# Lusty food · Consumer Trends 2024 · Zorraquino > Food takes on new meanings and tempts us. URL: https://www.zorraquino.com/en/trends/consumer-trends-2024/lusty-food ![Lusty food: Food takes on new meanings and tempts us.](https://cdn.sanity.io/images/0w1142l8/production/bd00eeab7b9cc9bdac70f88e07c160443ac6e76e-1920x1440.webp/lusty-food-food-takes-on-new-meanings-and-tempts-us.webp?w=1600&fit=max&auto=format&q=85) Trend 09 # Lusty food 1. [Consumer Trends 2024Home](https://www.zorraquino.com/en/trends/consumer-trends-2024) 2. [Trend 01Beyond god](https://www.zorraquino.com/en/trends/consumer-trends-2024/beyond-god) 3. [Trend 02Impact thrice](https://www.zorraquino.com/en/trends/consumer-trends-2024/impact-thrice) 4. [Trend 03AI attacks](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks) 5. [Trend 04Textile exodus](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus) 6. [Trend 05Complex disparity](https://www.zorraquino.com/en/trends/consumer-trends-2024/complex-disparity) 7. [Trend 06Muscles as success](https://www.zorraquino.com/en/trends/consumer-trends-2024/muscles-as-success) 8. [Trend 07Extra payments](https://www.zorraquino.com/en/trends/consumer-trends-2024/extra-payments) 9. [Trend 08Jumping stages](https://www.zorraquino.com/en/trends/consumer-trends-2024/jumping-stages) 10. [Trend 09Lusty food](https://www.zorraquino.com/en/trends/consumer-trends-2024/lusty-food) 11. [Trend 10Secret tourism](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism) Lusty food Food takes on new meanings and tempts us. Trend axes - Off-diet - Porn food - Cheat meals - Guilty pleasure Some figures 200% Percentage by which dopamine can increase from eating fatty and sugary foods, according to a study by National Geographic. 4.4 Kilos of croquettes eaten by Valentín Carrasco, a popular streamer who takes on food challenges, at the restaurant “Aupa” in Barcelona. 1,120 Millions of euros in revenue generated by fast food in Spain in 2022, according to a report by Just Eat. 40% Of minors who are exposed to fast food advertising eat it twice a week, according to data from the Ministry of Consumer Affairs. ## Ecce gocho In a world increasingly obsessed with health and the cult of the body, a food trend is emerging that defies restrictions and embraces excess in quantity, calories and extreme flavours. Despite our intentions to eat healthily, we can’t help falling for the temptation of cheat meals. These moments have become a guilty pleasure amid our self-care routines. Fast food chains around the world have adopted provocative communication strategies to grab our attention. Their campaigns aim to stimulate us in both content and form, using food as a pretext to provoke us and keep us intrigued. Likewise, the search for unconventional flavours and completely satisfying experiences leads us to combine unusual products and seek out excess and unhealthy cravings. We want more, and we want it fast. We look for challenges that get our adrenaline going and give us instant pleasure. These food indulgences appeal to our most basic needs for satisfaction and pleasure. In a landscape increasingly concerned with moderation and balance, perhaps more than ever we need excuses and spaces to give in to the forbidden from time to time. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Brands take advantage of our innate preference for ultra-processed foods and amplify it through campaigns that play with provocation and virality. 2. 02 The restrictions of diets and the excessive cult of the body encourage people to seek moments of indulgence in which to treat themselves. 3. 03 Food companies are testing different communication approaches related to their product, ranging from its nutritional value to how it is used. Zorraquino playlist - FoodieTashan · 2018 - VacacionesCarlos Berlanga · 2001 - La ruta del tentempiéCharly García · 1987 [See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2024/playlist)[Listen on Spotify](https://open.spotify.com/playlist/0UmKqdqLcue96kV7sI2Cde) ## More on the trend ### References - [Bares con retos de comida o la bestialidad de comerse seis kilos de hamburguesas en una hora](https://www.meer.com/es/76095-cheat-meal-la-satisfaccion-de-hacer-trampas-en-la-dieta) - [La verdadera trampa de las 'cheat meals'](https://elpais.com/gastronomia/el-comidista/2020/03/11/articulo/1583966096%5F752051.html#:~:text=%C2%BFQu%C3%A9%20significa%20exactamente%20%E2%80%9Ccheat%20meal,seguidores%20de%20distintas%20estrategias%20diet%C3%A9ticas.) - [VIPS pone el freno a aquella comida que tanto nos persigue](https://elpais.com/gastronomia/el-comidista/2020/03/11/articulo/1583966096%5F752051.html#:~:text=%C2%BFQu%C3%A9%20significa%20exactamente%20%E2%80%9Ccheat%20meal,seguidores%20de%20distintas%20estrategias%20diet%C3%A9ticas.) - ["Comida que te persigue", lo nuevo de VIPS y MONO Madrid](https://controlpublicidad.com/campanas-publicitarias/-comida-que-te-persigue-lo-nuevo-de-vips-y-mono-madrid/) - [No te falla la voluntad: estas son las razones por las que cuesta tanto resistirse a la comida basura a pesar de saber que es mala para la salud](https://www.elmundo.es/vida-sana/bienestar/2023/09/19/650814e321efa05a2e8b4581.html) - [McDonald's Indonesia ofrece un menú para bodas que incluye 100 hamburguesas y 100 paquetes de nuggets](https://www.reasonwhy.es/actualidad/mcdonalds-indonesia-menu-bodas-hamburguesas-nuggets) - [Los restaurantes donde la cuenta te sale gratis si comes mucho: 50 croquetas en 40 minutos](https://www.elespanol.com/cocinillas/restaurantes/20230905/restaurantes-cuenta-sale-gratis-comes-croquetas-minutos/790671037%5F0.html) - [Uber Live llega a España: se acabaron las colas interminables para comprar comida en grandes eventos](https://www.marca.com/tiramillas/gastronomia/2023/04/13/64381b1546163fa1298b45c8.html) - [Una pajita con forma de perrito caliente: Oscar Mayer celebra el primer aniversario de un fenómeno viral](https://www.reasonwhy.es/actualidad/pajita-con-forma-de-perrito-caliente-oscar-mayer-celebra-primer-aniversario-fenomeno-viral) - [Valentín Carrasco, de militar a ganador de retos: come 7 kilos en 43 minutos y cuatro kilos de croquetas](https://www.elespanol.com/reportajes/20230729/valentin-carrasco-militar-ganador-retos-come-kilos-minutos-croquetas/782422146%5F0.html#:~:text=Valent%C3%ADn%20Carrasco%2C%20de%20militar%20a,y%20cuatro%20kilos%20de%20croquetas) - [DOMINO'S® IS MAKING PIZZA DELIVERY EVEN MORE CONVENIENT: INTRODUCING DOMINO'S PINPOINT DELIVERY™](https://ir.dominos.com/news-releases/news-release-details/dominosr-making-pizza-delivery-even-more-convenient-introducing) - [Eleonora Ortolani](https://graduateshowcase.arts.ac.uk/project/490285/cover) - [Pringles just unveiled a $140 collab with The Caviar Co.—here’s what’s inside the limited edition kit](https://www.cnbc.com/2023/09/19/pringles-and-caviar-limited-edition-collaboration.html#:~:text=Pringles%20on%20Tuesday%20announced%20a) - [Heinz y Absolut se unen para lanzar una salsa de tomate con vodka](https://lacriaturacreativa.com/2023/03/28/heinz-y-absolut-se-unen-para-lanzar-una-salsa-de-tomate-con-vodka/) - [Greater Goods' All Conditions Greggs Jacket Takes Sausage Rolls to the Great Outdoors](https://hypebeast.com/uk/2023/7/greggs-greater-goods-collaboration) - [Retiran del mercado unas tortitas muy picantes tras morir un adolescente en el reto viral One Chip Challenge](https://www.elmundo.es/economia/ahorro-y-consumo/2023/09/12/650098bae85ece03178b45b9.html) - [Pressbyrån hyllar kanelbullen i ny, franskinspirerad kampanj](https://www.resume.se/marknadsforing/kampanj/pressbyran-hyllar-kanelbullen-i-ny-franskinspirerad-kampanj/) - [Robo de carteles y una subasta: las consecuencias de una muy exitosa campaña sobre bollos de canela](https://www.reasonwhy.es/actualidad/robo-carteles-subasta-campana-bollos-canela-cadena-pressbyrans) - [CANADIAN NATIONAL EXHIBITION](https://www.theex.com/) - [La élite del I+D gastronómico guipuzcoano se pasa a hacer hamburguesas, pizzas y ‘pintxos’](https://elpais.com/gastronomia/2023-07-19/la-elite-del-id-gastronomico-guipuzcoano-se-pasa-a-hacer-hamburguesas-pizzas-y-pintxos.html?rel=buscador%5Fnoticias) - [How sugar and fat affect your brain](https://www.nationalgeographic.com/magazine/article/how-sugar-and-fat-affect-your-brain) - [Auge y explosión de las ‘guarro-recetas’ o por qué toda la comida en TikTok es repugnante](https://elpais.com/estilo-de-vida/2023-03-19/auge-y-explosion-de-las-guarro-recetas-o-por-que-toda-la-comida-en-tiktok-es-repugnante.html#?rel=mas%5Fsumario) - [España engorda a pasos agigantados: así crece el negocio de la comida rápida en nuestro país](https://www.elblogsalmon.com/economia/espana-engorda-a-pasos-agigantados-asi-crece-negocio-comida-rapida-nuestro-pais) - [Publicidad, alimentación y derechos de la infancia en España](https://consumo.gob.es/sites/consumo.gob.es/files/gf%5Finforme%5Fmarketing%5Falimentacion%5F2023%5Fv332.pdf) Pages 227–251 of the report [![Secret tourism: Niche leisure gains ground over a saturated traditional model.](https://cdn.sanity.io/images/0w1142l8/production/f534998f13b80b0c2700fcaa56475a6749fb0cc5-1828x1371.webp/secret-tourism-niche-leisure-gains-ground-over-a-saturated-traditional-model.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism) Next trend · 10 [Secret tourism](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism)