Asda has outlined the future food trends shaping what customers are reaching for on supermarket shelves - and it includes toast. It says retro desserts are making a comeback, shoppers are looking to make gourmet creations from purse-friendly ingredients - and 'just add water' products are on the rise.
The retailer predicts shoppers' increasing environmental awareness will see an increase in sales of regenerative crops such as ancient grains and alfalfa. Asda also believes a 'flavour bomb' trend is on the way as people experiment with different condiments and sauces to liven up purse-friendly dishes – think coffee siracha or fruity chipotle.
And even toast and the humble sandwich will get a new lease of life, according to the supermarket. It says: "As consumer purse strings are tightened, they’re still looking for excitement and enjoyment around mealtimes, but without breaking the bank. Enter, a renewed love of humble favourites.
"Budget-friendly vegetables are given a new lease of life as the centrepiece of main dishes. Diners are turning to beige delights for substantial and filling comfort, while simple-but-versatile toast is getting revamped.
"Sandwiches are in a new league – going from simple bread and filling to global flavours, overloaded stacks and speciality breads."
The predictions are included in Asda's 2023/2024 trend book, outlining 34 trends that are influencing consumer’s consumption habits. It will guide its food and drink product development for the next 18 months.
Jonathan Moore, senior director of food and innnovation trends at Asda, said: "Following the success of our inaugural Trend Book last year, we’re proud to share its latest iteration and excited to see how it informs our product development over the coming months. We have spent months researching and identifying seven mega trends emerging in the UK food scene, alongside delving deeper into the relevant social and cultural drivers behind them.
"Over the next 18 months, we’ll be working hard to bring these trends to life on Asda shelves in a way that’s both exciting and accessible for our customers."
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The top five trends, according to Asda, are:
Elevating everyday heroes
The report suggests that ‘Sandwiches 2.0’, ‘Not-So-Humble-Veg’ and ‘Things On Toast’ are all key trends that will dominate the coming 18 months as customers use purse-friendly ingredients as the base of their gourmet creations. Asda says it has seen a +12% uplift in sales of potatoes in the past year as consumers turn to TikTok, which has over 10 billion views for #Potato, for inspiration on how to get creative with the household staple.
A 'flavour bomb' as people look to food for distraction
As shoppers look to food for moments of joy in their lives, in a way that doesn’t break the bank, Asda expects to see a number of trends rise in popularity over the coming months. The ‘Flavour Bomb’ trend will see experimental condiments and sauces – think coffee siracha or fruity chipotle – elevate simple dishes, giving them a powerhouse of flavour time and time again.
‘Stick It’ also predicts the rise of making food handheld. Seemingly un-holdable dishes like pasta will become a more interactive snack and croissants, waffles and even slices of cheesecake will be drenched in syrups and sauces and served on a stick, it says.
Retro desserts are back
The rise of 70s and 80s inspired TV shows like Daisy Jones and the Six and Stranger Things will see the appreciation of retro translate into food with the resurgence of retro desserts, Asda believes. It says old-school favourites such baked Alaska, crème brulee, rice pudding and tiramisu are all set to grace dinner parties across the UK.
The retailer says it has already started to see this trend in action with shoppers going wild for its recently launched retro 'school cake’.
More sustainable solutions
As extreme weather events put food production at risk, consumers are demanding that producers look to more sustainable solutions. ‘New Staples’ is a trend that Asda has pinpointed as an increasingly prevalent movement thanks to consumers growing understanding of the true impact grocery staples have on the planet.
This predicts the rise in sales of regenerative crops such as ancient grains an alfalfa that nourish the soil instead of stripping it of nutrients. Asda also expects to see a surge in seaweed as a food solution. It is one of the most sustainable crops on the planet as it doesn’t require fresh water, pesticides, or fertiliser.
Freeze-dried, dehydrated and powdered food
Asda expects to see a rise in “Just Add Water” products like on-the-go cereal and dehydrated oat milk enter the market. The smaller nature these formats means that shipping costs and carbon emissions can be reduced, helping both the environment and consumers pockets.
