Colour Trends that Influence the Food and Beverage Sector

From TikTok to wheat prices, experts explore the influences of this year’s colour trends, the most sought-after tones, and the events which are triggering changes in food and drink.

FREMONT, CA: Numerous studies have revealed that people often make a judgment 90 seconds after interacting with a product, and between 62 and 90 per cent of their evaluation is based just on the product's colours. The first three to seven seconds after a customer sees an item on a retail shelf are thought to be the most important. For instance, food businesses typically utilise the colours red, orange, and yellow since these hues are believed to stimulate the appetite. Therefore, using colour to make an impact is crucial to both marketing and NPD.

The importance of food colouring, according to experts, cannot be overstated. The adage "you eat with your eyes" is becoming more and more applicable in the social media age as posting food-related photographs and videos has become a common practice. Through 2023, this social media trend will only grow. In reality, customers are now able to observe a variety of new eye-catching colour tones entering the bakery sector thanks to the growth of Tik Tok movies and Instagram reels focusing on culinary trends and baking. Additionally, this tendency is causing consumers countrywide to search for products with appealing aesthetics. The importance of food aesthetics has increased thanks to social media.

Social media is ruled through visual impact. Even in conventional supermarkets, 95 per cent of shoppers rely on their decisions on a product's appearance. Since people can only view things in videos or photographs when shopping online, this rate is significantly greater. Online is a place where enthusiasm for a product may be communicated along with equally harsh criticism. The immediate nature of social media benefits producers by allowing them to make speedy adjustments to their product lines. As a consequence of this dynamic environment, it creates, consumers and producers can better understand one another, complete tasks more quickly, and predict future demands. Moreover, four out of ten consumers mention colour as an important factor in their bakery selection process.

The overall concept for 2023, according to experts, is a sense of connectivity with nature and mood-enhancing tones. Each year, Pantone announces their colour of the year, which is "Viva Magenta" for 2023. A deep crimson with natural roots is called Viva Magenta. With the new post-pandemic way of life, consumers are experiencing the outdoors more than ever before, and this is translating into many facets of our lives, including the bakery. There is little doubt that nature will be a common trend in colours for 2023.

While Viva Magenta is Pantone's colour of the year, consumers anticipate seeing pastels nationally in 2023, particularly shades referred to as soft play pastels. Soft pinks, yellows, blues, mint greens, and other hues are among those that are planned to create a relaxing, nurturing, and serene bakery environment that encourages individuals to reconnect with themselves and those around them. Experts refer to flavour combinations that improve mood, such as "sleep chocolate," which combines chocolate with soothing components like lavender and chamomile. Even though the colour of this flavour profile may not be noticeably different, it contributes to the overall idea of calm. Such uplifting flavour profiles often have soft pastels on their packaging.

In contrast to this year, when trends are more influenced by consumer requirements and personal values, previous trends in food and drink have been more about one dominant colour or a variety of colours. This change is a result of how many individuals approached their physical and emotional health in the wake of the pandemic. After the sensory deprivation of lockdown, it is also discovered that people are increasingly resorting to food and drink for moments of delight and escapism. With this in mind, experts predict that the term "supersensory" will become popular in 2024, with consumers seeking out goods that appeal to all of their senses, not just taste.