East meets West, calorie-controlled and new blends of texture will dominate 2023 food and drink

By Bethan Grylls

- Last updated on GMT

Introducing the "Soupaccino" where soup borrows the long-lasting foam layer of a cappuccino to create an unexpected sensory experience
Introducing the "Soupaccino" where soup borrows the long-lasting foam layer of a cappuccino to create an unexpected sensory experience

Related tags Trends Flavour Sustainability calories Health sensory adventure

According to FrieslandCampina Professional’s latest global trend report, three trends are set to rule 2023 food and beverages. Find out more about Weastern Wonders, Conscious Curiosity and Sensory Novelty here.

FrieslandCampina Professional’s fifth annual trends report has revealed three global industry trends. These are:

  1. Weastern Wonders
  2. Conscious Curiosity
  3. Sensory Novelty

Within this three macro trends, the FrieslandCampina 2023 Trends Report also highlights eight elemental micro trends, which it has translated into solutions for industrial scale production.

Weastern Wonders

The so called “Weastern Wonders”​ is an amalgamation of West and East culinary influences.

According to FrieslandCampina, we are seeing crossover between cuisine borders at a pace faster than ever before.

One example of this which is mentioned in the report is “Frasian Patsry”​ – a blend of French and Asian flavours. This trend was said to have emerged when Asian chefs returned from their pasty education in France and began to experiment with classic pastry, French techniques and their local ingredients.

The meringue pandan croissant is presented as an example of this hybrid creation – a light, crunchy croissant which is filled with chewy meringue and topped with infused pandan, the juice extracted from the leaf of a tropical plant that grows in abundance in Southeast Asia.

Conscious Curiosity

The increasing concern about our ecological footprint and our own health remains at the forefront of consumer minds.

FrieslandCampina states that the public is expecting “light versions of their favourite foods to retain the beloved taste they are known for”​ – in other words, foods with less calories.

This inclination sees an interesting shift towards brands that fully integrate these new opportunities and offer new solutions in plant-based options or in full vegan substitutes, and more importantly, do it in the most sustainable way.

In line with this trend and rising prices, an increasing number of consumers are opting for plant-based.

One of the micro trends identified by FrieslandCampina is egg-free macaron. These are traditionally made with egg whites, but with the price of eggs on the up, alternatives offer an appealing solution.

Sensory Novelty

The trend of Sensory Novelty has, in part, been fuelled by the loss of senses. Following the pandemic, many experienced some level of anosmia and an inability to taste.

According to the Sensory Trust, a leading authority on inclusive and sensory design, although most people rely on sight the most to make sense of the world around them, it is touch and smell that provide us with the “most meaningful and memorable experiences”.

The FrieslandCampina report seconds this:

“Sensory experiences are at the core of our happiness,”​ it stated.

“Whoever has experienced loss of smell and taste for a while, might relate to this better than anyone.”

According to the report, consumers are increasingly on the lookout for new sensational food experiences that can activate their senses in new ways. This trend sees contrasting flavours, textures and temperatures, brought by completely new versions of edibles and peculiar food ideas that make eating a whole new adventure.

In fact, research from Puratos Taste Tomorrow, in which 44 countries were surveyed, found that as many as 67% of those asked are keen to try innovative products with a fluffy or creamy mouthfeel, or a chew or crispy bite.

"As we enter the new year, the food industry has to continue to adapt and evolve to meet the changing needs of consumers and the market. From sustainable sourcing and plant-based options to advancements in technology, the food industry is poised for innovation and growth in 2023,”​ Jules Kramer, Global Marketing Director Industry at FrieslandCampina Professional said.

The data

The FrieslandCampina 2023 Trend Report is based on FrieslandCampina intelligence services such as market studies and global research, as well as the expertise of in-house industry experts and its own research.

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