Givaudan Reveals Five New Consumer Trends 

Givaudan launched a new trends report, FlavourVisions, powered by leading consumer insight agency Canvas8, to guide food producers in the current challenging market.

Inflationary pressures, climate change and the shadow of Covid-19 are rapidly changing the way consumers make decisions about their health, values and habits. Givaudan’s latest FlavourVision report explores these shifts through five consumer macro trends: 

  • Green for me: turning to eco-actions that feel personal and relevant
  • Restorative care: adopting more intuitive restorative approaches to health
  • Stable connections: looking for a sense of stability and continuity, leaning on hyper-local and me-first mindsets
  • Sensorial renaissance: wanting to ‘feel’ more and seeking experiences that expand the boundaries of what is expected and possible
  • Augmented assistance: looking for proactive and personalized digital tools to help navigate and optimize life

In addition to gathering exclusive data from around the globe, the FlavourVision 2023 edition draws on expertise from world-renowned experts in design, anthropology, futurology, holistic-wellbeing, sustainability and sensorial research. Each macro trend was analyzed, explored and developed by a trend ambassador with recognised experience in their respective field. To ensure relevancy, the macro-trends were then validated and future-proofed with the help of leading experts and futurists from the Food & Beverage industry.

“We are really excited to share the new FlavourVision with our customers,” says Thomas Ullram, Global Marketing Director at Givaudan Taste & Wellbeing. “This new edition builds on the success we’ve had with the FlavourVision programme since it was established over 15 years ago. The depth of insight in this new update is remarkable and provides such valuable knowledge that will really help in co-creating innovative food experiences.”  


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