July 16, 2024 – Fantasy flavors are on the rise as consumers seek imaginative and nostalgic experiences, driven by the desire for playful and transformative tastes that elevate the mood. Innova’s 360° research into fantasy flavor trends allows for identification of key insights into consumer preferences and innovations, as well as what may develop in the future across the globe.
Fantasy Flavor Consumer Insights
Fantasy flavor trend research indicates that consumers are increasingly drawn to fantasy flavors in food and beverage products. Globally, 1 in 3 consumers food and beverage choices are influenced by new, unique, or different flavors. Fantasy flavors are created for the purpose of transcending conventional boundaries, enabling consumers to experience emotions that lift them beyond the daily grind. This growing consumer interest creates opportunities for imaginative tastes.
Fantasy flavor trends research shows that 37% of consumers globally are looking to boost their mood with an edible or drinkable treat over the past year. They also seek release from life’s stresses by finding amusement and a break from boredom through food and drink. Gen Z consumers prioritize fun, humor and character as top values when considering food and beverage brands. This indicates a growing interest in playful, imaginative, and mood-enhancing experiences in the food and beverage industry.
Popular Fantasy Flavors
Over the past five years, rainbow emerged as the leading variant, constituting one-quarter of all fantasy flavor launches. This is followed by unicorn and island fantasy flavors.
Rainbow and unicorn flavors are prominently featured in sweet treats, with notable examples including Snack Pack’s unicorn magic pudding, Streets Paddle Pop’s rainbow frozen dairy dessert, and Wonderville’s ice cream sandwich with purple cookie pieces.
Fantasy flavors explore varied astral themes, including space, galaxy, and starlight, in turn featuring among the top 20 most frequently captured by Innova in the past five years. Brands are using these terms to convey superlative qualities, which makes them even more versatile in the realm of fantasy flavors. For instance, Oreo space dunk chocolate sandwich cookies that feature cosmic-flavored crème, Celsius sparkling cosmic vibe fruit punch energy drink, and Warheads galactic mix cubes chewy candy.
Transformative Fantasy Flavor Experiences
Fantasy flavors not only whisk consumers away from their everyday routines but also create transformative experiences, influencing both mental and physical well-being. Brands utilize these flavors not just to appeal to children but also to evoke nostalgia in adults of all ages, reconnecting them with their childhood memories.
Katjes is a notable company that embraces inclusivity and sustainability. With their campaign #achtemaldrauf (“pay attention to it!”) they encourage a sense of responsibility and advocate for a healthier world.
The brand is transitioning to become fully vegan and is committed to minimizing its carbon footprint. Katjes offers a diverse range of vegan confectionery options, aligning with their value of sustainability.
Fantasy Flavor Beer Category
The beer category also demonstrates an expanding realm of fantasy flavors, highlighting new paths of flavor diversification. Globally, craft breweries have unique flavors that defy convention. Examples include Equilibrium Brewery’s tie dye science India pale ale, Funky Fluid’s Thunderbolt HBC 360 double neipa, and Torque Brewing’s Witching Hour Dark Pumpkin Ale.
This fantasy flavor trend suggests that the innovations seen in beer can inspire similar developments in other sectors such as bottled water, tea, and coffee. As consumer preferences evolve towards adventurous and unique flavors, these sectors might explore new pathways of flavor exploration and differentiation.
What’s Next in Fantasy Flavor Trends?
The fantasy flavor landscape is expanding with numerous innovation opportunities. Current research findings suggest that in the upcoming years, there might be a proliferation of fantasy flavors. Brands can innovate and tap into local fantasy flavors like folk tale characters and supernatural beings to appeal to diverse consumer tastes. Local landmarks, weather phenomena, cultural festivals, and traditions can inspire the creation of fantasy flavors that resonate with specific locales.
Gaming, or Esports, is another hothouse for fantasy flavors that companies can look out for. They are extending beyond supplements and energy drinks and are tapping into a wide array of snacks and convenience foods.
Brands can capitalize on influencer marketing within the gaming community to promote fantasy flavors tailored to the preferences of content creators and their followers, enhancing taste.
As brands continue to embrace the diversity of fantasy flavors, there are exciting opportunities for engaging consumers through unique, culturally inspired taste adventures.
This article is based on our report, “Now & Next in Fantasy Flavors – Global.” If you are interested in reading this report, feel free to request a demo.
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