Bidfood announces its trends for '24

Bidfood has announced the latest food and drink trends that are set to dominate the out of home market in 2024. The wholesaler says it’s all about creating a sense of adventure and providing consumers with the opportunity to try something new, as well as focusing on authenticity and provenance. They range from interesting flavour pairings to creative, playfully presented dishes, a twist on British cult-classics to an increased focus on health and wellbeing.

Flavours Less Travelled: Authenticity is one of the key drivers behind this year’s report, with 56% of consumers saying they would pay more for a dish if they perceive it as more authentic. This is heavily reinforced in the Flavours Less Travelled trend, giving consumers the opportunity to feed their sense of adventure by exploring global cuisines in their most original format. Research has shown that the three global cuisines gaining momentum are Authentic Caribbean, Authentic Mexican and Eastern European.

British Fusion: Some 68% of consumers find British fusion appealing with 35% feeling that this is because it bridges the gap between the exciting flavours of global cuisines and the familiarity of British classics. Try mixing up your Sunday roasts, English breakfasts and even desserts with interesting global flavours.

Mind, Mood and Body: Almost half (48%) of consumers are looking for foods that directly impact their physical wellbeing, while 71% feel the aroma of food and drink can help boost their mood. Take consumers on a sensory journey with appealing and colourful products to enrich their healthy lifestyle experience – but be mindful when it comes to making specific health claims on your menu.

Rustic and Rural: Farm-to-fork concepts, provenance and menu stories are becoming increasingly popular. Cosy decor, handmade pasta and bakery products, garden salads, heritage produce and open flame cooking are ways operators can tap into this trend.

Let’s Play: During a cost-of-living crisis, consumers are looking for something to cheer them up and provide them with something exciting and out of the ordinary. Colour, playful presentation, novel styling and a touch of theatre will certainly tick the boxes to offer the experience desired. Mixing flavours is another way of adding novelty and can really elevate a dish. In fact, 70% of consumers find the idea of flavour contrasts appealing, with sweet and sour being the most popular.

Catherine Hinchcliff, head of corporate marketing and insight for Bidfood, said: “This year we’re excited to see that the trends and flavours surfacing are around adventure and trying something new, as well as comfort, authenticity and provenance. All of which will allow chefs to be creative and have fun when planning their menus for 2024.

“Sustainability remains a prominent factor to us as a business and continues to influence consumer decision-making. This year, instead of being a standalone trend, we’ve incorporated it into all our trends, which reflects the way many chefs weave sustainability into everyday ways of working.

“Once again we worked with CGA by NIQ to conduct our own bespoke survey and exclusive research. We also worked with a semiotician and futurist Dr Rachel Lawes, to get a steer on how food and drink trends will evolve over the next two to three years, as well as visiting and interviewing restaurant operators in London and Manchester to see how they are manifesting on the high street.”

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