Today’s Food Trends Are Breaking the Rules: McKinney 2023 Food Trends Report

Food trends are often reflective of what consumers want in life. When their desires change, so, too, does the food they crave. And, today, as faith wavers in the traditional rule-making institutions, such as government agencies, schools, and media, consumers are becoming increasingly permissible. That attitude carries over to their food choices. 

Under this “no rules” macro-trend, creative agency McKinney’s latest Food Trends Report identifies four key areas to watch — culture, wellness, technology, and social responsibility. 

Culture: leaving comfort zones behind

There will always be a place for comfort foods, but consumers are taking more and more risks with what they eat. From ranch-flavored ice cream to Pepsi and milk (“Pilk”), consumers aren’t afraid to try new things in search of the next surprising flavor trend in this no-limits approach to food pairings. 

Creators are also stepping outside their sphere of influence, branching out from their online platforms to bring unique food and beverage products to store shelves. These creators are often able to innovate faster than CPG brands and bring more culturally relevant products to market. 

Meanwhile, brands are moving away from their tried-and-true marketing strategies. They’re building an online presence and seeking niche — rather than mass — relevance in hopes of going viral.

Wellness: turning to TikTok for health information

It’s time to break free of strict diet plans. Consumers are allowing themselves more flexibility and are okay with cheating on their diets to treat themselves, try a new cuisine, or enjoy an indulgent meal with friends and family. 

But there are some problems with the “no rules” approach when it comes to seeking health information. Consumer reliance on health influencers for guidance on what (and what not) to eat is creating confusion and spreading misinformation online. So it’s up to experts in healthcare and nutrition to call out dangerous food trends and unsupported health claims.

Technology: expanding the possibilities of food

Space discoveries are breaking boundaries and preparing food for a challenging future. NASA’s success growing plants in the moon’s soil could impact our ability to cultivate crops in harsh conditions. And China is launching seeds into space to create new, more resilient plant varieties. Advancements like these could increase our food’s tolerance against environmental stressors. 

Social responsibility: putting invasive species on the menu

As invasive species threaten local ecosystems and food systems, food brands and restaurant owners are enlisting the help of local hunters, farmers, and suppliers to bring those species to the table with new food and beverage offerings. It’s a creative way to cut down on invasive populations while supporting local communities. 

Another way food companies are transforming the food system is moving from net zero emissions pledges to a climate-positive model of food production. This model aims to reduce the amount of carbon dioxide in the atmosphere, but there are challenges yet to overcome with current methods for capturing carbon. 

For more insights into the rule-breaking food trends of this year, see McKinney’s full report.