Speciality Food Magazine May 2024

specialityfoodmagazine.com 25 WHAT’S TRENDING IN2024? Our special report dives into the flavours, products and innovations that are hitting the mark with consumers this year GUT-FRIENDLY FOOD We are obsessed with the gut revolution in the UK. I’ve never heard so many people talking about their fibre intake, internal flora, and good and bad bacteria. What was a small category, led largely by single shot yoghurt-type drinks, has become completely saturated in the wake of research into the impact of our food and drink choices on our gut health. From live cultured drinks, to added-fibre chocolate and cereal bars, snacks and pastas, this trend is everywhere, and it’s not going anywhere soon. TRUCKLE CHEESES British shoppers love a truckle. And there has been some exciting NPD in the category fromboth new and established brands. The appeal of these cheeses, I think, is in their ‘grab and go’ nature, shelf life, and the broad range of flavours available. Sampling, too, (which is part of the truckle cheese culture) really helps retailers to grab the attention of shoppers. Bestsellers include mature Cheddar, smoked cheese and those infused with truffle. HOT SAUCE The British palate is getting braver. Hot sauces were, 10 years ago, usually reserved for ‘chilli heads’ - folk who get their kicks from journeying up the Scoville Scale. Today, though, they’ve burst into the mainstream, and the key to quality is flavour, not mouth- burning, furious heat. Consumers want to experience an authentic taste of the hot sauce traditions of the Caribbean particularly, and to be able to pick out the fruitiness of the chilli varieties used. HOT HONEY A huge favourite in our house, hot honey has probably soared in popularity because if its use across a mixture of cuisines, fromAsian hot wings and K-dogs, to American chicken tenders, ribs and barbecues. It’s a very versatile ingredient, working as a marinade, in dressings, as a table sauce, and dashed into stews, casseroles, soups and stir fries. READY MEALS Readymeals have certainly had a ‘glow up’, particularly since the pandemic, whenmore andmore of us relied on them. Awhole new generation of makers has blossomed in this category, using traditional cooking methods, and wholesome, real ingredients to make dishes that taste just like homemade. Farm shops I’ve spoken to report they’ve had to increase freezer space due to the popularity of these options. Bestsellers include lasagne and curries. NEWWAVE SODAS AND MOCKTAILS Sodas are everywhere at the moment. But they’re not the sugar-laden kind we grew up on. Spawned from the need to innovate following the introduction of HFSS regulations, these drinks are lower in sugar, and often free from sweeteners. Gut- friendly varieties are worth a look, as are the larger format bottles of low sugar, alcohol-free mocktails – ideal for the growing number of people eschewing alcohol and looking for alternatives. Tropical and citrus flavours seemmost popular, alongside booze-free takes on classic cocktail combinations. PLANT AND PULSE-BASED SNACKS These were everywhere at IFE in London this year. Again, innovation here has been driven by HFSS regulations, as well as a general consumers’ desire to be more mindful and healthful when they reach for a snack. We’ve tried cauliflower crisps, roasted beef brisket-flavoured broad beans, and wholegrainmini rice crackers warmed up with Asian spices. Whole foods and processing matter to the modern shopper, so nut, grain and pulse-based snacks that are as close as possible to their natural state, will appeal. KOMBUCHA What was, perhaps, one bottle propped up next to lemonade and coke on the soft drink aisle, has become big business in the UK, and there are new kombucha brands being launched left, right and centre. Not all kombucha is the good stuff, so don’t be taken in by branding and gimmicks. The acidity of this drink can put some people off. It is essential to taste, taste, taste and choose your stock for flavour first, above any health claims. Start your customers with a milder variety to get their palates used to it, before venturing into the funkier kinds. BOTANICAL RUM This is a fairly newway of branding rum that’s catching on. Inspired by the successful marketing of gin in the last decade or so, makers are appealing to a more diverse range of drinkers by being a bit more ‘blousy’ with their label design, and highlighting the botanicals that bring a touch of nuance to their products. Interestingly, it’s Britishmakers that are driving this trend forward. MOOD-ENHANCING FOOD Frommenopause-friendly teas, to CBD drinks for anxiety, and mushroompowders crafted to lift the spirits. The value to consumers of mood-boosting foods cannot be underestimated. DECAF HOT DRINKS More andmore tea and coffee blenders are improving and increasing their decaf ranges as consumers show a desire to slow their caffeine intake – particularly in the afternoon or evening. There are some very good coffee alternatives coming to market, including some made with chicory, and real attention is being paid to ensuring flavour profiles of decaf products match that of their caffeine-loaded counterparts. When sourcing decaf coffee look for types made using natural decaffeinationmethods, such as Swiss Water. RTD COCKTAILS Shake (or not) pour, garnish. It’s never been easier to recreate that bar cocktail experience in a home setting. Whole sections of the multiples are now dedicated to this category, with consumers able to buy both lowABV and bar strength varieties. Eye-catching packaging is a buying factor (cans that will impress guests), as is the use of premium spirits, and recipes that replicate classic cocktails perfectly. At the moment big sellers include the Old Fashioned, Pina Colada, Negroni, and Paloma. W elcome to Trendsetters 2024. At Speciality Food we’re constantly taking the pulse of the industry, speaking with insiders, experts and forecasters, to ensure we deliver the very latest insight, enabling you to make effective buying decisions. Through networking, and collaborating with wholesalers, brands and the UK’s leading speciality food and drink events, we’re always there for the ‘inside scoop’. In this dedicated section, we reveal some of the biggest trends we think you should be actively investing in this year. Categories that have seen phenomenal growth and activity in the last 12 months. We advise how to make these trends work for you in a speciality food setting, and throw a spotlight on exciting new products. We hope you’ll find the following pages a useful tool as you navigate buying for the summer and autumn seasons and beyond. Before you dive into the main event, I thought I’d give my own, personal thoughts on what’s trending in fine food, beyond the ‘big hitters’ we uncover in this section, based on what I’ve seen at shows, through conversations with analysts, and interviews with specialists. CHARLOTTE SMITH-JARVIS | EDITOR (MATERNITY COVER)