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Published: January 10, 2024 | Gracia Galler – España | Not yet
The food and beverage industry is evolving, but what trends will the sector follow over the next 12 months?Check out New Food’s trend predictions here. . .
It’s the start of a new year which, for New Food, means looking ahead to the next twelve months and predicting what trends will dominate the food and beverage industry in 2024.
This year, New Food’s Grace Galler brought together other members of the New Food Advisory Board who heard precisely how the food and beverage landscape will evolve over the next 12 months.
There is no crystal ball to determine what the trends the food sector will be well accustomed to come December 2024, but there is research and experts in the field to help up better understand the evolving preferences, innovations, and societal shifts that will likely define the industry.
So what’s being taken off the menu this year? And how do personal tastes evolve? Investigate.
At the beginning of each year, many consumers turn their attention to fitness and nutrition. While Mintel predicts that “fitness aging will be redefined by demystifying ‘old’ stigmas and prioritizing extending consumers’ fitness years,” what’s about to spark renewed interest in 2024?
Gut fitness has been a Google search trend in 2023, and interest has especially surged in the last quarter of the year. Thanks to an increasingly informed customer base that prioritizes wellness, there has already been an increase in products tailored to digestive fitness.
Probiotics, prebiotics, and functional foods are likely to take a middle tier in the coming months, with products providing a wide diversity of features aimed at balancing and nourishing the gut microbiome. From fermented foods like kimchi and kombucha to state-of-the-art probiotic-infused snacks and beverages, the market evolution reflects an interest in selling gut wellness.
With studies such as the Global Prebiotics Association highlighting that “probiotics, prebiotics, and polyphenols have been shown to benefit the microbiota and reduce the threat of cardiovascular disease,” education on this trend is abundant and allows consumers to establish the potential link between gut health and gut fitness. and general well-being.
Sterling Crew, president of the Institute of Food Science and Technology (IFST) and a new member of the Food Advisory Council, agrees that gut health will likely reach a medium level by 2024: “I have a feeling that we will see the emergence of the microbiome as a driving force for the progression of novel foods.
“In recent years, it has become increasingly apparent that a gut full of friendly microbes is important for our smart health. We’re gaining greater insights into how our gut microbiome and our temperament nutrition and overall health are. Scientists are still learning precisely how food works. It influences us, but it turns out that the gut microbiome plays a major role.
“With products which have over five billion live cultures from 14 strains of bacteria. I believe this type of development will become new mega trend in the future.”
Ingredients are no longer just components. They are a gateway to exploring tastes from around the world, and in 2024, consumers will most likely continue to explore and embrace an eclectic array of foreign flavors and culinary traditions.
Seeking authenticity and adventure in their dining experiences, consumers are fostering a culinary revolution that not only celebrates global diversity but also encourages food and beverage creators to explore new frontiers in flavour profiles.
Uren Food Ingredients predicts that global cuisine will have a primary influence next year, with a specific focus on flavors and ingredients from Africa, South America and the Middle East.
“We expect customer demand for adventurous global fusion cuisine to continue. Consumers are looking for exclusive and exotic flavors from other cultures, making this a wonderful opportunity for chefs and food brands to get artistic with their menus,” Uren revealed in a report.
Mecca Ibrahim, co-founder of Women in the Food Industry and a member of the New Food Advisory Board, highlighted late-night dining in Korea and Southeast Asia and predicted it will be “more than ever” this year.
“We’ve already noticed a huge increase in food and reports encouraged through K-Pop and K-Dramas like Squid Game. Signs of late-night food, such as leaving a nightclub and then dining at a kebab or KFC, are already appearing in the West End, but healthier trends in elaborate frozen desserts, teas and types of sweet corn are taking hold.
“The flavors of Korea, Thailand, Vietnam, Southeast Asia, Japan and the Philippines show no signs of slowing down and I think Korean gochujang will be as ubiquitous as Sriracha was in its time and will even be noticeable in takeout along with brown sauce, mayonnaise and vinegar. “
This year, food corporations are not only taking advantage of, but also embracing the flavors and authenticity of diverse cultures, redefining their menus and product lines.
Artificial intelligence (AI) has been a hot topic for quite some time now. Widely discussed at New Food’s global food integrity conference, experts came here together to find out how this resilient tool can be used for food safety. In fact, Crew. New Food said it believes it can “play a primary role in reducing hunger around the world. “
Shaping the future: Five takeaways from Food Integrity Global 2023
But what is it for? The application of AI can be extended to the entire food origin chain, leveraging predictive analytics, device learning, and real-time tracking of protection protocols. It can also be tracked across large and small production corporations to identify risks, facilitate immediate response, and save you from contamination or outbreaks.
When asked how he thinks AI could reshape the industry in 2024, Crew responded, “I think we’re all still coming to terms with the potential impact of AI. Personally, I think we’re in the middle of the Fourth Industry. “I believe that this will allow us to reach an even higher point in terms of food security.
“By employing AI and optical imaging, we can temporarily and accurately identify pathogens in food, helping to prevent outbreaks and foodborne illnesses. AI will allow us to be more aware of food protection hazards in our food environments. production and power to identify corrective actions. This will help us improve crop yield, quality, nutrition and traceability, while reducing resource intake and eliminating food waste.
However, this emerging generation has no worries, and Crew says it will “no doubt” update a number of technical positions in the food sector.
Back in October 2022, the UK Government introduced a restriction on the promotion of high in fat, salt or sugar (HFSS) products, something that caused quite a stir in the sector.
Although the location-based restriction for HFSS products went into effect on October 1, 2022, the volume price restriction will kick in on October 1, 2025, but where does that leave us in 2024?
As part of its Trends Report, Mintel states that “clear communication will be necessary to help consumers make informed decisions about how processed and ultra-processed foods and beverages are compatible with their diets. “With this in mind, brands and retailers appear to be actively reevaluating their product portfolios and marketing strategies, with a greater focus on reformulating existing products to reduce HFSS content.
In fact, the CEO of Produce in Kent, Floortje Hoette, noted that there are “some really cutting-edge standalone component companies, where quality comes first and processing is considered to ensure maximum taste and minimum additives. “”.
Could the increasing awareness of the health implications associated with ultra-processed foods be driving a shift toward favouring whole, natural ingredients? Only the next 12 months will tell.
Although the Food and Beverage Federation (FDF) reported that food exports in the first part of 2023 reached around £12 billion, until the end of last year, the World Bank noted that as of December 11, 2023, 19 countries had implemented 27 food export bans.
With cases of extreme weather impacting farming across the globe, including the Indian rice shortage of 2023, the interconnectedness of global food trade has witnessed a shift and forced the sector to re-evaluate trade between countries.
Speaking on our ‘Food to Go’ podcast, Professor Chris Elliott warned the industry that due to the “ongoing effect of the climate crisis, we deserve to expect more and more food shortages”.
“Fresh food supply chains are already very strained. We have faced enormous climate disruptions in other parts of the world, from where we get a giant component of our food products. My forecast for this year will be to have more empty shelves in supermarkets and for longer,” Elliott continued.
So how should the food and beverage industry respond to this forecast?Well, according to Elliott, 2024 is a key year for deglobalization “taking care of its own population and making sure it’s well-fed. “
With the Environment Secretary, Steve Barclay, recently announcing plans to back British farmers by utilising “clearer labelling” for British food produce, including the use of a UK GI logo on food packaging, the urgency for consumers to support farmer’s close to home is evident.
The food sector is no stranger to adaptation. We’ve noticed how nimble they can be in challenging times like the COVID-19 pandemic. With climate change being a global concern, the urgency for consumers to reach out to farmers close to home is becoming increasingly apparent, indicating a potential shift towards higher global food intake. country in 2024.
Sterling Crew is a seasoned food executive who has recently held a portfolio of positions, President of the Food Authenticity Network. He is an independent clinical advisor to Campden BRI and serves on its board of directors. He is also a strategic advisor to Shield Safety Group and Dynamic Risk Indicator. Sterling sits on the Eurofins Audit Governing Board and is a scientific advisor to OLIO. He is co-founder of Kitchen Conversation and CEO of SQS ltd.
Mecca Ibrahim was previously head of marketing and social media at Great British Chefs, the fastest-growing food website in the UK. After nearly 8 years in the role, Mecca (who everyone calls Mex) co-founded “Women in the Food Industry,” an initiative that highlights the paintings of inspiring women in the industry.
Chris Elliott is currently Professor of Food Safety and founder of the Institute for Global Food Security at Queen’s University Belfast. He served as Deputy Vice Chancellor of the Faculty of Medicine and Life Sciences between 2015 and 2018.
Beverages, Food Safety, Food Safety, Health & Nutrition, Ingredients, Quality Analysis & Control (QA/QC), Recruitment & Labor, Regulation & Legislation, Research & Development, Retail, Consumer, Trade & Economics, Global Food
Global Prebiotics Association, Institute of Food Science and Technology (IFST), Mintel, produced in Kent, The Women in the Food Industry, UK Government, Uren Food Ingredients
Europe, North America, UK & Ireland
Floortje Hoette, Mecca Ibrahim, Professor Chris Elliott, Sterling Crew
By Grace Galler
January 10, 2024
Not yet
Beverage, Food Safety, Food Safety, Health & Nutrition, Ingredients, Quality Analysis & Control (QA/QC), Recruitment & Labor, Regulation & Legislation, Research & Development, Retail, Consumer, Trade & Economics, Global Food
Global Prebiotics Association, Institute of Food Science and Technology (IFST), Mintel, produced in Kent, The Women in the Food Industry, UK Government, Uren Food Ingredients
Europe, North America, United Kingdom and Ireland
Floortje Hoette, Mecca Ibrahim, Professor Chris Elliott, Sterling Crew
Agriculture and fresh produce, baking, beverages, meat and poultry, retail
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