04 January, 2024
Our review of consumer trends pinpoints the taste trends – and ingredients – making waves in the coming year
Flavour trends are deeply rooted in changing consumer priorities – and pinpointing them is essential to creating winning food and beverage launches. Our insights team set out to define the taste trends that will shape the food and beverage industry this year by immersing themselves in foodservice, retail and world events overall.
Through our research – which included analysing new product launches and consumer research – we identified the seven macro trends most influencing today’s consumers, including the want for adventure and novelty and well as health and wellness.
Then we looked at the 2024 food and beverage landscape through the lens of these macro trends and distilled the five most influential taste trends for the year. We predict the below themes will have the greatest impact on consumers’ taste choices – and will be the most important for brands looking to connect new launches with consumer wants and needs.
2024 Taste Trend 1: Heritage Remix
Cuisine has evolved beyond basic cultural fusions to more unpredictable combinations that offer elevated, specialised experiences. This year it will be more permissible to spin staples in a way that draws out the best flavours and creates something new and modern all while mixing heritage, tradition and authenticity.
Flavours to watch for: High-impact tastes with strong regional associations, such as chilli varieties (jalapeno, chipotle, piri-piri), citrus, coriander, soya sauce, kimchi, cheese varieties (parmesan, cheddar, feta), barbecue (US regional, Korean, Brazilian), herb and spice blends (togarashi, za’atar, cajun), curry, miso, teriyaki, gochujang, coconut, honey, tomato.
'Food cravings are being shaped by technological innovations that allow us to connect and challenge experiences.'
2024 Taste Trend 2: Digital Palate
Food cravings are being shaped by technological innovations that allow us to connect and challenge experiences. Sensory and technology innovations such as AI andsocial media will increasingly be used to create disruptive and immersive food and beverages, such as through through cutting-edge augmented reality dining experiences that blur the lines between the virtual and culinary worlds and AI recipe development that pushes the boundaries of our imaginations.
Flavours to watch for: Ooey, gooey, highly Instagrammable ingredients and creations such as chocolate varieties, butter, peanut butter, raspberry, marshmallow, s’mores, pizza, botanicals, smoke, garlic, cheese varieties, coffee varieties.
2024 Taste Trend 3: Thrilling Comfort
Comfort flavours are stretching acrosscategories, particularly sweet and spicyand strange flavour combinations and unlikely pairings that bring excitement, novelty and thrills. Comfort has always been and will always be a foremost driver of flavours in foods. In the recent months, we noticed an uptick of comfort flavours with a flair for spice and heat.
Flavours to watch for: Warm and comforting and spicy everything, from hot honey and maple syrup to spicy co*cktails and sparkling waters and spicy twists on chocolates, confectionery and sauces. An additional twist may come from new and interesting spice ingredients, such as arbol peppers, gochugaru, tajin seasoning and unique fried chili sauces such as salsa macha and sambal oelek .
2024 Taste Trend 4: I’m the Chef
Consumers are investing in gourmet ingredients and staples to allow for customisation that elevates their home kitchens and helps them to make foodservice favourites their own. This desire for personalisation not only reflects a growing culinary autonomy but also signifies a deeper connection to the origins of ingredients and an uncompromising desire to have the best experiences in and out of home.
Flavours to watch for: Ingredients and tastes that elevate indulgence, including hazelnut, vanilla, caramel, chocolate varieties, pumpkin spice, coffee varieties, cinnamon, truffle and mushroom, furikake, adobo, pickle, lemongrass, alcohol varieties, smoke varieties.
'Nurturing body, mind and planet through sustainable choices has a feel-good factor for consumers who want to make purchases with positive social and environmental impact.'
2024 Taste Trend 5: Empowering Eats
Nurturing body, mind and planet through sustainable choices has a feel-good factor for consumers who want to make purchases with positive social and environmental impact. Foods and beverages such as botanicals and florals are not just sustenance, they also provide spiritual nourishment and fulfillment through food. From conscious alcohol consumption to plant-based diets, consumers are searching for solutions that represent their values without compromising on personal motivations, identity or lifestyle choices.
Flavours to watch for: Natural, earthy ingredients and tastes such as green tea, matcha, coffee, cacao, dark chocolate, acai, chamomile, mint/peppermint, elderflower, cranberry, guava, turmeric, lavender, sage, rose, garlic, mushroom.
To learn more about our taste products and consumer insights about taste, contact us.
- Global
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