When doing the shopping for a family of four, I try to keep everyone’s wants in mind for a special treat each weekly. However, as the primary shopper, my main goals when purchasing food and beverages have been to buy products that are not only nutritious, but also quick to make or consume. Based on an annual survey with Pollock Communications and Today’s Dietitian, it seems as though convenience as well as affordability are driving food and beverage shopping patterns for many of today’s consumers.

With responses from 757 registered dietitian nutritionists (RDNs), the “What’s Trending in Nutrition” survey identifies insights from nutrition experts on what they think consumers will value in 2023, top grocery shopping concerns as well as Top 10 superfood predictions.

Noting that the pandemic elevated the “food as medicine” concept, surveyed RDNs note that immunity support no longer is a top value for consumers. The following are what RDNs predict will be the top purchase drivers in 2023:

  • Are affordable and value-based (70.4%)
  • Are easily accessible and convenient (59.1%)
  • Support immunity (57.6%) 

When highlighting the Top 10 superfoods that consumers will seek out in 2023, RDNs identified fermented foods (including kombucha tea) as No.1. Other beverages found on the list are green tea (No. 8) and non-dairy milks (No. 10).

What also is notable about this year’s superfoods list is that all on the list support a plant-based diet.

In fact, RDNs rate a plant-based diet as the third most popular diet trend following intermittent fasting and keto diets, the survey states.

“Consumers are more aware than ever of the benefits food can provide for gut health and immune function. As consumers face higher costs at the grocery store, they’ll be looking for affordable food and snacks that still provide valuable health benefits,” said Louise Pollock, president of Pollock Communications, in a statement. “Our survey findings reflect how consumer behaviors are shifting as COVID-19 restrictions loosen, remote work remains and inflation rises ― from prioritizing affordable foods to continued interest in snacking.”

As beverage-makers want to address consumers’ needs, it seems as though convenience and affordability will be key to remaining relevant today.