CONSUMER INSIGHTS – Flavour Trends 2024 and Beyond
Global Goes Local
Global foods and flavours continue to be on-trend, with consumers continually motivated by flavour exploration when making food and drink choices.
New, unique and adventurous flavours that provide diverse sensory experiences can offer opportunities for engagement between brands and consumers. Particularly if these flavours, bring additional benefits like health associations and cultural uniqueness.
50% of US consumers say they would like stores to offer food/drink that comes from different places around the world -Mintel market research
Some regional flavours particularly from Asia, are increasingly influential in western markets.
For western food manufacturers, incorporating these diverse flavours can cater to evolving consumer tastes and be a key point in creating a standout menu.
In North America, ready meals users express interest in a range of cuisines including Mexican, Italian, Chinese and Japanese.
The appeal of international cuisines and diverse flavours thrives on the fascination of Millennials and younger generations on social media, driving the popularity of less prevalent flavours and dishes and moving them into mainstream.
Social media not only provides recipe inspiration but can also help to improve cooking skills. It creates opportunities for new, regional flavours to reach very broad audiences in virtually no time.
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Brands need to keep pace with digital development to influence new consumers and further engage with existing ones.
In the US, 33% of US consumers say that social media inspires them to try new cuisine types
-Mintel market research
-Mintel market research
Putting Plants Back in Plant-Based
Plant-based or Plant-forward meals are becoming a regular part of consumers’ diets, with 41% of consumers consuming a vegan or vegetarian dish at least once a week.
This shift is driven by a recognition that plant-based diets can significantly reduce carbon footprints and promote biodiversity, helping to address climate change and environmental degradation. According to the National Research Council Canada, 40 percent of Canadians is actively including more plant-based foods into their diet.
Pea protein is a top choice for plant-based protein; Bean, chickpea, and lentil protein also are also rising in popularity for their versatile and suitable dairy and meat alternatives. Protein from mushrooms is also being used in some products. Mycelium protein can be a growth area for plant-based meat alternatives.
- Top 10 Trends 2024: Innova Market Insights – Global.
With the abundant choices of plant-based or plant-forward offerings, consumers are looking for dishes that allow plants to be the star.
With the abundant choices of plant-based or plant-forward offerings, consumers are looking for dishes that allow plants to be the star.
New Nostalgia
Nostalgia is a powerful attribute in food and drink, engaging consumers on an emotional level and providing them with a feeling of certainty and comfort.
Nostalgic comfort foods continue to trend upwards with consumers...” nostalgic” has grown 20% in menu mentions.
As Millennials, Gen X and Boomers longingly look back to a rose-colored past, uptick in product launches reviving childhood favorites are finding their way back into menus.
Different from nostalgia, due to the added twist, “newstalgia” is a concept that pays homage to the past by creating something new with something borrowed.
Dishes commonly paired with nostalgia: casseroles, burgers, & pizza...from pizza pot pie to cheeseburger quesadillas.
Spice it up
Sweet and Spicy has grown 46% in consumer social discussion over the past year [Ex: Spicy sandwiches, burgers, sauces, dressing...are all growing in consumer social buzz.]
The interest in spicy foods goes beyond entrées and appetizers as it is also seen in desserts and beverages. Consumers are looking for immersive experiences that engage all their senses, and sweet-heat flavors can provide a quick, low-cost thrill that takes their taste buds to another level.
Brands can tap into Gen Z's desire for sensory stimulation, and love of playful challenges, by targeting the extreme ends of flavour dimensions.
— Jonny Forsyth, Director of Mintel Food & Drink
Sweet-heat-flavored items are perceived as unique more often than the benchmark of all other flavors, across multiple categories.
Of US restaurant consumers, 41% want to see spicy flavors in beverages and 37% want to see spicy flavors in desserts. -Mintel market research
Of US restaurant consumers, 41% want to see spicy flavors in beverages and 37% want to see spicy flavors in desserts. -Mintel market research