What do trend-forward foodies crave now? The answer to that question can help you target your merchandising and messaging in store, online, and in your local community. Here to help: Marketing communications agency Curious Plot is sharing the findings of its 2024 Consumer Curiosity Report, an analysis of consumers nationwide designed to identify the next food trends.

The second annual report focuses on more than 800 early food adopters across generations, household incomes, and U.S. regions. It explores consumers' curiosity about culinary, nutrition, and sustainability topics, to help industry members prepare to take advantage of future trends. Key findings:

• Respondents ranked “Easy (Under 30 Minutes) Meals” as their top curiosity for the year ahead. The analysts say this underscores that even the most food-forward consumers are craving approachable, simple meal inspiration.
• “Tips for Eating on a Budget” is a top curiosity, with 73% of early adopters planning to seek new ways to stretch their grocery and restaurant dollars.
• Despite contracting budgets, foodies are seeking to broaden their culinary experiences.
  • 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.
  • 59% are either very or extremely curious about new ways to prepare fruits.
• 65% of respondents are very or extremely curious about reducing food waste.

Taking a closer look at healthy eating trends, the report shows younger demographics are increasingly interested in foods that address health issues.

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

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

In terms of how to reach these consumers, Mather said: “To the surprise of no one here at Curious Plot, there is no single path to influencing trend-setting foodies. 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.”