In their "2024 Global Food and Drink" report, Mintel states, "Scrutiny about the use of processing in the food and drink industry is intensifying. Fueled by discussions of highly, overly or ultra-processed food (UPF), fervor around processing will inspire consumers to look more closely at ingredients, nutrition and production methods."

People are increasingly concerned about where their food comes from, how it's made, and what it contains. Your commitment to high-quality ingredients and fresh products is a significant mark in the "plus" column for your customers. As the face of your business, your transparency and reflection of your customers' values are a reassurance that the products they purchase from you are the same you'd give to your own family and friends, and they can feel good about treating themselves or sharing a snack with a loved one.

Hannah Rützler in her “Food Report 2024” for Food and Travel magazine highlights the emergence of local and hyper-local sourcing as a growing trend. As customers look to reduce their ecological footprints and connect with the source of their food, it stands to reason that food produced locally would fulfil a growing demand for a transparent supply chain. 

Chefs, shop owners, and artisans with a “main street” presence offer hometown appeal and can also source locally, whether from nearby farmers or other small businesses in the area.

In a recent webinar, Datassential revealed that 67% of consumers want to see more short-term fads and trends featured by restaurants and retail outlets. The ability to take an idea from inspiration to the sales counter in a matter of days or even hours is not to be taken lightly. By skipping focus groups, R&D, and massive supply chain manipulations, the small business owner can have the latest trending flavour or format in front of their customers before the metaphorical ink is dry on the social media posts, and the items can be removed from production just as quickly when it’s time to pivot to the next big thing. 

Trends aside, being many, many steps closer to your customers is an invaluable asset. Local preferences, traditional foods, and special items for events and celebrations are all ways for you to connect with your customers.

39% of Chinese consumers intend to make new connections with people through hobbies or clubs in the next 12 months, according to Mintel's "Global Consumer Trends Report 2024." And 48% of UK consumers choose leisure activities that are good for doing with friends/family.

Events such as classes, workshops, meetings, or community celebrations are great ways a shop can be involved in its community and connect with customers. Those without a brick-and-mortar setup can forge those connections with pop-ups, booths, fairs, and charity events or providing prizes for local raffles and the like.