In 2024, consumer diners and their preferences evolved. We learned they were a lot more complex than simply “hungry.” Dining choices were no longer solely about taste but deeply intertwined with values, emotions, and lifestyle goals. Let’s explore the key psychological drives and experiential motivations that shaped consumer dining behavior and the actionable trends they inspired.
Everyday Health, Made Easy
The big idea for 2024? Health and simplicity. Consumers focused on holistic health goals that blended nutrition, lifestyle, ethics, “better for me” options, and personal preferences for balanced well-being. These diners were drawn to clean-label products, natural ingredients, and functional benefits that enhanced their well-being. According to Ingredion, 78% of consumers were willing to pay more for clean-label claims, while Kerry’s research showed that 86% were likely to spend extra on beverages with added functional benefits. Brands that offered convenient, nutritionally balanced options won consumer favor by fitting seamlessly into hectic schedules without sacrificing health or flavor.
Emerging food trends included seasonal and local sourcing, sensible indulgences, recognizable whole ingredients, and functional yet conveniently nutritious options. Relatable brand stories continued to resonate, especially when they highlighted emotional and ethical connections.
As expectations rose, consumers wanted meals that checked all the boxes: nutritious, convenient, ethical, and delicious. To win their loyalty, restaurant brands needed to:
- Offer seasonal, local, and whole ingredients.
- Make balanced meals that fit into hectic lifestyles.
- Build trust with transparency and relatable values.
Greener Pastures
More and more, diners expressed caring about sustainability. It wasn’t just about the planet—it was about feeling good and in control of their choices. Consumers were drawn to places that focused on sustainable sourcing, fair labor, and eco-friendly practices. It was their way of making a positive impact through everyday decisions.
Sustainability meant different things to different people. For some, it was about ethical practices like animal welfare and fair trade. Others cared about organic labels or locally sourced ingredients, such as food from within 150 miles or close to home. Environmental concerns like reducing food waste, sustainable farming, and recyclable or compostable packaging were also priorities. Even how companies treated their employees mattered, with fair wages and family-focused benefits becoming deal-breakers.
But sustainability wasn’t without its hurdles. Research showed that 73% of shoppers shied away because of higher prices, 47% thought conventional products were just easier, and 44% were skeptical about the “hype.” To overcome this, restaurants and brands focused on educating customers about the real benefits of their choices—showing how sustainability directly impacted them.
Consumers wanted brands to step up. A study found that 70% of people believed their spending choices could push companies to do better, and 85% stuck with brands that helped them live a balanced life. The takeaway? Brands needed to show customers how their sustainable practices benefited them. Forget generic “green” claims and get specific. Explain practices, highlight the real-world impact, and make customers the heroes of their own stories.
“Let’s Do Something Easy”
In 2024, restaurants weren’t just competing with each other—they were increasingly up against grocery stores and convenience shops. While inflation played a significant role in tightening wallets and driving some consumers to swap dining out for grab-and-go options, it wasn’t just about cost savings. The sheer convenience of these alternatives made them even more appealing.
Consumers, especially Millennials, embraced the ease of picking up ready-to-eat meals or snacks while coming home from work, running errands or filling their gas tanks. Grocery stores and convenience shops tapped into this demand, offering more variety and higher-quality prepared foods. Convenience stores, in particular, stepped up their game with upgraded selections, healthier options, and innovative grab-and-go meals that catered to busy lifestyles.
Studies showed that 39% of consumers cut back on restaurants, not just to save money but also to streamline their routines. Additionally, 68% chose grocery store meals over dining out, appreciating the quick, no-frills option. Convenience stores also saw growth, with 43% of Millennials reporting they bought more food there than they did three years ago. This shift highlighted how speed, accessibility, and ease of purchase became as important as affordability in shaping dining habits.
Restaurants, now competing not only on taste and value but also on how seamlessly they fit into consumers’ busy lives, are challenged to adapt to this growing demand for convenience.
Diners Felt Snackish
Snacks stepped into the spotlight in 2024 as people gravitated toward affordable, quick options. Nearly 36% of families admitted to skipping meals to save money, and a striking 80% of parents reported frequently swapping traditional meals for snacks. But this trend wasn’t solely about cutting costs—it reflected a shift in dining habits driven by the need for flexibility, smaller portions, and variety.
Recognizing the snacking trend, restaurants adapted by rethinking how they approached appetizers and smaller portions. Many introduced snack-sized combos that included sides and drinks, catering to diners looking for smaller, more affordable meals. Shareable plates became a popular choice for families and groups, encouraging social dining experiences even in smaller portions. Limited-time offers, such as seasonal snack boxes or themed tasting platters, added a sense of urgency and excitement, drawing in snack-seekers.
As the lines between snacks and meals blurred, this trend proved that smaller, more flexible dining options weren’t just a passing fad—they reflected a deeper evolution in how people approached food. Restaurants that embraced this shift positioned themselves to capture the growing demand for variety, portability, and shareable experiences.
Flavors That Excited
In that last year, diners chased bold, exciting flavors and sensory experiences moe than ever before. Global spices, creative ingredients, and Instagram-worthy presentations were all in demand. But authenticity was key. People wanted to trust their food and feel connected to its story. Brands took their makeup and positioning into account when making decisions for their menus.
Post-pandemic, diners dove into “new-stalgia,” where classic dishes got bold, modern twists. Think playful textures, pickled toppings, or smoky finishes. Younger diners, in particular, looked for interactive, multi-sensory meals they could share online. Restaurants that nailed bold, authentic flavors hit the sweet spot, offering food that wasn’t just eaten but experienced and remembered.
A Buzz-Free Buzz
Drinking habits continued steadily evolving, reflecting a shift toward more mindful consumption. While overall alcohol consumption declined, premium spirits and low-alcohol options gained popularity, particularly among Millennials and Gen Z, who prioritized quality and intention over quantity. These generations showed a growing preference for sipping experiences that balanced indulgence with wellness, favoring drinks that enhanced social occasions without the aftereffects of heavy drinking.
As a result, non-alcoholic beverages carved out a significant space in the market. Functional fizz, infused with adaptogens, vitamins, or probiotics, became a go-to for those looking to combine hydration with health benefits. Mood-enhancing drinks, featuring ingredients like CBD or nootropics, catered to those seeking relaxation, focus, or energy. Another trend we observed was texture-driven beverages, like nitro cold brews and foamy, creamy mocktails, added a sensory layer that elevated the drinking experience. The trend toward lower or no alcohol wasn’t just a health movement; it represents a broader cultural shift. Consumers are seeking options that allow them to feel good, stay in control, and enjoy a sense of indulgence without overdoing it. Restaurants that embraced this evolution positioned themselves as forward-thinking, creating a welcoming space for all types of drinkers while capturing the growing demand for creative, mindful beverages.
Many restaurants capitalized on this trend by offering a new generation of beverages that blurred the line between drink and experience. Color-changing mocktails, powered by ingredients like butterfly pea flower, provided visual flair that delighted social media-savvy diners. Sparkling waters with wellness-focused infusions, such as collagen or antioxidants, appealed to health-conscious consumers. Seasonal and locally inspired mocktails, often featuring fresh herbs, fruits, or spices, brought a bespoke feel to menus. And presentation was as almost important as flavor in 2024. Diners were wowed by drinks in quirky glassware, edible garnishes, and theatrical touches like smoke or dry ice. Drinks became memorable, shareable experiences both in person and on social media.
Looking Ahead to 2025
If this past year has shown us anything, it’s that dining isn’t just about eating—it’s about fulfilling deeper needs. From stress relief and self-care to rewarding moments, eating out taps into cognitive drivers that make it more than a meal. As we look to 2025, it’s clear these elements, along with trends like authenticity, adventure, and convenience, will continue shaping the dining landscape.
Diners are craving personalized, meaningful experiences that align with their values—whether through sustainable practices, bold flavors, or food and drink concepts that feel like a reward or escape. Importantly, these elevated experiences don’t have to come with a high cost. It’s about creating something memorable and unique, showing that you understand what your guests are truly looking for.
One of the most effective ways to meet these evolving preferences is by cross-tying trends—layering elements like health-conscious options with bold, adventurous flavors or pairing convenience with sustainability. This not only creates a richer experience but also extends the lifecycle of a trend, making it feel fresh and relevant for longer. Restaurants that embrace these opportunities and make diners feel like the star of the show will undoubtedly lead the way in 2025.