31 Jul 2024 Floral, ‘fantasy’ flavours are top
New data from Innova Market Insights identifies five key flavour trends for 2024. Learn more from the specialist foodbev-focused research firm…
Flavours trends are constantly shifting according to larger consumer and market trends, tasking product developers with keeping tabs on the latest trends, while also providing opportunities to meet the market’s demands for innovative flavours.
Here are five top flavour trends for 2024 identified by Innova Market Insights.
Floral fascination
Compared to other botanical flavour categories tracked by Innova, floral flavours in foodbev launches are growing at the fastest rate with a compound annual growth rate (CAGR) of 8.4%, compared to herb flavours (7.1% CAGR) and spice flavours (5.6% CAGR).
Plus, Innova data shows one in three global consumers reported they have sought out more floral flavours in their food and beverages over the last year. The fastest-growing floral flavours from 2018 to 2023 include chamomile (33% CAGR), peach blossom (23% CAGR) and honeysuckle (19% CAGR).
The trend, according to Lu Ann Williams, director of global insights at Innova Market Insights, is largely driven by the larger wellness and sustainability megatrends. Williams shared the trends in a recent Innova Market Insights webinar.
Indulge in imagination
“Fantasy” flavours took the No 2 spot on Innova’s flavour trends list. Over the past three years, their inclusion in foodbev launches have seen a CAGR of 23%, Innova’s data shows. The fastest-growing fantasy flavours include rainbow (141%), cosmic (20%) and dream (18%).
While hard to define, Williams described fantasy flavours as “unusual” and evoking “a bit of fantasy.” Arctic, avalanche, beach, cosmic and blue energy are some other examples of these unique flavours tracked by Innova.
“These used to be a lot rarer and … not saying that they’re mainstream, but this is definitely an area to watch,” Williams said.
Vintage vibes and modern bites
This trend, described by Innova as “rediscovering the comfort in familiar classic flavours with new twist,” is underlined by an 18% growth of food and beverage launches with a nostalgic claim in the past three years, per the data.
“This is one of those trends [that] really combines with what we’ve seen in our top 10 trends over the past few years — that consumers are looking for some of those nostalgic flavours, but they want it to be more modern,” Williams explained.
One product example Innova cited is Vizzy’s Orange Cream Pop hard seltzer, that combines a burst of zesty orange flavour and a touch of vanilla sweetness. Launched in May 2023, which takes a nostalgic flavour and turns it into a “boozy popsicle.”
Local delights
Products that feature local, regional flavours can capture the interest of consumers who are seeking adventurous flavours, as well as those who are seeking familiar flavours. More than half of consumers (54%) said familiar flavours most impact their foodbev selections, while 43% said they are increasingly seeking out cuisines from other countries.
Examples of flavours that align with the “Local delights” trend cited by Innova include pumpkin spice, a familiar seasonal favourite, and adobo, a very popular food from the Philippines. Adobo is pork, beef or chicken cooked in soy sauce, vinegar, and garlic. It is considered as the Philippine’s national dish because of its popularity
Savour the contrast
Innova’s fifth trend capitalises on consumer interest in unusual flavour combinations. According to the company’s data, almost half (49%) of global consumers looked for intense/bold flavours over the past year.
An example cited by Innova is Skittles Yellow Mustard-flavoured candies, launched in collaboration with French’s. Sweet and salty, as well as sweet and spicy, flavour combinations also align with this trend.
Source: Food Beverage Insider