SFA’s Trendspotter panel of buyers, writers, researchers, and industry watchers have declared their picks for the trends of 2024. During SFA’s recent Buyers' Market webinar, Jonathan Deutsch of Drexel University and Jenn de la Vega of Randwiches gave insight into some of the top trends of 2024.
The panelists took a deep dive into each of the following emerging and continuing trends to discuss what’s driving them and what we can expect to see on retail shelves and menus in the coming year:
• A bevy of beverages
• Cell-based meat and seafood and plant-based alternatives
• Peach
• Calabrian chili peppers
• Tahini
• Soup
• Black Sesame, ube, and milk tea
• Value
• Global flavor exploration
• Elevated convenience
• Upscaling the everyday
• Environmental impact
• Mushrooms
To learn more about each of the Trendspotters’ trends here.
The bevy of beverages trend considers the rise of beverages and myriad innovations in the space: from single-serve drinks to non-alcoholic beers, wines, and spirits, to functional broths.
“Beverages is one of those really creative areas from a food and culture perspective," shared Deutsch. “You typically don’t mess with the center of the plate, but we do mess with the periphery: beverages, snacks, etc. The worst-case scenario, you lose a few dollars on something you don’t like the taste of.”
One big theme in this category is functionality, noted Deutsch, “it used to be enough for it to taste good. Now the number one question is ‘what does it do?’” For example, it can be intended to support memory, hydration, sleep, or more.
De La Vega shared that the post-pandemic environment has caused many to reexamine their relationship with alcohol and going out for drinking occasions, not necessarily to cut it out completely, but rather to be more deliberate about when one wants to drink. This has caused many to seek non-alcoholic alternatives that can still make a drinking occasion feel special.
The Calabrian chili pepper is considered the next evolution of the chili pepper trend. Both panelists agreed that it is a response to the idea of “nuanced heat” which permeates the current zeitgeist.
“First it was ‘okay, how hot can you stand it?’ then it progressed to ‘how can you find the right pepper for the right occasion?’” shared moderator Denise Purcell, VP of resource development at the SFA. De la Vega agreed, citing the many forms in which Calabrian chilis can be found: mixed with anchovy, made into a paste, preserved in oil, fermented, etc.
To learn more about the standout trends for 2024, watch the webinar on demand in the SFA Learning Center.
Related: SFA's Trendspotters Prognosticate 2024 Trends; SFA Releases Specialty Food Consumer Research