Breaking Boundaries in Food: The Unique Trends that Captivated IFT 2023

IFT FIRST, the Annual Event and Conference hosted by the Institute of Food Technologists (IFT), showcased several emerging trends that are currently shaping the future of the food industry. Among the most important trends to watch were “Beyond Sustainability” with upcycled ingredients, the “Microbiome Revolution” with functional ingredients and a focus on “Radical Transparency” with label claims and sourcing.

Read our previous blog on the highly anticipated trends to see where they stand today!

#1: Beyond Sustainability

To put it simply, upcycled ingredients are certainly breaking boundaries in food. What are upcycled ingredients? They’re derived from food waste and converted into edible products, which gained significant attention at the show. 

Sounds a little sketchy, right? Well, food and beverage exhibitors at IFT challenged previous assumptions about upcycled ingredients, showcasing how these ingredients offer numerous benefits, including:

  • Reducing food waste
  • Mitigating greenhouse gas emissions
  • Contributing to food security and more

 The market for upcycled food products continues to grow rapidly, with the global upcycled food products market expected to reach $97 billion by 2031. Companies that can overcome challenges in sourcing, processing and sensory attributes will be more successful in this area, and it will take the right marketing strategy to help highlight the benefits and reach your target audience.

“Product developers can communicate health benefits to consumers through product labeling, advertising and public relations campaigns.”

#2: The Microbiome Revolution

The microbiome revolution is transforming the way consumers approach health and wellness, and the one-size-fits-all approaches that were once “in” are being replaced with personalized and functional solutions.

 More than ever before, consumers are seeking convenient and accessible products that align with their individual health goals. Brands at IFT led the way in providing trend-forward microbiome solutions, catering to the growing demand for customized and balanced wellness options.

#3: Radical Transparency

Pending new labeling regulations are expected to provide consumers with more transparency about the products they purchase, encouraging reformulation and responsible sourcing practices. And, consumers’ growing interest in sustainability is driving the demand for greater corporate transparency, making it a huge focus at IFT.

IFT exhibitors displayed their sourcing practices as well as their sustainability initiatives on booths, marketing materials and more to showcase how radical transparency is a crucial aspect of their product development process.

#4: Surprise! Protein is Going Strong.

Team ColinKurtis loved the priority on proteins at IFT! Despite the prominence of sustainability and innovation, protein continues to be a top priority for the food industry. And while meeting sustainability demands is a challenge, this has led to further innovation in delivering on-trend protein solutions. Companies are constantly seeking ways to meet consumers’ protein needs with efficient and sustainable solutions, which were clearly represented in their marketing materials and prototypes.

Pick a Trend-Forward Partner

IFT 2023 showcased several transformative trends in the food industry, and our team was thrilled to walk the floor, searching for the latest trends and innovative solutions. ColinKurtis Advertising specializes in crafting exceptional trade show materials and meeting all your marketing needs, with buzzworthy creative and strategy. With over 25 years of experience in the industry, we understand the unique challenges and opportunities that come with promoting your products.

 Let CK help you stand out from the trade show crowd and make your mark in the competitive market. Contact Mitch Robinson at or call 815-965-6657 EXT. 1.


Blog post from:

Valette Piper-Bledsoe

Valette Piper-Bledsoe
Vice President, Client Services


By | 2023-08-21T19:35:09+00:00 August 21st, 2023|Uncategorized|0 Comments

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