The holiday season is upon us, and with it comes a flurry of trends shaping menus, grocery shelves, and food production across North America. For food and beverage businesses, understanding these trends can provide insights into what consumers crave—and what will sell. This year, the focus is on nostalgia with a twist, health-conscious indulgence, and creative culinary innovations that surprise and delight.

1. Nostalgia with a Modern Spin

Nostalgia remains a powerful driver for holiday menus, but this year, traditional dishes are getting a modern makeover. Think classics like turkey and stuffing reimagined with global spices or retro desserts brought back with updated ingredients.

• Turkey stuffed with chorizo or seasoned with za’atar appeals to adventurous palates while still delivering holiday comfort. Cranberry sauce with a hint of yuzu offers a tart, citrusy surprise.
• Black Forest cakes, ambrosia salads, and trifles are reappearing, but now they feature clean-label ingredients or plant-based alternatives, keeping them relevant for today’s health-conscious consumers.

2. Health-Conscious Indulgence

Even during the holidays, consumers are balancing indulgence with health. This year, the focus is on “better-for-you” holiday treats that don’t compromise on flavor.

• Keto-friendly cookies and naturally sweetened pies using monk fruit or dates provide a way to enjoy favorite treats without a sugar crash.
• Sparkling mocktails and low-alcohol drinks infused with adaptogens or functional botanicals like ashwagandha are festive and guilt-free.

 3. Elevated Comfort Foods

The holidays are about indulgence, and comfort foods are central to this sentiment. However, 2024 sees comfort foods elevated with premium ingredients or unexpected flavor profiles.

• Gourmet mac and cheese with truffle oil, Gruyère, and lobster adds a luxurious twist to a familiar favorite.
• Traditional pot pies with duck confit, lamb, or wild mushroom fillings create an upscale take on a nostalgic dish.

4. Regional and Heritage-Inspired Dishes

There’s a growing appreciation for regional and heritage-inspired dishes that highlight the cultural diversity of North America. Consumers are eager to explore flavors from Indigenous, Hispanic, African-American, and Asian traditions during the holidays.

• Mexican tamales stuffed with inventive fillings like smoked brisket or mole made with heirloom cacao.
• Dishes featuring wild rice, bison, or juniper berries celebrate Indigenous culinary traditions while connecting consumers to North America’s roots.

5. Sustainable and Zero-Waste Practices

Sustainability continues to influence consumer choices, and during the holidays, this means finding ways to reduce food waste and make eco-conscious choices without sacrificing festive cheer.

• Carrot tops repurposed in pesto or leftover bread transformed into bread pudding are creative uses of food scraps.
• Sustainable seafood like salmon or scallops offers an alternative to traditional holiday roasts.

6. DIY and Interactive Food Experiences

As more people seek meaningful ways to connect during the holidays, DIY and interactive food experiences are gaining traction. Consumers want to be part of the process, whether it’s building a gingerbread house or crafting their own holiday charcuterie board.

• Pre-packaged cookie kits with festive toppings, sprinkles, and icing make decorating a fun family activity.
• Build-your-own hot cocoa bars with various chocolates, plant-based milks, and toppings like peppermint and marshmallows bring creativity to holiday gatherings.

7. Unique Flavor Pairings

This holiday season, consumers are embracing bold and unexpected flavor pairings that make them stop and savor each bite. Sweet and savory combinations are particularly popular.

• Salted caramel puddings with a hint of miso or cheesecakes with a basil-infused topping offer surprising takes on traditional sweets.
• Chili-infused chocolates, cinnamon-spiced candied nuts, or gingerbread with a kick of cayenne showcase the appeal of spicy-sweet pairings.

Related: New Holiday Beverages on the Rise: New and Innovative Flavors

8. Plant-Based Holiday Staples

While plant-based foods are no longer a novel trend, their presence during the holidays continues to expand. This year, it’s not just about offering alternatives—it’s about making them center stage.

• Lentil loaves, mushroom wellingtons, or jackfruit roasts are replacing turkey as the main attraction on holiday tables.
• Vegan versions of holiday classics like pumpkin pie and Yule logs use aquafaba and coconut cream to satisfy plant-based eaters.

9. Themed Holiday Menus

Holiday themes are adding a layer of fun and creativity to menus this year. These themes range from nostalgic holiday movies to global celebrations.

• A “Home Alone”-themed dinner featuring pizza, mac and cheese, and festive sundaes offers a playful nod to the holiday classic.
• Dishes inspired by Diwali, Hanukkah, or Kwanzaa bring a multicultural dimension to the holiday table.

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10. Personalized and Small-Batch Items

Consumers are gravitating toward personalized and artisanal items that feel special and unique. From custom desserts to limited-edition holiday flavors, small-batch production is a key trend.

• Monogrammed cookie sets with names or messages make thoughtful holiday gifts.
• Limited-edition holiday flavors like eggnog ice cream, gingerbread latte syrup, or cranberry-infused whiskey create a sense of exclusivity.

Final Thoughts: Catering to Evolving Palates

As the food and beverage industry gears up for the holiday season, these trends offer a roadmap for staying relevant and resonating with B2B buyers. From healthier indulgences to sustainable practices, the key is to align offerings with consumer values while providing a touch of holiday magic.

Whether you’re a supplier, manufacturer, or restaurateur, staying ahead of these trends ensures you not only meet consumer expectations but also inspire them to keep coming back for more. After all, the holidays are about creating memorable moments—and the right food is at the heart of every celebration.

Have questions or want trend insights? Get in touch with us—we’re here to help! Contact us here.