ARNHEM, THE NETHERLANDS โ Floral flavors and nostalgic palates with modern twists are likely to resonate with consumers in 2024, according to Innova Market Insights.
The predictions come from Innovaโs annual flavor trends forecast, which combines insights from global trends spotters, new product launches, megatrends and shifts in consumer lifestyles and attitudes.
Innova named floral flavors as its No. 1 trend for this year. The company found 33% of consumers said they have searched for more floral flavors in food and beverage categories, with chamomile, peach blossom and honeysuckle identified as the fastest growing floral flavors. The increased interest in such flavors is being driven by consumersโ growing association between botanical food and beverage products and health and sustainability benefits, said Lu Ann Williams, global insights director at Innova.
โThis is a trend thatโs very much impacted by what weโre seeing in wellness and sustainability around the world,โ she said in a Feb. 29 webinar. โThereโs this combined halo that really does make that link from the flavor back to this bigger idea of wellness, which is one of those macro trends that we see happening.โ
Innovaโs second flavor trend focuses on so-called โfantasy flavorsโ like โcosmic punchโ or โArctic avalanche.โ The flavor category had a 23% average annual growth rate among new products between 2020 and 2023, with flavors like โrainbow,โ โcosmic,โ and โdreamโ experiencing the most growth.
โWeโre seeing the emergence of a lot more fantasy flavors, and these used to be a lot more rare,โ Williams said. โThese are flavors that just evoke something that is really unusual.โ
Williams noted that fantasy flavors are particularly sought after by Gen Z and millennial consumers as both groups have high levels of interest in unique and unusual flavor options.
Nostalgia-inspired flavors with a twist mark Innovaโs No. 3 trend. Over 40% of consumers said nostalgic and traditional flavors are the most influential in their choice of food and beverage products, and new products with nostalgic claims have grown 18% annually on average since 2020, demonstrating the rising demand for familiar favorites. Nostalgic claims for new products have grown especially in the coffee and sports powder categories, increasing 70% and 44%, respectively, between 2020 and 2023.
โPeople yearn for the comforting embrace of familiar flavors, the warmth of cherished childhood treats and nostalgic foods that transport them back in time,โ the company said.
Combining this desire for nostalgic flavors with new ideas can invigorate consumers to reembrace older tastes. Contrasting textures, innovative ingredients and unique flavor combinations can all serve to recapture consumer interests.
โPeople love comforting and nostalgic flavors, but weโre also seeing a trend that combines reliving fond memories with a healthy twist,โ said Eric Quirin, sales director for Chaucer Foods. โInstead of ditching the foods and beverages they love, customers are bringing them new life by infusing and combining them with more nutrient-dense, functional ingredients.โ
Consumers also are expected to be interested in cuisines specific to certain regions. The trend includes both local flavors and global flavors, and consumers are especially focused on products that signal authenticity and provenance.
โI think all of these (trends) really represent our shift to wellness,โ Williams said. โConsumer interest in discovery and adventure, comfort, nostalgia, but with a modern twist is very much woven through these trends. And also, provenance and some connection with local (flavors), and that really does combine very well with this whole idea of comfort and feeling secure.โ
