Progress Report: Food & Beverage
Our methodology proving out.
Accountability is not as common as we would like it to be these days, but we hold our own feet to the fire as a practice. This week, we're taking a short programming pause to demonstrate why The Relevancy Read is aptly named. We're citing our previous predictions in arguably the most relevant of industries, Food & Beverage. You'll see here that the lighthearted flavor and to-the-point ingredients we deliver each Tuesday should not be undercooked. There is real dough to be made if you apply our recipes to your brand positioning and business decisions.
This newsletter pairs nicely with
On The Menu
our latest analysis in this sector.
1. Food took fashion’s crown.
Where fashion once reigned supreme, food has emerged as a new expression of personal identity and luxury, often serving as social media bragging rights. The oversaturation of fashion, driven by fast production cycles, e-commerce accessibility, and social media’s relentless trend churn created a cultural fatigue where fashion no longer held the status it once did. In December 2022, we predicted the shift, advising readers that the way to consumers’ hearts was now through their stomachs. We mentioned the cult status food franchises were quickly taking on. Fast forward to February 2023, when we reinforced food as the new fashion, adding interiors to the narrative. The manifestation is apparent today, where the lines between food and fashion are all but erased—from fashion brands using food motifs, such as the Heinz ketchup bag and Loewe’s fruit basket collection, to the popularity of food as the ultimate flex, as seen with the viral $17.50 cookie sensation. Food imagery, even in makeup packaging like Benefit’s whimsical designs, taps into this growing intersection between culinary and style-conscious culture. This trend will likely evolve as brands across industries dive deeper into integrating food into lifestyle experiences. As luxury houses like Dior and LVMH continue to create cafes, coffee bars, and sought-after sweets, we expect more brands to follow suit.
NEXT INDUSTRY TO GET THE FOODIE FIX: Beauty & Wellness
2. Jelly changed the texture of things.
As noted in August 2023, we observed an uptick in Jell-O and all things gelatinous, jumpstarted by a renewed interest in suburban pleasures (hello, trad wife), a desire for childlike fun, and the embrace of nostalgic foods. New brands like Dally, offering pouches of jelly that have gained popularity with Gen Z, and Gelee, a playful jelly-based brand, are bringing jelly, gelatin, and clear, colorful substances (watch the Cedric Grolet Instagram and see if you are not mesmerized) back to the forefront of food culture. Hermès creatively used gelatin as an instrument in a “jam session” to celebrate the opening of their new store in Topanga, LA. Even beverages get in on the trend, with the emergence of coffee jelly milk and coconut jelly desserts spotted in Melbourne. Beyond food, the influence of jelly-like characteristics is translating to fashion and home decor. Jelly shoes, once a childhood staple, made a comeback this summer, while Edie Parker’s latest collection of house lighters draws on the playful, colorful appeal of gelatin’s unique aesthetic. Look for more materials and design details emulating the hyper-visual, glossy, tactile characteristics of gelatin, continuing to influence fashion, home decor, and even tech accessories.
NEXT AESTHETIC TO TAKE HOLD: Produce Sculptures and Tablescapes
3. Butter got baked in.
In October 2022, we laid it on thick when we stated that butter was making its creamy comeback, signaling a cultural shift away from extreme wellness and diet restrictions toward the joy of indulging again. Since then, butter has been spreading—everywhere and in every form. Specialty butters are emerging as multitasking ingredients, like this cacio e pepe version, which packs the flavor complexity of an entire meal into a single bite. The condiment has even become a medium for artistic expression, from miniature Corbusier-inspired chairs to Fishwife's playful sardine tin (which falls nicely into our next point) and Centa’s extravagant Easter displays and ornament eggs. But it’s not just about culinary indulgence; butter has fully reclaimed main character status—evidenced by Time Magazine’s recent cover story, which proclaims “Eat Butter” as a rallying cry to bring healthy fats back to our diets. Butter is also melting into fashion, as seen in the margarine stick duffle bag, and hailed in runway recaps as the new "ugly it-color" of SS25, dethroning brat green and, of course, working its way into interiors and other design disciplines. Beyond butter, we anticipate the rise of functional fats like ghee, lard, and plant-based alternatives, which will combine indulgence with health benefits, positioning them as the next hero ingredients for both cooking and wellness.
THE INGREDIENT TO GET A JUMP ON: Strawberry…as in strawberry milk
SNEAK PEAK
Back in June we noticed that strawberry milk was making its way from Tokyo and Seoul to the U.S. And, just last week, T Magazine officially declared: "Move over matcha, strawberry milk is here." This nostalgic, candy-colored drink has taken over cafes and social feeds, capturing the same wellness-meets-whimsy appeal that made matcha a cultural sensation. Looking ahead, we expect the next wave to be floral and botanical-infused drinks. Think lavender, hibiscus, and elderflower concoctions, which offer both aesthetic appeal and functional benefits that speak to a growing demand for wellness-driven, Instagrammable beverages.
FOR MORE ON THE FUTURE OF FOOD
Download our report On The Menu
4. Briny became the flavor profile.
In December 2022, we were sensing the premiumization of pantry staples, spotlighting sardines as the first wave of this movement. Since then, the rise of salty, briny flavors has been impossible to ignore. Sardines, in particular, have made a major splash—according to predictive AI platform NWO.ai, interest in tinned fish surged by 6,647% over a 12-month forecast. Brands like Fishwife are leading the charge, with their recent pop-up in SoHo further proving that consumers are craving more of these fishy delights. In May 2023, we dubbed olives “the new athleisure,” and the zesty fruit has since proven its staying power. From rustic meal accompaniments to the centerpiece of the martini craze, olives have become synonymous with stylish, nostalgic indulgence. Brands like Cue understand the cultural moment, perfectly capturing the briny resurgence with their chic martini cart. Then there were the pickles, which we called out in July 2023 as having their moment as snacks, cultural symbols, and even art. Snackolator crowned 2024 The Year of the Pickle, and with creations like Long Boi’s Bakehouse ‘Pain au Pickle,’ it’s clear that pickles are the ingredient of the moment. Pickle-themed parties are even a thing. And if you need appropriate attire, you can grab some merch at Grillo's online store.
LATEST FLAVOR PROFILE WE’RE CHASING: bold, complex tastes, like umami-rich and fermented flavors
