Food Trends 2020: Nostalgic Cravings

Illustrations by JoEllen Martinson Davis

Before Covid quarantined us, nostalgia was already making inroads via a new love of all things 90s (Dunakroos making a comeback, anyone?). But as our pantries can likely attest to, nostalgia wasn’t some cute throwback trend as quarantine set in, but a way to comfort ourselves. The old standbys like Ding Dongs and kid cereals, even for the healthiest among us, called us back.

Seeing foods like pasta, mac and cheese and pizza on the rise is no surprise, but salty snack and ice cream sales up around 50% and cookies and cracker sales up 70% is (Nielsen). In one study, 66% of people said they don’t feel guilty after indulging in their favorite comfort foods during Covid-19.

This has implications for trends that were accelerating. The mocktail trend that was gaining steam? Well, alcohol sales are up 23 percent since the pandemic began. Interest in new and emerging brands? Consumers flocked to established brands as grocery store shelves emptied, preferring tried and tested brands. Junk food? Let’s just say it’s interesting that Dalgona coffee emerged as a trend in March, showing off its instant coffee and pure sugar concoction all over social media. A far cry, I’d say, from pour-over coffee. A wholesome start to the morning? Kraft Mac and Cheese has developed a limited edition SKU of Mac and Cheese Breakfast.  

While we collectively jest that we don’t know what time it is (or even the day) and that what happens in quarantine stays in quarantine, there could be longer-term effects for this more relaxed mindset of food (and sweets) in moderation or as a way to escape the times.