The next edition of Host 2023 – at fieramilano from 13 to 17 October – is fast approaching and the excitement is mounting around the new products that will be presented in the Gelato sector, undoubtedly one of the most exciting and innovative of the whole event.

Today, however, fans of this chilled dessert are not prepared to settle merely for an excellent product, prepared in traditional ways using top quality ingredients. Today more than ever, consumers are looking for novelty and innovation when they go to a gelateria as well as in all their other food & beverage experiences. Hence the master gelato makers are pulling out all the stops to surprise customers with new flavours and new production techniques.

A trend that has grown in recent years, and one which is expected to be a must for summer 2023, is that of combining gelato with cocktails, as efforts are made to come up with a more iconic, multisensory experience. Mixologists are also rising to the challenge, experimenting with traditional recipes and giving them a new, contemporary slant, as they search for the perfect blend of spirits and gelato: a combination that can balance flavour, sweetness, creaminess and texture. The result is fresh, summery, low-alcohol preparations for a whole new concept in mixology.

But it is not just cocktail connoisseurs who are drawn to gelato. Even leading chefs have begun to develop an innovative, ‘gourmand’ variant of traditional gelato: gastronomic gelato. Prepared with high quality ingredients and advanced production techniques, it offers unique flavours and combinations that are winning over gourmets from all over the world. From Cracco and Oldani to Berton and Bottura, to name just a few, the “greats of the kitchen” have started interesting and productive collaborations with master gelato makers to give rise to unusual and highly creative combinations. From Parmesan and balsamic vinegar gelato and bacon gelato, to lavender gelato or sweet corn gelato with caramel sauce, there is certainly no shortage of unexpected, curious combinations.

And when it comes to trends, we cannot afford to overlook what Millennials and Gen Z-ers have to say. Two very representative categories of consumers for their ability to outline and influence fashions and eating habits more than any other. So what are these young, dynamic and sometimes offbeat consumers looking for? What they want are unique and above all tailor-made shopping experiences. The gelateria gives them the chance to create customised gelatos by letting them choose their favourite ingredients, and then creating a unique and absolutely personal taste, there and then.

The world of gelato is already looking to the future with a nod to the metaverse. The Singapore Ice Cream & Cookie Co company has decided to use NFT technology to create and sell gelato flavours as digital assets. In practice, gelato flavours are represented by unique digital tokens that can be purchased and collected by customers. Each token represents a specific gelato flavour with its own unique recipe and graphic image. NFT holders will receive exclusive real-world prizes such as gelato cakes.

It is no coincidence that the world of gelato is a great success on the web, a “photogenic” success: according to an analysis by the HostMilano Monitoring Body, associated hashtags have to date been used over 7.5 million times. In particular, #gelatoartigianale has been accessed nearly 653,000 times and #gelatoitaliano more than 417,000 times, while #gelatolovers has had just over 243,000 views.