Catering & Food Trends for 2024 – Sustainability, Events, & Safety

No one can deny that the past two years have been extraordinary. Who could have predicted at the start of 2020 how the next few months would unfold? And who would have thought that the pandemic would still be with us in 2022—the third year in which it continues to dominate everyday life.

In the face of these ongoing and exceptional circumstances, it’s difficult to make predictions. Yet, it’s not impossible. Trends are still emerging that will affect both the catering and event industries. So, here are the 14 catering and food trends for 2024 that will, directly and indirectly, affect our industries:

1. New Work - solutions for remote teams and virtual events

“New Work” is a catchall term used to describe the new ways of working that have developed in contemporary society - a huge HR topic for 2022, 2023 and 2024! Thanks to globalization, digitization, and the demands of a global pandemic, work processes and structures have had to be completely rethought. While work used to take place on-site with employees gathering in an office, teams are now spread out across different locations, often in different countries, and are working remotely from home.

According to a study by Eurofound, around 40 percent of employees in Germany worked from home in the summer of 2020. Companies that already had digitized work processes for remote work in place before the pandemic hit were at an advantage. Others had to pivot and find new solutions.

The decentralization of the workplace and the decreased physical distance between employees brings advantages both economically and with regards to time—but also poses many challenges. The working social environment now exists in a purely digital space. This means that natural opportunities for socializing around the coffee machine, over lunch, and during team events no longer exist. Instead, the pandemic has recontextualized the meaning of togetherness and belonging. Workplace socializing now takes place via virtual coffee chats, digital team events, or home office care packages.

In 2020 and 2021 in the event industry, this meant a pivot to virtual events such as virtual trade fares and 100% online events. Catering companies were—and continue to be—faced with the challenge of finding secure solutions to adapt to the ever-changing situation. For example, instead of a shared office lunch where employees enjoy a large buffet together, teammates receive food deliveries sent to their homes and they dine together in front of a screen.

Team events also now take place virtually, often being organized by a specialized agency or in the form of a virtual event box or a care package. Whether a wine tasting, collaborative cooking evening, or a cocktail workshop—thanks to well-organized planning and logistics, everything is possible virtually!

2. The transformation of the canteen - alternative solutions

In a traditional company canteen, staff would gather to choose from the daily menu and eat together in the company of their colleagues. Here, the variety and quality of the food depends entirely on the canteen and kitchen staff. But, by 2020, the concept of the canteen had to be rethought. With more teams working remotely, location-independent solutions needed to be established.

Currently, the canteen is undergoing a transformation towards mobile solutions and greater flexibility. Delivery services have long been familiar with the needs of the private sector, and mobile canteens work on a similar principle: A meal is selected and ordered in just a few clicks. Each employee receives the food they want and queuing becomes a thing of the past. Choices are increased as there are more caterers and menus to select from. Meal plans can be scheduled flexibly and individually in advance.

The heykantine! is a fantastic example of such a mobile canteen. This canteen of the future is hygienic, safe, and adapts precisely to the needs of companies and their employees.

3. Safety and hygiene—a heightened awareness

Above all, one of the greatest things we’ve learned during the pandemic is that hygiene concepts are essential, especially in places where many people convene. If a major event was held in 2021, it followed strict hygiene guidelines. This is important not only for the common good but also for the sense of security amongst the attendees.

For the catering industry, this means rethinking food presentation and packaging. The classic buffet, where everyone helps themselves, has been replaced by individually packaged portions. However, this contradicts an ethos of low waste and thinking more sustainably. Reconciling hygiene and environmental sustainability is a challenge, but one that many companies are rising to. The innovation in this area has been remarkable and we expect further developments in 2024.

4. Climate change - how companies are responding to the climate crisis

Climate change not only affects the environment—companies also feel the consequences. For example, bottlenecks or damages can occur due to extreme weather and new legal regulations can cause costs and have an impact on processes. On the other hand, public pressure is growing for businesses to be more transparent about figures and to present plans to act in a more climate-friendly way.

According to a 2019 study by Deloitte, many companies still underestimate the impact of climate change, but they are starting to implement measures under pressure from stakeholders. However, most of these steps are limited to short-term measures that promise financial benefits or are subsidized by government incentives. At the top of the list is the focus on increasing energy efficiency.

Even if long-term sustainable measures are still too seldom implemented, a transformation in approach is taking place. More than ever, companies have a duty to take responsibility and do their part to prevent the climate catastrophe.

5. Sustainable catering - ingredients, preparation, and packaging

Most people have heard of the climate crisis and many consider it not only to be real but a serious threat that both politicians and consumers need to solve together. This is also reflected in the growing demand for plant-based and low waste products and plastic alternatives. According to this forecast, by 2029 the global market of alternative dairy products is estimated to be worth around $34.6 billion. Plus, in a 2019 Forsa survey, more than 80% of respondents said that the ban on single-use plastic items didn’t go far enough and they would like to see further bans. Both examples indicate that environmental awareness and sustainability are no longer just topics for "eco-warriors,” but have entered the mainstream.

The catering landscape is affected by this as demand for climate-friendly produce is on the rise. Regional and seasonal ingredients, organic and fair trade certifications, and menus that offer vegetarian and vegan alternatives are now on the rise.

Ordering a takeaway usually results in significant packaging waste, much of it plastic. This is also true for catering - especially in times when hygiene is of primary importance and portions have to be packed individually. Therefore, sustainable caterers are always on the lookout for more compostable packaging to reduce waste and cut down on plastic. At events, this means utilizing the likes of edible food packaging - have you ever eaten soup in a whole pumpkin, antipasti in a lettuce leaf, or salad in a kohlrabi bowl? heycater! has developed the climate-neutral reusable bowl as an alternative to disposable packaging which you can get free of charge and in over 80 cities across Germany via heykantine!

6. Clean & intuitive eating - healthy indulgence without sacrifice

Healthy eating has been a trend for years. The Clean Eating movement is evidenced by the many smoothies and bowls that are available in countless supermarkets, restaurants, and cafés. The fact that most people eat too little fruit and vegetables, but too much meat when compared to the recommendations of the German Nutrition Society, is proven by the results of the DGE survey. Diets and strict meal plans are often the answer. But Clean Eating does not necessarily mean making heavy sacrifices and strict diets.

A newer movement, Intuitive Eating, takes a different approach. Instead of banning products or ingredients, it's more about rediscovering your own body and listening to what it really needs, i.e., when, what, and how much does it want to eat? For people used to eating a lot of sugary products and fast food, this requires a bit of practice as their bodies learn to regulate themselves so that they don’t intuitively crave unhealthy foods. The rule is that there are no strict rules and that it's the body that knows what it needs best.

Corporate catering can support this lifestyle choice by offering a wide variety of different drinks and meals. Healthy offerings should make up the majority so that employees can be supported in making cleaner diet choices. However, it shouldn’t be a rigid dogma.

7. Critical consumerism - more transparency in terms of farming, ingredients, and origin

The more food scandals such as poor working and housing conditions of animals and farmers are discussed in the media, the more discerning consumers become when purchasing produce. According to the 2020 nutrition report by the German Federal Ministry of Food and Agriculture, around half of those surveyed pay attention to seals such as organic, fair trade, sustainable fishing, and ornamental wool labels.

Transparency is trending - it gives customers the power to decide what kind of products and companies they want to support. Whether that's the cleanest, most additive-free ingredients, regional or seasonal produce, or food from companies aligned with their political beliefs, consumers have access to a wealth of information.

As a result, consumers can choose for or against products, manufacturers, and suppliers. In the supermarket, there is often a choice between many different companies for the same product, and in the catering market, too, there are numerous providers in every major city. This means that companies that are transparent about their principles, that position themselves, and that stand for a certain lifestyle or set of values, have an advantage. They stand out from competitors who are afraid to position themselves or who have to deal with bad press because of ill-considered marketing measures or scandals. The time of impersonal companies without personality is over, brands are increasingly expected to take more prominent positions.

8. 0% is in vogue - Non-alcoholic beverages soar in popularity

Does alcohol need to be present at every event and festive meal? To some, a gala dinner without wine is unimaginable, the company barbecue only works with beer and cocktails, and the buzz at the Christmas party is dependent on the mulled wine. But, while a good wine or a versatile cocktail menu enrich most events, they’re not the only option.

Though they used to be ridiculed as somewhat joyless, non-alcoholic drinks are increasing in popularity and are in no way inferior to drinks with percentage signs! Healthy smoothies, fruity-fresh alcohol-free punches and cocktails, or refined alcohol-free wines and beers offer a great alternative—and not just for teetotalers. This isn’t about pushing an agenda, it’s about staying open to new trends, preferences, and tastes.

But this isn’t an either-or choice. Any event can offer its guests both alcoholic and non-alcoholic beverages. Our mobile cocktail bars and professional bar staff are well prepared to cater to those with a preference for non-alcoholic delights. However, they also offer a wide selection of high and low-percentage alcoholic drinks. As a result, everyone can enjoy their drink and no one has to limit themselves to water or the usual soft drinks while everyone else enjoys the more exotic alcoholic options.

9. The return of events - the importance of event catering

After nearly two years of the pandemic and working remotely for many companies, the anticipation of an old-fashioned get-together is high. With loosened regulations, 2024 will see the return of more events. Virtual offerings will remain important, but wherever possible, many people will want to see their teammates in real life. For the catering industry, this means that event catering will increase in importance, albeit with intensified health and safety requirements. Additionally, hybrid catering solutions to assist remote members of the team who cannot be on-site, will also be a growing trend.

10. Catering as an event - more than just food and drink

What do you imagine when you think of catering? A lavish buffet, a set menu, or finger food? First and foremost, we associate food and drink with first-rate catering, but it can be so much more! Exquisite cuisine and delicious food are always a highlight, no question about it. But, what if the food is combined with an event? A street food market for the summer party, a small mobile Christmas market for the Christmas party, a cooking show for the corporate event—there are endless opportunities to turn catering into a larger-than-life experience. An increasing number of companies are opting to offer their employees and guests something memorable! Plus, this also works in a remote or home office setting thanks to virtual events that combine an experience with delicious food!

11. Superfood: Sea Moss or Yuzu as a food trend

Superfoods are becoming increasingly popular and the different flavours are really appealing. One example of this is sea moss, which is also known as Icelandic moss and has been known as a medicinal plant in some regions for centuries. With valuable ingredients such as vitamins B2, B12, A, C, E, calcium, magnesium and zinc, sea moss is a metabolism booster.

A mixture of lemon, lime and mandarin, yuzu, a Japanese citrus fruit, is on the rise. Compared to classic citrus fruits, yuzu has three times the vitamin C and many antioxidants. As a dessert, ice cream or tea, the fruit is a real boon for the immune system. It is certainly a special highlight in catering.

12. Zero waste with food

The "throw-away society" in Europe should be countered in a meaningful way. This is why many consumers are consciously opting for reduced amounts of food in supermarkets, sales outlets and restaurants that must be thrown away the next day according to regulations. Less food in the bin is a valuable contribution to the Food Trends 2024.

13. DIY catering kits for your own event

With more and more people working from home, the demand for easy-to-use DIY options that allow you to organise a party or event without professional help has increased! These pre-made kits usually contain everything you need - food preparation tools such as pans and potholders, crockery such as plates and cups, allowing you to cater for your guests even better than before.

14. Catering as an event - more than just food and drink

What do you imagine when you think of catering? A sumptuous buffet, a set menu or flying finger food? First and foremost, we associate food and drink with catering, but it can be so much more! Exquisite cuisine and delicious dishes are a highlight, no doubt about it. But what if the food is combined with an event? A street food market for the summer party, a small mobile Christmas market for the Christmas party, show cooking for the company event - there are numerous ways to turn catering into a real experience. More and more companies are opting for something special to offer their employees and guests. Incidentally, this also works remotely or in the home office - with a virtual event that combines an experience with delicious food!

Conclusion: Demand and expectations are high for food and catering in 2024

Consumers are demanding and the working world is in a state of upheaval, however, some normality is likely to return in terms of in-person events. The demands for safety, sustainability, and individual solutions require flexibility, innovation, and more transparency. Companies with agile structures have an advantage over their competitors as they can react flexibly to trends and changing conditions. This article provided a brief overview of which topics and trends will be essential in 2024 so that companies and caterers can better prepare!