Recently there has been a consumer shift seeing people stepping away from traditional recipe books, reducing their food waste by using leftovers in creative ways and putting down the alcohol for longer than Dry January – is this a reaction to the cost of living crisis, or a shift in generational behaviour?
Brands should be aware of current and forecasted trends and consumer behaviours to stay ahead of the game and resonate with their target audiences. To help navigate the landscape, we’ve delved into the food and drink industry to see what is on the horizon for 2023!
BLAST FROM THE PAST
Taking inspiration from days gone by, many food and drink brands will be looking to revisit their childhoods and create new offerings that have a sweet taste of nostalgia, with revamped classics hitting the supermarket shelves, bars and restaurants.
According to a survey by Bidfood, a Foodservice Wholesaler and distributor based in the UK, over half of people find nostalgic or retro-themed drinks appealing. Bars will likely embrace the concept, serving up revised versions of forgotten favourites, and restaurants will be taking you back to your school days with good old hearty grub.
COST AND COMFORT
Unsurprisingly, the cost of living crisis is going to have an impact on how consumers view and purchase food and drink in 2023.
Simple pleasures done well will be essential comforts for many consumers this year. Whilst they cannot justify splurging on going to luxury restaurants, many individuals will be eager to treat themselves to smaller, more affordable treats that can be enjoyed at home.
It is also anticipated that consumers may start to take up batch cooking, using slow cookers, air fryers and other cooking methods that are considered to be more cost/energy efficient than conventional ovens!
TIK TOK TASTE
Let’s not forget the impact social media has had on food and drink trends over the last year, especially TikTok which has proven itself to be the home of food trends with many turning to the app to discover which ones are worth their time.
In 2022, we tried out the famous TikTok feta pasta, butter boards, coke and red wine, crushed potatoes, and vegetable choppers to name a few. In the coming year, the recipes which are most likely to get traction are those that keep it simple and easy to follow and use ingredients that can be readily found around the house.
As more people explore a relationship with no alcohol and the positive effects this has on their well-being, demand for zero-proof products is estimated to surpass that of the last couple of years with millennials making up the largest age group of consumers.
Improved taste and production techniques that have been perfected is a key factor behind the boom, with the likes of Guinness leading the way with its 0.0 version that went through a four-year development process.
Other brands following suit include Zeno, which is an award-winning, alcohol-liberated wine, Dead Man’s Fingers which has distilled its first alcohol-free spiced rum and Clean Co, which sells a non-alcoholic gin alternative.
TRASH TO TREASURE
Move over leftovers, we’re onto nextovers. Another trend that has been popularised by social media, nextovers sees consumers making completely new dishes out of leftovers, rather than just reheating and eating the same meal again – reducing waste and saving money all in one.
But it doesn’t stop there, many brands and supermarkets are stepping up their sustainability messaging to ensure they are wasting as little as possible in 2023. This includes turning to innovative packagings such as bamboo, sugarcane and biodegradable paper-based cartons instead of plastic, or reducing food waste by partnering with schemes such as Too Food To Go and removing best-before dates from fruit and vegetables.
Do you have a food or drink business that you’re keen to promote in 2023, or want to find out ways we can support your comms efforts? Get in touch with our award-winning team of experts today to discuss how we could help.