Coming in hot with 2024 new trends
It’s that time of the year when the predictions of what’s new & hot start to hit. As the original leaders in bring specialty grocery to the masses, the Whole Foods Market’s top 10 food trend predictions for 2024 is always a great place to go looking at what might come next.
One thing about the 2024 list is how many NZ business are already tapping into these. From VINCE veggie mince to ANEW, INNERBLOOM and EVE WELLNESS, there’s lots to get on board with. Check out the trends and cool local brands below.
Put the “Plant” back in “Plant-based”
The OGs of plant-based cuisine are making a comeback, putting the “veggie” back in your veggie burger and shrinking labels all over the plant-based category. We’re seeing new and emerging protein-forward products with mushrooms, walnuts, tempeh and legumes in place of complex meat alternatives. Even plant-based milk alternatives are participating, with some brands simplifying labels to just two ingredients — perfect for the vegetarian purist.
LOCAL CHAMPIONS:
- VINCE veggie mince are the latest champions with their packs of dehydrated veggies with added yummy herbs & spices. Simply add water and you’re good to go! With flavours aimed at family favourites, and the added benefits of using up wonky looking veggies PLUS long-shelf life (less waste) - they’re onto a winner winner.
A Better Boost
Whatever your go-to source of caffeine, there are new ways to get the absolute most out of your morning or afternoon pick-me-up. Combining a boost with benefits has never been easier, thanks to new coffee and energy drinks with added mushrooms, probiotics and more. There’s never been a better time to search the “clean caffeine” space for your next obsession.
LOCAL TREND-STARTER
Innerbloom is the leader in ‘coffee with benefits’ and takes the traditional coffee in a can up a whole new level. With adaptogens such as Lion’s Mane and l-theanine in their Oat Milk latte, and collagen + cacao + coconut in their ‘Elixir’ - they’re a whole new way to get a boost in your day. They take coffee seriously, and work closely to ensure its and not packed full of artificial sugars or flavouring (unlike others…)
Clean & Conserve: Water Stewardship
Brands across the aisles are promoting water conservation, and consumers are listening. New water brands use water from fruit by-products, which would otherwise be discarded. With the growing trend of regenerative agriculture, a Regenerative Organic Certification also requires soil health initiatives that ultimately conserve water. And it doesn’t stop at conservation — non-governmental organizations are showing their support of farmed oysters, leveraging aquaculture to filter water and help restore coastal ecosystems. Lifestyle brands are also pushing water-conscious products like dry shampoos, shampoo bars and laundry detergent sheets. Even household cleaners — like Whole Foods Market’s ingredient-conscious products, developed in part to help keep certain ingredients out of waterways — are making an impact. Whether the story is on cleaning or conserving, consumers and brands alike are rallying to support water movements.
LOCAL CHAMPIONS
Dust & Glow waterless body, face and haircare in refillable aluminum bottles. Cool design. Super convenient.
Anew brings reusable water bottle, sleek design and alkaline water to the supermarket shelves
Ethique are the ‘OG’ pioneers in waterless products from tip to toe, with their bars now sold all over the world
Complex Heat
Complex heat continues its evolution with global peppers taking off in every aisle — and the trend is only getting hotter. Specialty varieties like Scorpion Peppers, Guajillo or Hungarian Goathorn Peppers are found fresh, whole, ground or pickled, and a new wave of botana sauces and chili oils are popping up in condiment aisles nationwide. Pepper-infused drinks are going beyond kombuchas, cold-pressed juices and smoothies, with ready-to-drink beverages like canned tepache filling up the fridge with a refreshing kick. Even Tajín is expanding from candies and cocktails to spicing up grocery store sushi, desserts and more.
LOCAL CHAMPIONS
Sweet Sting Honey take it to the next level with their infused honey range - including ‘the worlds hottest honey’ which has Trinidad Moruga Scorpion peppers. If you’re not up for quite this level of extreme heat, then their BBQ range, smoked honey and hot honey mustard are all worthy of a try.
Little Luxuries
TikTok creators have brought “Little Treat Culture” into the zeitgeist, and we’re on board. We know firsthand the power of a treat, like an impulse macaron buy or a fizzy, functional and flavor-forward bev. Brands are getting in on the trend by considering both cost and format — like individual serving packages that add joy without breaking a budget, and outlets like The Kitchn regularly dish out lists of “Little Luxuries” found for $10 or less. Whether it’s a daily ritual like having a milk tea on your commute home or a spontaneous reward like a bath bomb in your grocery cart, get ready to make room for those little luxuries.
COOL NZ BRANDS:
Better Butta - only available via their website www.betterbutta.com, these over-loaded nut butters come with ALL the goodies. From ‘Iced animals’ to Marshy Fluff (marshmallow in a jar), Snicker Poodles and S’Mores
Anihana - Shower steamers, bath bombs and more from this super cool kiwi brand that’s making big leaps into the USA market & beyond.
Wonderland Chocolate - 100% Plant-based cashew milk chocolate and caramels, their delicious bean-to-bar chocolate is made in a small factory in Lyall Bay, Wellington. With funky packaging, clever naming and ethical sourcing - these are sure to be the ultimate treat for any ‘Chocolate lovers, plant-based enthusiasts, sweet-toothed nuts, and wonder seekers’.
Women’s Health: from Taboo to Top of Mind
This year on social media, we’ve seen hormonal remedy recipes go viral, including raw carrot salad for estrogen management, seed cycling energy bites for each cycle phase and “sleepy girl mocktails.” We’re seeing more brands making products to support periods, pregnancy, postpartum, menopause and even sleep that address life stages and symptoms previously swept under the rug. Food innovators are introducing specially formulated bars and snacks for cycle health, like menopause energy bars, at industry trade shows and conferences.
NZ BRANDS WE LOVE
Girls Get Off - the ultimate taboo breakers, they are on a mission to normalise female pleasure, and make it fun and empowering for girls to get off. Missy, Polly, Tiff and Juicee are the gals you didn’t know you needed…
Eve Wellness - bring a new lens to womens supplements with clean packaging, with cool branding - ‘Period Pal’ and ‘Blood Sugar Babe’ being favourites - and a female-focused brand.
A FEW MORE TRENDS THAT WE’RE SURE TO SEE HIT OUR SHORES SOON…
Buckle Up for Buckwheat
Gaining popularity as a cover crop to support soil health, buckwheat is a superfood seed containing protein, carbs and fiber. Plus, it’s naturally gluten free. You may have seen it in the form of soba noodles, but with more brands on a mission to improve agriculture for your favorite products, you may see buckwheat in everything from plant-based milk alternatives to crackers and granola.
Fancy Faux Fish
With tinned fish and caviar taking off earlier this year, it’s prime time for the fancy fish trend to dip its fins into the vegan pond. Thankfully, some worthy plant-based seafood brands are stepping up and bringing the flavor and texture needed to rival the real thing. Watch out for carrots in place of lox, trumpet mushrooms for scallops, and the root vegetable konjac getting its moment in sushi rolls and poke bowls. Whether you’re fully plant-based or looking to eat less seafood, there’s a faux fish waiting for you.
Noodle News
Shoppers have been finding ways to dress up their instant ramen at home for years now, but as brands step up their game, noodle lovers can take on less of the workload. Even better, brands are creating more gourmet options to rival the classics without certain preservatives and added MSG. As people seek simple and instant meals, noodles are bringing all the ease and comfort of a warm bowl with quality ingredients and tantalizing flavors.
Use the Whole Cacao
Utilizing by-products like cacao pulp has been practiced in other countries for centuries, and now brands like Blue Stripes are spotlighting the whole cacao with their craveable products for even more consumers. At EARTH University in Costa Rica, where student researchers are tackling some of the biggest systemic environmental issues, the typically discarded cacao pulp is being made into jellies and jams. The emergence of cacao fruit powders in 2023 also presents an opportunity for brands seeking a new sugar alternative without compromising on sweet, ambrosial flavor.
USA leaders: Blue Stripes Urban Cacao Water, Trail Mixes, Granola, Dried Cacao Fruits Chocolate Bars and Chocolate Covered Cacao Beans; and Knoops Cacao Husk Tea (available in UK stores)
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Check out Whole Foods USA if you’re on your next trip and see what you can find - or go hunting your local supermarket to spot the trends emerging here.
