To really shake things up, we took our seasonal food tour… on tour! To the Big Apple. The concrete jungle. The city that never sleeps. And boy, was it an experience!
If there’s one thing this showed us, it’s that Americans want quick, affordable food that helps day-to-day wellbeing. 34% of US adults say highly processed food is a top concern – alongside price and taste – when buying food or drink,1 and 48% say they choose quick and easy food all or most of the time. And we’re seeing similar behaviours in the UK.
According to the ASDA Trend Book 2023-24, retail innovation has turned to more affordable and convenient freeze-dried, dehydrated and powdered foods. Think on-the-go cereal, dehydrated oat milk, and even entire plant-based meals.3 Formats like these are highly functional for people’s hectic lifestyles, better for bank balances, and even come with a side of sustainability!
From Popup Bagels’ fun twists and Creamline’s commitment to quality, to the noodle craze and the move away from overly processed foods, this New York City food tour points to a significant shift in how we’re eating. So, expect a mix of global and local influences in the coming year, offering straightforward yet delightful dining experiences. Here’s to a 2024 where tasty, wholesome, and enjoyable meals know no borders!
“Fats are no longer the bad boy! This tour taught us about all the weird, wonderful, and totally indulgent takes brands across the pond are putting on traditional experiences. The fatty. The healthy. And the convenience! ”
Georgina Triniman, Senior Marketing Manager
Hungry for more insights from the world of food and drink? Why not reach out to see what our research team can whip up for you?
1. Mintel, Global Food and Drink Trends 2024
3. ASDA Trend Book 2023-24