2023 Flavor trends for food and beverage

Apr 08, 2024

The Power of Social Media

Many flavors and food trends gained superstar status through social media. “Whether it’s feta pasta, avocado ice cream, or another trending taste, chances are you’ve tried—or been made aware of—at least one TikTok viral recipe from 2022,” says Derek Holthaus, director of innovation and solutions at FlavorSum. “The expansion of social-media video offerings like TikTok and Instagram Reels has brought on a new community of food influencers—and many share recipes from their own cultures. We expect to see an increase in global or internationally inspired tastes like ube, yuzu, and more in the new year as a result.”

Soumya Nair, global consumer research and insights director at Kerry, highlights a few of the trends that got their start in social media, including flavor hacking and "Reel"-inspired recipes like cloud bread, “healthy Coke,” “dirty Diet Coke,” “pilk,” and familiar foods with a twist (think: pesto eggs, pasta chips, mini pancake cereal, salmon rice bowls, corn ribs, and feta pasta bake).

“Social media and the emphasis on visual currency have influenced food and beverage trends at a rapid pace,” she adds. “New recipes and over-the-top food and beverage creations dressed up with abundant inclusions and toppings, vibrant glitters, and sprinkles that have an element of familiarity attract consumer curiosity.”

What does this mean for flavors? The saying “Eat with your eyes” has never been truer, she says. “Visually vibrant food and beverages using ingredients such as beets, dragon fruit, matcha, sprinkles, and lustre dust inspire not just beverages and cocktails but also pasta and pies.”