Innova Market Insights, a food and beverage market expert, has shared insights into what flavours will lead globally in 2024. Their latest report, inspired by the Top 10 Trends for 2024, zeroes in on five key flavour trends set to influence the packaged foods market: Floral Fascination, Indulging in Imagination, Vintage Vibes and Modern Bites, Local Delights, and Savouring the Contrast.
Floral Fascination: Wellness and Sustainability Unleashed
Leading the charge in botanical flavours, including chamomile, honeysuckle, and rose, Floral Fascination reflects a shift towards wellness and sustainability. Innova's global consumer survey reveals that nearly half of the respondents prioritise healthy flavours, associating them with better-for-you choices. Products featuring herbal or floral botanical flavours are perceived as healthful, with two-thirds of consumers globally recognising botanical ingredients as more sustainable.
Indulge in Imagination: A Fantasy of Flavours
With a 23 percent annual growth in fantasy flavour launches, Indulge in Imagination spotlights the craving for unique taste experiences. Rainbow flavours, showcasing a variety of tastes, lead the trend, driven by one in three Millennial and Generation Z consumers seeking novelty. Technology aids innovation, exemplified by Coca-Cola's use of AI to create futuristic flavours, enabling consumers to "taste the future."
Vintage Vibes and Modern Bites: Tradition Meets Contemporary
Combining traditional and modern flavours, this trend resonates with almost half of the consumers who favour familiar and nostalgic tastes. Classic flavours with a contemporary twist, such as rainbow sherbet in push-up pops or Buffalo chicken on pizza, appeal to consumers seeking comfort and innovation. Nostalgic flavours find a home in rapidly growing categories like sports nutrition.
Local Delights: A Culinary Journey Across Regions
Fueled by cravings and curiosity, Local Delights embraces diverse global flavour trends inspired by specific regions and dishes. Two-thirds of consumers are open to new global cuisines, driving culinary innovation in packaged foods worldwide. From Indian-style chicken in Norway to New York-style cheesecake in India, regional influences create a rich tapestry of flavour experiences.
Savour the Contrast: Harmonising Sweet and Savoury Notes
The "Savour the Contrast" trend explores the harmonisation of sweet and savoury notes in culinary experiences. French Mustard's limited edition Mustard Skittles, blending sweet and savoury flavours, exemplifies this trend. Flavour fusions breathe new life into indulgent foods, offering contrasts like ice cream with whiskey and pecan pralines or chicken and waffles, delivering both creamy and crunchy textures.
As the new year unfolds, these flavour trends promise to inject excitement into the dynamic landscape of the food and beverage market. Industry players are poised to captivate consumers with innovative and enticing flavour profiles, making 2024 a year of culinary exploration and delight.
