Page 28 - Food&Drink magazine Feb-Mar 2023

TRENDS 2023
Bright, bold, and free
Global ingredients and flavour specialist ADM says 2023 will 2 bring a flourish of flavours and colours, with self-expression and
an appetite for surprise and discovery. Pippa Haupt writes.
1EXPLORING THE BIG BLUE3 Escapism is a key theme for the new year. As consumers
envision an idealised version of themselves, they seek
foods that take them on a journey with flavours that help
reflect how they see their future selves.
Blue encapsulates this trend, and pairs well refreshing
flavour notes like juicy blue raspberry and tart blackberry. For sweet applications, peppermint, cotton candy, birthday cake and tropical flavours provide
an opportunity to capitalise on
uplifting levity.
Fantasy flavours and themes
like mermaid and yeti are already appearing in the marketplace, particularly for beverages.
Additionally, market research shows that ‘limited edition’ product runs are among the
top five fastest growing year-on-year food and beverage claims, illustrating consumer demand for experiential and fantastical moments.
28 | Food&Drink business | February/March 2023 | www.foodanddrinkbusiness.com.au
FIERCE FLAVOURS, SATURATED SHADES
Consumers are being
drawn to playfulness and excitement, meaning attention-grabbing, saturated shades are back in force. In particular, the vibrancy and boldness of deep, bright pink is exploding across categories.
This mood boost corresponds with flavours such as dragon fruit, pink grapefruit, fruit punch, rosé, and pink florals, being used in dramatic baked goods, desserts, cocktails, and vibrant sauces.
Unusual or exotic flavours in food and beverages are also increasingly popular. In the US, flavours like watermelon, mango, and berry, have shown massive growth year-over-year, inspiring other regions around the world.
Saturated shades of orange, blue, teal, and purple will match
bold flavour profiles such as blue raspberry and ube (p4
BRIGHT, LIGHT VIBES
The last several years have magnified consumer concerns around personal health, the economy and the environment. Globally, 47 per cent of consumers report difficulty in finding time to relax, and 32 per cent plan to make improvements to their sleep habits or health over the next 12 months.
People are actively seeking respite and gravitating towards flavours and colours to shift their mood. The increasing demand for clean label products also reflects this consumer mindset.
The 2023 Colour of the Year is Digital Lavender, representing wellness and digital escapism. Purple colours and warm, neutral shades can translate into functional and unique beverages, helping consumers feel more relaxed.
urple yam).
FEEL GOOD, DO GOOD
Consumers continue to want to feel good both physically and emotionally, and are using functional ingredients, colours, and flavours to raise their spirits.
While personalising their own wellness regimes, consumers look for products with colours and flavours and sustainable characteristics. The majority of consumers (73 per cent) feel good about companies that are transparent about their products.
This trend sees shades of orange, from saturated papaya to vibrant mandarin, with fruity citrus, tropical mango, and stone fruit flavours breathing new life into meals, confectionery, and active nutrition.