The top food and drink trends you can expect in 2024 according to Derby experts

2023 has been a varied year for food and drink trends. This year we've seen butter boards, charcuterie tables, giant pickles, and grown-up lunchables all go viral online, which leaves us wondering what could be in store for 2024.

Restaurants and bars are more than just places to get fed and watered; they can be places where people make memories and friends on fabulous nights out. 

Some look forward to dining at restaurants, which can also be a treat or highlight in someone’s otherwise humdrum week.

Read more: Derby food and drink

Research firm Mintel says 65% of consumers eat at restaurants or food outlets to ‘treat themselves’ indicating that eating out is a big part of some people’s lives.

Diners or good food appreciators may be curious about what to expect in restaurants and bars in 2024.

We have spoken to experts in the food industry, from chefs and educators to leading figures in the beverage industry who have shared what they think will be trending in the coming year.

Healthy dishes, rural produce and British fusion food set to wow diners

Food that promotes wellbeing and good health is set to be a top priority for diners in 2024.

Darren Creed, from Loughborough, is a chef, lecturer, and curriculum manager at Loughborough College.

He says health, quality, authenticity, value, and choice are factors that will factor heavily in menus next year.

The educator with a passion for food and imbuing the next generation with a respect for ingredients, believes 2024 will be the time for British fusion, rural, and local produce to shine. 

It does seem people are getting more mindful of the green agenda and climate crisis unfolding across the world.

Darren says emerging trends of chefs embracing sustainable practices and showcasing them on menus will be big news in 2024. 

Other food trends that Darren says we should expect in the coming months include technological innovations especially AI, and personalised dining experiences.

It can be said that factors such as Brexit, Covid and the cost-of-living crisis have impacted the hospitality industry and caused many businesses to pivot and adapt.

Darren said: “It felt like a perfect storm, first Brexit which caused a lot of staff shortages, then Covid which caused huge amounts of business to close, and now the cost-of-living crisis.

“It is clear a lot of restaurants have had to reduce opening hours, they now close at breakfast and lunch. Most have had to put prices up, but you can’t pass all of the extra costs on to the customers.

“Others have created incentives to draw dinners in - the key point is all have adapted in some way but with difficulty.” 

Foraging, veggies, and experiences are top of the plates

Celebrating nature and putting foraged produce on the menu is a trend that we will be seeing more of, says Holly Marie Faulkner, chef and director at Cherry Pickle Catering.

The Derby-based caterer ran The Wonky Table restaurant for over 12 years’ and now has her own catering company.

She said: “Food trends for 2024 include foraged food, dishes made with micro-local produce, and vegetarian and vegan dishes.”

A restaurant growing vegetables onsite is a nod to sustainability whilst also providing a talking point for diners who can enjoy basking in a green ‘feel good’ glow.

Several Michelin-starred restaurants have gardens onsite. 

Monte-Carlo Bay Hotel & Resort fitted out one of its roof terraces with a 400 m2 vegetable garden in 2017, whilst Raymond Blanc’s passion for locality saw Le Manoir Aux Quat Saison be awarded one of the Michelin Guide’s first Green Stars.

Holly believes local food foraged or grown onsite, can sit in harmony with food from far-flung states.

She said: “Mediterranean and Middle Eastern cuisine will be a big 2024 trend. People also want something a bit different and more of an experience, so places like the Nordic Bar at Derby Tipi Tents will be popular.”

Street food appears to be everywhere, however this food trend is predicted to slow.

Holly said: “I can see street food markets slowing down a bit. People are getting bored and it’s like everyone is doing it."

Clarity, honesty and provenance will be coveted in 2024

The need for clarity and knowing the provenance of ingredients continues to be a key trend interesting consumers across the country. 

Dave Marsland, owner of Manchester Rum Festival believes customers cherish authenticity and clarity.

Speaking about the rum industry, Dave said: “Authentic rums will lead the way even more, especially with more transparency towards spiced and flavoured additions. 

“Consumers have seen clarity in the gin category, with a better understanding of botanicals and production methods to gain the flavours they enjoy - I can see this happening with rum too.

“Chairman's Reserve Spiced from Saint Lucia has revamped its packaging to offer this information to the end-customer through their label.

“Arcane of Mauritius show off their Arrangés range of flavours with a showcase of their use of fresh ingredients, historical value of such and their method of blending into the rum itself.

“DropWorks from Nottinghamshire and Rhum J.M from Martinique are brands who explain their methods and ultimately educate and lift customers’ experience.”

Authenticity is a key trend that comes up in both the food and beverage sector. 

Danny Couch is a national account manager for Estrella Damm who believes world beer will be popular with consumers in 2024 and that customers will value clarity.

A point of interest is the provenance of popular Madri Lager which may look and feel Spanish, but which Time Out reported is a collaboration with a Spanish brewery and made in the UK.

Its maker, Molson Coors is reported to say that it brews Madri in "sites across our network" including a brewery in Tadcaster, Yorkshire.

Other world beers are also made in Yorkshire, as Samuel Smith and Heineken also have bases there.

The rise of NoLo

New Year’s resolutions filled with health goals and initiatives like Sober For October mean ditching alcohol is easier than ever.

Danny Couch also believes that the no-and-low alcohol market will continue to make gains, especially with younger consumers. 

Nic Rezzouk is wine buyer for Reserve Wines Manchester who believes a key 2024 trend is moderation.

He said: “Moderation will be increasingly important to people, so the No and Low alcohol category is likely to continue its rise as the quality of the drinks are getting better, more varied and inventive. 

“There has been a noticeable investment in crafting and marketing these products in 2023 and I expect it will start to pay off for the right brands. 

“We also expect a continued increase in healthy, grown up drinks choices such as Kombucha and other no-alcohol options.”

Mezcal and stylish cocktails are in

If you don’t know your mezcal from your tequila - both are made from agave and technically tequila is a mezcal - then 2024 could be time to swot up on Mexican spirits. 

Nic Rezzouk said: “We have noticed an increased interest in tequila and mezcal.”

This sentiment is echoed by Bloomberg, who report mezcal’s popularity has surged in the past three years, making it the fastest-growing spirit in the US in 2021.

Even celebs have jumped on the tasty mezcal bandwagon - Breaking Bad stars Bryan Cranston and Aaron Paul have released Dos Hombres mezcal, which is said to be one of the hottest collabs in the beverage industry.

Other emerging food and drink trends for 2024 include world food being celebrated, as seen at Greene King’s January 2024 pub launch Seared where South Korean steak and Korean fried chicken burgers will be on the menu.

The cost-of-living crisis that squeezed customers’ disposable income will also usher in a new era of accessible menus.

Michael O’Hare pivoted his Michelin-starred restaurant The Man Behind The Curtain to a ‘more accessible’ eatery with a ‘surf shack vibe’ that is set to open in 2024.