top food trends 2024: what is australia cooking? 

In the Top Food Trends of 2024, Australians have rediscovered their love for home cooking. This shift has led to a greater investment in culinary skills and wellness, with many incorporating new flavours and boosting their nutritional intake. Even as routines have evolved, nearly half of Australians (46%) continue to cook more at home than in previous years.

This persistent trend for cooking at home has spurred a 25% increase in demand for small kitchen appliances, as consumers invest in enhancing their home cooking setup. According to Circana’s ‘Complete Eats’ report, Australians spent approximately $158 billion on FMCG and foodservice in 2023, marking a notable 7.2% year-over-year growth.

As we move through 2024, Australia’s culinary landscape is brimming with fresh food trends. From adventurous flavour profiles to health-focused choices, Australian home kitchens are alive with innovation. What are the latest food trends capturing consumer interest, and where are they investing their dollars?

top food trends 2024 –

keep it fresh and quick

Consumers are increasingly driven by a desire for control over what goes into their meals, while maintaining a variety of flavour profiles. According to Food Standards Australia, almost three in four (73%) Australians are putting in more effort to maintain a healthy diet. With life becoming more time pressed, consumers are seeking ways to balance healthy eating with convenience.

The meal kits market has surged in popularity with brands, such as HelloFresh and Marley Spoon, leading the way. This trend shows no signs of slowing down, with IBISWorld stating an annualised 17.2% increase over the past 5 years. Ultimately, consumers are cooking at home when they can, and they are willing to turn to healthy alternatives to supplement busy times, rather than take–away.

trying new flavours

keeping it local & sustainable

There’s a growing emphasis on reducing food miles and supporting local suppliers. A recent Government Review of the Food and Grocery Code of Conduct highlighted persistent imbalances in market power between major supermarkets and their suppliers, especially smaller ones. This, coupled with concerns about industry practices, may be contributing to a shift in consumer trust away from major supermarkets.

Businesses like Good & Fugly and Our Cow have experienced significant demand driven by consumers seeking more direct connections to suppliers. The Government Review also noted issues specific to the fresh produce sector, including lack of pricing transparency and unpredictable ordering practices, which may be motivating environmentally conscious consumers to seek alternative sources for fresh produce.

Australia’s rich seafood heritage has presented an opportunity for manufacturers and food establishments to embrace sustainably sourced ingredients. Manufacturers are answering to the consumer demand for nutrient-dense ingredients, such as kelp and spirulina, with food and beverages containing microalgae growing by 42% from 2020 to 2023.

what does this mean for businesses?

As Australians continue to invest in their home kitchens and embrace local, Indigenous ingredients, the focus will likely remain on enhancing meal variety and supporting sustainable practices. The government’s proposed reforms aim to improve transparency and fairness in the fresh produce supply chain, potentially addressing some consumer concerns about how their food reaches their plates.

Looking ahead, this trend suggests a promising future where culinary creativity and environmental consciousness increasingly guide consumer choices. These industry challenges align with the growing consumer preference for fresher, locally-sourced ingredients and may be driving the popularity of alternative purchasing models like produce subscription boxes and farmers’ markets.

At Fifth Quadrant, we analyse emerging trends and shifts in consumer preferences, to help brands craft strategies that resonate with today’s consumers and anticipate tomorrow’s needs.

If you’re interested in exploring our latest insights or discussing how we can support your brand with cutting-edge research, please get in touch.