INTERNORGA FoodZoom 2023 highlights trends in the foodservice and hospitality market

There is more going on in the foodservice and hospitality market than ever. The fourth edition of INTERNORGA FoodZoom, which was revealed today in Hamburg, focuses on what guests are looking for and what will be on menus over the coming year. The trend analysis, put together by the leading trade fair for the foodservice and hospitality market and well-known food trend researcher Karin Tischer, provides insight into the current and future trends for restaurants, hotels, bakeries and confectioners. From 10 to 14 March 2023, INTERNORGA visitors will also have the opportunity to experience the highlights of FoodZoom as part of short presentations in the ever-popular Pink Cube.

‘The foodservice and hospitality market is faster paced than any other sector and is characterised by creative minds who bring intriguing technologies, promising concepts and surprising food innovations to the table. If you want to keep track of the latest developments, you need a reliable guide. That is exactly what INTERNORGA FoodZoom 2023 provides to everyone involved in the market. As a long-standing partner of the industry, INTERNORGA is once again acting as a source of fresh impetus and as a trendsetter in 2023. It’s great that FoodZoom can provide a taste of what is to come in the hospitality sector and what visitors can expect at INTERNORGA,’ says Bernd Aufderheide, CEO of Hamburg Messe und Congress. Karin Tischer, the internationally recognised food trend researcher and owner of the food & more research and development institute in Kaarst, has analysed the current trends in the global foodservice and hospitality market on behalf of INTERNORGA. The report covers four subjects that are currently playing an important role in the restaurant, hotel, bakery and confectionery sectors and will continue to do so.


Trend 1: News from the digiverse

INTERNORGA FoodZoom shows that the full potential of digitalisation is far from being exhausted, despite its growing influence in recent years. In the field of artificial intelligence (AI) in particular, innovative developments are taking place in areas including food waste, sustainability, supply chains and robotics. AI-based apps make it easier for restaurateurs to organise and run their business and also lessen the load of staff shortages, while robotics in particular is increasingly being used both front of house and behind the scenes. Digitalisation continues to offer huge opportunities to hold your own in a dynamic market.


Trend 2: Health with happiness – the silent revolution of taste

Gain without the pain – a healthy diet can still be enjoyable. Regardless of whether it is purely plant-based, vegetarian or flexitarian, taste is all-important. More and more people are discovering the joys of new developments in vegan convenience products, food and drinks. ‘Veganism has not peaked yet. “Animal-free” will increasingly become a matter of course for many people,’ Karin Tischer believes. INTERNORGA FoodZoom sheds light on healthy nutrition from different perspectives. Customers increasingly expect to find vegan alternatives on the menu and are also showing an interest in plant-based fast food such as vegan currywurst and hot dogs. Restaurateurs have taken that on board in recent years and begun to shift the focus towards plant-based options on their menus, where diverse and creative vegan and vegetarian dishes are now often just as prominent as fish and meat. More and more companies are developing products that recognise the increased demand for plant-based nutrition. Whether it is vegan fish, eggs, dairy products, bacon or mince, there is now an animal-free alternative for almost everything. Fermentation is another area where changes are brewing. Fermented grains provide a different taste and consistency in bread and similar products, while fermented mushrooms can be processed into vegan chicken alternatives, for example.


Trend 3: Sustainability – DNA and the importance of image

From raw material extraction to production, packaging, logistics and disposal, the entire value chain is affected by the growing focus on resource conservation. According to INTERNORGA FoodZoom, there is room for improvement when it comes to achieving a circular economy. Food waste is a problem for society and beyond that experts have been working on for a long time, but the attempts to counteract it are increasingly focused on urban zones and only sporadically available in rural areas. Sustainable, regional and fair concepts are still on course for success. Products marked as being regional are growing in popularity and the seal is taking over from ‘organic’ as the go-to buzzword. For the restaurant business in particular, regionality is the main factor. Though not yet widespread, indoor farming, where the likes of microgreens, herbs and lettuce are grown inside the restaurant, is also on the rise.


Trend 4: The trend ticker – food and beverages

Breakfast, snacks and street food are all still among the food mega-trends. At the centre of it all is the master of reinvention, the egg. Whether it is in shakshuka, Turkish eggs or simply grated on bread, eggs can bring a lot of variety to breakfast and snacks. With sumptuous toppings or elaborate presentation, bread is another ingredient that can bring diversity to the table. The options are endless. Why settle for a plain old sandwich when you can have fresh fruit and lettuce, cream cheese, the topping of your choice – such as camembert, roast beef or falafel – flavoured syrup or oils, and a refined finishing touch with microgreens, seeds or nuts? Snacks and street food are another area not lacking in creativity. New discoveries such as the corn dog from Korea or folded tortilla wraps are attracting attention, as are special burgers and tacos. New creations are also reinvigorating business when it comes to Germany’s favourite hot drink, coffee. The spectrum ranges from superfood lattes and coffeetails (cocktails with coffee or espresso) to shots like bumble coffee (espresso and orange juice) or dalgona coffee (foamed instant coffee powder with sugar, hot water and milk). Extraordinary things are also happening in the world of tea. Originally from Asia, cheese tea (tea with foamed cream cheese) is becoming more and more established in Europe.


Pink Cube – experience all the latest F&B trends at INTERNORGA

The home of trends at the trade fair: from 10 to 14 March 2023, visitors to INTERNORGA can find out all the latest news in the food and beverages sector in the trendy Pink Cube. Trend researcher Karin Tischer will be presenting insights from the industry several times a day in 30-minute talks, free of charge and with no need to register. This year’s topics are:


International Trend Booster

News and inspiration – food and beverages

Sustainability: are you fit for the future market?

The Changing World

‘Let’s go digital’ – from AI to e-food

Fused! Taste and health


Further information about the Pink Cube and the schedule can be found online at:

Specials - Pink Cube

Press material for download

Further information can be found on the website and on the INTERNORGA LinkedIn, Instagram and Facebook social media channels.


Juliane Schönherr
PR Manager
T. +49 40 3569 2460