October 8, 2024 – In the US and Canada, consumers are seeking diverse dessert flavors as they look for unique and exciting taste experiences that reflect their evolving palates and cultural influences. Innova’s 360 research into dessert flavors trends highlights the latest consumer preferences, product launches, innovations, and what may develop in the future.
Product Launch Flavor Trends
Flavor trends research shows that there has been a 3% CAGR rise in product launches with sweet treat flavors over the past five years. The growth in products with these flavors has been up since 2020, perhaps fueled by pandemic isolation and the desire for indulgent rewards.
Sports nutrition leads the way, accounting for 26% of launches in the top 10 categories with cake, cookie and pie, or dessert flavor profiles. But alcoholic beverages and hot drinks have outpaced other categories in launch growth. Flavor trends research displays that sports powders are making up 78% of launches with sweet treat flavors over the past year.
Alcoholic beverages, while only 6% of launches with sweet treat flavors in 2023 but outpaced other categories with 50% CAGR growth over the past five years. While beer made up the largest subcategory of alcoholic beverages with sweet treat flavors, flavored alcoholic beverages with indulgent dessert flavors also grew at a faster rate. In hot drinks, malt/other beverages lead with 63% of launches with sweet treat flavors over the past year.
Flavor trends research displays that other dessert flavors have experienced a 5% CAGR growth over the past five years, outpacing cake, cookie, and pie flavors, which grew at 2%. Marshmallow and punch flavors also show a significant growth within the dessert category.
Among cake, cookie and pie flavor launches, cookie and biscuit hold the largest share at nearly half, followed by cake flavors accounting for 40% of combined launches with these flavors. The desserts and ice cream, and bakery categories dominate cake, cookie and pie-flavored launches, while confectionery and soft drinks have also increased their use of these flavors.
Indulgence Claim Preferences
Indulgence claims have a moderate impact on purchase decisions for alcoholic beverages in both the US and Canada, though they are slightly more influential in the US. Flavor trends research reveals that 19% of consumers in the US say indulgence claims affect their choice of hard alcohol, compared to 15% in Canada. For premixed cocktails and flavored malt beverages, indulgence claims influence both consumers in the US and Canada. This suggests indulgence is a factor, but flavor also influences North American alcoholic beverage choices.
Consumer Flavor Insights
Taste and flavor drive consumer choices in both the US and Canadian markets, particularly in categories like sports and functional nutrition, alcoholic beverages, and hot drinks. In alcoholic beverages, Canadian consumers are most influenced by taste and flavor in premixed cocktails and wine/sparkling wine/champagne subcategories, while US consumers prioritize taste and flavor in sparkling wine/champagne and spirits.
Flavor trends research shows that nearly half of consumers in North America prioritize taste and flavor influences their purchasing decisions in sports and functional nutrition products, with more than half (54% in the US, 61% in Canada) emphasizing taste and flavor in hot drinks like coffee and tea. Flavor and taste remain a key factor shaping purchasing behavior across these subcategories.
Consumer Flavor Preferences
In the US, 38% of consumers prefer strawberry flavor as their top choice in premixed cocktails and flavored malt beverages, followed by lemonade, mango, and pineapple. Meanwhile, 31% of Canadian consumers like peach flavor as their top choice in this subcategory. This implies potential for fruit-forward dessert flavors in this subcategory.
Both US and Canadian consumers prefer honey and lemon in their hot tea beverages. Flavor trends research highlights that these flavors could gain attention in dessert-inspired teas. Coffee preferences show that 50% of Canadians and 42% of US consumers enjoy coffee with milk, while 38% of consumers in the US and 30% of Canadians opt for black coffee. Creamers are a popular way to incorporate dessert flavors into coffee, offering opportunity for flavor innovation.
What’s Next in Dessert Flavors Trends?
In the US and Canada, flavor and taste attributes significantly influence consumer purchase decisions, outweighing indulgence claims. For instance, while 19% of US consumers and 15% of Canadian consumers consider indulgence claims when purchasing hard alcohol. Meanwhile the majority of consumers in the US and Canada prioritize flavor and taste attributes in the same category. Brands can focus on investing in innovation, and differentiation around flavors is likely to result in greater dividends than claims about indulgent flavors.
Consumer preference for coffee with milk reveals growth opportunities for sweet indulgent flavors in both dairy and non-dairy creamers across the US and Canada. Brands can capitalize on this trend by exploring new flavor opportunities that enhance other food and beverage categories.
The rise of punch flavors in alcoholic beverages and a preference for fruity flavors in premixed cocktails and flavored malt beverages present a potential market for extending fruit-related dessert flavors. Brands can launch flavors inspired by fruity sweet treats to attract consumers seeking fresh and exciting flavor experiences. As consumer preferences continue to evolve, brands that prioritize innovative flavor profiles are likely to lead in the dessert flavors trends across the US and Canada.
This article is based on Innova’s Now & Next in Dessert Flavors in US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
