By Brian Brown, President of Ingredient

Pack your baskets and put together your style buds as a result of in 2024, picnicking isn’t only a pastime, it may simply very nicely be one of many hottest meals developments on the horizon! We’re wanting ahead to bundles of meals, park benches, and checkered blankets popping up in all places. Give us the contemporary air, a great view, and an armload of delectable bites. Nevertheless, with all that being stated, this begs the query: What’s behind the sudden surge in picnicking’s recognition?

The attract with consuming outdoor is being fueled by a mixture of social and financial components, like rising restaurant costs and an unconditional appreciation for the privilege to be outdoors and socialize when, the place, and the way we wish. CPG manufacturers and grocery shops can leverage these components to keep up relevance and encourage shopper curiosity. 

Introduced under, just like what’s mirrored in our 2024 Meals and Beverage Development Report, are just a few key components propelling the picnicking pattern ahead, whereas concurrently influencing the broader culinary panorama of 2024.

1. Restaurant costs are rising.

Whereas meals costs rose throughout the board in 2023, the forecast for 2024 means that food-at-home costs will lower 0.4%, whereas food-away-from-home costs are anticipated to extend 4.7%. 

Despite the fact that total inflation is considerably slowing, customers proceed to deal with the underside line and are choosing cost-effective choices every time potential. This makes picnics an interesting choice for customers who desire a memorable meal with out making a memorable dent of their meals funds. 

2. The good outdoor is the place to be

Whereas the sensible must be outdoor has shifted over the previous few years, the need to not be confined to the indoors stays. Not solely did folks put money into outside gear and tools through the pandemic, additionally they skilled the psychological and bodily advantages of being within the contemporary air. Add in meals, an outstanding social connector and a enjoyment of its personal proper, and you’ve got two of life’s nice pleasures in a single — sharing a meal and savoring the great thing about the broader world. What might be extra pleasurable? 

3. Picnics will be curated. 

We reside in an age of curation. Customers right this moment spend a major period of time rigorously assembling their social media feeds, residence decor, garments, you identify it. Picnics will be tailor-made in some ways, from the meals within the picnic basket to the situation. Themed picnics are a factor, too. Simply plug the phrases “Victorian picnic” into the search bar on Pinterest.

4. Picnics are carefree and casual. 

Sharing a meal outdoor is a enjoyable escape from the calls for of each day life and the 24/7 stress of the information cycle. Being outdoors invitations laughter, spontaneity, and pleasure. The one costume code is to put on one thing comfy. And whereas picnickers may go all out with a fairy or Harry Potter theme, the one actual tools outside eaters want is a basket and blanket. 

For CPG manufacturers, the picnicking pattern is about making outside consuming appear straightforward and accessible. To faucet into this motion, it’s important that manufacturers spotlight transportable snacks, pre-packaged meals, and easy recipes for dishes that journey nicely throughout all advertising and marketing and social media channels. Grocery shops even have rather a lot to supply within the age of the picnic — handy grab-and-go deli choices, sizzling bar choices, drinks, and extra. 

Manufacturers aiming to grab this pattern ought to highlight transportable meals and drinks of their campaigns and embrace the playful, adventurous essence of al fresco eating.

As Ingredient’s president and accomplice, storytelling is Brian Brown’s superpower. He believes meals defines us culturally, socially, and brings us collectively. Established in 1994, Brown now leads a artistic community of almost 55 meals lovers, from skilled strategists and course of consultants, meals scientists, designers and builders, copywriters, photographers, videographers, and culinary professionals to encourage connections between manufacturers and customers.