ADM spotlights “phygital” escapades and “better-for-you” flavor and color trends

24 Oct 2023 --- A new report by ADM has revealed four trends that depict advancements in consumer F&B preferences and are poised to drive innovation next year. These include lively colors, economical offerings, holistic well-being and local flavors. The findings combined AI with the company’s flavor and color experts’ analysis of consumer online and offline shopping habits.

The report comes amid a growing interest in more natural and free-from products that appeal to global consumers interested in a healthier lifestyle. 

Consumers are poised to opt for flavors and colors that reflect their personalized desires in the form of appetizing flavor choices and aesthetic hues, says the report. Further, tastebuds will “transcend tradition and geographic boundaries” to explore new flavors and formats.

“Color trends and corresponding flavors in foods and beverages provide unique insights into the human condition, revealing how we are responding and adapting to macro forces far beyond the table,” says Hélène Moeller, vice president of global product marketing for flavors and colors at ADM. 

Social media has an impact on color and flavor trends.“From focusing on well-being for themselves and the planet, compounded by concerns for affordability, the color and flavor trends we identified in this report indicate what foods and beverages consumers will reach for on product shelves.”

She also points out that flavor trends are dynamic and affected by cultural events, viral social media phenomena and emerging consumer tastes.

Affordable and “phygital” experiences
ADM’s first trend, which focuses on self-expression through food choices, sheds light on “Phygital” (physical + digital) experiences that consumers begin to connect with versions “in real life.” This can be mainly seen through the expression of viral food trends sliding into the consumer packaged goods industry.

The report also highlights that consumers are gravitating toward bold and satisfying foods and flavors, an observation Givaudan also resonates with. Last month, the company told us that stand-out colors and diverse applications that inspire consumers are in demand.

Cost-effectiveness matters, too, as predicted by the second trend in the report. Economic offerings that credibly recreate consumers’ revered products are expanding beyond fashion and personal care into the F&B segment. 

“Brilliant color mimicry and flavor authenticity offer visual and taste experiences that go beyond the norm to deliver on consumer expectations for natural ingredients, authentic regional cuisines and convincing alternative formulations,” underscores ADM.

Based on the report, grapefruit flavor product launches have seen a 5% growth from Q2 2022 – Q3 2023 and are set to drive this trend along with pistachio, cucumber and melon flavors. Further, pink flower and magical marigold hues will also impact the trend.

Holistic health focus
The third trend deems flavors and colors as “powerful cues” to support product positioning through consumer associations, with shoppers seeking functional foods and beverages supporting holistic health.

It also points toward fermentation’s impact on digestive health, viewing it as a pathway to overall health. The growth of pickling, vinegar, and kombucha is notable, with more sour notes in unexpected places for contrast and complexity in foods and beverages, the findings further state. 

Moreover, consumers’ rising affinity toward healthy drinks like kombucha has stressed beer formulators, who are focusing on reinventing the beverage amid consumers’ no- and low-alcohol demands.Bright hues reflect colorful ingredients derived from nature. (Credit: ADM)

Based on ADM’s report, better-for-you offerings stretch from relaxation to hydration and mental to physical wellness. Notably, consumers want these associated benefits without sacrificing the sensory experience of food, as they view such products as the “norm instead of the exception.”

This trend was also highlighted in a recent special report which showcased that key ingredient players utilize consumer intelligence teams, market research, and supplier partnerships to drive innovation in areas like sodium and fat reduction, gut health, positive nutrition, and plant-based alternatives.

The epicenter of food
According to Moeller, color is at the epicenter of the food, fashion and content that the world consumes.

Vibrant colors are the focus of the fourth trend ADM predicts, highlighting that experiences deemed rare in the past are the “favorites” today and will turn commonplace in the future.

“Consumers are clamoring for vivid food and beverage creations that are accelerating the shift from new to now,” notes the report. On the leading edge are hyper-local flavors mapped globally and bright rainbow hues that reflect colorful ingredients derived from nature.

By Insha Naureen