Anna Klainbaum

May 2023


Volume 77, No. 4

Unilever Hearts of Palm Ceviche

Unilever Hearts of Palm Ceviche. Photo courtesy of Unilever

Unilever Hearts of Palm Ceviche

Unilever Hearts of Palm Ceviche. Photo courtesy of Unilever

Trends that were driving innovation before the COVID-19 pandemic may have stalled for the past couple of years, but many now appear to be making a comeback. In fact, according to Datassential, more than three-quarters (76%) of consumers say they are excited for 2023 food and beverage trends.

“Consumers spent years cooped up at home during the pandemic, limited to what they could produce in their own kitchen or get for delivery, so they are ready for the types of foods and options you can only get from foodservice,” says Mike Kostyo, trendologist and an associate director for Datassential. Several trends rose to the top in conversations with experts.

• Health & Wellness Evolution. The pandemic put health front and center for consumers. The latest spins on health and wellness are highly focused on immunity, as well as “feel good” flavor profiles that speak to health but also taste great. Sweet and sugary profiles are moving toward bitter profiles, according to Dillon Friday, senior director of savory at Symrise. The rise of low- to no-alcohol beverages is one example of a growing flavor-first health trend.

• A Taste of Adventure. “Gen Z has a nearly endless thirst for new and novel foods,” says Kostyo. Gen Z is the only generation to say they would choose both Latin and Asian cuisines over Italian, according to Datassential. More than ever, people are interested in underrepresented cuisines, as well. There’s a story to every dish. We now rely so much on social media’s impact, says Joe Choi, a culinologist with CuliNEX.

• Nostalgia & Sharing. Familiar comfort foods, which peaked with the high stress of the pandemic, are shifting toward nostalgia, says Maeve Webster of Menu Matters. She describes food influenced by nostalgia as more playful than comfort food, and notes that it can skew either authentic to the time/place or incorporate modern sensibilities.

“It is not only about the food, but about who is at the table with you,” says Brandon Collins, corporate executive chef of Unilever Food Solutions. He sees sharing as a central food trend that’s all about bonding—from enjoying each other’s company at a big game with a simple sandwich to sharing a reimagined dish from your youth with others. “We are hungry for a new connection now more than ever, and nothing brings people together more than food,” he says.

• Advances in Sustainability. Foodservice is lagging CPG in sustainability trends, but that’s turning around on a variety of fronts. Partnerships that showcase companies doing more to communicate the benefits of their products or companies, like Burger King’s methane-free burger, are growing, says Chef Allison Rittman of Culinary Culture. Likewise, ingredients can be more than what we’ve traditionally used them for, says Collins, who has called out “low waste” as a top trend at Unilever, both for operators and manufacturers who need to try out—and better market—the concept.

About the Author

Anna Klainbaum is a writer and brand strategy consultant with a master’s degree in gastronomy and a specialization in food and beverage content ([email protected]).

Digital Exclusives right arrow

FIRST Fireside Chat Presentations

Fireside Chats bring the future into focus and discuss current trends and opportunities.

Business FIRST Presentations at IFT FIRST

The Business FIRST Stage tackles global issues and showcase trends in food, food tech, and the science of food. Business FIRST is presented by IFT's flagship magazine, Food Technology.

10 Food Trend Predictions for 2022

The editors at Food Technology magazine, published by the Institute of Food Technologists (IFT), have announced their predictions for the hottest food trends for 2022.

Food Technology Articles right arrow

Taking Your Order

An infographic describing consumers’ dining and ordering preferences at restaurants.

Omnivore Study Seeks Optimal Whole Food Fiber Blend Pregnant People Not Getting Enough Omega3s

Innovations, research, and insights in food science, product development, and consumer trends.

Small Categories, Big Growth Potential

A look at small food categories with high growth potential.

Frozen Fusion: Asian Inspirations Stirring a Sensation

Teriyaki, biryani, dumplings, sushi, kimbap, and more are on a roll behind the freezer door.

How to Formulate for Food Intolerances

In this column, the author describes the global prevalence of food intolerances and provides insight into state-of-science ingredient replacement and removal methods when formulating gluten-free and lactose-free foods.

Recent Brain Food right arrow

Ensuring Authenticity

In this sponsored content interview, a leading supplier of cooking oils discusses how to maintain product integrity amid the slippery problem of olive oil adulteration.

January Content Spotlight: Consumer Insights

Stay up to date on the latest consumer insights topics and trends with IFT's featured resources, from blogs to peer-reviewed articles to podcasts.

Consumer Outlooks in an Age of Angst

Food Technology Executive Editor Mary Ellen Kuhn explains how tough times will shape consumer behaviors in 2024.

IFT Helps Young Innovators Excel in Their Careers

Amid mounting innovation pressures, a unique primer offers guidance for those new to food and beverage product development.

August Content Spotlight: Sensory and Consumer Sciences

Sniffing around for resources on sensory and consumer sciences? Here's a taste of IFT's recent featured content on the topic.