Dive Brief:

• Consumers are in search of particular well being and wellness advantages from their meals and drinks, putting that above sustainability, in response to Tastewise’s 2023 trend report.
• New flavors in each condiments and desserts are rising in reputation, with shoppers in search of purposeful floral and botanical tastes. Traditional Latin American drinks are also prone to see a bump in 2023 — particularly in the event that they’re tied to acquainted flavors within the U.S., like strawberry and melon.
• While well being and wellness and worldwide flavors have been trending in food and drinks for years, this report reveals preferences are evolving and shoppers are zeroing in on particular niches that curiosity them.

Dive Insight:

Through its subtle synthetic intelligence algorithm, Tastewise can seize a novel pulse of what shoppers are excited about proper now.

Instead of taking a look at knowledge from the previous, corresponding to gross sales or surveys, the corporate takes insights from greater than 22.5 billion social media interactions, greater than 5 million on-line recipes and greater than 4.5 million restaurant and supply menus. 

The development of shoppers in search of detailed capabilities of their meals and drinks has been on Tastewise’s radar since earlier this yr. According to the report, it’s not sufficient for merchandise to be “healthy” or “functional.” Nearly one in 5 Americans (18%) title particular well being advantages they need of their merchandise.

Tastewise sees particular alternatives for firms to not solely specialise in performance added to food and drinks, however to play up completely different capabilities consumed at varied instances of the day.

For instance, consumers are in search of choices that give them power within the morning and assist them sleep after supper time, the report says. Condiments and seasonings are also being checked out for his or her purposeful advantages, together with the antioxidants in datil peppers and vetiver.

Even in power drinks — a class outlined by its perform — Tastewise discovered shoppers are in search of extra particular well being dimensions. Protein and mind function-boosting claims have grown by a few third within the final yr, and claims of nootropic components and nostalgic experiences are rising, in response to the research.

More shoppers are particularly excited about food and drinks to enhance feminine well being, with 37% extra ladies trying to food and drinks for well being wants in 2022 than a yr earlier, the research discovered. Much of this curiosity comes from ladies searching for menopause help, which noticed curiosity surge 97% from a yr in the past. Flaxseed, which is taken into account especially beneficial to women’s health, was among the many largest beneficiaries, Tastewise discovered. 

While many manufacturers wish to push sustainability, particularly within the plant-based phase, Tastewise discovered private well being trumps planetary well being.

According to the research, shoppers talked about well being 12 instances greater than sustainability when consuming plant-based meals, and select plant-based choices for well being causes 16 instances extra usually than the setting. However, Tastewise discovered curiosity is constructing in sustainable components produced utilizing practices corresponding to regenerative farming.

This may very well be useful to plant-based manufacturers, particularly as they work to regain sales momentum.

If they place themselves as being higher for well being, that might spur extra enthusiasm from shoppers — one thing particularly wanted now since costs for plant-based merchandise are nonetheless at a premium and inflation is inflicting shoppers to be extra cost-conscious. Beyond Meat is taking this path, just lately partnering with the American Cancer Society on most cancers prevention analysis.