2023 has drawn to a close, and the silly season in the hospitality world is upon us. While chefs and restaurants work double time, let’s take a breath and have a look at what trend analysts are predicting for the upcoming year.
While trends are ever harder to anticipate in our fast-paced world, we can be sure that 2024 promises to focus on affordable, healthy and sustainable eating. It will be interesting to see how the industry responds to these consumer cues.
1. A focus on affordability
2023 was a challenging year for the hospitality industry worldwide. Diners have been feeling the financial pinch as food prices and the general cost of living have increased. While our tourism season is in full swing and restaurant bookings are hard to come by, this seems hard to imagine. But don’t be lured into a false sense of security! Researchers say that dining out is likely to become more of a luxury in 2024.
Restaurants will need to get creative to keep business coming in. Think increasing portion sizes, offering extra special specials, and introducing loyalty programs to keep regular customers coming through the doors. This may also mean a further shift away from fine dining, as customers look to follow more frugal lifestyles.
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2. Self-care through food
As the aforementioned pinch is felt, people are likely to focus more on wellbeing and health as a tool to balance stress in their busy lives. Consumers are likely to prioritise foods that are nutrient-dense, have multiple health benefits, or even contain supplements for improved health. Quality and sourcing of ingredients are also key here, as consumers look towards organically grown produce and food made with care.
Specialty ingredients such as Lion’s Mane mushrooms and buckwheat are perfect examples of foods that may be in high demand, as research into their benefits to physical and mental wellbeing becomes popularised.
Lion's Mane mushrooms (Image: Canva)
3. Niche markets in the food space
Niche markets are thriving in all sectors, driven by the influence of social media platforms. Viral TikTok recipes and tailored YouTube feeds mean that consumers are being exposed to varied and sometimes very specific ingredients, cuisines and styles of cooking. These can quickly turn into crazes. The challenge for 2024 is for restaurants and food producers to keep up with constantly changing trends. Food brands are already offering customisable products, and teaming up with designer clothing labels and celebrity chefs to capture multiple niche markets, and this looks like it will become even more prevalent next year.
4. Sustainability
The world’s population keeps growing, along with a general concern about the future of food. Sustainability, regenerative farming practises, and creative food sources are on consumers’ minds. The cell-based meat industry may finally have some consumer-ready products that will enable us to satisfy our meat cravings without harming animals or the environment. Seaweed and “fin-to-gill” dining may become popular as we look to underutilised ingredients in our quest for more responsible eating. Perhaps 2024 will finally be the year where eating insects becomes mainstream!
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5. Snacking elevated
Regular snacking is predicted to be the new three meals a day. High quality, gourmet snacking options will become more in demand, as busy consumers don’t have time for a sit-down meal. Snackers will still be looking for the health benefits, nutrient value and an element of care in their treats. Wholefoods, America’s luxury health food brand, is predicting the rise of cacao, be it cacao water drinks or chocolate covered roasted cacao beans.
Roasted cacao nibs (Image: Canva)
6. Plant-based lifestyles still on the rise
Plant-based living continues to gain momentum, driven by health and environmental concerns. Restaurants are expected to expand their plant-based offerings, catering to an ever-growing segment of diners embracing a meat-free lifestyle. The emphasis is not only on salads but on inventive and flavourful veggie-forward dishes that appeal to a diverse audience. Plant-based fish and seafood replacements are predicted to be seen on supermarket shelves.
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7. Experience dining
This is a trend across multiple sectors of the economy, including travel. Consumers are looking for immersive experiences that are rooted in culture and place. From interactive cooking classes to themed dining experiences, consumers are seeking more than just a meal or a product. Restaurants that offer a unique and engaging experience are likely to thrive in 2024.
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8. AI-driven convenience
The exponential growth in the AI field is likely to make its way into our kitchens too. On an individual level, expect to hear about AI-driven algorithms that offer recipes based on the contents of your fridge, or shopping lists tailored to individual preferences. AI is also expected to revolutionise the food processing industry, from sorting vegetables on farms, to supply chain management. Though it may take a while to trickle down to the South African market, this will have a huge impact on our food industry as a whole.
Farming in the future (Image: Canva)
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