The arrival of the New Year brings with it good intentions and good wishes, as well as timely predictions of the trends that will dominate everything from fashion to design, from consumerism to the dinner table.
As far as food is concerned, the US company Whole Foods Market has, as it does every year, produced a report that looks at consumer preferences and identifies the ten food trends that will shape the next twelve months.
Whole Foods Market Top 10
1) The return to the roots of vegetarian cuisine
The year 2024 will see a major return to the origins of vegetarian cuisine: plant-based foods will use new and emerging protein-rich ingredients such as mushrooms, nuts, tempeh and pulses instead of the complex alternatives used to replace animal ingredients.
Recommended pairing: Lieselehof - Solaris Vino del passo
2) Whole cocoa
The use and exploitation of all the components of cocoa will be another trend to follow in the coming year: cocoa liquor and the whole bean will be key ingredients in various food preparations. In Costa Rica, students at the Earth University, which is dedicated to finding alternative solutions to environmental problems, have succeeded in turning cocoa pulp, which is usually discarded, into jellies and jams. Cocoa beans processed into powder are also an interesting and viable alternative to sugar, with no loss of sweetness.
Recommended pairing: Picchioni - Buttafuoco "Riva di Bianca"
3) Buckwheat boom
A superfood containing protein, carbohydrates and fibre, buckwheat will increasingly play a starring role on our tables. Naturally gluten-free, this ingredient, used as a base for the preparation of soba noodles, will increasingly be found in vegetable-based drinks, crackers and muesli.
Recommended pairing: Col di Lamo - Rosso di Montalcino
4) The "fake fish"
As consumption of caviar and canned fish soars in 2023, plant-based 'fake fish' will hit the market next year. More and more plant-based seafood brands are working on the taste and texture of their offerings to be more competitive: carrots as an alternative to smoked salmon, mushrooms for scallops, konjac in sushi and poke bowls.
Recommended pairing: Skerk - Vitovska
5) Responsible water management
Inspired by the goal of promoting a more responsible use of water that contributes to the health of the planet, new brands are emerging that use water from fruit by-products. An example of regenerative agriculture that protects soil and heritage, such as the decision to promote oyster farming to restore coastal ecosystems, which invests not only in the food sector but also in other sectors such as lifestyle and home care.
Recommended pairing for the oysters: Riesling Renano Oltrepò Pavese Vendemmia Tardiva
6) Sempre più piccanti
In 2024, connoisseurs of hot and spicy chilli peppers will be able to test themselves by tasting new varieties such as the Trinidad Scorpion (one of the 5 hottest chilli peppers in the world) from Central America, the Mexican Guajillo or the Hungarian Goathorn, which are becoming increasingly popular on the market, where they can be found fresh, ground or pickled. There are also sauces for aperitifs and chilli oils, as well as drinks, smoothies and teas containing chilli peppers. Finally, tajin, a mixture of chilli, lime and sea salt, famous in Mexico and used in cocktails, is finding new uses in sushi, desserts, fruit and sorbets.
Recommended pairing: Enopolis Costa Viola & Criserà - Armacia
7) Noodles e ramen
For those who like to eat instant noodles and ramen in the comfort of their own home, the coming months will be full of news: new gourmet versions, free of certain preservatives and MSG, will compete with those prepared in restaurants, allowing you to enjoy your favourite dish quickly, with quality ingredients and appetising flavours.
Recommended pairing: Recaredo - Brut Nature Gran Reserva Intens Rosat
8) Piccole coccole dolci
For those who like to eat instant noodles and ramen in the comfort of their own home, the coming months will be full of news: new gourmet versions, free of certain preservatives and MSG, will compete with those prepared in restaurants, allowing you to enjoy your favourite dish quickly, with quality ingredients and appetising flavours.
Recommended pairings: Feudi Salentino - Primitivo di Manduria Dolce Naturale "Philia" e Francesco Poli - Vino Santo Trentino "Nobles"
9) Snack e barrette per la salute delle donne
Women's health in all its stages is no longer a taboo subject. On the contrary, it is becoming increasingly interesting for the food world: more and more brands are creating products such as bars and snacks specifically to support women's well-being.
10) Coffè ed energy drink
Whatever your preferred source of caffeine, in 2024 there will be new ways to boost your morning energy, such as 'new coffees' or energy drinks with added ingredients like mushrooms and probiotics.
The Fork's predictions
In collaboration with French creative agency Nelly Rodi, restaurant booking platform TheFork has released its annual report on restaurant and food trends. In 2024, there are four macro themes to focus on among the emerging trends and growing ingredients in out-of-home consumption.
1) Culinary narratives
With the need for reconnection and authenticity, people will continue to seek out familiar and comforting cuisine, including traditional and popular recipes and techniques. Essential ingredients include vinegar, garum, sourdough, butter flavoured with herbs, flowers and chillies, canned fish such as sardines, herring and mackerel, and venison and wild boar.
Recommended pairing: La Montecchia Conte Emo Capodilista - Raboso Vedemmia Tardiva Forzatè
2) Nourishing body, mind and planet
The cuisine reflects the essential need to reconnect with the body and nature and to nourish oneself with what is good for health, mental wellbeing and the planet. In this quest for reconnection, the focus is on a cuisine that is closer to nature, but also adapted to one's own needs and desires. Ingredients associated with this trend include vegetable oils, fermented products such as kefir and non-alcoholic cocktails.
Recommended pairing: Cidre Matterhorn Alpin
3) Towards a virtuous culinary ecosystem
Zero waste, recycling, locally sourced ingredients and sustainable agriculture are key elements of the trend that will define not only 2024, but also the years to come. With this in mind, chefs and restaurants are redoubling their efforts to ensure that everyone has access to a healthy, good and virtuous diet, including by creating recycled recipes.
Ingredients on the rise: black beans, Paimpol white coconut, natural and biodynamic wines and buckwheat.
Discover our Interpretation Dynamics project
4) Culinary show
With the growing desire for entertainment and new emotions, people are looking for a truly memorable and shareable experience, turning food into a spectacle. In line with this trend, popular dishes include fried chicken and waffles; pizza, which remains one of the most popular dishes; doughnuts, which are available in an ever-increasing number of variations; and ice cream with unexpected flavours.
Recommended pairing: d'Araprì - Rosè Brut Metodo Classico
Trends according to Mintel
Another important report is that from Mintel, a London-based institute specialising in the analysis of consumer trends and behaviour, which has published its annual Global Food and Drink Trends Report, which highlights three macro trends for 2024 based on seven different drivers, such as wellbeing, proximity, technology, rights, identity, value and experience.
The first trend is defined as 'trust the process'. Consumer trust is important, so companies will need to adapt their communications to help people make informed choices about food and drink, for example, based on the processes they go through. For example, in the future we will see an increase in the consumption of plant-based meat and dairy products, as well as stone-ground flour or cold-pressed oil - the latter being perfect examples of products with minimal processing that does not affect their nutritional properties.
Age Reframed' is the second trend identified by Mintel, which shows us how the perception of ageing will change as it becomes more of a focus, leading to the development of innovative products and foods designed to provide more energy, relaxation and rest.
Convenience and ease of use are key elements of the 'Eating Optimised' trend, in which technology will play a key role: consumers will want to cook faster and easier, optimising the time they spend in front of the stove. With the help of technology, conveniences such as automated shopping lists or weekly menu and meal planning via apps will become increasingly popular. The data collected will be used by brands to develop products inspired by consumer suggestions. While artificial intelligence will be used to create new time-saving foods, it will also be a source of recipe and ingredient discovery for those who want to unleash their creativity in the kitchen.
