Journey is again on the menu as folks journey to new locations and embrace unfamiliar cuisines. Based on consultants, foods and drinks customers will proceed their love affair with worldwide flavors and surprising blends in 2023. On the identical time, a subset of shoppers remains to be drawn to the consolation of basic, nostalgic, mood-boosting tastes in addition to flavors strongly linked to well being and wellness. Right here, we check out the quite a few taste traits commanding foods and drinks cabinets in 2023.

Massive and Daring

Boldness is the identify of the flavour sport this 12 months. “2023 is about to be a 12 months for folks to march to the beat of their very own drum,” says Jennifer Zhou, world director of product advertising, flavors, ADM (Chicago). “Customers are actively making buying choices that loudly replicate their very own identities.” This contains which flavors they select. “The elevated want for experiential flavors in practical functions and a heightened concentrate on daring experiences are supporting this want for self-expression,” Zhou says.

These customers need merchandise and flavors with punch, she provides. As an example, “This new wave of self-expression is bringing forth distinctive flavors coupled with saturated shades. Deep, vibrant pink—suppose ‘Barbiecore’—is a trending shade, which we’ll see paired with pink grapefruit, dragon fruit, and fruit punch flavors. This additionally ties in with Pantone’s Shade of the Yr, Viva Magenta, which is described by Pantone as encouraging ‘experimentation and self-expression with out restraint.’”

Along with pink and magenta inspirations, flavors like blue raspberry and tangerine are “serving twin functions of masking off-notes from practical components and offering a pleasurable, daring impression,” she provides.

Worldwide Inspiration

World flavors proceed to intrigue. “Even with people touring once more, shoppers nonetheless crave thrilling tastes and textures from all over the world,” says Amy Marks-McGee, founding father of Trendincite LLC.

Jen Lyons, advertising supervisor at Sensient Flavors & Extracts (Hoffman Estates, IL), notes the draw of flavors that transport shoppers “to a different time or place.” She provides: “With the unsure economic system and inflation on the rise, shoppers are on the lookout for an escape, and they’re keen to push the envelope and check out new cuisines. We count on Korean, Indian, Mexican, Peruvian, and Ethiopian flavors to proceed to attraction to shoppers, with fusions between the cuisines persevering with to pattern—e.g., Mexican/Korean, Thai/Italian, and many others.”

Mexican and Asian flavors are particularly widespread. “Mexican and Asian components and flavors proceed to pattern,” says Marks-McGee. “I count on to see extra Mexican-inspired flavors, corresponding to elote (Mexican avenue corn), tamarind, and mezcal, and Asian-inspired flavors, corresponding to mochi, shaved ice, pandan, and shochu, to pattern in 2023.”

Flavorchem’s (Downers Grove, IL) 2023 Taste & Pattern Forecast experiences that “Genuine flavors and components from Latin America will shift to the highlight as shoppers present higher curiosity in culinary exploration and regional variety.” This contains flavors impressed by drinks (horchata, tepache, and aguas frescas); dessert flavors like tres leches, dulce de leche, and churro; and birria, a standard Mexican stew.

Ray Hartman, director of taste improvement and innovation at Prinova (Carol Stream, IL), mentions one other Mexican dessert taste his firm sees trending. “Impressed by paletas, a well-liked and flavorful Mexican dessert, we predict mangonada will pop within the coming 12 months. Mangonada is refreshing and daring, that includes mango, chamoy, and chili lime spice garnished with candied tamarind. That is the suitable combo of ‘primary tastes’ of candy, bitter, and salty together with some trigeminal spicy warmth,” he says.

Coquito, a candy drink from Puerto Rico, is one other inspiration. “Constructing off eggnog’s recognition, we expect coquito has an opportunity to realize taste favor with American shoppers,” he says. “This deliciously creamy beverage is coconut primarily based, as an alternative of dairy primarily based, and incorporates a candy mix of cinnamon and nutmeg flavors to supply a brand new taste twist on vacation drinks.”

Desserts from Asia are additionally a brilliant spot. “Mochi is a well-liked Japanese dessert that may now be discovered within the freezer part of any main grocer. This previous 12 months, mochi fusions corresponding to mochi donuts began to pattern, opening the door for a lot of new and intriguing mochi taste mixtures to be created,” Hartman says. “We count on this to proceed and see mochi-type taste choices in new dessert and bakery functions.”

Customers are additionally occupied with a taste’s origins. Lyons at Sensient factors to spicy notes for instance. “The place we’ll see a shift is the elevated demand for traceability,” she predicts. “Prior to now, shoppers simply wished an added kick; now, they need to know the supply of the warmth. For instance, they now desire a inexperienced jalapeño ranch moderately than a spicy ranch.”

Corporations are stepping up, and in consequence, “We additionally count on to see demand for chili varietals to increase,” she says. “One explicit one we have now seen develop in recognition is the aji amarillo pepper typically present in Peruvian delicacies.”


Demand for brand new taste experiences additionally stems from a want to flee the day-to-day. “When individuals are fraught with monetary woes and well being anxieties, meals presents a chance for ‘scrumptious escapism,’” says Soumya Nair, world shopper analysis and insights director at Kerry (Beloit, WI). “Whereas consolation will underpin all meals and beverage expertise within the upcoming recessionary outlook, there will probably be want for ‘mini-escapes,’ wanting to interrupt free.”

Tropical flavors are trending for that reason. “Fruity flavors with contemporary notes remodel any meals right into a multisensory expertise,” says Michael Falkenberg, head of the worldwide style enterprise unit at Döehler GmbH (Darmstadt, Germany). “Tropical fruit flavors will probably be widespread in 2023 as their brilliant shades can encourage emotions of positivity and assist to flee from demanding realities. Dragon fruit lychee, guava pomegranate, watermelon, or mango ardour fruit will probably be one of many favourite style instructions, particularly in juices and nectars, however are additionally appropriate for functions corresponding to ‘water-plus,’ vitality drinks, or spirits.”

Imaginative flavors are additionally widespread, ADM’s Zhou factors out. “Flavors that take shoppers on a journey or present a way of caprice will pattern effectively within the new 12 months. Pairing with blissful blues, we anticipate {that a} dreamscape of flavors will pop up in retailer aisles, together with ube purple candy potato, and birthday cake, in addition to flavors emulating fantastical creatures like yetis, unicorns, and fairies. These imaginative profiles might be leveraged for youths’ merchandise to carry life and vitality to gummies, nutritional vitamins, and dietary supplements, serving to improve the acceptability of those practical merchandise and making mother and father’ lives simpler.”

The takeaway? “Manufacturers that lean into the brand new and surprising will captivate shoppers all through 2023 and past.”

Anticipating the Surprising

Spicy and candy flavors are all the time widespread. Put the 2 collectively, and also you get stunning combos which can be certain to please.

“Whereas folks nonetheless attain for the classics, we’re seeing elevated curiosity in advanced taste pairings, or twin style experiences,” says Derek Holthaus, director of innovation and options at FlavorSum (Kalamazoo, MI). “This got here to life on the Sweets & Snacks Expo this 12 months with numerous launches within the ‘candy warmth’ class, like peach habanero.” He provides, “Including spicy style parts to classics will probably be a compelling technique to faucet into the 20.5% of shoppers occupied with advanced warmth experiences.”

Mango habanero is one other instance, says Prinova’s Hartman. “Taste fusions that includes candy and spicy profiles present shoppers with new style experiences whereas nonetheless being recognizable,” he says. “Mango habanero faucets into two shopper wishes: the necessity for discovery and the curiosity for unique fruit flavors. The juicy, fruity, and tropical notes from a mango pair completely with the fruity and spicy flavors that come from a habanero. This candy however daring taste works effectively in lots of functions, starting from confectionery to sauces and even to alcoholic drinks.”

Watermelon chili lime is one other spicy/candy combo. It “combines the coolness of watermelon with the slight spiciness of chili, and brilliant lime offers a brand new expertise that’s certain to excite tastebuds,” says Hartman. Lastly, he suggests combining the spicy, savory Korean chili paste gochujang and “buttery” candy caramel.

Scorching honey is one other spicy/candy pattern, based on Flavorchem’s 2023 Taste & Pattern Forecast report. “Advanced style profiles that includes honey will expertise an upswing in menu and retail innovation as warmth meets candy,” the corporate predicts. It notes, “Scorching honey has grown +53% in shopper curiosity previously 12 months and +216% on menus since 2018, indicating the star ingredient’s potential to speed up future culinary traits.” Different modern honey combos embrace salted honey, maple honey, and honey sriracha.

Candy-and-spicy blends like pumpkin spice latte and spiced cider additionally promote effectively, and demand is not simply seasonal, says Philip Caputo, advertising and shopper insights supervisor at Virginia Dare (Brooklyn, NY). “There’s a cause there’s a season for candy spices—or not less than there was once,” he says. “However the love of every thing spiced is bringing about new methods of including what have traditionally been fall and winter flavors to functions all 12 months spherical. Flavors like apple cider chai, cinnamon-citrus peel, cardamom fog, maple-spiced matcha, spiced fig honey, and extra are a few of the taste ideas we expect can boost the market.”

“Customers are in search of achievable adventures and playfulness through unlikely mixtures, mashups of acquainted meals and drinks, fusion cuisines, and unconventional taste pairings,” says Kerry’s Nair.

She lists a few of these notable mashups: “Cheese is a dominant taste theme—notably cheese corresponding to cheddar and parmesan—in candy cookies and biscuits, ice cream, and muffins; sturdy limes and citrus in dairy and low drinks; candy inclusions and nuts for pizza toppings; soup-inspired burgers; savory flavors past tahini (corresponding to black sesame, masala, curry in desserts); alcohol-inspired desserts; and extra.”

Restricted editions generate pleasure, too. Marks-McGee at Trendincite reminds manufacturers concerning the energy of seasonal launches. “Seasonal flavors and restricted editions are a means for manufacturers to introduce new merchandise and take a look at shopper attraction. Apricot and cherry blossom are on the radar particularly for spring flavors. Cherry, pineapple, and watermelon mixtures are widespread summer season flavors.”

Nonetheless Craving Consolation

Then there are shoppers in search of basic, comforting, nostalgic flavors. And no surprise.

“In a considerably quick tradition, the simplicity of acquainted and luxury flavors continues to carry pleasure to shoppers,” says Kerry’s Nair. “Whereas easy flavors thrive in a recessionary surroundings, nostalgia, consolation, and familiarity drive an eternal appreciation for easy issues.” Assume: ice cream sandwiches made with waffles, cookies, stroopwafel, birthday cake, biscoff tiramisu, sweet-infused savory snacks with icing, and dessert-themed cereals, she says.

Caputo at Virginia Dare says, “Flavors like fruity cereal milk, gummy bear, and rainbow sherbet can ship a way of happiness and childhood bliss to your prospects.” The corporate presents a whole line of “Eternally Younger” flavors together with basic sweet flavors (like gummies and fruit sweet), childhood cereals, carnival themes (like sweet apple, churros, funnel cake, and cotton sweet), lemonade blends (together with mint lemonade and tart cherry lemonade), and widespread dessert flavors (like Bananas Foster Brûlée, snickerdoodles, and marshmallow chicks). These can pair with every thing from performance-nutrition merchandise to drinks, the agency says.

Hartman at Prinova says, “Nostalgic flavors from the Eighties and even Nineties assist manufacturers create an emotional reference to shoppers. We nonetheless see nostalgia proceed in recognition, particularly amongst limited-time choices.” His instance: “Retro sweet flavors corresponding to bitter gummy flavors in an vitality drink or perhaps a widespread bubble gum taste in a private care line, and retro cereals made well-known throughout Saturday morning cartoon commercials.”

Mainstays additionally stay sturdy. “The preferred and strongest flavors within the meals and beverage trade are nonetheless the basic ones corresponding to orange, apple, or lemon, particularly for drinks,” says Döehler’s Falkenberg, “whereas for dairy merchandise, chocolate, strawberry, and vanilla stay the favourite style instructions.”

Vanilla is endlessly. “Vanilla is a year-over-year widespread taste and bodes effectively for powdered dietary supplements, offering a way of safety for shoppers with a trusted and beloved taste,” says ADM’s Zhou. She provides, “Markedly, 68% of worldwide shoppers discover nostalgic flavors interesting throughout the meals market, and we count on to see this encourage practical merchandise of all codecs.”

Cinnamon brown sugar is one other cozy favourite, based on Flavorchem’s pattern report. It “provides a comforting style to snacking favorites corresponding to cookies, ice cream, and candy baked items, together with complementing a number of beverage functions.”

Indulging in sinful sweets is one other basic consolation transfer. Citing “pure indulgence” as an ongoing pattern, FlavorSum’s Holthaus says, “Meals has a tremendous skill to create joyful moments immediately. Innova experiences that 6 in 10 shoppers say they mostly deal with themselves by creating on a regular basis moments of happiness. And what makes meals so pleasing? Thirty p.c of worldwide shoppers discover richness of taste (like in a triple-chocolate idea, as an example) a very powerful driver of enjoyment and pleasure in meals (Innova).”

Customers in search of consolation within the acquainted should get pleasure from a twist. As an example, “It’s no secret that we expect vanilla is without doubt one of the finest foundational flavors for a shake or different beverage. Nonetheless, we additionally suppose it’s among the finest complementary flavors so as to add some intrigue and differentiation to your utility,” says Caputo. “Elevating a basic taste like vanilla provides a classy twist. Upgraded examples embrace vanilla tarragon blackberry, vanilla anise, and vanilla bean white chocolate. How scrumptious do these sound? Different widespread flavors ripe for this pattern embrace chocolate, strawberry, banana, espresso, and extra.”

And Hartman provides, “Over the previous few years, we have now seen many consolation flavors pattern as shoppers regarded to enhance their temper via aware indulgence. Search for this pattern to proceed, however with a global twist.”

Rest and Temper

Flavors can be comforting by serving to shoppers de-stress.

“Based on Mintel, 42% of U.S. adults like their meals/drink to contribute to each their psychological and bodily well being,” says FlavorSum’s Holthaus. “2022 has been one other 12 months of uncertainty, with inflation, geopolitical issues, and lasting impacts of COVID-19. With 84% of People feeling careworn weekly, we predict a heightened focus for formulators on merchandise that nourish the thoughts, physique, and soul.”

That is the place the market is heading, ADM’s Zhou agrees. Citing “gentle and calm” as a pattern, she says, “World occasions have weighed on many shoppers, creating a necessity to seek out moments of rest, in addition to methods to shift their temper to extra optimistic outlooks and brighter days. Globally, 47% of shoppers state {that a} high barrier to wholesome dwelling is the problem to seek out time to loosen up.”

Soothing flavors and colours are trending. As an example, says Zhou, “Each as a taste and shade, lavender is about as much as be a well-liked possibility in practical confections given its gentle hue and delicate taste profile and aroma.” ADM’s 2023 Taste and Shade Outlook report states that “Many are anticipating the 2023 Shade of the Yr to be Digital Lavender. This purple will translate into distinctive merchandise corresponding to bubble teas, ice cream, and practical drinks that pull in notes of floral lavender, nutty purple candy potato and candy berry, plum, or grape.”

One other taste firm, Flavorman (Louisville, KY), predicts that “soothing lavender” will probably be widespread in 2023.

Temper-boosters are undoubtedly on the rise, Flavorchem’s 2023 Flavors & Pattern Forecast states. “Customers will attempt to make self-care a precedence by turning to merchandise which can be instructed to enhance total temper and cut back the destructive results of stress on the physique.” Consequently, “a rising variety of meals and beverage launches will probably be positioned for temper and mind well being.”

Trendincite’s Marks-McGee agrees. “To remain wholesome, shoppers have turned to meals and beverage as ‘drugs’ and are taking a holistic strategy to wellness. From plant-based merchandise to practical components, this pattern has manifested itself in some ways. Nootropics for cognitive well being are trending with mood-enhancing components corresponding to mushrooms, ashwagandha, and different adaptogens. I’m seeing completely different teas emerge corresponding to hojicha (roasted Japanese inexperienced tea) and yaupon tea (the one wild-grown North American plant that’s naturally caffeinated). I count on psychological well being to catch the attention of practical meals and beverage.”

Right here’s to Well being

Wellness flavors as a complete stay key sellers amongst shoppers nonetheless prioritizing more healthy meals and life. This motion, which began effectively earlier than the pandemic, exhibits no signal of abating.

“We see a continued shift in direction of proactive help of holistic well-being, with shoppers gravitating in direction of sure flavors that they affiliate with merchandise that will have practical attributes,” says ADM’s Zhou.

“Well being isn’t secondary to style anymore,” seconds Kerry’s Nair. “In a comparatively post-pandemic world, rising shopper consideration to well being and weight loss plan has pushed the necessity for practical components and balanced vitamin. Flavors that covey a halo of well being, from functionally-forward flavors to flavors that subtly indicate higher well being, have higher duty.” Developments set to develop effectively into 2023 embrace alcohol-free, protein-packed beers; multivitamin-infused candies and cookies; drinks with nootropics and adaptogens corresponding to ashwagandha; probiotics for digestive well being; and immune-boosting merchandise, she says.

Citrus is all the time linked to well being and wellness. “We consider builders trying to incorporate holistic well being and wellness advantages will discover the linkages between performance and taste,” FlavorSum’s Holthaus says. “An instance of that is the affiliation between citrus and immunity.”

The continued rise of citrus flavors is notable. “Essentially the most distinguished sample consultants have seen is a major rise in citrus flavors, sweeter spirit-flavored cocktails, and flavors used for ready-to-drink drinks,” says Flavorman in its 2023 Beverage Pattern report. “The flavour pattern is shifting towards uncomplicated citruses, with rising curiosity in orange, grapefruit, lime, and different berry blends.”

“Sunny and vibrant oranges and yellow colours paired with zingy citrus, together with different fruits, greens, and botanicals, are capturing customers’ attentions for his or her perceived connection to wellness attributes,” Zhou says. “Citrus profiles, together with each conventional varieties, corresponding to oranges, lemons, and limes, and rising varietals, like finger lime and calamansi, are bursting with alternative on this area. Market analysis exhibits that citrus stays probably the most basic taste profile, accounting for practically 30% of recent product launches.”

Döehler’s Falkenberg suggests citrus flavors like calamansi tangerine, yuzu, orange, pomelo, and blood orange for merchandise like carbonated tender drinks, beer, spirits, and confectionery.

Floral and botanical components are additionally related to practical advantages. Holthaus says FlavorSum expects demand for these proceed to develop “as a result of they provide elevated style profiles and added practical advantages.” He provides: “Based on social listening platform Tastewise, floral and botanical are up in social discussions by 52% and 17%, respectively. We consider these tastes will proceed to penetrate the beverage area as they’ve in latest historical past, however earthy notes will increase into different classes within the new 12 months.”

Falkenberg agrees. “Purposeful extracts and botanicals are trending as floral and botanical flavors are sometimes mixed with practical advantages. Sixty-one p.c of worldwide shoppers are actually extra aware of needing to guide a wholesome way of life. They’re primarily utilized in functions corresponding to smoothies, scorching drinks, or practical drinks—but additionally, ice cream, desserts, snack bars, and cereals are upcoming functions for these flavors.”

In reality, he says, “The floral taste pattern has been on the rise over the previous few years, making its mark within the confectionery and beverage classes. Prior to now two years, floral taste profiles have grown +91% in shopper curiosity. We count on to see florals increase in 2023 as shoppers divulge heart’s contents to experimenting with florals in new dishes and classes, all whereas bringing rising curiosity in practical well being to the desk.”

Earthy components like mushroom are additionally in demand. “As plant-based choices turn into an increasing number of ubiquitous, mushrooms are, too,” Holthaus says. “What Mintel cash as ‘The Nice Mushroom Increase’ is a heightened curiosity from shoppers within the earthy ingredient. From snacks and meals to even cocktails (based on Thrillist), complete mushrooms and mushroom flavors are popping up in every single place. We count on to see extra mushroom innovation in 2023.”

Historical grains like barley, spelt, farro, fonio, kamut, sorghum, and teff proceed discovering new attraction, says Kerry’s Nair. “Age-old practices, components, and recipes are experiencing a revival. Origin tales and misplaced traditions are discovering a brand new dwelling amid the post-modernization of meals, coming full circle to genuine and healthful experiences.”

Lastly, health-conscious customers need all-natural, clean-label components they will be ok with consuming. “As a part of shoppers’ want for clear labels, extracts will proceed to extend in recognition,” predicts Lyons at Sensient. “Customers need to expertise daring, new taste experiences, however authenticity is vital. They’re extra discerning concerning the components on labels and are in search of easy, better-for-you components.”


The ultimate huge pattern is sustainability. “Many shoppers are not viewing wellness as a person endeavor; as an alternative, they’re attentive to the well-being of their communities and the planet,” says ADM’s Zhou. “Flavors derived from pure sources—like fruits, greens, and botanicals—are serving to meet conscientious shoppers’ calls for as they search out merchandise with clear labels which have easy, recognizable, and ‘closer-to-nature’ components.”

Upcycling is a rising motion, and Flavorchem predicts that “With rising concern over future meals provide, merchandise that spotlight sustainable components like kelp, mushrooms, jackfruit, upcycled pulp, and greens will drive modern functions.”

Kerry’s Nair concludes: “The affect of sustainability is extending into shopper decision-making of meals and beverage purchases—alternative of manufacturers, flavors, components, and retailers. Shopper style preferences are guided by their sustainability consciousness. Sourcing, provenance, and root-to-tip utilization that helps round sustainability and offsets meals waste will probably be key.” So don’t neglect about these “uncared for” greens and fruits, which could be upcycled into snacks and jerky, or berries and fruits that may be was drinks. There simply could also be a buyer for that.

Alternatives Abound

In 2023, foods and drinks makers will use flavors to succeed in a broad viewers. The excellent news is that nothing is off the desk; shoppers are simply as sport for candy, indulgent, comforting flavors as they’re for spicy, worldwide flavors and the fun of journey. Uncover what your prospects need, and ensure your flavors are on level. Do not forget that shoppers count on to get the most effective of all worlds. They need all of it, says Nair: “reduced-sugar/sugar-free merchandise with full taste and mouthfeel, plant-based alternate options that style like the actual deal, alcohol-free drinks with the total taste and tingling expertise, low price however full taste, and many others.”

As all the time, formulators must be ready to ship. “With technological refinement in style and texture, shoppers count on wholesome, nutritious, better-for-you, and sustainable alternate options to ship on the identical style expertise and taste depth, if no more, than mainstream meals and drinks,” she advises.