August 1, 2024 – Flavor trends are an important aspect of food trends and beverage trends. Consumers in the US and Canada have attitudes and opinions regarding flavor and ingredients for flavor. This affects food trends around flavor and how new food and beverage products are flavored. Innova Market Insights combines consumer trends research, category insights, and tracking of flavors, ingredients, and products to analyze food trends, beverage trends, and supplement trends, and create insights for innovation. Flavor is a key area of ingredient and product innovation. Five key flavor trends stand out.
Trend #1 Floral Fascination
The first food trend and beverage trend, floral fascination, points toward the growing presence of floral flavors. Part of this food trend toward flavor innovation is being shaped by trends in wellness and sustainability. Floral flavors are expanding in food launches and beverage launches in the US and Canada. The fastest growing floral flavors include linden blossom, honeysuckle, and chamomile.
US and Canadian Consumers Look for Floral Flavors
A solid proportion of consumers participating in consumer research say that they have looked for more floral flavors in foods and beverages over a recent 12-month period. When Innova Market Insights uses the term ‘floral flavors,’ it includes floral flavors, herb flavors, and flavors from spices and seeds. Floral flavors can satisfy consumer trends toward healthier products. Consumer research show that consumers in the US and Canada view botanical flavors such as herbal flavors and floral flavors as good for their health.
Floral Flavors Support Health and Sustainability
Floral flavors offer the opportunity to add health and environmentally friendly innovation to food and beverage launches. Product innovation can be viewed on a spectrum that spans from health aspects to sustainability. Some examples of flavor ingredients with health aspects are blueberry, which is rich in antioxidants and also is a good source of vitamin C and vitamin K; lavender, that offers benefits to reduce stress and anxiety; and vanilla, which has functions as an antioxidant against oxidative stress and also has anti-inflammatory effects. According to consumer trends research, consumers say that botanical flavor ingredients generally are more sustainable.
Trend #2 Indulge in Imagination
This second flavor trend showcases how fantasy flavors can be pleasurable to the taste buds. Younger consumers seek excitement through unique flavors that spark their imagination and are looking for new, unique, and different flavors in food and beverage innovation. Moon, rainbow, and cosmic are a few of the fastest growing fantasy flavors. Food and beverage companies, especially in the US, like to present “out-of-this world” flavor experiences. For example, a US-based ice cream company launched 4 intergalactic ice cream flavors to coincide with the recent solar eclipse.
Trend #3 Vintage Vibes and Modern Bites
Innova’s #3 flavor trend highlights the marriage between familiar classic flavors and flavors with a more modern twist. Consumer trends research show that consumers enjoy foods and beverages that put a new spin on familiar classic flavors. Brands update their timeless products with a modern twist and “Newstalgia” is the new nostalgia.
Traditional Flavors Influence Consumer Choices
A sizeable percentage of US consumers and Canadian consumers say that their food and beverage choices are influenced most by traditional and nostalgic flavors. Holiday themes and classic flavors are among the most popular for comfort and familiarity. Innova Market Insights is tracking new food and beverage launches with nostalgic flavors in subcategories such as gummies and creamers. These childhood treats in nostalgic flavors like vanilla appeal to adults.
Trend #4 Local Delights
A combination of cravings and curiosity drives consumers to try diverse flavors from various regions around the world. In a recent consumer trends research, a high proportion of US and Canadian consumers said that they are open to trying new flavors from global cuisines and cuisines that they are familiar with. Middle Eastern and South Asian cuisines are especially popular and growing. Street food flavors and products also are popular and can include Belgian waffles, Korean sweet pancakes and Malaysian fried noodles.
Still, over half of consumers in the US and Canada say that familiar flavors influence their food and beverage choices the most.
Trend #5 Savor the Contrast
Consumers like the contrast that adventurous flavors provide to culinary experiences. These can include the addition of intense and bold flavors or the combination of sweet and savory flavors in treats. Watch out for flavor combinations harmonizing sweet and spicy notes that can include bold, spicy, delicate, and sweet flavors. Consumer research of consumers in the US and Canada say that consumers like the combination of sweet and spicy flavors to feel energized, happy, indulgent, stimulated, and comforted.
Flavor contrasts create new taste experiences that Canadian and US consumers find especially appealing in desserts and ice creams. One recent example features pickle flavored ice cream in a mochi dessert.
Flavor Trends Offer Innovation Opportunities
Each of the five flavor trends offers an opportunity to innovate. In Floral Fascination, manufacturers can tap into wellness, functionality and sustainability. When manufacturers Indulge in Imagination, they use innovative flavor combinations to add taste intrigue and excitement. Vintage Vibes and Modern Bites taps into nostalgia with modern twists on classic flavors. Local Delights highlights the authenticity of global cuisines. Savor the Contrast encourages manufacturers to enhance adventurous flavors, explore crossovers in flavor, and create new and exciting taste experiences.
This article is based on our report, “Fan Favorite Flavors: Trending Tastes Today & Tomorrow – US & Canada.” If you are interested in reading this report, feel free to request a demo.
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