Givaudan reveals five consumer trends to help turn market disruption into opportunities for food and beverages

Powered by leading consumer insight agency Canvas8, Givaudan’s latest FlavourVision® trend report leverages global research, expansive data and world-renowned expertise

31 Aug 2023 · 09:00 CEST

Mounting inflationary pressures, climate change and the shadow of COVID-19 are rapidly changing the way consumers make decisions about their health, values and habits. Working with Canvas8 for the first time, Givaudan’s latest FlavourVision® report explores these shifts through five consumer macro trends: 

  • Green for me
    turning to eco-actions that feel personal and relevant

  • Restorative care
    adopting more intuitive restorative approaches to health

  • Stable connections
    looking for a sense of stability and continuity, leaning on hyper-local and me-first mindsets

  • Sensorial renaissance
    wanting to ‘feel’ more and seeking experiences that expand the boundaries of what is expected and possible

  • Augmented assistance
    looking for proactive and personalised digital tools to help navigate and optimise life

In addition to gathering exclusive data from around the globe, the FlavourVision® 2023 edition draws on expertise from world-renowned experts in design, anthropology, futurology, holistic-wellbeing, sustainability and sensorial research. Each macro trend was analysed, explored and developed by a trend ambassador with recognised experience in their respective field. To ensure relevancy, the macro-trends were then validated and future-proofed with the help of leading experts and futurists from the food and beverage industry.

“We are really excited to share the new FlavourVision® with our customers. This new edition builds on the success we’ve had with the FlavourVision® programme since it was established over 15 years ago. The depth of insight in this new update is remarkable and provides such valuable knowledge that will really help in co-creating innovative food experiences. A culmination of extensive global research, data analysis, and vast expertise, FlavourVision® acts as a guiding light for partners and customers, empowering them to transform confusion and disruption into certainty and opportunity in line with consumer needs and desires.”

Thomas Ullram, Global Marketing Director at Givaudan Taste & Wellbeing

Givaudan will be offering a sneak peek into the research via a mini-report exploring the ‘Augmented assistance’ macro trend. Developed in consultation with cyborg anthropologist Amber Case, one of the most influential women in technology, this deep dive will explore the many ways consumers are looking for augmented forms of assistance to relieve the frenetic demands of daily life. Readers will get a sense of the consumer data that’s driving the macro-trend, and examples of how it is being expressed by brands in innovative ways.

Givaudan invites food and beverage companies to contact a sales representative for a personalised deep-dive into the new FlavourVision®.

About Givaudan
Givaudan is a global leader in Fragrance & Beauty and Taste & Wellbeing. We celebrate the beauty of human experience by creating for happier, healthier lives with love for nature. Together with our customers we deliver food experiences, craft inspired fragrances, and develop beauty and wellbeing solutions that make people look and feel good. In 2022, Givaudan employed almost 16,700 people worldwide and achieved CHF 7.1 billion in sales with a free cash flow of 6.7%. With a heritage that stretches back over 250 years, we are committed to driving long-term, purpose-led growth by improving people’s health and happiness and increasing our positive impact on nature. This is Givaudan. Human by nature. Discover more at
About Taste & Wellbeing
Powered by innovation and creativity, Givaudan Taste & Wellbeing aims to shape the future of food by becoming the co-creation partner of choice to its customers. Built on its global leadership position in flavours and taste, the Company goes beyond to create food experiences that do good and feel good, for body, mind and planet. With an expanded portfolio of products across flavours, taste, functional and nutritional solutions and a deep knowledge of the food ecosystem, Givaudan’s passion is to collaborate with customers and partners to develop game-changing innovations in food and beverage. This is Givaudan. Human by nature. Learn more about how we are shaping the future of food at: