2024 Consumer Curiosity Report Highlights Food Trends Centered on Simplicity and Affordability

In a quest to understand the evolving preferences of the nation’s food enthusiasts, the “2024 Consumer Curiosity Report” reveals a growing inclination towards simplicity and affordability in meal choices. Released this July, the report, developed by Curious Plot, a marketing communications agency specializing in the produce industry, delves into the culinary, nutritional, and sustainability interests of over 800 early food adopters across various generations, income levels, and regions in the U.S.

According to the report, easy meals and budget-conscious eating are at the forefront of food trends. This year’s respondents once again placed “Easy (Under 30 Minutes) Meals” as their top priority, highlighting a persistent desire for simple and accessible meal ideas. Notably, “Tips for Eating on a Budget” emerged as a significant curiosity, with 73% of early adopters seeking strategies to maximize their grocery and restaurant spending.

Despite tighter budgets, there remains a strong appetite for culinary exploration. The report found that 71% of respondents are highly interested in new ways to prepare vegetables, while 69% are keen on discovering new snack ideas and products. Global and cultural flavors captivate 65% of early adopters, and 63% are looking for inspiration to prepare smaller meals, a trend likely influenced by inflation. Additionally, 59% of participants are curious about innovative ways to prepare fruits. The drive to reduce food waste also resonates with 65% of respondents, reflecting the pressure to manage grocery budgets effectively.

Cristie Mather, Vice President of Food at Curious Plot, stated, “We created this study for produce marketers and all food marketers to better understand how today’s curiosities will influence tomorrow’s trends. 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.”

The report also highlights a growing interest in foods that offer health benefits, traditionally favored by older generations. “Food as medicine” is gaining traction among younger consumers. Approximately 67% of respondents are curious about foods with cognitive benefits, with millennials (72%) and Gen Z (61%) showing significant interest. Similarly, 69% are intrigued by foods that promote gut health, with high curiosity among millennials (70%) and Gen Z (63%). Immunity-boosting foods also attract interest, with 68% of millennials and 57% of Gen Z expressing curiosity.

Mather noted, “Generational divides have blurred when it comes to food as medicine. 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.”

The report identifies social media, particularly Instagram, as a key influence on these early adopters, with 29% citing it as their primary source of food inspiration. Friends and family also play a significant role, influencing 20% of respondents, followed by restaurants (15%) and food media (10%).

Mather concluded, “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.”

For more detailed insights, the complete 2024 Consumer Curiosity Report is available for download.

Curious Plot is a marketing, communications, and consulting agency representing clients in the food, agriculture, and companion animal care sectors. With a mission of “We Believe in Better,” their 100+ team members offer services including go-to-market strategy, public relations, creative branding, social, digital, and media. The agency operates from offices in Minneapolis, Indianapolis, and Portland, Ore., with team members located nationwide.