January Over The Years - Exploring Our 17 Years In Food & Beverage Trends EBook

Take a deep dive into how the month of January has shaped up over the years with research from our 17 Years In Food & Beverage Trends EBook.

thefoodpeople was established in 2005 rooted in our purpose to shift the future of food and drink by inspiring and informing people, business and institutions to harness the power of trends and foresight. Why do we do what we do? Well, we believe that food & drink connects us all, by working with our community, industry and our collaborators, positive impact in food & drink can shape a better future for all.

Since then a lot has changed across the food and beverage landscape, change that we've looked to capture in our 17 Years In Food & Beverage Trends E-Book. We look at what events, people, culture, regulations, technologies, and products defined these years, as well as the changes and impact on these for the future.

Here are some of the highlights captured from various months of January between 2006 and 2022.

January 2010 - Little balls of cake popped onto a stick and covered in sweet treats and flavour. The trend started in the US and soon started to gain traction around the world as a popular snack, one helping to take you off the new year healthy eating bandwagon. We also saw Banh Mi sandwiches begin to trend, as Vietnamese food was arguable the cuisine of the moment. Whilst in the UK, the Office of National Statistics announced that the country was no longer in a recession.

January 2013 - The new year saw Mexican food having its time in the global spotlight as foodie tourists couldn't get enough of all things Mexico ... authentic tacos, barbacoa, mole, mezcal and more. High street coffee chain Starbucks took a sustainable step forward with its plans to sell real cups, in a move away from single-use plastic cups. While Brazilian burger chain Bobs was also doing its bit for the environment by developing edible packaging in a bid to combat and reduce litter.

January 2015 - Noma moved to Japan for a brief Asian stint, relocating the entire team to the Mandarin Oriental in Tokyo. This move only served to continue the increased spotlight on Japanese cuisine, whilst also paving the way for more Noma-on-Tour destinations around the world. Elsewhere, one of the biggest transitions of 2015 was the change of focus being being 'skinny' to 'strong'. Toned and healthy bodies became the new norm across social media and advertising. Also this month, Dry January partnered with Public Health England to create Dry January radio adverts.

January 2018 - This month saw the emergence of Zhug as the latest in-focus condiment, 'the next sriracha'. Everyone was looking for a new year kick and this Middle Eastern hot sauce was the perfect thing. Chefs and restaurants were jumping on the trend with new dishes popping up all over. Over in Asia, McDonald's Japan launched a range of popcorn drinks to attract customers to the 90 McCafe by Barista outlets across the country. These three limited-edition drinks were especially targeted at Instagrammers and novelty-seekers due to their unusual flavour pairings and striking visual aesthetics.

January 2019 - This was the year that the annual Veganuary campaign cemented itself as a firm favourite with consumers around the world, those looking to go vegan for the first month of the year. A campaign that brands have jumped on quickly since its early days. 2019 saw Pringles make waves ... quite literally in its crisps with the new ridged Pringles Wavy launching in the USA. Hot dogs were also in the spotlight, no longer reserved for BBQs or sports events only. Consumer desire for the humble hot dog was a clear manifestation of the larger trend, street-meets-fine. Finally, this month saw over $3million paid for a giant bluefin tuna at Toyosu fish market in Tokyo!


A lot has happened in the month of January over the years - discover more in our 17 Years In Food & Beverage Trends EBook. Find out how you can get your copy here.