Food continues to be a major part of Australians’ lives and culture. As such, News Corp Australia’s latest special edition trend forecast is more important and relevant than ever, presenting opportunities for brands to drive more meaningful connections with their audience. 

The research focuses on the seismic shifts of COVID-19 and the rising cost of living, as well as Food Corp’s predictions of the four key food trends these shifts will influence over the coming year. Understanding the narrative that surrounds food for 2023 helps us to understand exactly what brand messages resonate best across the consumer media landscape. 

As a country with a diverse range of people, food is deeply ingrained into our culture. The changes brought about by the pandemic are still being felt, in most cases supercharging our love for cuisine experimentation, fresh ingredients, diets and seasonal recipe books. 

The key findings

Overall, 75 per cent of Australians are experiencing greater cost of living pressures and 70 per cent expect those pressures to become greater next year, meaning we should expect more grocery shoppers to shift their food spending habits and cut back on perceived expensive ingredients. Surprisingly, consumers are spending more on dining out, meaning that the money they are saving from takeaway and value shopping is going towards more memorable food experiences. 

The effects of COVID-19 are still being felt and will continue through to 2023 and beyond. Eating at home has increased by 38 per cent and people are eating more for health, with an increase in vegetarian and holistic eating. They are more open-minded and curious about trying new things, including brands and food types. However, the inverse is that consumers are not as loyal to brands as they once were, with consumer confidence declining. This is creating opportunities for brands to gain new consumers and, at the same time, requiring brands to work harder to retain old loyalists. 

New consumer trends are primarily health-focused

The consumer mindset for 2023 is a healthy one, taking a more holistic approach. Many Australians feel like they overindulged during Covid, so there will be a focus on health and fitness, intuitive eating, weight-watching, and sourcing of fast-food alternatives. There is also an emphasis on seasonal eating with immunity boosters and soups being key for Autumn/Winter, and low-calorie healthy dinners and Keto for Spring/Summer.  

Christmas 2022

This Christmas, the prediction is that buffets will be back, with large-scale dining experiences involving the whole family. Special diets will also feature frequently as Australians look to prep their summer body or set new year’s resolutions. With sustainability becoming an increasingly large issue, sustainable gifting is expected to be a key trend at Christmas time, with gifts like ethically sourced items or eco-conscious packaging. In terms of appliances, air fryers will be used for everything. 

At-home entertaining is moving beyond the holiday period

Throughout Covid, many Australians gained new kitchen confidence, which is evolving as we move out of the pandemic into larger gatherings and socialising. Food plays a key role in bringing people together, and entertaining will move beyond the holiday period to be an all-year-round trend.

The rising cost of living means people are looking for more ways to socialise and relax at home. Dining in and entertaining at home has seen a 30 per cent increase – complementary to a 97 per cent jump in intention to purchase a BBQ. Your brand can take advantage of the new consumer mindset around entertaining plans by being a key partner in their planning process. 

In keeping at home, the small appliance boom is driven by people investing in their current nests to make them more efficient and aesthetically pleasing. More innovative appliances are on the market as technology makes integrated and hybrid models a part of the modern kitchen. People are looking for appliance brands that are innovative, but most importantly, are energy efficient and can help reduce household energy bills. 

There’s a significant job to be done for brands and marketers who want to help return consumer confidence to the food market, but it’s one that will pay dividends. By understanding where the key food trends will be in 2023, your brand is at an advantage to serve your customers better. 

Australians will always have a close relationship with food, it shapes our very culture and will continue to play a bigger role in our lives as we move beyond the pandemic. 

To find out what this new research means for your business, contact your News Corp Australia representative or visit https://www.newscorpaustralia.com/food-corp-network-trends-forecast-2023-special-edition/  for more information.