How social media is reshaping food hospitality trends

In this edition of The Drop, The News Movement dives into the Food Hospitality sector, unpacking the data and cultural shifts shaping the industry on social. From algorithm-breaking trends to rising creators and brand spotlights, this report surfaces the insights that matter.

One of the standout trends is the rise of non-alcoholic and low-ABV beverages. Gen Z is leading the charge, with 38% purchasing more non-alcoholic drinks in 2024 than the year before. This ‘sober curious’ movement has been driven by wellness priorities and cultural shifts towards mental and physical well-being, as well as accessibility to non-alcoholic alternatives and the normalisation of alcohol-free lifestyles.

Meanwhile, experiential dining is gaining popularity, and it’s about more than just food. With 72% of diners craving immersive or unique experiences, restaurants that create shareable, story-driven moments (and market them effectively on social) are capturing attention.

Finally, brand to brand collaborations are on the rise - so much so that the global valuation of the brand-to-brand collaboration market hit $400 billion in 2023. We've seen these collaborations with Icee x Peeps, Don Julio x Popeyes, and Taco Bell x Milk Bar, with 71% of consumers saying they enjoy co-branding partnerships. 

'The Drop' will continue to track emerging trends, and focus on a different industry every issue. If you're interested in learning more, download the full report. And get in touch with us at [email protected] if you have any questions or feedback.