Evolution of flavor profiles and other food and beverage trends
November 15, 2023 - By Rachel Kubik, Senior Content Writer for ARC
Exploring the ever-evolving landscape of global food trends provides valuable insights for restaurants and food businesses. These trends are known for their changing nature: rapidly surfacing and fading away. Many originate on social media platforms like TikTok, quickly spreading to Instagram and Reddit before vanishing into thin air. If a trend displays promise and staying power, restaurants and grocery stores may consider incorporating it for consumers.
The definition of flavor, by Merriam-Webster, is the quality of something that affects the sense of taste. So flavor trends are categories like florals or spices. Food trends, by definition from Blue Cart, are changes in food preferences that have gone viral or become popular amongst people over a certain time period. Food trend influences can vary in the same ways that the trends do. They’re often initiated by influencers and chefs and include cultural shifts and health consciousness. An example of a food trend is plant-based foods or vegetables.
The Menu Adoption Cycle
Food trends are not fleeting phenomena, but rather follow a predictable journey through four distinct stages, known as the Menu Adoption Cycle (MAC), according to Datassential. Understanding where a particular trend falls within this cycle allows for better anticipation of its future trajectory. When following current trends, it’s essential to assess the stage they are currently in, predict when they might transition to the next stage and consider whether they will eventually reach ubiquity. This knowledge enables businesses to make informed decisions about adopting or incorporating these trends into their menus or product offerings, ensuring they remain aligned with consumer preferences and culinary innovation. Here’s a breakdown of the different stages within the MAC and how trends manifest at each stage:
Inception: Trends typically begin at the inception stage. At this point, trends are characterized by their uniqueness in flavor preparation and presentation. In the food service industry, these trends are often found in fine dining establishments or independent ethnic restaurants. In the retail sector, inception-stage trends can be spotted in ethnic markets or in the ethnic aisle of larger supermarkets, according to Datassential. These trends are still relatively unknown to the general public at this time.
Adoption: Here, trends gain traction through lower price points and simplified preparation methods while still emphasizing premium or authentic ingredients. In the food service industry, adoption-stage trends can be observed in gastropubs, chef-casual restaurants, food trucks, upper casual eateries and casual independent restaurants. In retail, these trends may be found at farmers’ markets, specialty grocers or gourmet food stores. Awareness of these trends begins to grow among a broader segment of consumers.
Proliferation: As trends progress into the proliferation stage, they undergo adjustments to cater to mainstream appeal. This often involves incorporating them into popular applications, such as combining them with burgers or pasta dishes. By this point, these trends have become more familiar to a significant portion of consumers. In the food service industry, proliferation-stage trends can be found in lodging restaurants, casual restaurant chains, college cafes, quick-service restaurants and grocery delis. In retail, these trends begin to feature in traditional grocery stores and club stores. They are no longer niche and are widely recognized.
Ubiquity: At the peak of maturity, in this stage, trends are omnipresent across all sectors of the food and beverage industry. However, to cater to the masses, trends at this stage may become diluted and lose some of their original distinctiveness. Ubiquitous trends can be found in convenience stores, corporate cafeterias, family restaurants, healthcare institutions, K-12 schools, drug stores and dollar stores.
Current trends and flavor preferences by channel
Below are a variety of current food and beverage trends across channels that the Health and Wellness Community team is keeping an eye on:
Global trends: These encompass a diverse range of shifts in culinary preferences, including the adoption of oyster mushrooms as meat replacements, the resurgence of square pizza with thicker crusts and unique toppings, the popularity of various pickles from different cultures, the emergence of high-end tinned fish offerings, the integration of chimichurri as a herby condiment, the presentation of dishes in bowl format and the growing affinity for aburi sushi, where sushi is torched to create a smoky flavor and distinct textures. Gluten-free options and compact menus have also been increasingly enjoyed, aligning with dietary and efficiency considerations.
Grocery: In the grocery sector, there is a significant focus on accommodating vegan and gluten-free diets. Plant-based cheese and yogurt options have expanded, while frozen, bake-at-home pastries offer quick access to bakery-quality treats. Frozen meals have received a makeover, with healthier, high-end alternatives available. The demand for gluten-free products has surged, prompting grocery stores to stock gluten-free bread, crackers, snacks, pastries and desserts.
Online: Online food ordering from restaurants has become a pivotal aspect of the dining landscape. A significant percentage of diners across the U.S. are ordering food online. According to the U.S. Census Bureau and cited in an article from the University of Cincinnati, Americans spent 20% more at restaurants than on groceries last year. With grocery prices up 8% compared to a year ago, some people have decided to spend less on groceries and opt for the convenience of take out or deliveries. While people still enjoy hosting meals for guests, a notable portion are turning to food delivery services. French fries top the list of the most popular food items ordered online in the U.S., followed by burgers, tacos, salad and pizza, according to DoorDash for Merchants. Restaurants and grocery stores can harness the option of online ordering.
TikTok food trends: The influence of TikTok on food trends is undeniable because of its massive user base driving culinary shifts. Notable trends include the popularity of chopped sandwiches, the revival of cottage cheese in various savory dishes and the “pasta salad summer” trend, which emphasizes fresh ingredients and healthier alternatives for hot days.
Beverage: In the realm of beverages, seltzers remain a dominant force, with fruit-flavored alcoholic seltzers like High Noon sustaining favorability. Vegetable cocktails are gaining traction beyond classic options like Bloody Marys, while spritz drinks like the Aperol Spritz continue to evolve, introducing new variants like the Hugo Spritz. The demand for natural and organic wines is surging, driven primarily by younger generations. Canned cocktails are making waves, offering convenience and quality in ready-to-drink formats. Micheladas, a Mexican beer beverage, are becoming increasingly popular. Non-alcoholic and low-alcohol spirits and beers are catering to those seeking to reduce alcohol consumption, with zero-proof options and canned non-alcoholic cocktails gaining prominence. Shrubs, sour syrups made from macerated fruit in vinegar, are additionally being incorporated into cocktails and mocktails.
What’s coming in 2024
Health and wellness professionals must strike the right balance between monitoring quickly developing viral trends and longer-lasting ones that have the potential to become menu or grocery aisle staples. Viral trends are particularly noteworthy, as they can swiftly circulate globally, impacting stores, bars and eateries. For example, the viral negroni sbagliato craze in October 2022 led to a surge in orders of the prosecco, vermouth and Campari drink, but quickly waned. Longer-lasting trends are typically the most promising options for stores or restaurants, but can be harder to predict. To make informed decisions, establishments can use their point-of-sale tools to track recent sales. It’s important to be patient before committing to a trend to ensure it has lasting appeal. Leveraging benchmarks and industry reports like this article from DoorDash for Merchants can help health and wellness professionals understand dining preferences.
Ultimately, the experience of eating and drinking is deeply personal, driven by pleasure, sustenance and health. A significant factor that attracts consumers to try new products is the promise of taste and color. The interplay of flavor and color plays a pivotal role in a new product’s journey to consumers’ households, according to a recent study from ADM and cited in Food Navigator. Today’s shoppers are forthright in expressing their desires, seeking bold flavors, exotic and imaginative combinations, a health-conscious focus and colors that bring joy to their eyes. This consumer mindset is giving rise to emerging flavor and color trends set to take center stage in 2024.
Flavor trends in 2024 will be guided by consumers’ desire to feel good, not just in terms of indulgence but also for their body, mind, spirit and the planet, according to the Institute of Food Technologists. Health-conscious choices, botanicals and wellness are influencing the flavors consumers are expected to gravitate towards.