Our final weekly dose of future food trends is here and we’ve saved the best ’til last - fun trends. We’ve gone a bit rogue with these, from divorce parties and break-up cakes to sending messages into space, while they’re fun, there are some great campaign ideas to be had too. We have really enjoyed uncovering what is going to be big in 2023. If you missed our previous trend topics you can catch them here: taste and cuisine, health and wellbeing and sustainability.

So, grab a hot drink and enjoy these next five trends.

Tablescaping

This is the art of beautifully setting the table, a trend that was practically made for a visual platform like Instagram. More people are taking pleasure in setting their tables for meals in increasingly elaborate fashions, thinking about colour schemes, styling details, themes and investing in accessories such as napkins, candles and vases. The trend is believed to have started with luxury brands like Dior hosting lavish dinner parties and making the tables just as stylish as the fashion. Inevitably perhaps, tablescaping became a wider phenomenon during lockdown, with so many working from home, social lives disappearing and a desire to make dining-in every night feel a little fancier. The hashtag ‘tablescape’ now has 1.9 million Instagram posts and counting. Argos have reported year on year sales of napkins and tablecloths are up over 100% and Selfridges sales of table linen have doubled. Food brands can have endless fun with this trend, from encouraging customers to make their meal for one feel more special, pop-up restaurants, tablescaping workshops and hosting influencer dinners or brunches. 

Look to the stars

Space as a marketing theme is going to grow in popularity in the coming years, and become more tangible as consumers look for escapism from reality. As Earth endures its various crises, consumers, especially young people, will regard the stars above as a dream destination. Particularly for Gen Z, who are disillusioned with the world as it is. In the food industry we’re already seeing this trend coming through in campaigns like Coca-Cola’s first Creations flavour innovation, called Starlight which was inspired by what space might taste like. Starburst invited TikTok users to send a question into space, with the winning entries sent via SpaceSpeak technology which transmits messages into the deepest space. The #beamitupstarburst hashtag gained over 60 million views on TikTok. Which brand will we see embrace space next?

Big kids

‍
The stresses of every day adult life can sometimes get too much, and in 2023 many will be looking for new ways to unleash their inner child and have an excuse to be silly. In the past, we’ve seen ball pit bars and trampoline parks rise in popularity, this year expect to see indoor playgrounds, child-like interior themes and adult crafting as a way to de-stress. Pinterest has seen searches for these terms increase; +7x lollipop stick crafts for adults, +3x indoor swings and +9x fairy bedroom ideas for adults. Food holds a real nostalgia and reminder of childhood memories, brands like Oreo and Haribo have celebrated this in long-standing brand campaigns. My childhood favourite was turkey dinosaurs, which my Mum would fashion into a prehistoric scene with a mash potato volcano and ketchup lava. Food brands can give customers permission to act like a child again and enjoy recreating their childhood favourites and retro recipes. Jelly and ice cream anyone?‍

‍

Outdoor learning‍

A big topic in nurseries and schools at the moment as the benefits of encouraging children to learn outside of the classroom become clear. Expect to see a big shift in curriculums including more opportunity for outdoor learning incorporating nature and less time sitting in front of a whiteboard or screen. Scandinavian-style forest schools are booming across Europe and the US, with many advocates believing that connecting children with nature fosters a more independent, child-led way of learning and improves long-term mental health. As the UK looks to integrate this further, teachers are doing what they can to bring the outdoors in; Pinterest search results; +190% forest classroom, +185% nature-themed classroom, +80% sunshine classroom ideas. As 72% of UK parents say they don’t feel their children spend enough time outdoors there is an opportunity for family food brands to support parents with this. 

‍‍

Any excuse for a party ‍

We had to end on this one. The rise of alternative party and celebration occasions, including divorce discos, break-up cakes, new puppy parties and adoption celebrations. Pinterest shared these search terms have seen a boost as people use the platform to find inspiration; +30% adoption party theme, +55% divorce party ideas, +2x break-up cake. Who doesn’t love another reason for a party? With a lot of serious things going on in the world, this is another way that people are bringing some fun. This is a trend for everyone and brands have an opportunity to be lighthearted and put a smile on people’s faces. Go on, RSVP to a new reason to celebrate!
‍

That’s it from us and our future food trends for 2023. We really hope you enjoyed reading every week and perhaps it sparked a few new ideas. Keep an eye out for what comes next from BIG little LDN and our BIG Shot team.