What defined consumers’ plates in 2024, and what’s next for 2025?

The food and beverage landscape in 2024 “was shaped by a desire for balance: indulgence and health, tradition and innovation, simplicity and sophistication,” according to Google search data from AI-trendspotting platform Spate.

The global flavors, indulgent treats and functional foods consumers sought in 2024 have potential to shape 2025’s new product development.

The market research firm shared exclusive search data with FoodNavigator-USA comparing the top Google searches from November 2022 to October 2023 with searches from November 2023 to October 2024.

Creative nostalgia creates emotional connection

Nostalgic brand love, a term coined by Purvi Shah, assistant professor of marketing at Worcester Polytechnic Institute, is defined as the “longing to buy and consume a beloved brand that is not available anymore,” as reported previously by FoodNavigator-USA.

The rise in nostalgic foods during the pandemic gave consumers a sense of comfort to help combat stress. Food and beverage brands explored how to capture their attention and love of nostalgia through formulations, applications, packaging and marketing.

Google searches for Swedish candy (e.g. licorice) and sourdough cookies saw significant interest, with 905.9% and 219% YoY growth, respectively.

“Swedish candy taps into a global fascination with whimsical treats, while sourdough cookies offer a sophisticated spin on a classic dessert. These items embody the perfect blend of comfort and creativity, driven by the emotional connection food brings,” according to Spate.

OK Energy, which was revived in 2022 from the defunct Coca-Cola OK Soda from 1993 when college student Evan Nied purchased the license and remarketed the beverage as an RTD energy drink.

Taking inspiration from OK Soda’s branding—a response to the over-advertised Gen X consumers with its neo-noir design and the slogan ‘Things are going to be OK’—OK Energy channels its nostalgic essence. However, instead of repeating the original slogan, it subverts traditional energy drink messaging that emphasizes being one’s best self with the phrase, ‘Don’t be yourself, just be OK.”

Earlier this summer, plant-based meat brand TiNDLE, launched its first new product since the core TiNDLE Chicken with a Stuffed Chicken line designed to meet consumer preferences for easy-to-prepare meals. The line features two flavors: Chicken Parmigiana and Tikka Masala. The flavors are crafted to blend nostalgia and cultural cuisine, according to the company.

Inspired by Portuguese and Spanish conservas (tinned fish), Fishwife’s packaging and bold flavors combines a creative approach to a nostalgic and booming category. Since the pandemic, tinned fish popularity grew due to its shelf stability, nutrition and flavor. Fishwife offers flavor combinations like Cantabrian Anchovies in Extra Virgin Olive Oil and Sardines with Preserved Lemon packaged in colorful boxes illustrated by artist Danny Miller.

Gourmet comfort foods

Comfort foods paired with a nostalgic flair continue to shape consumers’ culinary interest, according to Spate.

Searches for marry me pasta, a tongue-in-cheek phrase for a delicious pasta that can inspire a marriage proposal, grew 268.4%. Searches for carbonara ramen, a blend of Italian and Japanese flavors that fuses together ramen noodles with a creamy egg and cheese sauce, bacon and black pepper, also grew 182.3%.

“Marry me pasta’s creamy, romantic appeal and carbonara ramen’s fusion of Italian and Japanese cuisine reflect how traditional dishes are being reimagined to feel both familiar and exciting. These trends show that consumers want meals that are indulgent yet elevated, making them worthy of both casual dining and special occasions,” according to Spate.

Pasta sauce also saw new innovations in 2024 with brands like Yo Mama’s and SAUZ’s sauces that focused on meeting consumer demand for clean-label and dynamic flavors.

Yo Mama’s uses whole and natural ingredients inspired by a mother’s pantry and excludes gums, fillers and preservatives. The brand features flavors like Basil, Burgundy Wine and Roasted Garlic.

SAUZ’s flavors are inspired by popular flavors in other categories, like condiments, that allowed for familiarity in a different application, according to the company. Flavors include Hot Honey Marinara, Creamy Calabrian Vodka and Summer Lemon Marinara in jars labeled with bright colors and serif fonts.

Protein meets indulgence

The line between health and indulgence continues to blur as the trend has seen growth in snacks like protein cookie dough and matcha cookies, which both grew in searches by 94.8% and 122.9%, respectively.

“Protein cookie dough catered to fitness enthusiasts with its high-protein, guilt-free appeal, while matcha cookies offered a taste of wellness with the earthy richness of matcha paired with dessert indulgence. These trends reflect how consumers are integrating functional benefits into everyday treats,” according to Spate.

Meat and dairy alternative brand Nature’s Fynd expanded into the yogurt category with the launch of its Fy Yogurt this year in Strawberry, Peach and Vanilla flavors. The brand’s star ingredient and fungal microorganism, Fy Protein, is made from a proprietary fermentation process, and contains 4 grams of fiber, 9 grams of sugar and 8 grams of protein in each 5.3 ounce serving.

Global flavors continue to shape consumers' palettes

Spicy hot pot, or malatang, was one of the top Google searches (86.3%) along with matcha cookie (122.9%), highlighting consumers’ continued interest for international flavors, per Spate data.

“Malatang, a spicy Chinese hot pot dish, brings bold, interactive dining experiences to the forefront, while matcha cookies combine a beloved Japanese ingredient with a global dessert favorite. These trends underscore how consumers are exploring new cultures through food, driven by curiosity and the influence of social media,” according to Spate.

West African frozen meal brand, Ayo Foods, grew its retail presence to more than 20 retailers nationwide. The brand features popular Liberian meals including Jollof Rice, Chicken Yassa and Groundnut Stew, along with appetizes like Mini Pies in chicken, vegetable, fish and beef fillings.

Sauces, spices and condiments also bring global (and convenient) flavors to consumers’ plates. As home cooking grew, the seasoning category did too with an 11.4% year-over-year increase in sales and a 49% rise in unit sales, according to data from the Specialty Food Association’s 2024-24 State of the Specialty Food Industry report.

Popular spices include ginger, miso and chili, along with citrus botanicals such as yuzu and hibiscus. While dynamic spice blends from Korean, Japanese, Indian and African cuisines are appealing to consumers’ global palettes, as reported by FoodNavigator-USA.

In the same report, condiment, dressing and marinade sales also saw a boost in sales, with 8.7% growth. Brands like Bitchin’ Sauce and Ponti blend global and familiar flavors for consumers to enhance their home cooking.

Bitchin’ Sauce’s lineup includes flavors like Chipotle, Cilantro Chili, Pesto and the Indian-spiced Bombay, among others. Each sauce is vegan, gluten-free, kosher, non-GMO Project Verified, USDA Organic and Oregon Tilth Organic, depending on the item, according to the company.

Ponti, a popular Italian vinegar, caters to Americans’ taste palettes by blending traditional Italian flavors with current US trends, like hot honey. The brand launched its Chili Pepper Balsamic Glaze and barbecue sauces made with apple cider vinegar and balsamic vinegar of Modena, in addition to a Soy Glaze with Balsamic Vinegar of Modena for a twist on Asian flavors.