These are 2024's biggest food trends, according to Waitrose
Cooking from scratch, breaking free from recipes, and "counting plants" are some of the biggest food trends of the year, according to Waitrose.
Offering some food for thought, the annual Waitrose Food and Drink report shines a light on the nation’s eating habits by analysing consumer preferences and priorities over the last 12 months.
One of the biggest shifts in this year’s report shows is a rise in younger cooks embracing a "no-recipe approach". However, this seems to differ for generations, as despite 72% of young people reporting that they feel confident making a meal without a recipe to follow, 70% of customers aged over 45 say they still use traditional recipe books.
Cooking from scratch, due to a heightened interest in UPFs (ultra processed foods) is another standout trend of the year. In fact, 61% of those surveyed say they now cook from scratch to reduce the amount of ultra-processed foods they eat. However, it seems time-poor home cooks are embracing "scratch cooking shortcuts" to make things quicker, cheaper and easier.
Flavoured butters for fish and steak as well as pre-prepared proteins – such as marinated tofu or easy-to-cook chicken breast and meat joints – are some of the "cooking from scratch shortcuts" the Waitrose team have seen in 2024.
“We’ve looked at how long people are prepared to cook for on a weekday evening,” says Waitrose senior brand development chef Zoë Simons, “and we’ve found that 30 minutes is a real sweet spot.”
This also has seen a "back to basics" approach to food, with customers turning away from low-fat, highly processed products in favour of traditional ingredients like milk and butter.
‘In is the new out’ is another named 2024 food trend from Waitrose, in reference to the fact we are eating and cooking at home more – rather than dining at restaurants. “The hangover from the cost of living [rises] and Covid lockdowns is that we go out for meals less, and cook at home more,” says Maddy Wilson, head of Waitrose own brand.
Sustainability credentials in food is another big takeaway of the year, with 59% of respondents saying they were more likely to buy a product if it has these.
Likewise, customers are now looking to "count plants not calories" as they search for ways to increase their daily plant-based intake. Thanks to Professor Tim Spector – co-founder of nutrition service ZOE – and his pioneering research into gut health and its effect on our bodies, we know a healthy diet comes from increasing the range of plants we eat (with 30 plants a week recommended as the new target).
“Rather than health being about taking things away, we’ve seen more interest in positive health, and adding nutrition to your plate,” adds Waitrose nutritionist Jo Lunn. “It’s not about cutting out certain foods or even whole food groups.”
In terms of what's to come, yuzu, juniper, tonka bean and sour cherry are some of the headline flavours expected to be big in 2025 – according to the report.
The Gallivant, Rye
The menu here is filled with ingredients found on the restaurant's doorstep, meaning they are entirely fresh and local. Their sourcing policy ensures that everything served comes from fishermen, farmers and foragers nearby. Order the fish and shellfish bisque and you can expect it to be caught from the day boat in Dungeness and delivered to your table as fresh as can be.
New Lydd Road, Camber, Rye, TN31 7RB
Sat Bains, Nottingham
Named the fourth best-rated restaurant in the world, Sat Bains in Nottingham is worth making a fuss about. The restaurant has natured a consideration for sustainability, with their own Peter Rabbit-style garden and greenhouse outside where the chef comes to pick produce. It doesn't get much fresher than this. What's really quite lovely is that they use a composter to cook food waste which can be used as compost on the growing food.
Lenton Lane, Nottingham, NG7 2SA
Rovi Ottolenghi, London
This 85-seater restaurant is one of the best sustainable spots in Britain's buzzy capital. Vegetables are at the heart of the menu here, with a fresh focus on fermentation and cooking over fire. What's wonderful is that they've teamed up with farmers who are passionate about growing excellent produce while also respecting the environment. If you're planning a visit to the city soon, add this one to your list of places to try. You won't regret it. And what to eat? Try the chef's famous tempura stems and herbs, which are made by turning stalks and stems that would usually be wasted into something seriously scrumptious.
59 Wells St, Fitzrovia, London W1A 3AE
Heckfield Place, Hampshire
The home farm, kitchen gardens and surrounding orchids are used to feed the many visitors dining at the rustic restaurant. With a menu headed up by chef Skye Gyngell, everything that has been made is sustainable and fresh. We love the cracking fires, throws draped over the wooden chairs and red-bricked walls. It's a country place with the environment at its heart. There is also a brilliant biodynamic home farm tour led by Jane Scotter on 13th April, which will explore the impact of farming and the environment.
Heckfield Place, Hampshire, RG27 0LD
Silo, Brighton
In the heart of the Lanes, Silo use only fully-recycled items (lattes are served in reused jam jars and the furniture is made from up-cycled fabrics). Nothing here is wasted. They make their own almond milk, roll their own oats and churn their own butter. For a breakfast treat, try the chocolate nib cake with a dollop of crème fraiche. If you’re still around for lunch, order the beetroot potato skin with sweet hispi cabbage – which is simply delicious. A wander through the Brighton Lanes is the perfect post-coffee pastime.
39 Upper Gardner Street, North Laine, Brighton BN1 4AN
Poco, Bristol
What we love most about Poco is their mission to select suppliers who follow the Slow Food values — good, clean and fair. Serving up delicious all-British food that's been hand-picked from 50-100 miles of the restaurant, it really doesn't get any better. The chefs behind Poco believe in organic and biodynamic farming. Top tip: this place is always jam-packed so head down early to get a seat.
45 Jamaica Street, Stokes Croft, Bristol, BS2 8JP
The Ginger Peanut, Devon
Here, Chef Peter Mundy adopts the field-to-fork approach, working with the best local suppliers of meat, fish and vegetables to create his exquisite dishes. The restaurant uses seasonal menus which change every six to eight weeks, ensuring that dishes are sustainable throughout the year and reflect the best of local Devon produce. You'll be pleased to know that local suppliers deliver to the restaurant on a daily basis, so that everything used is as fresh as can be.
19 Fore Street, Bampton, Tiverton EX16 9ND
The Pig, Pensford
Everything on the menu here is grown in their kitchen garden, serving up delicious and uncomplicated British food that’s influenced by the forest and the coast. The kitchen is overseen by chefs James Goulding and Kamil Oseka, who ensure every meal served is a one-of-a-kind experience. The restaurant has a 25-mile menu where over 80% of what is served is either from the hotel's kitchen garden or from within 25 miles of the property. Sustainability and ethics underpins everything they do, from supporting the local community to sourcing responsibility and reducing waste. Plus, the rooms are worth making a fuss about, so why not stay a little longer and a book a room upstairs.
Hunstrete, Pensford, BS39 4NS
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