Five Game-changing Trends from Puratos’s Taste Tomorrow research
Puratos announced the fastest-growing consumer trends that are set to impact food producers all over the world. From nutrition to nostalgia, five dominant trends have been identified by combining findings from the company’s data-gathering platform, Taste Tomorrow, and analyses and forecasting by Puratos experts.
The proprietary Taste Tomorrow research program utilizes a diverse range of data sources, including surveys of over 20,000 consumers across 50 countries and interviews with industry experts, to uncover and track shifts in consumer demands and preferences. Thanks to the deeper insights enabled by Taste Tomorrow’s advanced digital technologies, including semantic artificial intelligence (AI), Puratos can more accurately predict the future trajectory of these trends, giving food manufacturers an unparalleled understanding of their markets.
The latest analysis of Taste Tomorrow data today reveals the five trends that will enjoy the fastest growth in 2023.
- Flour and grain alternatives | 23% rise
Alternatives is the buzzword in bakery. More consumers are switching to, or experimenting with gluten-free, low-carb, or wheat-free diets and choosing different grains and seeds. This is largely due to their perceived health benefits, from aiding weight loss and digestion to anti-inflammatory and glycemic properties. Taste Tomorrow indicates this will be a trend to watch, with interest set to grow 23% by the end of the year.
- Classics continued | 22% rise
Taste Tomorrow’s research reveals a significant surge in the already enormous consumer trend of ‘Classics Continued’, but with a twist. Creative additions, hybrids and upgrades like inclusions or multi-dimensional flavor profiles are in high demand. Timeless, but reinvigorated bakery, patisserie, and chocolate have exceeded many industry expectations with 22% growth predicted by the end of the year. Driven by emotional connections to the past and a desire for quality and excitement, consumers are leaning towards nostalgic treats that provide comfort while also satisfying curiosity.
- Sweet spot | 18% rise
While many people want to prioritize health, they don’t want to compromise moments of indulgence. Taste Tomorrow data shows many still have a sweet tooth, so treats containing less, little or no sugar can satisfy their cravings if these products still tick taste and texture boxes. Seeing a sugar-free, reduced sugar or natural sugar alternatives label can destigmatize indulgent foods, such as chocolate, so that consumers feel less guilt when consuming them.
- Upcycled food | 18% rise
The upcycled food trend refers to the practice of using by-products or ingredients that would typically be considered waste and turning them into new food products. This practice not only reduces food waste and its impact on the environment but also provides an opportunity for manufacturers to create innovative and cost-effective products. With the rising concern about climate change and the increasing cost of groceries, consumers are actively seeking out sustainable and affordable options, making upcycled food a highly attractive trend for manufacturers. The Taste Tomorrow research predicts an 18% growth rate in this trend by the end of this year, highlighting its potential impact on the food industry.
- Immunity boosting | 15% rise
Today, people expect their food to go beyond basic nutrition and even provide preventative health benefits, particularly immunity. Until now, immune health has largely been the territory of supplement manufacturers and the dairy industry, which has successfully introduced prebiotic ingredients that influence gut health and thereby offer immune health benefits. However, with consumer interest so high (+15% this year), offering immunity benefits in more convenient food staples such as bread marks a clear opportunity for the industry.