands lean into messaging that makes us all feel better and more single serves for an instant treat.
Keeping Plant-Based Simple
The trend towards natural, plant-based foods is growing, especially as the conversation around ultra-processed foods grows. This year, consumers will eshew Frankenstein foods, so it will be incumbent on brands to be clear on what's in the box if they want to maintain trust. We are already seeing brands using nutritionists and health practitioners to educate and influence online; look at the success of AG1, and the recent collaboration between Zoe X Marks & Spencer is sure to raise interest.
Plant-based Seafood- Saving our Seas
Plant-based seafood is a major innovation area as we look to find ways to reduce our over-reliance on our seas and oceans. Expect to see lots of new brands entering the market including our client Happiee! with its plant-based prawn and squid alternatives. These brands will also make a great social collaboration partner for brands looking to support flexitarian lifestyles.
Know your noodles
Look out for gourmet-level noodles in '24. Consumers have been finding ways to dress up instant noodles at home for years now, but some brands are now stepping up their game, and noodle lovers can expect a whole heap of deliciousness without certain preservatives and the added MSG!
If you have a new brand or product for 2024, get in touch, and we will happily spread the word, hello@theseedgroup.co.uk