Eastern European, Caribbean and Mexican to be top flavours for 2024, says Bidfood

Speaking at the report's launch yesterday (3 October), Catherine Hinchcliff, head of corporate marketing and insight at Bidfood said the growing trend for "flavours less travelled" was largely down to consumers seeking greater authenticity and new experiences when dining out.

She said when consumers returned from holidays, they want to try "the real deal" at home, with 56% willing to pay more for a dish if they perceive it as more authentic.

Hinchcliff said Eastern European foods are becoming more well-known and appreciated as their produce and flavours, which include the likes of beetroot, dill, potatoes, and pancakes, are familiar to British palates, but offer something a little different. She added Romanian, Polish, and Hungarian foods, in particular, were rising in popularity.

Other food trends which emerged from the report included foods which enhance the consumers' physical and mental health and wellbeing, with almost half (48%) of consumers looking for foods that directly impact their physical wellbeing, and 71% feel the aroma of food and drink can help boost their mood.

Experiential and playful foods, such as innovative cocktails using dry ice or colour-changing ingredients, are also on the rise. Hinchcliff added operators are "having to work harder" to capture consumers' imagination, particularly those in the 18-34 category who often post images of food and drink on social media.

Alongside the survey, Bidfood worked with semiotician Dr Rachel Lawes, as well as visiting and interviewing restaurant operators in London and Manchester.

Image: Shutterstock/photography Svetlana Monyakova