Hatch Communications
Hatch Communications
Hatch Communications

Thought Leadership

May Food & Drink Trends

by Issie Pine

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With two Bank Holidays for Brits to look forward to in May, a bumper month was predicted for the hospitality industry, with historic results hinting towards an increase in footfall as the public venture into the on-trade to take advantage of their days off.

Things started off well, with data from Barclays revealing that the sunny Early May Bank Holiday (4th May) prompted the best pub sales day of the year so far, as beer gardens filled up. However, the long weekends proved to be a mixed bag, with poorer weather during the Late May Bank Holiday (27th May) putting a dampener on prior hospitality success, resulting in a -5.5% drop in pub sales volume, according to the Morning Advertiser.

But what else happened this month? Let’s take a look at how F&B brands have leveraged consumer trends in May.

 

🥗 Bowl Goals – Brands Embrace Summer Salads 🥗

Throughout May, brands shifted their focus towards products better suited to the warmer weather. A TikTok-fuelled obsession for creative salads inspired Tesco to launch new salad bays, allowing shoppers to build their own bowls by dividing produce aisles into sections for a base, a builder, and a topper.

Supermarket worker

Image credit: The Grocer

Social media’s enthusiasm for salads is no surprise, as the onset of summer often brings a renewed focus on healthy eating. As consumers aim for their ‘summer bods’, we often see growth amongst lighter food and drink options. Notably, TikToker @emthenutritionist has quickly gained a substantial following by sharing unique salad recipes that minimise calories, whilst maximise taste.

@emthenutritionist

Lighter Caesar salad with garlic bread crouton crumb One of the most delicious salads you will ever make. A yoghurt-based dressing that is better than the original and the most addictive garlic bread crumb ever. Swap the protein for any of your choices. you will need to serve 1 569 kcal & 53g protein 1 head of little gem lettuce 1/4 cucumber diced 1/2 avocado, diced 100g shredded chicken breast 2 slices of parma ham for the dressing 2 tbsp thick yoghurt Juice of 1 lemon 3 anchovies few splashes of Worcestershire sauce 1 tbsp grated parmesan 1/4 tsp garlic granules for the crumb 40g slice bread 1 garlic clove, peeled 20g parmesan Small handful of fresh parsley and chives zest 1 lemon Toast the bread until golden. While warm, rub the bread with the garlic clove. Place in a food processor with 20g parmesan, the herbs, lemon zest, and salt and pepper. Blitz until a crumb forms. Set to one side. Pan fry or air fry the ham until crisp. Allow to cool, then chop into pieces. In the same blender, make the dressing by whizzing everything together. Toss the lettuce, cucumber, avocado, and chicken with the dressing. Sprinkle over the crumb and dive in. #healthyfood #saladsoftiktok #salad

♬ original sound – Emily English

South African restaurant chain, Nando’s, also embraced the salad craze by adding three new salads to its summer menu: the returning Mediterranean and Caesar Salads, and the new Portuguese Tomato Salad. The new Caesar Salad quickly became a social media sensation, dubbed the latest ‘girl dinner’ when paired with chips and a diet coke! User-generated content on the new dish attracted viral success on TikTok and encouraged great engagement from audiences on social media, whilst also creating an organic buzz and excitement around the new menu.

@growwithsoph

10/10 from us

♬ original sound – 𝐋𝐞𝐚𝐧𝐧𝐞 𝐀𝐛𝐝𝐚𝐥𝐥𝐚𝐡

🍯 ‘Swicy’ is the Hottest New Flavour of the Month 🌶️

As the weather heats up, so do the latest F&B trends. An exciting combination of sweet and spicy – better known as ‘swicy’ – is fast becoming this year’s hottest flavour. This trend, originally kickstarted by a rise in popularity of hot honeys and further by the likes of Nando’s chili jam and the prominence of Korean cuisine on TikTok, has also recently gained traction in the drinks industry.

@jonwatts88

Korean Sticky Chicken 😍 sweet and sticky asian chicken ready in less than 20 minutes 🙌 #recipe #asian#food#foodie#foodtok#chef#korean#easyrecipe#quickrecipe#goodrecipe #fyp

♬ The Nights – Avicii

It’s been revealed this month that Dr Pepper have taken over Pepsi to become the second most popular soda brand in the US. This comes after the brand amped up their marketing as the ‘swicy’ alternative to major competitor Coca Cola, who launched their brand-new ‘spiced’ flavour earlier this year. Starbucks also joined the trend, launching Spicy Lemonade Refreshers in Dragon Fruit, Pineapple, and Strawberry just in time for summer.

Ice cube with a starbucks cup

Image credit: Starbucks

In recent years, social media platforms like TikTok have proved instrumental in driving a new wave of F&B brands embracing these trends, with Gen Z and Gen Alpha leading the charge. This response not only enhances brand perception, but also solidifies new flavour trends and product concepts as viable market offerings.

We’ve seen a similar rise in demand for sweet and savoury combinations in the past, in part through online trends like Dua Lipa’s vanilla ice-cream, salt, and olive oil combo, along with the enduring popularity of salted caramel. Whether ‘swicy’ will enjoy similar longevity remains to be seen.

 

🥔 Mash-up – Tesco and Branston’s Ultimate Comfort Food🥔

Mash is a beloved comfort food in the UK, and its popularity surged during lockdown and amidst the cost-of-living crisis, as more people opted to make as a cheap and easy option at home. Post-pandemic, the trend continued, with Tesco customers reportedly buying over one million more packs of ready-made mash than in 2022.

Three bowls of mash potato

Image credit: Branston

This month, the supermarket giant teamed up with the UK’s largest potato supplier, Branston, to launch the ultimate mash factory. As part of the collaboration, Branston worked with Tesco food chefs to elevate existing recipes, turning them into gourmet dishes. This development taps into two major F&B trends for 2024: classic comfort food and premium, indulgent products that are worth the price.

Interested in exploring how your brand can capitalise on the latest trends in the food and beverage industry? Contact us at hello@hatch.group to unlock new opportunities.

With two Bank Holidays for Brits to look forward to in May, a bumper month was predicted for the hospitality industry, with historic results hinting towards an increase in footfall as the public venture into the on-trade to take advantage of their days off.

Things started off well, with data from Barclays revealing that the sunny Early May Bank Holiday (4th May) prompted the best pub sales day of the year so far, as beer gardens filled up. However, the long weekends proved to be a mixed bag, with poorer weather during the Late May Bank Holiday (27th May) putting a dampener on prior hospitality success, resulting in a -5.5% drop in pub sales volume, according to the Morning Advertiser.

But what else happened this month? Let’s take a look at how F&B brands have leveraged consumer trends in May.

 

🥗 Bowl Goals – Brands Embrace Summer Salads 🥗

Throughout May, brands shifted their focus towards products better suited to the warmer weather. A TikTok-fuelled obsession for creative salads inspired Tesco to launch new salad bays, allowing shoppers to build their own bowls by dividing produce aisles into sections for a base, a builder, and a topper.

Supermarket worker

Image credit: The Grocer

Social media’s enthusiasm for salads is no surprise, as the onset of summer often brings a renewed focus on healthy eating. As consumers aim for their ‘summer bods’, we often see growth amongst lighter food and drink options. Notably, TikToker @emthenutritionist has quickly gained a substantial following by sharing unique salad recipes that minimise calories, whilst maximise taste.

@emthenutritionist

Lighter Caesar salad with garlic bread crouton crumb One of the most delicious salads you will ever make. A yoghurt-based dressing that is better than the original and the most addictive garlic bread crumb ever. Swap the protein for any of your choices. you will need to serve 1 569 kcal & 53g protein 1 head of little gem lettuce 1/4 cucumber diced 1/2 avocado, diced 100g shredded chicken breast 2 slices of parma ham for the dressing 2 tbsp thick yoghurt Juice of 1 lemon 3 anchovies few splashes of Worcestershire sauce 1 tbsp grated parmesan 1/4 tsp garlic granules for the crumb 40g slice bread 1 garlic clove, peeled 20g parmesan Small handful of fresh parsley and chives zest 1 lemon Toast the bread until golden. While warm, rub the bread with the garlic clove. Place in a food processor with 20g parmesan, the herbs, lemon zest, and salt and pepper. Blitz until a crumb forms. Set to one side. Pan fry or air fry the ham until crisp. Allow to cool, then chop into pieces. In the same blender, make the dressing by whizzing everything together. Toss the lettuce, cucumber, avocado, and chicken with the dressing. Sprinkle over the crumb and dive in. #healthyfood #saladsoftiktok #salad

♬ original sound – Emily English

South African restaurant chain, Nando’s, also embraced the salad craze by adding three new salads to its summer menu: the returning Mediterranean and Caesar Salads, and the new Portuguese Tomato Salad. The new Caesar Salad quickly became a social media sensation, dubbed the latest ‘girl dinner’ when paired with chips and a diet coke! User-generated content on the new dish attracted viral success on TikTok and encouraged great engagement from audiences on social media, whilst also creating an organic buzz and excitement around the new menu.

@growwithsoph

10/10 from us

♬ original sound – 𝐋𝐞𝐚𝐧𝐧𝐞 𝐀𝐛𝐝𝐚𝐥𝐥𝐚𝐡

🍯 ‘Swicy’ is the Hottest New Flavour of the Month 🌶️

As the weather heats up, so do the latest F&B trends. An exciting combination of sweet and spicy – better known as ‘swicy’ – is fast becoming this year’s hottest flavour. This trend, originally kickstarted by a rise in popularity of hot honeys and further by the likes of Nando’s chili jam and the prominence of Korean cuisine on TikTok, has also recently gained traction in the drinks industry.

@jonwatts88

Korean Sticky Chicken 😍 sweet and sticky asian chicken ready in less than 20 minutes 🙌 #recipe #asian#food#foodie#foodtok#chef#korean#easyrecipe#quickrecipe#goodrecipe #fyp

♬ The Nights – Avicii

It’s been revealed this month that Dr Pepper have taken over Pepsi to become the second most popular soda brand in the US. This comes after the brand amped up their marketing as the ‘swicy’ alternative to major competitor Coca Cola, who launched their brand-new ‘spiced’ flavour earlier this year. Starbucks also joined the trend, launching Spicy Lemonade Refreshers in Dragon Fruit, Pineapple, and Strawberry just in time for summer.

Ice cube with a starbucks cup

Image credit: Starbucks

In recent years, social media platforms like TikTok have proved instrumental in driving a new wave of F&B brands embracing these trends, with Gen Z and Gen Alpha leading the charge. This response not only enhances brand perception, but also solidifies new flavour trends and product concepts as viable market offerings.

We’ve seen a similar rise in demand for sweet and savoury combinations in the past, in part through online trends like Dua Lipa’s vanilla ice-cream, salt, and olive oil combo, along with the enduring popularity of salted caramel. Whether ‘swicy’ will enjoy similar longevity remains to be seen.

 

🥔 Mash-up – Tesco and Branston’s Ultimate Comfort Food🥔

Mash is a beloved comfort food in the UK, and its popularity surged during lockdown and amidst the cost-of-living crisis, as more people opted to make as a cheap and easy option at home. Post-pandemic, the trend continued, with Tesco customers reportedly buying over one million more packs of ready-made mash than in 2022.

Three bowls of mash potato

Image credit: Branston

This month, the supermarket giant teamed up with the UK’s largest potato supplier, Branston, to launch the ultimate mash factory. As part of the collaboration, Branston worked with Tesco food chefs to elevate existing recipes, turning them into gourmet dishes. This development taps into two major F&B trends for 2024: classic comfort food and premium, indulgent products that are worth the price.

Interested in exploring how your brand can capitalise on the latest trends in the food and beverage industry? Contact us at hello@hatch.group to unlock new opportunities.

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