As we step into 2024, the fresh food industry is undergoing a flavourful revolution like never before. From inventive combinations to a focus on overall wellbeing, the landscape is evolving to cater to diverse tastes and preferences in the realm of fresh produce.
Factors such as the cost-of-living crisis, sustainability, and health consciousness all contribute to how consumers approach eating. We discovered that 65% of consumers choose to dine in at restaurants or food outlets as a way to treat themselves, and 55% do so to celebrate special occasions. In this blog post, we delve into top enticing trends that are reshaping the fresh produce industry in 2024 and how you can leverage them to your advantage.
British Fusion: A Harmony of Fresh Flavours
Gone are the days of traditional dishes confined by geographical boundaries. In 2024, the British fusion trend is taking the fresh produce industry by storm. It’s the concept of merging local cuisines with global or international culinary influences to create a harmonious blend that transcends borders.
We know that consumers currently enjoy a diverse range of fruits and vegetables, but the fresh fusion trend bridges the gap between the comfort of familiar flavours and the excitement of trying new ones. 35% state that they find British fusion appealing because it’s a way to try new flavours in a format they are familiar with. Imagine a succulent mango salad with tajine spices, a classic apple pie with a Mediterranean twist, or incorporating avocados into traditional local dishes. This trend not only celebrates the diversity of fresh produce but also showcases the versatility of British cuisine.
The top 10 preferred fresh fusions, in order of popularity, include:
- Chinese
- Indian
- Italian
- American
- Mexican
- Spanish
- Thai
- Korean
- Moroccan
- Lebanese
Mind, Mood and Body: Taking a Holistic Approach to Fresh Produce
A focus on health and wellbeing is proving to stand the test of time in the food industry which is largely dependent on the fresh produce sector. As awareness grows around the links between food and health and wellbeing (both physical and mental), the industry is embracing a holistic approach to consumption transforming the mindful eating trend into a lifestyle.
A general focus on the principles of a healthy diet continues, such as balanced meals with all the foods groups and lots of diversity. Fruits and vegetables are a big part of this, as they provide important vitamins and minerals, helping consumers maintain good health and feel their best.
Vegetables (in particular, leafy greens), fruits (such as citrus fruits), as well as beans, pulses and nuts (in particular, Brazil nuts and walnuts) may help support mood, so chefs can experiment with these ingredients in menus and recipes.
You can capitalise on this holistic approach by helping educate consumers to make more informed choices. Making menus healthier, balanced and providing nutrition information where possible (and appropriate) all helps. But remember, any nutrition or health claims should be made with the support of a registered nutritionist or dietitian, to ensure they are evidence-based and do not mislead consumers.
Keep in mind, consumers not only want to make better choices for their health but also better choices for the planet. In fact, 69% of consumers believe there should be more fresh produce that’s both healthier and more sustainable.
Flavours Less Travelled: Caribbean, Mexican, and Eastern European Cuisines
In 2024, the fresh produce industry is embarking on a journey to explore a range of different cuisines, which is a trend that is believed to have come about as a result of travel restrictions during the pandemic. Caribbean, Mexican, and Eastern European cuisines are particularly stealing the spotlight, offering an escape from the ordinary.
From Caribbean callaloo and Mexican elote to Eastern European pickled vegetables, consumers are indulging in a diverse array of tastes and textures. This trend reflects a growing appreciation for the rich culinary heritage of these regions and a desire for bold and exotic fresh produce experiences.
A good way to trial new flavours with your consumers is by utilising theme days and adding them as specials as an extension to your main produce offerings or trying them as smaller dishes such as small side dishes, lighter lunch and breakfast options, and snack packs.
Rustic and Rural: Back to the Roots
In an era dominated by innovation, the rustic and rural trend is a delight in the fresh produce industry. Consumers are craving the simplicity and authenticity of farm-to-fork experiences. Farm-to-fork refers to produce on menus coming directly from local growers and producers, expressing the provenance of those ingredients down to the farm from which it came. This shows support for local farmers and communities and reduces the carbon footprint due to fewer food miles, all of which consumers regard highly.
The fresh produce industry is responding by championing locally sourced, sustainable fruits and vegetables that showcase the flavours of the land. Rustic preparations, such as flame-grilling vegetable skewers, oven baked veggies and foraged produce on the vine are gaining popularity, bringing a touch of nostalgia to the modern dining experience. For this trend in particular, try offering lesser-known varieties of fruits and vegetables to really harness this trend. Different trends will appeal to different types of consumers; rustic and rural is better targeted to those who value a more vintage feel.
76% of people currently find dishes and ingredients that have provenance within the local region appealing, and 44% believe they are of better quality.
Let’s Play: Interactive Fresh Produce Experiences
In 2024, the fresh produce industry is inviting consumers to play with their food in the most delightful way possible. The “Let’s Play” trend encourages interactive dining experiences, from fruit fondue to charcuterie sharing boards. The cost-of-living crisis is a key driver of this trend, as it is believed that a more spectacular experience may encourage people to dine out as it’s an experience consumers can’t recreate themselves. This trend not only engages consumers in the preparation process but also fosters a sense of community and creativity. It’s a celebration of the camaraderie that comes with shared meals and interactive culinary adventures.
‘Let’s Play’ is better targeted to younger, city-based consumers, as they are more enticed by multisensory experiences. Don’t forget this trend also extends to desserts and drinks, with smash desserts and create your own smoothie options. Make sure to hone in on this playful take on fresh food in all areas of your menu!
The fresh produce industry in 2024 is a dynamic landscape where tradition meets innovation, and local meets global. Fresh British fusion, mindful eating, global palate exploration, rustic and rural, and let’s play are five trends shaping the future of fresh produce consumption. As we savour the diverse and exciting flavours of the coming year, one thing is clear – the fresh produce industry is on a journey of culinary exploration.
References: Bidfood and CGA 2023 Trends consumer survey, sample size 2,003 (UK adults)
A menu built around the top products can be as fresh and unusual as you want it to be. For menu and recipe ideas see www.oliverkayproduce.co.uk/recipes/
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