Global ingredients and flavour specialist ADM says 2023 will bring a flourish of flavours and colours, with self-expression and an appetite for surprise and discovery. Pippa Haupt writes.
As consumers channel their emotions into their product purchases, the new year will bring a flourish of flavours and colours, appetites for surprise and discovery, wellness in all its shapes and forms, and self-expression.
Vibrant manifestations are on the horizon.
1. 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 twelve months.
People are actively seeking respite, and are gravitating towards flavours and colours to positively shift their mood, also supported by the overarching consumer demand for clean labels.
The 2023 Colour of the Year is anticipated to be Digital Lavender. Purple colours and warm, neutral shades can translate into functional and unique beverages, and will have staying power in the new year, helping consumers feel more relaxed.
2. Fierce flavours, saturated shades
Consumers are being drawn to playfulness and excitement, meaning attention-grabbing, saturated shades are back in force. Specifically, 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, presenting in exuberant baked goods, desserts and cocktails, and vibrant sauces.
New and unusual or exotic flavours in food and drink products are liked by 74 per cent of consumers. Popular flavours in North America, such as watermelon, mango, and berry, have shown massive growth year-over-year, and are providing inspiration for other regions around the world. Saturated shades of orange, blue, teal, and purple will also accompany bold flavour profiles such as blue raspberry and ube (purple yam).
3. Exploring the big blue
Escapism is a key theme for the new year. Seeking foods that may bring them on a flavour journey, consumers are yearning for idealized versions of themselves, and want something that reflects 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 popping up in the marketplace, particularly in the beverage space. Additionally, market research shows that ‘limited edition’ product runs are among the top five fastest growing year-over-year food and beverage claims, illustrating consumer demand for experiential and fantastical moments.
4. Feel good, do good
Health-conscious shopping often goes hand-in-hand with conscientious consumption, and consumers want to continue feeling good both physically and emotionally using functional ingredients, colours and flavours that raise their spirits.
Shades of orange, from saturated papaya to vibrant mandarin, reflect this demand. Ripe, fruity citrus, tropical mango and passionfruit and juicy stone fruits, as well as fresh mint, herbs and botanicals are breathing new life and energy into culinary dishes, confections, and active nutrition.
While personalising their own wellness regimes, consumers want products with colours and flavours that have sustainable characteristics. The majority of consumers (73 per cent) say they have positive feelings about companies that are transparent about where and how products were made, raised, or grown.
This article first appeared in the February-March 2023 edition of Food & Drink Business magazine.
