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‘Fantasy Flavors’ Among Innova’s Flavor Trends for 2024

Jan. 24, 2024
So are floral fascination, vintage flavors, regional delights and the combo of sweet & savory.

Innova Market Insights, a European market research firm, has been predicting food & beverage, consumer and packaging trends for years. Below are their five top global flavor trends, part of their Top 10 Trends for 2024:

1. Floral Fascination Shows the Shift Toward Wellness and Sustainability Trends.
Floral flavors, including chamomile, honeysuckle, and rose, are the fastest-growing botanical flavor trends in packaged foods, followed by herbs and then spices and seeds. Close to half of consumers from around the globe who were surveyed by Innova say healthy flavors influence their food and beverage choices most, and they perceive products with herbal or floral botanical flavors to be healthful.

2. Indulge in Imagination Highlights Fantasy Flavor Trends.
Food and beverage launches associated with fantasy flavor trends are growing at an annual rate of 23% over the past three years. This is led by rainbow flavors, that is, products featuring a number of different flavors. Younger generations tell Innova they crave unique flavor profiles that tantalize their palate, with one in three Millennial and Generation Z consumers looking for new flavors, unique flavors, and different flavors in food and beverage.

3. Flavor Trends in Vintage Vibes and Modern Bites.
The Vintage Vibes and Modern Bites trend captures the combination of traditional flavors with contemporary flavor interpretations. Nearly half of consumers favor the familiar, saying that traditional flavors and nostalgic flavors most influence their food and beverage choices. Sports nutrition is the fastest growing category that has nostalgic flavors.

4. Regional Delights are Driven by Cravings and Curiosity.
Consumers are excited for diverse global flavor trends found in specific regions and dishes. Two-thirds report that they are open to trying new global cuisines. Local flavor trends drive culinary innovation in packaged foods across global markets/

5. Consumers Savor the Contrast Between Sweet Flavors and Savory Flavors.
The trend describes how companies are harmonizing sweet and savory notes in one culinary experience. Flavor fusions give new life to classic indulgent foods such as ice cream with whiskey and pecan pralines or with chicken and waffles for sweet flavors and savory flavors plus creamy texture and crunchy texture.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.