Declares 2024 Consumer Macro Trend: "Vibe
Whiplash"
NEW
YORK, June 26, 2024
/PRNewswire/ -- Creative, media, and influencer agency McKinney has unveiled its 15th Annual
Food and Beverage Trends Report, centered around the overarching
theme of "Vibe Whiplash." Reflecting the nation's mood, "Vibe
Whiplash" captures the intense cognitive dissonance people are
experiencing daily as they navigate opposing forces. This year's
report explores the trends in Culture, Wellness, Technology and
Social Responsibility that are shaping food preferences, and the
reasons why certain foods are "in" and others are "out."
"'Vibe Whiplash' sums up the conflicting emotions consumers are
experiencing every day and the way that's affecting the decisions
they're making," said Jasmine Dadlani, Chief Strategy Officer,
McKinney. "A global recession is
building and people are dealing with record inflation, yet 40% of
Americans are planning to splurge in the next 3 months and 87% of
consumers are planning to take a vacation in the next 12 months.
That cognitive dissonance and the food trends it's producing have
been fascinating to analyze."
McKinney's Annual F&B
Trends Report began as a partnership with the Institute of Culinary
Education, and expanded to include NYU
and Columbia University. Since 2009,
McKinney has published annual
reports on food and beverage trends, influencing educational
curricula and guiding client strategies.
Key Trends to Watch
Culture
The 2024 food scene is ripe with "NSFW" and
"Absurdist Food" trends. TikTok's "thirst trap chefs" are driving
this trend with provocative food presentations and techniques,
creating outrageous, "sexy" content.
At the same time, solo dining has gained traction, with a 260%
spike in Google Trends since 2019, reflecting a growing acceptance
of dining alone. Trends like "#Carmukbang," where people eat
various foods in their cars, have popularized this concept,
sometimes educating viewers about regional specialties or gourmet
spots.
Technology
Technological advancements are
transforming food operations – from kitchens to farmlands – and
pursuing "Zero Human Error." Automated kitchen gadgets are
streamlining cooking, while AI tools are revolutionizing farming by
reducing labor-intensive tasks and increasing crop yields, such as
Farm-ng's robotic micro-tractor.
Social Responsibility
The need for sustainable food
has prompted some consumers to "Hug the Bug" and embrace insect
cuisine – from international dishes like chicatana sauce in Oaxacan
restaurants and Tagame Cider in Japan to insect-based food companies in the
U.S. like Hey Planet.
With the rising cost of living and food impacting the entire
supply chain, French supermarket Carrefour is helping consumers
identify products affected by shrinkflation, while tech companies
like PreciTaste AI help cut labor costs, reduce food waste and
increase restaurant sales.
Wellness
The wellness landscape is shaped by
influencers promoting food as medicine and integrating "Alt RX"
into daily diets, as well as brands offering longevity products and
services, tapping into the buzzy "Blue Zone" phenomenon.
Therapeutic practices like art therapy, video games, and the
"Bed Rotting" trend—a viral self-care method advocating rest—are
gaining popularity in response to fast-paced modern life. The
pandemic has heightened focus on mental, gut, and hormonal health,
leading to what some might call unconventional diets and lifestyle
choices.
Request a full copy of the 2024 McKinney Food and Beverage
Trends Report.
About McKinney
McKinney is a creative, media and influencer
agency that gets attention for brands. It is one of Ad Age's 2024
Best Places to Work and a 2024 A-List Agency Standout, reinforcing
the agency's commitment to providing an exceptional workplace
culture where employees thrive and creativity flourishes. A
Certified B Corporation, McKinney
is part of the Cheil Worldwide network and has offices across the
country, including Durham,
Dallas, Los Angeles, Phoenix, and New
York. McKinney has been
recognized by Cannes Lions, Effies, The One Show, D&AD, ANDY,
CLIO, LIA, the Shortys, and The Webby Awards, among others. Current
client partners include brands such as Popeyes, Blue Diamond
Growers, Little Caesars, Pampers, Henkel, Samsung, Indivior,
Sherwin-Williams, Biogen and the Ad Council. For more information,
visit mckinney.com.
Press Contact:
Lisa
Hafer
Executive Director, Marketing & Communications, McKinney
Email: lisa.hafer@mckinney.com
Phone: 260.348.3939
View original content to download
multimedia:https://www.prnewswire.com/news-releases/mckinney-launches-15th-annual-food-and-beverage-trends-report-302183255.html
SOURCE McKinney