The Top 10 Food Trends of 2023

Expect 2023 to be a year of new opportunities for the food industry as inflation-driven behaviors are offset by heightened interest in food as medicine, sustainability, new food technologies, and a demand for more exciting everyday fare.

Food and beverage dollar sales remain strong even as unit sales decline. Center-store dollar sales jumped 11.1%, and fresh perimeter dollar sales were up 6.3% in the fourth quarter of 2022 versus a year ago, according to IRI. Price inflation remained high in the fourth quarter, with center-store prices up 15.3% versus a year ago and prices in the perimeter up 7.5%. IRI projects that food/beverage dollar sales will increase by 5.5% in 2023 while sales volume will decline by 2.0%.

Despite the ongoing impact of inflation on purchasing patterns, pockets of premiumization exist, however. Consumers are most willing to pay a premium for sports drinks, canned/bottled fruit drinks, and nonchocolate candy.

Meanwhile, sustainability remains an important purchase motivator even in the current inflationary environment; IRI reports that nine in 10 shoppers maintained or increased their sustainable purchase habits in 2022.

Off-premise accounted for 75% of restaurant traffic last year—up 15% from February 2020, according to the National Restaurant Association. Four in 10 to-go orders were sourced from a drive-through, up 13%. Overall restaurant traffic fell by 1% in 2022, according to NPD/CREST data.

Eight in 10 meals are sourced from home, per IRI, and that trend is expected to continue. One-quarter (26%) of consumers plan to cook more at home in 2023, IRI says.

Nearly half of U.S. consumers are taking a proactive approach to their health and wellness, while new opportunities for convenient products targeted to those who approach their health more passively are emerging, according to NielsenIQ.

So, while it seems that some market instability will continue to characterize the economic landscape—and shopper behaviors are sometimes contradictory—staying abreast of the year’s top 10 food trends can help food product developers and marketers focus their efforts on what matters most to consumers.

1. Resizing the Restaurant/Retail Gap

With entrées, soup, chili, pizza, and combo meals posting impressive unit sales gains for the year ended Jan. 29, 2023, per 210 Analytics and the International Dairy Deli Bakery Association (IDDBA), expect deli prepared foods to take a bite out of restaurant sales. Refrigerated entrées are now the sixth-largest specialty food category, up 32% in dollar sales over the past two years, the Specialty Food Association reports.

Two-thirds of shoppers want more prepared options that are healthful as well as more heat-and-eat vegetables, side dishes, and globally inspired choices, according to a report from FMI, The Food Industry Association. Product developers should consider focusing on Japanese, Greek, Thai, Korean, and Latin favorites because these global cuisines are the most consumed after Italian, Mexican, and Chinese, according to flavor company T. Hasegawa.

Over half (57%) of consumers are interested in stir-fry preparations, per T. Hasegawa. Refrigerated entrée kits from Kevin’s Natural Foods are prepared via sous vide and include a Mongolian-Style Beef variety.

With delivery companies beginning to partner with grocery chains, such as DoorDash with Aldi, offering popular delivery foods at retail to heat and eat or keep on hand at home is a very big idea. Burritos were the entrée Grubhub delivered most frequently last year; pad thai, California rolls, and chicken tikka masala also ranked in the top 10.

And as more restaurants cut back on late-night hours, favorite late-night delivery snacks like quesadillas and mozzarella sticks will be sourced from home. Frozen chimichangas from El Monterey and Farm Rich Toasted Ravioli are perfect for late-night noshing.

2. Morphing Meal Patterns

On average, Americans eat dinner 6.0 days per week, eat lunch 5.2 days, and have breakfast 4.9 days, according to FMI data.

In February of this year, one-third of employees worked from home either full-time or part-time, according to Datassential. With so many working remotely as well as many cutting back on dining out thanks to inflation-induced budget cuts, most meals are sourced from home. In fact, in January that was true for 91% of snacks, 87% of breakfasts, 80% of dinners, and 77% of lunches, according to IRI data.

Among those working away from home, nearly four in 10 (38%) say they are packing their lunch more often, IDDBA and 210 Analytics report. One in five are cutting back on snacks, treats, and desserts at lunchtime.

For the year ended Jan. 29, 2023, grab-and-go deli meat and cheese, salads, and sandwiches posted positive dollar sales gains, per IRI. Vegan Bolani Filled Flatbreads come in varieties made with spinach, potato, curry, or pumpkin. Naturipe Snacks Berry Parfaits made with Chobani Greek yogurt, fruit, and granola are perfect for on-the-go eats.

One-quarter of employees frequently carry frozen entrées and snacks to work, according to the American Frozen Food Institute. Plant-based California Rolls from Konscious Foods will brighten any workday.

Those purchasing deli prepared foods for breakfast more than once a week grew from 11% to 17% over the past year; for lunch, the number increased from 13% to 21%, per FMI. The three largest frozen breakfast subcategories, handheld, waffles, and breakfast entrées, registered dollar sales increases of 19.5%, 12.0%, and 12.1%, respectively, for the 12-week period ending Jan. 1, 2023, per IRI.

Belgian Boys Pancake Cereal is billed as the world’s first “fridge-fresh” cereal. It’s made to be served warm with the addition of milk. Jus-Rols’ Profittz Pancake Bites are an on-the-go bakery treat.

With consumers reporting that they get up earlier and stay up later since the pandemic, early morning and late-night snacking will continue to grow, Datassential forecasts. Snack sales are soaring—up 11.7% to $58.7 billion for the year ending Jan. 29, 2023, according to IRI, despite a drop in unit sales volume.

More than a quarter (27%) of consumers say they are eating more salty snacks versus the prior year, according to Mintel research. That includes 47% of millennials, 46% of parents, and 42% of those who work from home at least some of the time.

Unit sales of cheese grab-and-go snack kits increased 3.6% for the year ended Jan. 29, 2023, per IRI. Good Planet Foods offers plant-based meat and cheese portable snack packs.

3. Sustainable Superstars

Increasingly, consumers are equating planetary health with personal health, which underscores the value of market positioning that highlights a product’s environmental benefits. According to NielsenIQ’s Leading Edge report, the market is ripe for CPG products that tout reduced use of plastic. Renewable energy, regenerative agriculture, and low waste/low carbon footprint positionings are also important to consumers, per NielsenIQ’s analysis.

New Del Monte Zero Pineapples are grown in Costa Rica on farms that have a net zero carbon footprint. Non-GMO Cheddies crackers, made from fresh cheddar cheese, tout the fact that they use ingredients sourced from regenerative agriculture farms.

After grown or raised in a sustainable way, certified humane, free range, sourced from partners who pay a fair wage, and hormone-free are the most desired ethical claims for grocery products, according to NielsenIQ. For the first time, animal rights, at No. 7, made the top 10 list of social causes that Gen Z and millennials are passionate about, according to YPulse, a research firm focused on the youth market.

Half of consumers surveyed for a technology report from The Hartman Group say they are concerned about bioengineered foods/genetically modified organisms (GMOs). One in five adults say they always or usually try to avoid gluten, up 4% in 2022 versus the prior year, according to a HealthFocus International global report.

Upcycled Certified claims have the highest penetration in the jams, jellies, and fruit spreads category, followed by baking mixes/flours, plant-based milks, pet treats, and snacks, according to data intelligence company SPINS. Each bag of Kazoo Restaurant-Style Tortilla Chips is made using 40% upcycled corn germ, which reduces the product’s water footprint by 20-plus gallons per bag.

Superfoods continue to perform well across the store with dollar sales growth up 22% to $36.0 billion for the year ended Sept. 22, 2022, according to NielsenIQ. Sales of food/drinks with made with ancient grains grew 29% to $57.8 billion; sales of those containing sprouted ingredients were up 36% to $588.7 million.

4. Everyday Self-Care

While just under half of U.S. consumers say they’re proactively looking after their own health, according to NielsenIQ, appealing to these consumers as well as the additional 29% who focus on health some of the time is a smart business strategy. Simple, great-tasting solutions are the keys to success.

Heart-healthy and low-carb diets were the most practiced eating plans in 2022, according to FMI. Chipotle Mexican Grill has added salad-based Lifestyle Bowls to its menu, aligning with popular diets, including paleo and keto.

Sugar intake is a concern for many. HealthFocus reports that over the past year, half of global consumers say that paying attention to sugar consumption has become more important to them.

Two-thirds of those polled by Datassential say nutrition is most important at breakfast. Evergreen mini waffles are made with whole grains and no refined sugar or dairy and are flavored only with fruits, vegetables, nuts, or spices. The core lineup includes varieties such as Pumpkin & Pecan and Chocolate & Zucchini.

Sales of nonalcoholic beer, wine, and spirits have grown steadily in the United States over the past five years, by NielsenIQ’s calculation. Global sales in the low-/no-alcohol beverage category topped $11 billion in 2022, with a compound annual growth rate of 7% forecast through 2026. Abstinence Non-Alcoholic Spirts and Apéritifs use botanicals inspired by South Africa’s Cape Floral Kingdom to create distinct flavors.

Three-quarters of U.S. adults take dietary supplements, and usage is back to pre-pandemic levels, according to a survey by the Council for Responsible Nutrition; use of immunity-boosting supplements, including vitamins D and C and zinc, has remained steady from last year. Dole Packaged Foods introduced a new line of vitamin chews, The Secret Nature of Fruit, which features formulations for Beauty, Immunity, Energy, and Focus.

5. Gourmet Convenience

The demand for ultra-convenient products and ingredients that provide a built-in culinary upgrade for at-home food preparation is unprecedented. Three-quarters of consumers overall and 79% of millennials are specialty food users, according to the Specialty Food Association.

According to FMI’s foodservice report, 41% of consumers now prepare dinner from scratch, up 5% versus a year ago; 48% use a combination of scratch and fully prepared foods, and 11% use only prepared foods.

Sophisticated starter sauces like Classic Pulled Pork Starter Sauce from Williams Sonoma and internationally inspired sauces designed for specific recipe applications, such as those in Watcharee’s Thai line (including Pad Thai and Sweet Chili), take the worry out of more complex meal preparation. The filling in Ling Ling’s Teriyaki Chicken Mini Potstickers is already marinated in teriyaki sauce.

In 2022, unit sales of spreads jumped 10.3%, per IRI. Borgo de Medici offers a Pistachio Spread, and Zelos suggests serving its Triple Citrus Fruit Marmalade made with orange, bitter orange, and grapefruit on toast or with cheese. Nut butters from Big Spoon Roasters are made with ingredients sourced from organic growers.

Krusteaz Buttermilk Pancake Mix is packaged with a Nutella sample to encourage trial of the hazelnut spread. Beautifully packaged culinary butters from Churn Foods come in exotic flavors like Maple Cinnamon and Black Garlic. Marin Foods introduced dairy-based smoked butter in brick form instead of the usual liquid form for smoked butter.

Kraft’s new modular HomeBake frozen line allows consumers to mix, match, and bake high-quality main dishes, sides, and vegetable dishes at the same time. Every item in the Home Bake line can be cooked at 425°F for 30 minutes to simplify meal preparation.

With household ownership of air fryers approaching the level of backyard grill ownership and one-third of consumers using instant pots in 2023, according to The Hartman Group, appliance-specific products like Stonewall Kitchen’s Urban Accent Air Fryer Spicy Italian Stuffed Mushrooms Seasoning Blend will be in high demand.

Specialty dried soup mixes and starters from Rill’s Specialty Foods are tailored to specific lifestyles. Rill’s Buena Mexi Chicken Chowder is gluten-free, and its Lion’s Den Red Lentil Soup is made without sugar or artificial ingredients. Flavor bases from Chilau Foods can be used to make Southern-inspired stews and soups in less than 30 minutes.

6. Wraps & Rolls

Whether it’s more affordable and filling breakfasts or convenient thaw-and-eat fare, healthfully positioned bread or unabashedly indulgent treats, the bakery/grain category has come alive with new product rollouts.

Panini, ciabatta, and focaccia sold in the center store were among the top overall store sales gainers last fall, IRI reports. And for the year ended Jan. 29, 2023, doughnuts, cookies, muffins, bagels/bialys, croissants, brownies/bars, cakes, and specialty desserts have all posted positive unit sales growth, according to IRI.

Bimbo Bakehouse Foods broke new ground with its Seeded Double Decker Hamburger Bun for foodservice. Scones, crepes, and blinis are among the new forms gaining traction.

Gluten-free, non-GMO, and organic are the most sought-after healthy attributes for bread and rolls, according to FMI. Brazi Bites Brazilian Cheese Bread snacks are gluten-free. Kettle Brand offers Air Fried Chips in three varieties, touting the fact that the chips contain 30% less fat than regular Kettle chips.

Sara Lee’s White Bread Made with Veggies is fortified with vitamins A,D, and E and baked with the equivalent of one cup of vegetables per loaf. Fresh, thin, and clean label, Rise & Puff Tortillas are made with only four ingredients: flour, water, avocado oil, and sea salt.

In a more indulgent vein, Conagra Brands introduced new Duncan Hines EPIC Cinnabon Bakery Inspired Muffin Kit, which include a muffin mix, Cinnabon cinnamon brown sugar mix, and cream cheese–flavored icing. Mason Dixie Foods launched frozen scratch-made Cheddar Biscuits.

Watch for more fun flavor and form crossovers. Frozen dessert maker Halo Top invaded the baking aisle with a line of light dessert mixes in single-serving packaging, including Birthday Cake, Chocolate, and Strawberry Light Cake Mix Cups. Dave’s Killer Bread expanded into the snack sector with a line of organic snack bars in varieties including Cocoa Brownie Blitz, Trail Mix Crumble, and Oat-Rageous Honey Almond.

7. Urgent Care

Consumers globally most want more functional foods and drinks to improve daily performance, immunity, and energy, and to ensure healthier bones, according to HealthFocus. Their top health concerns include COVID-19, followed by immune health, mobility/maintaining normal activities as they age, and tiredness.

In the United States, energy, followed by weight loss, digestive health, heart heath, improved sleep, immune function, and muscle strength/endurance are the most sought-after health benefits from foods, according to survey data from the International Food Information Council. HealthFocus says that half of adults are now looking to foods and drinks for mental energy and/or an energy boost.

Chasing Rabbits Vitality Drinks are formulated with a blend of organic yerba mate and black tea extracts. A new Hibiscus Passionfruit energy beverage from Mākā contains the equivalent of eight pressed shots of wheatgrass.

Parents are a prime target for products with energy/sleep benefits. Post’s new Sweet Dreams Cereal is positioned as a nighttime snack that can help promote better sleep.

U.S. consumers’ health statistics are sobering: 71% of U.S. adults are overweight, 41% are obese, and 47% have high blood pressure, according to the American Heart Association. In addition, 29% of those aged 65-plus have diabetes, the National Diabetes Association reports.

Also according to the American Heart Association, 122 million U.S. adults have high blood pressure, 86 million have cholesterol levels >200 mg/dL, and 63 million have undesirable levels of LDL cholesterol. The U.S. Food and Drug Administration recently approved a limited cardiovascular disease reduction claim for cocoa flavanols.

Mental health tops the list of issues Gen Z and millennials say will affect them in 2023, per YPulse. Six in 10 of those aged 18–39 choose foods and beverages to improve their mood, HealthFocus says.

Food allergies affect an estimated 8% of U.S. children, according to the Centers for Disease Control.

Oat & Fruit bars from Ready. Set. Food! introduce small amounts of allergens to children to help prevent allergy issues later in life.

8. Technical Difficulty

Increased transparency and improved communication about foods created with new technologies and biological processes is important to ensure support for products in these emerging market sectors.

While over half (57%) of consumers say they’re open to trying these technology-driven products, according to The Hartman Group, 28% are extremely concerned about bioengineered foods, 25% feel that way about cultured meat, 23% about cellular dairy, and 16% about plant-based proteins.

Hydroponic farming/vertical agriculture is one of the most trusted food technologies because it is perceived to be close to traditional greenhouse growing, Hartman says. One-quarter of Gen Z/millennial consumers want more greenhouse-grown produce, according to FMI.

Both precision and biomass fermentation benefit from associations with fermentation as a natural process. Cellular agriculture is raising the most concerns, with cell-cultured seafood a particular issue with consumers. General Mills announced earlier this year that it has stopped supporting its Bold Cultr animal-free cream cheese brand produced using precision fermentation.

Plant-based foods are being challenged by perceptions of processing that could undermine their positive health proposition. Thirty-one percent of U.S. users have stopped buying meat alternatives, and 35% have reduced their purchases, according to Datassential.

The plant-based market is still a big opportunity, however; 29% of U.S. consumers are trying to limit meat, Datassential reports. Globally, two-thirds of consumers are extremely or very interested in plant-based protein, and one-quarter say plant protein is more important in their diet than a year ago, per HealthFocus.

While the idea of high-tech food production can be frightening to consumers, innovative companies are using more traditional food technologies as product differentiators. Newer technologies play a role in many recently introduced products like Oggi Foods’ gluten-free frozen pizza, which uses a process that creates air pockets in the crust to mimic restaurant-quality pies. Papa John’s Crispy Parm Pizza has a layer of cheese baked under the bottom of the crust.

Häagen-Daz debuted a Butter Cookie Cone frozen novelty that features a crunchy butter cookie rolled into a cone shape. Kraft Heinz is touting its “Crisp from the Microwave” technology, which allows it to create products such as microwaveable grilled cheese sandwiches.

9. Event Makers

With restaurant sales expected to feel the impact of consumers’ concerns about inflation this year, foods and beverages that deliver an entertaining culinary experience or a special treat will be well-positioned for marketplace success. Products from celebrities and chefs, restaurant-branded retail foods and drinks, and branded inclusions continue to generate customer excitement.

Conagra Brands has followed up on its successful 2022 launch of Dolly Parton cake mixes and frostings with the launch of four more baking mixes, including mixes for cornbread and biscuits, which tie into the popular performer’s Southern roots. Nothing Bundt Cakes tempted consumers this spring with a limited- edition OREO Cookies & Cream Bundt Cake.

Half (54%) of consumers enjoy snacks with flavors from other foods, 38% choose snacks to try international cuisines, and 37% try desserts with a new spin on familiar flavors, T. Hasegawa reports. Fusion flavors have grown 39% on menus since 2021, per T. Hasegawa.

Sonic Drive-In took inspiration from potato chips for its limited-time BBQ Chip Seasoned Tots. And Kellogg’s MorningStar Farms brand has partnered with Pringles on two plant-based Chik’n Fries SKUs.

Do-it-yourself options make entertaining easier. Jus-Rol refrigerated doughs come in oven-ready parchment paper to simplify the process of creating appetizers, snacks, and meals.

The new Red Lobster frozen retail seafood line includes Coconut Shrimp Bites and Cheddar Bay Biscuit Shrimp. The Cheesecake Factory restaurant chain collaborated with Wells Enterprises on Cheesecake Ice Cream Bars in Original and Strawberry varieties, and Kraft Heinz offers a premium coffee line featuring IHOP signature flavors, including Chocolate Chocolate Chip and Buttery Syrup

Layering is another emerging trend. New Hostess Kazbars haves six layers and include cake, creamy fillings, and crunchy candy pieces.

Spicy Pickle is among the new fun wing rub varieties from PS Seasonings & Spices. The Nature’s Garden brand of snack food has added a line of artisanal nuts that come in trending flavor varieties that include Nashville BBQ, Baja Taco, Ghost Pepper Ranch, and Spicy Dill.

10. The Parent Trap

U.S. households with teens are the biggest food spenders, followed by those with young children, according to IRI. And that means that it’s time to better target the changing needs of today’s families.

Households with kids are the most likely to be cooking from scratch more often and are also among the most frequent users of prepared foods, FMI reports. Two-thirds of parents are trying to re-create more restaurant-style meals at home, according to FMI. Simply Spanish Paella refrigerated meals are right on target for busy households. Made with ingredients like hand-chopped vegetables and fresh herbs and then flash-frozen, Aunt Ethel’s Pot Pies deliver a restaurant-quality dining experience.

Family households are among the heaviest users of seafood, snacks, fresh-cut produce, and food kits, according to FMI. They’re most likely to bake and grill, and also the most likely to eat frozen snacks and appetizers for dinner, FMI says.

Parents with children at home are more proactive than other consumers when it comes to learning about health, trying new foods with health benefits, and paying more for healthy foods, according to HealthFocus. Bite-size Perdue Chicken Plus Snackers, which combine chicken with a blend of veggie ingredients, deliver a quarter cup of vegetables per serving.

Seven in 10 parents with kids at home followed a diet plan in the past year. A low-carb regimen was used by 12%; the Whole Food Diet or a corporate diet such as Nutrisystem, each attracted 11%; gluten-free, 9%; dairy-free/lactose-free and the keto diet, each 8%, and the paleo diet, 5%, FMI reports.

Households with kids are more likely to be gluten-free than households without children, nearly twice as likely to follow a plant-based diet (13% versus 7%), and more likely to be vegan (7% versus 4%), per HealthFocus.

Pillsbury offers a gluten-free Thin & Crispy Pizza Crust Mix. Auga Group serves up Carrot-Sweet Corn Soup for Kids that is vegan and free of preservatives and comes in in eco-friendly pouch packaging.

Omnivore Podcast

Food Technology Contributing Editor Liz Sloan shares her take on the year’s highest-priority consumer trends.

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