BITES // 01.04.24 // NEW YEAR, NEW FLAVORS
Every month we collect six of the best pieces of content published on the web and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside in.
OVERVIEW -
This year’s culinary trends may rearrange how and where people spend their money and fill their stomachs. The new year is when everyone in the food business predicts what we’ll be seeing on restaurant menus and store shelves with food trends translating to serious income when a particular dish or ingredient catches on. Influencers on social media hold particular sway; a cursory glance through TikTok will see influencers pushing numerous foods. This year we’ll be seeing two parallel tracks when it comes to food, virtuous and indulgent.
1. NEWSTALGIA IS TRENDING WITH PICKLES
Boomers, Gen Xers and Millennials are recalling their food favorites from their childhood and teenage years. Consumers are looking for food flavors and colors that hark back to their childhood, culture or heritage. Pickles are one of those foods that are becoming increasingly popular again. Obsession with pickles is at a high, with 73% of Americans reporting that they enjoy the taste of pickles. Claussen, the brand known for their refrigerated pickles, is teaming up with Spritz Society to create a first-of-its-kind pickle flavored cocktail. Founded by media influencers and entrepreneurs, Ben Soffer, Claudia Oshry and Jackie Oshry, the new Spritz Society Pickle incorporates the iconic taste of Claussen pickles, marking the first time the 150-year-old brand has entered the beverage space. HEINZ is also launching a new “Pickle Ketchup” nationwide early this year. This new condiment combines the tangy and savory flavor of pickles with the unmistakable taste of HEINZ Ketchup. The launch of “Pickle Ketchup” underscores how HEINZ is betting big on innovation and leveraging consumer insights to shape growth and prioritizing category expansion within its Taste Elevation portfolio.
2. GLUTEN-FREE INNOVATION WITH BUCKWHEAT AND TEFF
We’ll be seeing more of buckwheat this year with Whole Foods listing buckwheat among its top 10 food trends. Buckwheat contains protein, carbohydrates and fiber but no gluten and may be used in applications ranging from plant-based milk alternatives to crackers and granola. A 2023 survey from the Whole Grains Council found that 27% of respondents said they had eaten buckwheat, which was up from 23% in a 2021 survey. More than 60% said they had heard of buckwheat, which compared with oats at over 80% and quinoa at over 70%. Teff is a fine, ancient grain from Ethiopia and Eritrea that is the smallest grain in the world. Unlike other grains like wheat, barley, and rye, teff is gluten-free. This makes it a good choice for people who have Celiac disease or are sensitive to gluten. While only 6% of respondents in the Whole Grains Council survey from 2023 said they had heard of teff, the percentage was up from 4% in the 2021 survey. This is showing that teff is very versatile and has some characteristics that are becoming more valued as they become aware of this new alternative.
3. KOREAN FOOD BOOM
South Korea’s exports of food, agricultural products, smart farm equipment and technology, have achieved a new high, passing the $10 billion mark in 2023. The popularity of K-pop and K-drama is having a ripple effect when it comes to Korean cuisine. Bulgogi, bibimbap and the beloved Korean fried chicken are becoming increasingly popular. We’re seeing new Korean classics like tteokbokki (rice cakes) and japchae (sweet potato noodles) are becoming more mainstream. Sweetened condensed milk was on several lists of trending ingredients for this year partially due to it being used in the popular Korean egg drop breakfast sandwiches. There has also been a spotlight being put on the relatively new Korean bakery and pastry culture. The popularity of Korean food in the United States is also having political effects with more South Koreans applying to enter the United States as immigrant investors.
4. AI HELPS COOK UP CREATIVITY
The food industry is increasingly using artificial intelligence to develop new products and improve efficiency and sustainability. The international pizza chain, Dodo Pizza, had its latest pizza variant designed by Chat GPT for its Dubai branch, resulting in a new pizza featuring paneer, tahini, and za’atar spice mix. Instagram blogger Ghislaine from Veggilaine asked the AI tool Chat to create a recipe in her style, and Chat delivered a recipe for paratha filled with spiced potatoes in just 3 seconds. Olam Food Ingredients (Ofi) have developed a set of trending flavor pairings for its deZaan line of cocoa products using artificial intelligence. These included Asian-inspired tastes like lychee, miso, matcha, yuzu, mochi, and spicy chili. Olam is using predictive analytics to scan online recipes and restaurant menus to identify emerging food and flavor trends as part of their innovation pipeline. Companies such as Nestlé use AI to identify proteins that enable production of healthy foods. The food industry is increasingly turning to AI to address key environmental challenges, such as food waste.
5. CAMEL MILK IS BECOMING A HOUSEHOLD STAPLE
While plant-based options like oat and soy have taken over the dairy aisle in recent years, camel milk is getting its spotlight with a growing desire for nutritious and niche products. Camel milk is rising in popularity due to it being easier to digest since it has high levels of lactoferrin and immunoglobulins. Camel milk has been used for centuries as a source of nutrition in the Middle East, Asian and North African cultures. Companies like Desert Farms and Camel Culture are leaning into the trend by leaning into the new milk alternatives’ rising popularity as a functional ingredient. Camel’s milk has essential ingredients and is high in antioxidants and nutrients like Vitamin A. The ingredient is also being increasingly used as a natural probiotic. While the camel milk market is becoming more known, it’s facing an economic hurdle of price. Camel milk is nearly 7–8 times more expensive than cow’s milk. But, experts are predicting that education and raising awareness are going to reach those “high-end” consumers and have it be incorporated into beauty products like lotion, shampoos, hand creams, and more.
6. MUSHROOMS RETURN AS THE OG PLANT CUISINE
Mushrooms have been big news in the wellness world for a few years now, and we’re continuing to see an interest surge. Sales for medicinal mushrooms are on the rise with searches for a variety called ‘lion’s mane’ increasing by 585% in 2023. Lion’s mane mushrooms have risen in popularity due to their meat like texture with many using it as a substitute for meat in meals. The hashtag #lionsmanemushroom on TikTok with supplements and recipes have gathered over 43 million views. This year the big names to know in fungi will be turkey tail and tremella, two types of functional mushrooms that have been used in Chinese medicine for many years. These mushrooms are known for their cognitive benefits. On social #TurkeyTail has already garnered over 60 million views on TikTok. We’re expecting to see these mushrooms be used in ingredients popping up in powders and supplements, and sprinkled on soups and in smoothies. Mushrooms will continue to dominate food menus, especially in savory desserts like ice cream sandwiches.
TAKEAWAY-
Foods go in and out of style just like fashion and with the help of social media sites like TikTok and Instagram, food trends seem to be moving at the speed of light. Food can influence what ingredients are featured on grocery store shelves and what dishes are featured on restaurant menus in some circumstances these food trends can even upend an entire industry. We’re also seeing food trends arise in response to wider society including the current economic climate, socio-cultural changes, and trends found elsewhere in popular culture.
