Using over 36 billion Google searches linking to over 180 topics between 2018 and 2023, U.K.-based data analytics firm Kantar produced 10 emerging 2023 food trends. The predicted trends named in the Finding the Future report point to many that involve health & wellness.
“By layering human insight and Kantar's trends framework, we identify growth opportunities for brands across markets, languages, and categories in real time,” said the firm. “In this issue, we showcase emergent trends linked to foods enabling brands to map and identify future innovation, growth and activation opportunities.”
The Kantar list of trends include:
Cognitive function is emerging as a key area of focus as consumers dedicate themselves wholly into their health, wellbeing, and longevity.
Plant-based continues its popularity as consumers see it as a protein ingredient consistently lauded thanks to its health credentials. Kantar also believes consumers are beginning to experiment with multiple plant-based protein sources.
Consumers consider gut health to be an important part of a healthy lifestyle. Consumer’s understanding of the benefits of the gut in the context of health and wellbeing and digestive health products continues to grow in importance.
Sugar remains a dilemma for many shoppers. They are trying to reduce the amount of s they consume but they do not want to give up sweetness or taste. Products which satisfy the sweet tooth but are considered healthy are in high demand.
Consumers are becoming exceedingly purposeful. Food is at the heart as the shift to prevention is better than cure moves mainstream,
Eating seaweed and algae continues to be popular with consumers. As awareness of the nutrient-dense products are known to more people, consumers are willing to experiment with new varieties.
The search for ancient ingredients, especially from Asia, with proven value over the years grows significantly.
The desire for spicy food continues to grow in popularity as consumers seek depth and balance of heat and flavors. The refinement of the palette for these flavor profiles is evident and is set to grow.
Sustainability is growing in the minds of consumers according to Kantar. The thoughts on sustainability have gone from an afterthought to something shoppers are actively seeking.