HoReCa Market Trends

Introduction

HoReCa is entering a period of significant change, driven by a number of macro-economic factors. Technological developments such as the rise of digital ordering and delivery platforms are changing the way consumers interact with foodservice companies. Regulatory requirements concerning food safety, the environment and labor are also causing companies to adapt their offerings and operating models. In addition, changes in consumer behavior, especially the increasing demand for convenience and transparency, are influencing menu choices and service models. These are trends that all players need to understand in order to respond to the market’s complexities and to take advantage of emerging opportunities.

Top Trends

1. Sustainability Initiatives
   The HoReCa sector is increasingly adopting sustainable practices, driven by customer demand for eco-friendly products. The biggest chains are implementing waste reduction strategies and a majority of restaurants are aiming for zero waste by 2030. Grants and tax incentives are being made available to encourage these practices. Not only does this trend increase customer loyalty, it also reduces costs. Future developments may include stricter regulations on waste management and procurement.
2. Digital Transformation
   The technological takeover of the HoReCa sector is accelerating, with eighty per cent of establishments investing in digital ordering systems. Artificial intelligence is enabling the leading players to offer a more personalised customer experience and to improve their operational efficiency. The change is supported by government initiatives to promote digital skills in the workforce. As technology evolves, automation of both service delivery and stock control is expected to continue.
3. Health-Conscious Menus
   The increasing demand for healthier food choices is causing HoReCa operators to review their menus. Research indicates that about 60% of consumers now put health ahead of taste when choosing a restaurant. To meet this demand, the major brands are responding with more vegetarian and low-fat alternatives. The trend will also be reflected in the supply chains, which will increasingly focus on obtaining organic produce. In the future, there may be stricter labeling regulations.
4. Experiential Dining
   The demand for unique food experiences is changing the face of the HoReCa market, with 75% of consumers seeking memorable dining experiences. Restaurants are responding by introducing more interactive features, such as cooking classes and theme evenings. This trend is supported by industry leaders who recognize the value of customer engagement. As competition intensifies, venues may be more inclined to create engaging environments to lure customers.
5. Delivery and Takeout Expansion
   The HoReCa sector has been transformed by the emergence of delivery services, and today almost half of consumers take their meals to go. The major players have joined forces with the delivery platforms to increase their reach and improve convenience. This trend is reinforced by urbanization and changing lifestyles. These developments will require businesses to adapt their menus and packaging to suit.
6. Local Sourcing and Community Engagement
   Local entrepreneurship is gaining ground. According to a recent survey, 65% of consumers prefer to eat at restaurants that support local farmers. Governments are also taking steps to promote the local economy. Brands are increasingly promoting their local connections, which strengthens their image and customer loyalty. And future developments may see a tightening of regulations to ensure greater transparency in sourcing.
7. Plant-Based Offerings
   A quarter of consumers are looking for vegetarian or vegan food. This is why the major chains are extending their menus to include plant-based dishes. Health studies are backing this trend, showing that a diet based on plants is associated with a lower risk of chronic disease. As consumers become more aware, we can expect to see further development of products and menus based on plants.
8. Enhanced Hygiene Protocols
   The food service industry, after the epidemic, has been paying increasing attention to hygiene, with some 90% of consumers saying that cleanliness is a major concern. Industry leaders have responded by instituting stricter sanitation standards to reassure consumers. This trend is supported by government health regulations and has led to increased operating costs. It may have a permanent effect on health regulations and consumer expectations.
9. Diversity and Inclusion Initiatives
   Among the most important issues for HoReCa is diversity and inclusion, and this is reflected in the fact that over 70 percent of consumers support brands that advocate these values. Leading players are therefore implementing training and recruitment programmes. These initiatives are also influenced by a growing number of social movements that are promoting equality. As consumers become more aware of these issues, operators may find themselves under increasing pressure to demonstrate their commitment to these initiatives.
10. Global Flavors and Fusion Cuisine
    The appetite for world cuisine is growing: 55% of consumers are interested in trying international cuisines. And adventurous eaters are experimenting with fusion cuisine. This trend is supported by increased cultural exchange and travel, which influences menu development. In the future, we may see more collaboration between chefs and the introduction of new taste profiles.

Conclusion: Navigating the Competitive HoReCa Landscape

In 2024 the HoReCa market will be characterized by a high degree of fragmentation and by an intense competition. The players in the market will be the old and the new ones. The regional trends will show an increased preference for the sustainable and flexible solutions which will force the vendors to adapt their offer accordingly. The established players will continue to build on their brand loyalty and will further increase their efficiency by integrating the latest technological capabilities, such as artificial intelligence and automation. The new players, based on new business models and the latest trends, will become agile competitors. The ability to use artificial intelligence to make data-driven decisions, to automate processes, and to commit to sustainable practices will be the key to market leadership. The vendors will have to align their strategic capabilities with these trends to succeed in this dynamic environment.