December 19, 2024 – Globally, consumers prefer flavors in beverages as they offer a sensory experience that combines taste, personalization, and emotional connection, enhancing everyday moments and indulgence. Innova’s 360 research into the global beverage flavor trends shows how the top 5 flavor trends are impacting the global beverages landscape in several intriguing aspects and stipulates. It also shows how these trends are likely to evolve across various alcoholic, soft, and hot drinks categories.
Florals Elevate Hot Drinks Trends
Notably, 3 in 5 consumers globally perceived food with herbal and floral flavors to be good for their health. Innova’s top flavor trend, ‘Floral Fascination,’ where consumers are getting ever more enamored with floral notes in their food and beverage. Health and wellness and sustainability are two major drivers behind this trend.
Floral flavors feature prominently across beverages like soft drinks, alcoholic drinks, and hot drinks, with an 8% CAGR over the past five years. Hibiscus, jasmine, and elderflower lead as the most common flavors, while passion flower and osmanthus show dynamic growth. Floral flavors are associated with sophistication, and coffee and hot chocolate are prime examples of a category where floral flavors equal premium. Gourmet and specialty coffees currently lead the trend, leveraging floral notes as one of the hallmarks of high-quality cocoa beans.
As floral aromas gain attention, it is likely to play an increasingly important role in the differentiation of coffees, hot chocolate/malted hot drinks, and iced tea/coffee/chocolate by highlighting specific floral notes. Brands can use advanced processing techniques to enhance these notes’ intensity.
Fantasy Flavor Trends
Globally, consumers are getting adventurous and are looking for diversion as well as creative outlets. This has driven a rise in the proliferation of fantasy flavors in food and beverages flavor trends. Innova’s Indulge in Imagination flavor trend highlights how these flavors tap into emotions, offering an escape from routine, taking them right back to their childhood, or transformative experiences.
Soft drinks and hot drinks launches display 12% CAGR and 6% CAGR, respectively, over the past five years. The concept of fantasy flavors is immensely broad and adaptable, making it virtually future-proof in the ever-evolving flavor trends. Fantasy, pink, mystery, vibe, and dragons are among the fastest growing fantasy flavors in the past year. Brands are tapping into this trend by employing terms such as galactic, cosmic, interstellar, and stardust, particularly in the energy drinks category. For instance, Clear Cut Hero Action Hydration Drink launches attract consumers with cosmic-inspired flavors like Nova and Nexus.
Fantasy flavors are likely to shape beverages flavor trends by creating new consumption occasions. They can boost product differentiation in categories that have traditionally struggled with flavor differentiation, such as bottled water and coffee.
Nostalgic Flavor Trends
Globally, 1 in 2 consumers are drawn to nostalgic flavors in their food and beverage choices, reflecting Innova’s ‘Vintage Vibes and Modern Bites’ trend. This flavor trend shows as the demands of adulthood weigh on individuals, familiar tastes offer comfort, evoking cherished memories of nostalgic childhood treats. However, modern consumers often prefer updated formulations that align with contemporary health and lifestyle needs, driving clean label innovations and the reimagining of classic flavors in new formats.
Soft drinks display this trend, with orange remaining a quintessential nostalgic flavor. Kombucha, a growing area often categorized with iced tea, leverages nostalgic profiles to attract new consumers. Beyond kombucha, the gradual drift away from alcohol among younger consumers is sparking interest in nostalgic flavors across iced teas, juices, and sports drinks.
Nostalgia continues to serve as a bridge between the past and present, shaping flavor trends by blending beloved flavors with innovative formats to create experiences that appeal to evolving consumer preferences.
Local Flavor Trends
Globally, 1 in 3 consumers value experience and adventure, and traditions in their diets, with national pride influencing food choices. This aligns with the ‘Local Delights’ flavor trend, which highlights consumers interest in the rich culinary heritage of their home regions while embracing local flavors from across the globe.
Latin America is home to an overabundance of fruits, vegetables, seeds, and
other botanicals. Tomatoes, maize, chocolate, and avocados have shaped global culinary landscapes. The region’s beverage players, like Viva Regenera and La Cumbrecita Selection Natural Herbs, highlight native products such as hot chocolate and yerba maté, infused with distinctive local flavors that remain untapped on the international level.
There is a strengthening drive toward collaborative ventures with local brands. Canadian tea brand Auntie Bea’s, for example, partners with BeeMaid Honey to craft cold-brewed non-alcoholic teas featuring locally sourced honey. Such initiatives not only celebrate regional flavors but also enhance product authenticity.
Local ingredients have immense potential to attract global consumers. Positioning these flavors as superfruits or wellness-boosting herbs elevates their appeal and is likely to pave the way for their success in international markets.
Spicy and Savory Flavor Trends
Globally, 27% of consumers are drawn to interesting flavor combinations in their food and beverages, reflecting Innova’s ‘Savor the Contrast’ flavor trend. This trend caters to growing culinary adventurousness with bold and unconventional pairings, such as sweet and spicy, which 1 in 10 consumers sought in soft drinks over the past year.
Alcoholic beverages embrace fiery, pungent flavors, reflecting beverages flavor trends with hot and umami notes enhanced by diverse botanicals beyond customary ginger. Similarly, tea with strong and spicy profiles and spiced-up coffee offerings attract consumers through their contrasting flavors. These innovations not only intrigue but also widen the flavor profiles across categories.
The no/low-alcohol trend is likely continuing to act as a major driver behind spicy and other savory flavors in global beverage flavors, particularly among younger male consumers. Spiciness is emerging as a natural energy booster, offering an alternative to caffeine and guarana. This attribute positions spicy flavors for significant growth in energy and sports drinks, where they appeal to health-conscious, adventure-seeking consumers.
What’s Next in Global Beverage Flavor Trends?
Globally, 1 in 10 consumers looked for sweet and sour flavors in the past year, highlighting their growing appetite for contrasting flavors. This demand is particularly strong in alcoholic beverages, with Indian and Mexican consumers leading the way, followed by enthusiastic interest from Canada and the US. These combinations deliver a sensory titillation that resonates across diverse palates.
The desire for novelty extends further, with 7% of soft drink consumers exploring nutty flavors. Nuts offer a dual appeal of health and indulgence, with their diverse profiles providing significant opportunities for product innovation. Categories like iced teas, especially kombucha, present an ideal opportunity for introducing nutty notes, fostering consumer curiosity and appreciation.
In the hot coffee category, consumers feel quite strongly drawn to flavor adventures. Also, around 1 in 10 were on the lookout for coffees featuring sweet and sour flavors. This trend indicates untapped potential for expanding the coffee category with imaginative and unexpected pairings.
As consumers continue to embrace novel flavor experiences, brands that creatively balance contrasting tastes are likely to shape the future of beverage innovation in the global market.
This article is based on Innova’s Now & Next in Global Beverage Flavors report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
