The food and beverage industry has witnessed considerable changes in the last several years. While some consumers’ lifestyle choices and health conditions decide their dietary patterns, new and evolving trends also play a critical role in shaping food and beverage experiences.
The pandemic forced people to reevaluate their mental and physical wellbeing and focused a light on incorporating wellness into daily dietary patterns. Today, wellness isn’t just a trend, it is a conscious way of life prompted by deliberate, informed decisions.
According to the Global Wellness Institute (GWI), the healthy eating, nutrition and weight-loss sector grew to $1,079 billion in 2022 from $911 billion in 2019. This is the only sector to maintain a positive growth trajectory since the onset of the pandemic.
Consumers are now considering how they fuel and function daily and this is impacting the F&B industry. As consumers look for ways to enhance their physical, mental and emotional wellbeing, hotels have been leaning into a few trends from an F&B perspective to better cater to travelers. Hotels have been tapping into and tweaking their existing restaurant menus to offer healthier options or adding new and refreshed dining concepts to cater to evolving food choices.
This shift is not just about providing the power of choice or even accommodating food preferences, sensitivities or allergens (e.g., gluten free, dairy free, nut free), but, instead, enabling guests to get proactive about their health and wellbeing through food and beverage, said Mia Kyricos, president and founder of Kyricos & Associates, a wellness consultancy.
“Major hotel brands have been on this bandwagon for some time,” she said, citing Marriott International’s Westin brand, for one, which she said pioneered the concept of adding super foods to their restaurant menus beginning back in 2006 or 2007. “Today, gut health is a big trend and the power of probiotics and fermented foods, like sauerkraut and kimchi, which can help to reinforce it. As the science becomes more well known, so, too, will the related demands.”
EVEN Hotels, an IHG brand designed and created with wellness at its core, launched a new, flexible restaurant concept called EVEN Kitchen & Bar, which offers menu options for guests looking to eat healthy on the road, including vegetarian options.
NEW TRENDS
Hotels are increasingly offering increased vegetarian options and high-protein plant-based foods. Even carnivores are trying to find ways to eat less meat, whether for personal health reasons, the environment or both, said Kyricos.
At Hyatt Hotels Corp., the F&B team is selective in choosing plant-based options identified as alternatives as they prioritize fresh and sustainable options.
In Mexico, Andaz Mayakoba Resort Riviera Maya’s Vegan Bar is a fully vegan dining experience on-property. The Vegan Bar offers fresh and seasonal snacks and dishes made with sustainable, locally sourced ingredients with a vegan twist on traditional Mexican classics, said Frank Giacomini, SVP of lifestyle and independent restaurants, Hyatt, Americas.
Despite the promise it holds, a fully plant-based diet is not as beneficial as a plant-forward diet, say studies. Plant-based diets have normalized and every executive chef knows that, said Adam Mogelonsky, partner at Hotel Mogel Consulting.
“A lot of restaurant concepts that were 100% plant-based had to roll back because people are trying to find the balance. We are opportunistic omnivores and, therefore, our bodies are designed to eat meat and plants together,” said Mogelonsky.
Many consumers have started moving away from plant-based alternatives and instead are leaning into enjoying ingredients in their natural, holistic state, said Scott Gingerich, VP of restaurants, bars and Events, IHG, Luxury + Lifestyle brands. Certain vegetables, like cabbage and dry-aged koji carrots, are taking center stage across restaurants and bars in numerous preparations, he said.
SOBERING UP
Dry January is more than just a month of enjoying non-alcoholic drinks and mocktails. It has now extended into a consistent lifestyle choice among many consumers. “Mocktails are becoming a more expected part of a cocktail or even wine list. Expect to see more of this as it’s becoming cool to drink less and stay sober. Even celebrities are more regularly sharing and celebrating going alcohol-free,” said Kyricos.
Quick to recognize this trend, Hyatt launched the ‘Zero Proof, Zero Judgement’ program to offer spirit-free beverages at several Hyatt properties in the U.S. across its brands, including Hyatt Centric, Andaz and Thompson Hotels. For guests who aren’t looking to completely cut out alcohol, but are looking for healthier beverage options, lower ABV drinks have also become increasingly popular, designed for longer hangouts and fewer hangovers, said Giacomini.
HEALTHY SNACKS
Besides leaning toward healthier snacking options, with lower sugar and salt content, hotels must consider using high-quality and locally sourced ingredients.
“Hotels have a responsibility to their guests, which means they have to meet guests where they are,” said Mogelonsky. “Low-sugar snacks are appreciated by both health-conscious guests, who are used to consuming such items, as well as guests who aren’t fully health-oriented, though willing to explore these products.”
Most of the grab-and-go kiosks, stores and food outlets in hotels have healthier snack options, said Kyricos, adding that healthy options can also reflect in the oils being used, to reduced salt and sugar content.
EVEN Hotels offers a complimentary nightly tea service in the lobby, which includes herbal varieties, to help guests restore and recharge.
SUSTAINABILITY
Consumers are not only becoming more aware and conscious of what they’re consuming and where their food is coming from, but now expect complete transparency from vendors and restaurants. As a result, many bars and restaurants are enhancing their practices and creating menu items from ingredients that are locally and sustainably sourced.
Vendors should reduce their food miles, support local farmers and use whole animals or plants to make the food system more economically viable, suggested Mogelonsky.
“Eating the beet root greens can be encouraged to reduce food waste. In case of animals, eating nose to tail is a common expression that is emerging and involves incorporating organ meats and using the bones for broth. All you have to do is challenge the chef,” he said.
Technology also plays a big role in making the F&B sector more economically sustainable.
“We are starting to leverage AI technology across kitchens and bars to streamline processes and support the drive toward zero-waste efforts,” said IHG’s Gingerich. Kimpton, for instance, seeks ways to add economically sustainable ingredients and dishes to menus to limit waste.
AI also can help spark inspiration in the kitchen to help chefs create new flavor combinations and dish ideas that will elevate menus and delight guests with unexpected and delicious creations, Gingerich added.