Food trends are often reflective of what consumers want in life. When their desires change, so, too, does the food they crave. And, today, as faith wavers in the traditional rule-making institutions, such as government agencies, schools, and media, consumers are becoming increasingly permissible. That attitude carries over to their food choices. 

Under this “no rules” macro-trend, creative agency McKinney’s latest Food Trends Report identifies four key areas to watch — culture, wellness, technology, and social responsibility. 

Culture: leaving comfort zones behind

There will always be a place for comfort foods, but consumers are taking more and more risks with what they eat. From ranch-flavored ice cream to Pepsi and milk (“Pilk”), consumers aren’t afraid to try new things in search of the next surprising flavor trend in this no-limits approach to food pairings. 

Creators are also stepping outside their sphere of influence, branching out from their online platforms to bring unique food and beverage products to store shelves. These creators are often able to innovate faster than CPG brands and bring more culturally relevant products to market. 

Meanwhile, brands are moving away from their tried-and-true marketing strategies. They’re building an online presence and seeking niche — rather than mass — relevance in hopes of going viral.

Wellness: turning to TikTok for health information

It’s time to break free of strict diet plans. Consumers are allowing themselves more flexibility and are okay with cheating on their diets to treat themselves, try a new cuisine, or enjoy an indulgent meal with friends and family. 

But there are some problems with the “no rules” approach when it comes to seeking health information. Consumer reliance on health influencers for guidance on what (and what not) to eat is creating confusion and spreading misinformation online. So it’s up to experts in healthcare and nutrition to call out dangerous food trends and unsupported health claims.

Technology: expanding the possibilities of food

Space discoveries are breaking boundaries and preparing food for a challenging future. NASA’s success growing plants in the moon’s soil could impact our ability to cultivate crops in harsh conditions. And China is launching seeds into space to create new, more resilient plant varieties. Advancements like these could increase our food’s tolerance against environmental stressors. 

Social responsibility: putting invasive species on the menu

As invasive species threaten local ecosystems and food systems, food brands and restaurant owners are enlisting the help of local hunters, farmers, and suppliers to bring those species to the table with new food and beverage offerings. It’s a creative way to cut down on invasive populations while supporting local communities. 

Another way food companies are transforming the food system is moving from net zero emissions pledges to a climate-positive model of food production. This model aims to reduce the amount of carbon dioxide in the atmosphere, but there are challenges yet to overcome with current methods for capturing carbon. 

For more insights into the rule-breaking food trends of this year, see McKinney’s full report.

Americans are still searching for ways to save as food prices continue to rise. Almost six in 10 consumers surveyed by Attest are facing at least some difficulties affording food, with nearly 10% struggling significantly.  

Finding the stores with the best prices is one way consumers are coping with costs. Among the nearly 70% of consumers who said they shop at two or three different supermarkets for groceries, more than half do so to save money, get better deals, or use coupons. 

Even if just as an occasional treat, many consumers still regularly grab takeout, with most getting takeout food one or two times a week (32%). But cooking at home is the norm. More than eight in 10 Americans regularly eat food they cook from scratch, with 43% expressing a love of cooking and another 43% saying they’re comfortable with it. 

To find inspiration for their meals, consumers most commonly turn to recipe sites or apps (36%) and social media (29%). Only 11% use cookbooks. And while many respondents own microwaves (85%) for quick meals, a surprising 26% don’t own full-sized ovens and 27% don’t have freezers. Notably, air fryers are becoming a popular appliance, and 58% own one. 

Many Americans aren’t short on time when it comes to cooking either. Roughly third-quarters of respondents feel they have ample time to cook, leaving just 23% with little or no time to cook. Being pressed for time is more common among Gen Z consumers, however, with nearly 30% struggling to find time for cooking. As a result, pre-prepared food is the primary diet for 41% of this generation, presenting an opportunity for food brands.  

For more insights on how consumers are managing food prices, see the full report.

The consumer industry is shifting from mass to micro, according to “The Future of Grocery Retail” report from Deloitte. Almost 90% of surveyed grocery retail executives predict that grocery marketing will become hyper-personalized, targeting individuals rather than the “average consumer.” 

Previous research from Deloitte found that three in four consumers are looking for more personalized nutrition, a 13% year-over-year increase, and more than half (55%) would pay more for the right foods to support their health and wellness. Now, two in three grocery retail executives say this “food as medicine” trend may greatly increase healthy food sales.

The hyper-personalized shift also impacts the supply chain — 70% of surveyed grocery executives plan to move toward more local and less global food supply sources as interest in buying local grows. Four in ten executives see this manifesting in store-managed food production, and possibly on-site vertical farming, for most of their stores within the next five to 10 years.

Alongside these changes, the relationship between CPG companies and grocers is beginning to break down, as CPG brands build their own direct-to-consumer models and grocery retailers focus on private-label offerings. Nearly half of surveyed grocery executives say this relationship will become less important as time goes on, and 92% believe their store-branded products will become a significant, growing source of revenue.

For more insights on the future of grocery retail, see Deloitte’s full report. 

Consumers are coming out of the pandemic with a renewed focus on sustainability, according to a new report from McKinsey based on a survey of consumers across 11 countries. 

It’s no surprise that preference for single-use plastics surged during the pandemic. In 2020, 71% of respondents in the U.S. said they were more concerned about hygiene and food safety than they were before COVID-19 began. But this year, that percentage dropped sharply to 37%. 

That doesn’t mean hygiene and safety are no longer a top priority — 75% of U.S. consumers felt this aspect was of significant importance when it comes to product packaging. Shelf life (69%), ease of use (57%), and durability (55%) were also extremely or very important to most Americans, and these were also top concerns among other countries. 

Nearly 40% of U.S. participants said the environmental impact of food packaging was important to them, less than the global average of 51%. Specific concerns regarding environmental impact also varied by country, but ocean litter and water pollution were the top two shared concerns. Meanwhile, natural resource depletion and deforestation ranked lowest.

Most surveyed respondents overall said they’d be willing to pay more for sustainable packaging, with a higher likelihood among consumers in developing nations and higher-income groups. Compostable packaging seems to be the most favorable sustainable solution among surveyed countries — 69% of total consumers and 72% of U.S. consumers ranked this as their top choice. Other top sustainable packaging options included plant-based packaging and compostable plastic films, while metal, aluminum, and combination packaging were ranked at the bottom of the list. 

With pandemic packaging trends subsiding, new regulations emerging, and sustainability returning to the spotlight, McKinsey advises brands and packaging suppliers to evaluate their portfolios and identify opportunities to provide winning solutions.

Though 61% of consumers plan to boost their consumption of plant-based foods over the next six months, almost 40% are limiting or eliminating alternative meat from their diet, according to a new survey from Strong Roots shared with Food Industry Executive. 

The survey of more than 1,000 consumers residing in the United States, United Kingdom, and Ireland found several motivators for reducing “fake meat” intake, including:

But many consumers are still shopping for plant-based foods. Most commonly purchased plant-based products include frozen vegetables (54%), veggie burgers (42%), plant-based nuggets (23%), and microwavable or ready-made meals (22%). 

Label claims, however, can be confusing, and half of consumers say unclear labeling made them unsure about whether a product contains animal ingredients. Nearly 70% of respondents assume “plant-based” means the same thing as “vegan” on packaging labels, but far fewer (33%) do further research to confirm this assumption. Most instead rely on ingredient lists (39%) and front labeling (35%) to figure out if a product is vegan. 

Consumers also want to know how their purchases impact the climate — almost half are more likely to buy from brands that put their carbon footprint on the label, with Gen Z and Millennials 20% more likely to buy from these brands.

Developing cooking skills, supporting gut health, and minimizing food waste are the food topics today’s foodies are following, according to the first Consumer Curiosity Report from Curious Plot. 

To find out what curious consumers are craving and identify upcoming food trends, Curious Plot surveyed more than 700 “early adopter consumers” who regularly interact with food and drink content online and believe it’s important to try new things. 

So what did these consumers pick as top food trends? Respondents most often said they were “very” or “extremely” curious about:

On a nutritional level, most survey participants said their curiosity gravitates toward foods that boost gut health (72%) and offer cognitive benefits (71%). And, ranking highest among sustainability topics, most (47%) respondents said they were interested in reducing food waste, followed by supporting animal welfare and organic agriculture. 

Consumers who said they eat meat and don’t plan to limit meat consumption were more likely to list easy meals and cooking tips in their top trends. Respondents interested in reducing meat consumption were more curious about animal welfare and plant-based recipes. 

Among all survey participants, the most likely influencers of food curiosity were friends and family (23%). But other primary influencers differed by generation — 31% of Gen Z credited TikTok with sparking their curiosity, 17% of Millennials named Instagram, and Gen X and Baby Boomers were more likely than other generations to be influenced by restaurants. 

See the full report for a more in-depth look at what’s trending among food curious consumers.

Food price growth may be slowing, but consumers aren’t backing off on efforts to cut costs — 74% said inflation drove them to make efforts to save on groceries at least “sometimes” last month, according to recent data from Morning Consult. 

Some saving behaviors have changed little but persisted at high levels since 2021 — last month, 83% said they compared prices and 78% picked generic products over brand names, compared to 82% and 80%, respectively, in October 2021. Other behaviors have increased notably, with more Americans buying fewer items (68%, up from 64% in October 2021), using coupons (65%, up from 58%), and buying in bulk (64%, up from 61%). 

Cooking at home has also been a long-term tactic to save money, but now consumers are taking it a step further, finding ways to adjust their cooking habits to save even more. Most commonly, they’re changing the types of meals they cook (46%) and switching the ingredients they use (40%). And higher income households are more likely to use more recipes in their meal planning, likely a means of making restaurant quality meals at home in place of eating out. 

For brands, promoting less expensive meals, recipes, and ingredient substitutes, in addition to offering deals and promotions, will be key for helping customers manage costs as prices continue to direct their purchasing decisions.

Going “back to nature” for health and sustainability, while taking advantage of transformative technologies, is the path forward for food, according to the new “Future of Food” report from Backslash, the cultural intelligence unit of TBWA. 

Based on the knowledge, insights, and research of 42 TBWA Culture Spotters around the world, the report identifies four key areas that are shaping the future of food and the opportunities they present for food brands.

Strengthening social and environmental sustainability 

It’s no longer enough to offer food that looks and tastes good. Food is now a critical component of promoting better health for the planet and its people. So consumers are more likely to shop with social responsibility, environmental impact, and personal wellbeing in mind.

Areas where food businesses can positively contribute to this movement include tackling food waste and promoting moderation, providing greater transparency and informative labeling, and supporting inclusivity through partnerships that honor heritage dishes and flavors.

Going back to basics with consumption

Stockouts during the pandemic, tightening budgets, and rising food insecurity has led to a shift from reliance on convenience and speedy meal deliveries to taking the time to make more meals at home. Consumers have developed an appreciation for the process of preparing food in their own kitchens, and many are looking to become more self-sufficient by growing their own food and raising livestock. 

Brands can support this desire to be more hands-on by educating consumers on the journey from farm to table and helping them experience the process through initiatives like urban gardening. 

Blurring the lines between food and medicine

As consumers seek to improve their health and wellbeing, they have greater expectations for the food they buy. They’re not just seeking foods that are healthy and offer functional benefits — they’re increasingly looking for personalized nutrition that meets their unique dietary needs and improves their mental state.

The opportunity for food companies here is to steer customers away from comforting junk foods and toward products and recipes that will help them feel better and adopt healthier habits.

Embracing innovative technologies

Where before there had been some resistance to technology’s involvement in food production, consumers are now seeing its critical role in reducing food waste and addressing the climate crisis. They’re also interested in trying lab-grown meat and cultivated dairy products, viewing them as more sustainable, humane alternatives.

A lot of attention is on AI, too, as its capabilities in food are no longer limited to robotics and inventory management. Consumers are using AI tools to get inspiration for recipes and meal plans. And brands’ use of AI is expanding to product development — from staying ahead of food trends to planning new formulations. 

For a more in-depth look at these cultural forces, see Backslash’s full report. 

For both animal products and alternative proteins, taste and value are key, according to a new “Innovations in Alternative Proteins” report from the International Food Information Council (IFIC).

For the report, IFIC interviewed 1,000 U.S. adults ages 18 and older about their meat consumption habits, willingness to try alternative proteins, and their understanding of new and innovative alternatives. 

Taste, value, and appearance drive animal meat purchases

More than half of Americans (54%) eat animal meat on a daily basis, and more than a third (36%) eat it weekly. And taste (42%), value (37%), and general appearance (33%) are the highest priorities for meat purchasers. 

Younger consumers (ages 18-34) were more likely to give weight to the source of the meat as well as labels including “natural,” “organic,” and “healthy.” Consumers 35 and older were more likely to prioritize value, while those 55 and above were more likely to rank availability as important. 

Curiosity, health spark interest in alternatives, but taste deters repeat buys 

More than half (57%) of Americans said they’ve tried alternative proteins, most commonly plant-based ground beef (31%) and beef alternatives (23%), plant-based sausage (22%), and plant-based chicken alternatives (22%). 

Curiosity (50%), belief that such products are healthier (40%), and recommendations from friends and family (30%) were the most common reasons for trying alternative proteins. When asked about the most appealing ingredients in such products, customers who tried them rated soybeans (55%), mushrooms (52%), and peas (43%) the highest.

While 31% who gave alternative proteins a try eat them more frequently now, 14% eat them less and 22% haven’t tried them again. More than half (51%) of consumers who tried alternative proteins for the first time said they weren’t willing to try them again due a taste that didn’t resemble animal meat. Many also said that members of their household didn’t like the overall taste (29%) or texture (24%) and that it was too expensive (25%). 

Many consumers unfamiliar with cell-cultured products, but willing to try 

Many Americans said they’ve never heard of newer alternative proteins, including mycoprotein (71%); cell-cultured (60%), cell-based (55%), and cultivated (48%) meat; and fermented protein (59%). But once they were provided with definitions for these products, IFIC found that interest in cell-based/lab-grown protein had grown to 42% since their 2021 survey (up from 24%), while interest in fermented food products rose from 27% to 37%. 

Consumers who said they were “very interested” in cell-cultured meat cited curiosity (32%), environmental sustainability (28%), and the lack of animal slaughter (28%) as the main drivers. Americans who expressed less or no interest said taste and texture (36%), price (28%), and safety (23%) would have the most impact on their willingness to try such products.

Similarly, affordability (58%), a taste comparable to animal meat (57%), and a product from a trusted brand (56%) were ranked the most important influencers of consumers’ willingness to buy a cell-cultured chicken product. 

For more insights on how consumers view meat alternatives, see IFIC’s full report. 

“Get ready for boredom,” reports Rabobank’s Senior Consumer Foods Analyst, Tom Bailey, because smaller, safer innovations are ahead for disruptive food products like plant-based meat alternatives, precision fermented products, insect products, and fat replacers. Many of these breakthrough products just haven’t thrived the way companies and investors hoped they would. 

Rising interest rates, labor shortages, changes in consumer buying habits, and other current challenges have hindered the growth of disrupters and turned attention toward products with profitability potential. So instead of trying to create hype around novel, revolutionary products, companies are making incremental innovations, such as improving product taste and packaging, simplifying the supply chain, and finding ways to cut costs.

Plant-based growth depends on better nutrition, less “meat-mimicking”

In a separate report, JP Frossard, RaboResearch’s Consumer Foods Analyst, specifically highlights a slowdown in sales of plant-based meat alternatives. Though sales have remained steady as consumers seek healthier, more sustainable, and animal-friendly foods, they’re not what they once were. After achieving 47% growth in 2020, the category’s retail dollar sales fell 9% in the first quarter of this year.

Frossard’s report suggests that companies try a different approach to boosting sales and winning over mainstream consumers, one that focuses on the healthfulness of plant-based products, not their ability to match meat’s taste and texture.

Consumers aren’t yet sold on the nutritional value of plant-based products, especially amid concerns about ultraprocessed foods. So cleaning up and simplifying ingredients and turning conversations toward how both plants and meat support a healthy, balanced diet will help drive future success in the plant-based meat space.