Floral, nostalgic flavors named key flavor trends for 2024

By: Trademagazin editor Date: 2024. 03. 13. 09:58

Floral flavors and nostalgic palates with modern twists are likely to resonate with consumers in 2024, according to Innova Market Insights. The predictions come from Innova’s annual flavor trends forecast, which combines insights from global trends spotters, new product launches, megatrends and shifts in consumer lifestyles and attitudes.

Innova named floral flavors as its No. 1 trend for this year. The company found 33% of consumers said they have searched for more floral flavors in food and beverage categories, with chamomile, peach blossom and honeysuckle identified as the fastest growing floral flavors. The increased interest in such flavors is being driven by consumers’ growing association between botanical food and beverage products and health and sustainability benefits, said Lu Ann Williams, global insights director at Innova.

Innova’s second flavor trend focuses on so-called “fantasy flavors” like “cosmic punch” or “Arctic avalanche.” The flavor category had a 23% average annual growth rate among new products between 2020 and 2023, with flavors like “rainbow,” “cosmic,” and “dream” experiencing the most growth.

“We’re seeing the emergence of a lot more fantasy flavors, and these used to be a lot more rare,” Williams said. “These are flavors that just evoke something that is really unusual.”

Williams noted that fantasy flavors are particularly sought after by Gen Z and millennial consumers as both groups have high levels of interest in unique and unusual flavor options.

Nostalgia-inspired flavors with a twist mark Innova’s No. 3 trend. Over 40% of consumers said nostalgic and traditional flavors are the most influential in their choice of food and beverage products, and new products with nostalgic claims have grown 18% annually on average since 2020, demonstrating the rising demand for familiar favorites. Nostalgic claims for new products have grown especially in the coffee and sports powder categories, increasing 70% and 44%, respectively, between 2020 and 2023.

Combining this desire for nostalgic flavors with new ideas can invigorate consumers to reembrace older tastes. Contrasting textures, innovative ingredients and unique flavor combinations can all serve to recapture consumer interests.

Consumers also are expected to be interested in cuisines specific to certain regions. The trend includes both local flavors and global flavors, and consumers are especially focused on products that signal authenticity and provenance.

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