Gelato has been warmly welcomed into the world of Pastry. This is confirmed by the trends identified by the Host 2023 monitoring body, or 'Osservatorio' – at fieramilano in Rho from 13 to 17 October – as we move towards the traditional high season for this product.

Today, notes the HostMilano Osservatorio, fans of this fresh preparation are not satisfied with merely consuming an excellent product, prepared according to tradition using top quality ingredients. Today more than ever, consumers are looking for novelty and innovation in gelaterias as well as in all other food & beverage experiences. Hence the master ice cream makers will set out to surprise customers with new flavours and new production techniques.

A trend that has grown in recent years and which is expected to be a must for summer 2023, is that of combining ice cream with cocktails, in search of a more memorable multi-sensory experience. Mixologists are getting involved by experimenting with traditional recipes and giving them a contemporary twist as they search for the perfect combination of spirits and gelato: one that balances flavour, sweetness, creaminess and texture. The result is fresh, summery and with a low alcohol content – in other words a whole new concept of mixology.

It is no coincidence that the world of ice cream is a great success on the web, a "photogenic" success: again according to the HostMilano Osservatorio, to date the related hashtags have been used over 7.5 million times. In particular, #gelatoartigianale has recorded nearly 653,000 uses while #gelatoitaliano has been accessed more than 417,000 times, and views of #gelatolovers now stand at just over 243,000.

A success that at Host 2023 will also be demonstrated by the eagerly-awaited World Trophy of Pastry Gelato and Chocolate, in which master gelato makers will also try their hand at 'cold' versions of the great pastry classics. Gelato will also feature in the World Trophy of Professional Tiramisù with the FIPGC gelato makers of Italy's 'Excellence Team'.

Consult the full programme for more details.