When Gen Z Write the Marketing Script: What Brands Can Learn
By Emily SmithOct 31
What has changed in the culinary world, and what trends are emerging or fading?
Food is one of the most discussed topics online. Whether posting pictures of their breakfast, sharing recipes, or asking for restaurant recommendations, consumers love to talk about food.
Food and beverage brands that dive into these online conversations can gain valuable insights into the latest trends, consumer preferences, and pain points.
Read on for the latest consumer trends that will shape the food and beverage industry in 2024 and beyond.
1. Pretty food in bowls
Bowls are a food trend that has been dominating online food conversations for years. Consumers' ongoing love with presenting food in bowls isn't slowing down. The number of unique authors talking about bowls online increased by 3% from July 1, 2023 to June 30, 2024 compared to the previous 12 months.
Visuals are an important way to communicate on social media platforms like Instagram, so it's no wonder this food trend is so popular. Whether it's for breakfast or dinner, sweet or savory, bowls are the way to photograph meals in a beautiful way. The most common bowls mentioned in online conversations are rice bowls, poke bowls, burrito bowls, and smoothie bowls.
Gen Z is more likely to talk about bowls than any other generation, and consumers from the US, UK, and Australia are more likely to talk about this food trend than other countries analyzed. It's safe to say that bowls aren't going anywhere anytime soon.
2. Consumers love (and hate) spicy foods
Spicy foods and ingredients are the second most mentioned food trend in online conversations. The number of unique authors talking about spicy food increased by 4% from July 1, 2023 to June 30, 2024 compared to the previous 12 months. Gen Z is particularly fond of spicy foods and more likely to talk about the topic than other generations.
Consumers talk about spicing things up with chili peppers and sauces, going to Mexican and Indian restaurants, or experimenting with new ingredients like gochujang, a Korean fermented chili paste.
The spicy food that has seen the biggest increase in online conversation is Buldak. Buldak ramen are Korean instant noodles famous for its spiciness. Search interest has skyrocketed, and the spicy noodles were recently in the news when Denmark banned some Buldak Ramen for being too spicy and a danger to children.
Many consumers seem to be reaching their limits with these spicy noodles. Conversations are overwhelmingly negative, with three-quarters of sentiment-categorized mentions being negative. Consumers complain that the noodles are too hot for them, or that the spiciness makes their eyes water.
3. Yes to caffeine, but healthier
For many people, drinking coffee is an important part of their morning routine to start the day with an energy kick. It's no surprise that coffee is the most mentioned non-alcoholic beverage in online conversations. From July 1, 2023 to June 30, 2024, consumers talked about coffee more than 3.4 million times.
One topic in coffee conversations that is gaining traction is coffee alternatives, also referred to as "clean caffeine." The number of unique authors discussing clean caffeine increased by 3% from July 1, 2023 to June 30, 2024 compared to the previous 12 months.
Health is an important topic in these discussions with consumers looking for caffeinated beverages that are healthier and easier on the stomach. Consumers mention switching to green tea, black tea, matcha or mate for a healthier caffeine kick.
4. The popularity of fusion kitchens
Fusion kitchens are trending. Online conversations increased by 25% from July 1, 2023 to June 30, 2024 compared to the previous 12 months, and according to Google Trends, search interest reached a five-year high in June 2024.
Consumers love to try new things, and fusion kitchens offer a new culinary experience. Fusion kitchens bring together two or more cuisines, combining different ingredients and flavors to create new and unique dishes. The most popular combinations in online conversations are Japanese and Chinese, Japanese and Italian, and Italian and American.
Consumers say they love to try new flavors and have a special experience at a fusion cuisine restaurant, but they don't hesitate to criticize when the experience doesn't live up to their expectations, especially if the restaurant has a higher price tag and the quality isn't good enough.
5. Snacks for one
Single-serve meals are another food trend in 2024. More consumers are searching for recipes and meals for one, and online conversations increased by one-third from July 1, 2023, to June 30, 2024, compared to the previous 12 months.
Consumers are inspired by TikTok videos or Instagram posts that showcase single-serve recipes, especially for snacks. Online mentions of single-serve snacks increased by 20% from July 1, 2023, to June 30, 2024, compared to the previous 12 months. Consumers are looking for snacks that satisfy their cravings without wasting food. Healthy and protein-rich snacks are popular choices that can fit into consumers' diets to maintain or lose weight.
6. Consumers are watching their budgets
Consumers have been more careful with their money in recent years, and this will continue to influence their behavior in 2024. Higher prices and inflation have made consumers more mindful of their budget and how they spend money on food.
Online discussions about food and budget increased by nearly a third from July 1, 2023 to June 30, 2024 compared to the previous 12 months. Consumers are looking for cheap meals at restaurants and switching from branded to store brands at the grocery store.
Consumers share their advice and recommendations with their online community. They turn to Subreddits like r/EatCheapAndHealthy or r/budgetfood to share their money-saving tips and best cheap meal deals. For example, one user shared a recipe from their childhood that can be made with simple and affordable ingredients.
Discover more consumer trends in the food and beverage industry
Want more delicious insights? Read our new report for more food and beverage trends and learn about:
- The most popular emojis and hashtags in online conversations
- The hype around fermented foods and mushrooms
- The most common consumer pain points around restaurants
- How consumers feel about AI technologies in the food and beverage industry
- And much more