Consumers crave simple, affordable foods, report finds

What do consumers crave most on their dinner plates? Simplicity with a side of affordability, finds the “2024 Consumer Curiosity Report,” an analysis of consumers nationwide most likely to set the next food trends.

Released today, the second annual report focuses on more than 800 early-food adopters from a wide swath of generations, household incomes and U.S. regions, according to a release. 

Developed by Curious Plot, a marketing communications agency specializing in the produce industry, the study explores these consumers' curiosity about culinary, nutrition and sustainability topics, all to help food marketers better prepare to take advantage of future trends. Download the report here: curiousplot.agency/curiosity-report/.

Easy meals and budget trending up, but exploration still important

For the second year, respondents ranked “easy (under 30 minutes) meals” as their top curiosity for the year ahead, once again underscoring that even the most food-forward consumers are craving approachable, simple meal inspiration, the release said.

New this year, respondents consistently listed “tips for eating on a budget” as a top curiosity with 73% of early adopters planning to seek new ways to stretch their grocery and restaurant dollars.

That said, despite contracting budgets, they also are seeking to broaden their culinary experiences, says Curious Plot.

Among the report’s findings:

• 71% are either very or extremely curious about new ways to prepare vegetables. 
• 69% are very or extremely curious about new snack ideas and products.
• 65% are very or extremely curious about global/cultural flavors.
• 63% are very or extremely curious for inspiration for preparing smaller meals, also likely due to inflation.
• 59% are either very or extremely curious about new ways to prepare fruits.

In addition, 65% of respondents are very or extremely curious about reducing food waste, likely connected to grocery budget pressures, the release said.

“We created this study for produce marketers and all food marketers to better understand how today’s curiosities will influence tomorrow’s trends,” said Cristie Mather, vice president, food, Curious Plot. “While it’s clear that simplicity and affordability are ruling the day, it does not take away from the fact that early adopters’ curiosity for fruits and vegetables, global flavors and functional ingredients remains strong.”

Food as medicine

The report also uncovered that younger audiences are increasingly interested in foods that address health issues once embraced mainly by aging consumers:

• 67% of all respondents are very or extremely curious about foods with cognitive benefits with 72% of millennials and 61% of Gen Z showing high curiosity.
• 69% are very or extremely curious about foods that improve gut health with 70% of millennials and 63% of Gen Z expressing high curiosity.
• 68% are very or extremely curious about immunity boosting foods, including 68% of millennials and 57% of Gen Z.  

“Generational divides have blurred when it comes to food as medicine,” Mather said. “Produce marketers can confidently speak to younger generations about brain health, gut health and immune support in ways that were previously reserved for older generations.”

Social media, friends and family remain key influencers

Who and what is influencing these early food adopters the most? Twenty-nine percent listed social media with Instagram the most popular, 20% said “friends and family,” 15% reported restaurants and 10% ranked food media.

“To the surprise of no one here at Curious Plot, there is no single path to influencing trend-setting foodies,” Mather said. “Produce marketers would be smart to feature a strategic mix of social media marketing, influencer collaboration, media relations, paid media, foodservice partnerships and community outreach.”