The Biggest Food Trends For 2024
The Biggest Food Trends For 2024

The Biggest Food Trends For 2024


Giant croissants, posh pubs, West African cuisine – 2023 brought us numerous food trends, but what does 2024 have in store? From comfort food classics to submarine wines, here’s what the experts predict we’ll all be eating and drinking...


Beans, Made Sexy

“First it was canned fish and Spam, and now beans and pulses are the latest cupboard staple to get a foodie renaissance. Once dismissed as a bland and boring basic, they’re now centre stage on every fashionable restaurant menu and are increasingly part of every savvy cook’s kitchen arsenal. In the past year, people have also cottoned on to their economy, versatility and great nutritional value (they’re low in fat and high in protein). Plus, they can ‘stretch’ a hearty stew or simply stand on their own in a salad or stir fry. Butter beans are the nation’s favourite, with chickpeas a close second.” – Lizzie Haywood, Innovation Trend Manager at Waitrose 

“One of the most sustainable and affordable protein sources on the planet, beans are ticking all the boxes for 2024 – especially when restaurants make them feel indulgent. At Nessa, Tom Cenci’s campfire beans on toast are smoky and saucy, while cannellini and haricot litter the menus at the likes of Bouchon Racine and Cafe Cecilia.” Frances Cottrell-Duffield, Tonic Communications

The Martini

“2023 saw the return of the margarita with the popularity of mezcal and tequila and with nostalgia and comfort still on the agenda for 2024, retro cocktails are set to make a return. One of these will be a classic martini, and chefs will continue to experiment with interesting combinations to rework the drink. The Dirty Martini at Michelin-starred Heron, Edinburgh uses salty fingers, a coastal herb, to give it a briny, savoury taste, while Edinburgh’s Fhior has created a ‘Gooseberry Boshi Martini’ that replaces olive brine with salted gooseberries.” – Francesca Smalley, Sound Bite PR

Breddos Tacos
Breddos Tacos

Mexican Ingredients

“Home cooks are more adventurous than ever these days, looking for niche ingredients not normally available at the supermarket. Mexican food has always been popular, but thanks to street food vendors and restaurants like Cavita and Breddos Tacos, we can enjoy authentic Mexican food outside of Central America. I expect to see harder-to-find Mexican ingredients like ancho (spicy green peppers), Habanero pepper paste and avocado leaves imported by supermarkets and in people’s cupboards. A few months ago, Mexican seasoning Tajín launched in the UK for the first time – a delicious natural dry hot sauce that's perfect for a margarita cocktail rim or sprinkled over guacamole and tortilla chips.” – Holly Gild, food writer

Cream-Based Desserts

“Last year we saw giant croissants and ‘cronuts’ take centre stage, but 2024 is all about cream-based desserts, as consumers look to more indulgent French-inspired dishes for a sweet treat. Cream buns will be particularly popular, and I expect to see numerous chefs prepare their take on the classic – think super light pastry filled with unexpected flavours. I also think cream-based retro desserts from the 70s and 80s will make a comeback, as restaurants try to put their spin on classic dishes like trifle and profiteroles. Pastry chefs big on social media, like Cédric Grolet and Amaury Guichon, are leading the wave and bringing those classics to a younger audience.” – Holly 


Protein Everything

“Protein used to be solely the preserve of bodybuilders – and thought of as simply meat or fish – but now making sure you’re eating enough protein has filtered into the mainstream. Those under 35 who took part in our survey rated ‘high in protein’ the most important health quality in a food product above aiding their mood, sleep or skin, or being low in fat, salt or sugar. One in eight adults told us they have changed their diet over the past year to eat more protein. In store, high-protein drinks and yogurts are up 39%. The one unlikely protein-packed ingredient that caught everyone by surprise this year is cottage cheese: slightly retro, great value and hugely versatile.” – Lizzie 



Classic Condiments

“Store cupboard brands have been big news in the London food world: Morley’s and The Standard teamed up with Heinz to create a Fried Chicken Sauce, while Camden Town Brewery and HP Sauce brewed a Brown Ale together. Top chefs are also creating their own takes on old-reliables: Acme Fire Cult creates ‘Marmite’ using leftover brewer’s yeast from 40FT Brewery; Poon’s reimagines XO sauce as delicious WO Sauce, while Le Magritte at The Beaumont serves its chickpea fries with a jalapeño ketchup.” – Frances


Manchester’s Food Scene

“Last year fashion house Chanel previewed its 2023-2024 Métiers d’Art collection in Manchester, a city celebrated as the birthplace of Britpop, Oasis, and New Order. Acknowledged as a cultural 'northern powerhouse,' this vibrant city is positioned to become a prominent travel hub in the new year. Down-to-earth and effortlessly cool, Manchester is home to a myriad of top-tier bars, pubs, and restaurants, cementing its status as a prime destination for those seeking the very best dining and nightlife the UK has to offer.” – Tom

Submarine Wines

“Undersea ageing is the biggest new trend in the sparkling wine world – it offers near-perfect cellaring conditions, with total darkness, a constant temperature and underwater pressure creating excellent bubbles. Each bottle has more oxygen dissolved in it and the method was discovered by pure accident, when an a ship carrying champagne sank, back in the 19th century. Mauro Colagreco at Raffles London at The OWO offers four submarine-aged wines from three producers, including Exton Park’s 2014 60 Metres Below Blanc de Blancs Brut, the first English sparkling wine to be aged in this way, spending 12 months under the sea near Brittany.” – Frances

Ditching Plant-Based Substitutes

“The OGs of plant-based cuisine are making a comeback, putting the ‘veggie’ back in your veggie burger and shrinking labels all over the plant-based category. We’re seeing new and emerging protein-forward products with mushrooms, walnuts, tempeh and legumes in place of complex meat alternatives.” – Louise Daniel, Whole Foods Market

“Plant-based sales hit a plateau this year, causing brands to pull products from shelves. Many Brits favour thoughtful meat consumption over veganism, a surge in regenerative farming is forecasted for 2024. Butcher Philip Warren champions this ethos, focusing on grass-fed, free-range livestock and flavour over efficiency. They're trusted suppliers of top London restaurants like BRAT, Ikoyi, and Blacklock to name a few. Echoing this trend is Michelin-starred Chef Patron Tommy Banks who is set to highlight regenerative farming practices at The Abbey Inn with an exclusive 'Regenuary Menu.” – Tom Rogers, Crab Communications

Fermented Food

“As chefs look for new ways to create innovative and unique flavours in their dishes and with ingredients, Asian-style fermentation is popping up on fine-dining menus, Sam Yorke at the Michelin-starred Heron, Edinburgh uses koji with turbot, grape and almond and Sam Scott at Fhior, also uses koji in his cauliflower dish with apricot whilst using ume boshi together with celeriac and bay leaf.” Sound Bite PR

“With increased interest in our gut health, demand for fermented foods has grown. At Waitrose, sales of fermented condiments, pickles, glazes and sauces are up 14%. Two flavours dominate: tang and umami. Kimchi and Super-Beet beetroot kimchi are also up, so we expect to see people enjoying more of these foods.” – Lizzie


Simple Comfort Food

“Recent food inflation has changed not only how people shop, but also how they cook and eat. Price-conscious customers have been searching for the best value; switching to own-label, buying bigger packs and looking for promotions. They’ve been simplifying their meal choices and becoming a little less adventurous, choosing familiar foods and recipes they find comforting. Customers are now regularly eating classic dishes such as shepherd’s pie and macaroni cheese. We’re particularly finding comfort in the humble spud: sales of potato side dishes are up 19%, with triple cooked chips and potato dauphinoise the most sought after. And we’ve also turned to more everyday frozen potato sides like frozen fries and crinkle cut chips.” – Lizzie


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