Butter, candy and pasta chips: 2024's Top Food Trends that changed the way we eat and cook

If your kitchen had a personality in 2024, it might have been a bit of a social butterfly, dressed in nostalgia, fueled by TikTok, and constantly experimenting with new flavours.

This year, we didn’t just cook; we played with our food, explored global inspirations, and took simple ingredients to absurdly creative heights. Whether it was crunchy candy-coated fruit or butter spread out like fine art, 2024 proved that the kitchen is where whimsy meets wonder.

Social media gave us a glimpse into not just what people are eating, but why certain dishes became culinary obsessions. And trust me, it’s not just about looking good on camera anymore.

This year’s top food trends had more to do with emotions, algorithms, and a dash of sheer curiosity than with aesthetics. Let’s explore the five most viral, and culturally revealing, culinary hits of 2024. 

1) Tanghulu: The Candy That Pops (and Crunches)

It’s shiny, it’s sticky, it crunches like a dream and yes, it’s incredibly satisfying to watch people eat. Tanghulu, skewered fruit coated in hardened sugar, became Europe’s most surprising import from China this year. Its ASMR-friendly crackle made it a darling of TikTok. But there’s more to Tanghulu than its satisfying sound. It’s simple to make, visually stunning, and just nostalgic enough to make us think of childhood lollipops, only now with a grown-up flair. Who knew sugar could be so culturally transcendent?

2) Butter Boards: The Food Trend That Spread Like… Well, Butter

Move over, charcuterie. In 2024, butter took centre stage. Spread on wooden boards, sprinkled with everything from fresh herbs to edible flowers, and served with warm, crusty bread, the butter board became the communal eating trend we didn’t know we needed. Social media loved it for its aesthetics, sure, but its real power came from its versatility. Sweet or savoury, minimalist or over-the-top, it invited people to play with flavours in a way that felt indulgent yet approachable.

3)  Ramen Carbonara: A Fusion That Works

What do you get when Italian comfort food meets Japanese culinary genius? Ramen carbonara, the ultimate hybrid dish of creamy, umami-loaded goodness. This trend took over social feeds because it’s both wildly creative and shockingly easy to make. Toss ramen noodles with eggs, cheese, and pancetta, and you’ve got a one-pan meal that satisfies cravings from two continents. It’s not just fusion; it’s food diplomacy in a bowl. But, be careful when talking about it to an Italian…

4) Yoghurt Custard Toast: Dessert Meets Breakfast

They call it yoghurt toast, but really, it’s custard toast - bread topped with a mixture of yoghurt and eggs, baked to custardy perfection. In 2024, this health-friendly trend became the go-to breakfast for busy Europeans. It’s nutritious, customizable, and incredibly easy to whip up. Want berries? Sprinkle them on. Chocolate chips? Why not. It’s breakfast, dessert, and a social media hit all rolled into one.

5) Pasta Chips: Crunch Your Carbs

Pasta isn’t just for boiling anymore. In 2024, we took cooked pasta, seasoned it, air-fried it, and turned it into chips. It’s crunchy, it’s addictive, and it’s perfect for dipping. Whether dusted with Parmesan or spiced with paprika, pasta chips were a snack that felt both familiar and innovative. And yes, the air fryer was the secret weapon behind their meteoric rise. 

What Makes Food Trends Go Viral?

Here’s the thing about food trends in 2024: they’re not just about looks or being necessarily healthy. Sure, Instagram aesthetics still matter, but it’s emotions that really drive virality.

Some trends, like Tanghulu, make us nostalgic. Others, like butter boards, invite us to connect with friends. And then there’s the all-powerful algorithm, which rewards content that sparks engagement, whether that’s curiosity, shock, or the fear of missing out (FOMO).

It’s also worth noting that today’s social media-savvy consumers love to share their own creations and food and beverage brands love the chance to be exposed on social through influencers content. Viral recipes are less about watching and more about participating. You’re not just eating ramen carbonara, you’re making it, filming it, and watching the likes roll in. And, let’s face it, even the haters’ comments are part of the game!

On social media, the numbers tell a powerful story. The top five viral recipes of 2024 collectively amassed nearly 4.5 billion views:

• Tanghulu: 1.2 billion views (TikTok Analytics, December 2024)
• Butter Boards: 950 million views (Instagram Trends Report, 2024)
• Ramen Carbonara: 870 million views (TikTok Food Trends Overview, 2024)
• Yogurt Toast: 760 million views (SocialBakers, 2024)
• Pasta Chips: 680 million views (BuzzFeed Food Data, 2024)

These staggering figures demonstrate not only the popularity of these dishes but also how deeply social media platforms influence our culinary choices. 

How our kitchen habits changed in 2024

This year’s trends reveal a shift in how we cook and eat at home. People are embracing recipes that are fun, experimental, and a little outside the box.

The air fryer has become a staple, making it easier to create crispy, satisfying dishes with minimal effort.

Titles like The Essential Air Fryer Cookbook by Bruce Weinstein and Mark Scarbrough, and the niche hit Pasta Grannies: The Secrets of Italy’s Best Home Cooks by Vicky Bennison captured the imaginations of home chefs by blending traditional and modern culinary ideas.

Meanwhile, the rise of 'pop-up chefs' has added a dynamic energy to the culinary world. This trend offers emerging chefs an innovative platform to test their concepts without committing to the high costs of a permanent restaurant. It’s not just about food, it’s about the stories, flavours, and bold creativity that these chefs bring to the table. 

Cooking the books: Europe's rising recipe market

The enduring popularity of cookbooks also highlights a counterpoint to this digital domination. Despite the rise of social media, physical cookbooks remain cherished for their tactile experience and the authority they lend to their authors. Niche titles continue to thrive, proving that consumers appreciate a blend of timeless traditions and modern convenience.

As of July 2024, the Federation of European Publishers (FEP) reported that total publishers' turnover in Europe grew by just over 2% to reach €24.4 billion. This figure is nominal and not adjusted for inflation.

Additionally, English-language books have been gaining popularity across Europe. In the first 12 weeks of 2024, English-language books accounted for 15.6% of total sales value, up from 14.6% in the same period of 2023. This growth is attributed to platforms like TikTok, which have significantly influenced book sales, particularly in the fiction category.

While specific data on European cookbook sales for 2024 is limited, the overall growth in the publishing industry and the increasing influence of social media platforms like TikTok suggest a positive outlook for cookbooks.

Social media trends also underscore the emotional connection we have with food. It’s no longer just about how a dish looks or indeed tastes, but about the feelings it evokes, memories, curiosity, or the desire to join a global conversation. Algorithms reward this kind of engagement, turning recipes into cultural phenomena that reshape what we eat and how we cook.

As we look towards 2025, it’s clear that the interplay between tradition and modernity, coupled with the ever-present influence of social media, will continue to redefine our culinary landscape.