Review of July 2024 Flavour Trends

The flavour trends in 2024 reflect a dynamic blend of tradition, innovation, and global influences, evolving significantly from January to July. Here’s a comprehensive summary of these changes over the first half of the year:

January 2024:

Nostalgic Comfort: January started with a strong emphasis on nostalgic comfort flavors such as browned butter, burnt caramel, gingerbread, and pumpkin spice, driven by consumer desires for familiarity and indulgence during the colder months​​.

Functional and Health-Conscious Choices: Flavours with a health halo, such as those incorporating essential oils, botanicals, and functional ingredients, gained prominence. Examples include turmeric, ginger, elderflower, and lavender​​.

Global Inspirations: There was a noticeable trend towards globally inspired flavors, including spices and herbs from South America, West Africa, Eastern Mediterranean, and Southeast Asia. Flavours like harissa, gochujang, and tahini were popular​.

February to March 2024:

Multisensory Experiences: The trend towards multisensory flavors became more pronounced, with a focus on spicy, umami, and smoky profiles. Popular examples included chipotle, gochugaru, and smoky butter​.

Fusion and Hybrid Flavours: Fusion flavors combining elements from different cuisines continued to rise. For instance, combinations like matcha & lemon verbena pesto and blueberry lavender BBQ sauce reflected this trend​.

Seasonal and Limited-Edition Flavours: Seasonal flavors remained popular, with consumers seeking special-edition products that provide a sense of novelty and exclusivity. This included flavors like maple bourbon bacon and elderflower lime​.

In July 2024, several notable flavor trends have emerged across various food and beverage categories, showcasing a dynamic interplay between innovation, nostalgia, health consciousness, and global influences.

Cup Noodles has ventured into dessert territory with its s’mores-flavored instant noodle dish, reflecting a broader trend of unique seasonal flavors. This move follows their previous unconventional offerings like pumpkin spice and everything bagel, illustrating the brand’s commitment to flavor innovation.

Classic flavors such as chocolate, vanilla, and strawberry continue to dominate the packaged foods market. These flavors benefit from consumers’ nostalgic preferences and the perceived health benefits associated with ingredients like cocoa. Despite numerous new flavor experiments, these enduring favorites maintain a strong presence.

In the bakery sector, fruit flavors such as strawberry, coconut, lemon, orange, red raspberry, banana, blueberry, and red apple are highly popular. These flavors not only appeal due to their taste but also evoke emotional connections, with tropical fruits like coconut associated with cheerfulness and citrus flavors like lemon providing comfort.

Winter flavor trends in South Africa emphasize comforting spices like cinnamon, nutmeg, ginger, and cardamom, along with rich umami flavors from ingredients such as mushrooms, miso, soy sauce, and aged cheeses. Earthy root vegetables like carrots, parsnips, beetroot, and sweet potatoes are also featured prominently, complemented by globally inspired warm curries, hearty stews, and spicy chilies. Indulgent winter treats include rich chocolate cakes, creamy custards, and warm fruit crumbles.

Ice cream flavors have seen a surge in creativity, with offerings like cheddar and sour cream potato chip, Vietnamese coffee, olive oil, saffron & pistachio, and purple ube. These inventive flavors go beyond traditional ones, aiming to provide playful and unique dessert experiences.

Comfort foods and beverages are gaining momentum, driven by consumers’ desire for nostalgic and emotionally comforting flavors. High-protein variants of traditionally indulgent foods, global inspirations like Asian and South American citrus flavors, and innovative sweet and savory combinations are increasingly popular. Functional ingredients associated with energy and alertness, along with a focus on sustainability and natural products, further define this trend.

The sweet heat (swicy) flavor trend combines sweetness with spiciness, appealing to a broad audience. Popular combinations include honey buffalo and honey sriracha, with 53% of consumers expressing a liking for these flavors. These combinations are being incorporated into sauces, snacks, and beverages.

Barbecue flavors are experiencing a global resurgence, with influences from Kansas City, Korean, Texas, and Brazilian BBQ styles. Consumers appreciate the ethnic-inspired balance of sweet, salty, spicy, and smoky flavors, leading to innovative BBQ-themed foods, sauces, and even spirits like BBQ vodka.

Floral flavors such as linden blossom, honeysuckle, and chamomile are gaining popularity due to their health and sustainability associations. Fantasy flavors with descriptors like “moon,” “cosmic,” and “rainbow” are also on the rise, appealing to younger adults. Nostalgic flavors continue to be significant, as 44% of North American consumers are influenced by nostalgia in their purchases.

The swicy drink trend, combining sweet and spicy flavors, has gained traction, particularly on social media platforms like TikTok. Inspired by global cuisines, this trend has led to the creation of diverse beverages, from cocktails to non-alcoholic drinks, featuring ingredients like hot honey, sriracha, and jalapeño.

Global ethnic foods are becoming increasingly popular, with the market expected to grow from $108 million in 2023 to nearly $200 million by 2032. Fusion cuisine, such as Asian-Western potstickers and Mexican-inspired rolled tacos, is gaining traction, driven by consumers’ adventurous dining preferences.

Health and wellness beverages are focusing on low- and no-alcohol options that mimic traditional alcoholic drinks while promoting health benefits. Authentic flavors and high-quality taste and texture remain central to product development, catering to consumers’ desire for realistic taste experiences.

Snack flavors are trending towards spicy and global influences like sriracha and gochujang, along with nostalgic favorites like birthday cake and peanut butter & jam. Health-conscious consumers seek functional snacks with natural ingredients, balancing indulgence and wellness.

Yuzu, a fragrant and sour citrus fruit from East Asia, is gaining popularity in cocktails, sauces, and high-end cuisine. Known for its unique aroma and health benefits, yuzu has become a versatile ingredient in various culinary applications.

Mtn Dew continues to innovate with diverse and bold flavor profiles, offering options like Liberty Chill, Major Melon, and Baja Blast, catering to different preferences and occasions.

At IFT First 2024, ethnic and gourmet flavors like Cacio e Pepe and Grilled Gochujang Chicken, along with sweet innovations such as Yuzu Earl Grey and Peach-Flavored Gummies, were highlighted. Health and functionality were also key themes, with products like high protein flour tortillas and energy drinks.

In an unconventional move, Kraft Heinz’s Claussen pickle brand collaborated with Baked by Melissa to create pickle-flavored cupcakes, exploring innovative flavor combinations that continue to captivate consumers.

These trends collectively highlight the evolving landscape of flavor preferences, driven by a mix of innovation, nostalgia, health consciousness, and global influences, reflecting the dynamic shifts in consumer tastes and market demands.

In July 2024, the beverage industry is brimming with innovative flavors and evolving consumer preferences, reflecting a blend of cultural influences, health consciousness, and a desire for unique experiences.

Martini Resurgence: The classic martini is making a comeback with creative bartenders introducing new variations that feature unconventional ingredients like fresh herbs (basil, rosemary), exotic fruits (lychee, dragonfruit), and savory elements (olive brine, pickled vegetables). Popular variations include the Salt & Pepper Martini, Espresso Martini, French Martini, and Dirty Martini. This trend highlights the versatility and timeless appeal of the martini, which continues to thrive alongside other classic cocktails like Margaritas and Old Fashioneds.

Lighter and Fruitier Cocktails: There’s a noticeable shift towards lighter, fruitier, and more colorful cocktails such as Spritz, Bellini, Paloma, and Gin Fizz. These refreshing drinks have increased in popularity due to their appealing nature and suitability for social occasions, particularly on social media. Consumers are moving away from heavier, high-alcohol cocktails in favor of these lighter alternatives.

Functional Summer Beverages: Packaged beverages with health benefits and new flavors are in high demand during the summer. This includes energy drinks, sports drinks, and bottled water with added functional ingredients for hydration and nutrition. The trend emphasizes rapid hydration and electrolyte-rich drinks, with brands like Ghost Hydration leading the market.

Bloody Maria: This tequila-based variation of the traditional Bloody Mary is gaining popularity, offering a Latin twist and a trendier flavor profile. It aligns with the rising popularity of global flavors and agave-based spirits, particularly among Hispanic consumers, flexitarians, pescatarians, and Gen X.

Vietnamese Salt Coffee: Ca Phe Muoi, a unique Vietnamese coffee with sweetened condensed milk and salty cream, has gained traction on social media. This blend balances the bitterness of coffee with a sweet and salty finish, reflecting a broader interest in innovative coffee experiences.

Energy Drinks: Smaller brands like Celsius, GHOST, and Alani Nu are leading the market with innovative flavors and functional benefits. Trends include low-sugar options and creative promotions to attract consumers despite economic pressures. Popular flavors from these brands include mandarin marshmallow and green apple cherry.

Innovative Cocktails: The cocktail scene is thriving with trends such as Milk Punch Madness, Queer Bar Boom, savory cocktails, and pepper-infused drinks. Popular flavors include salted plum, tamarind, and smoky elements. Non-alcoholic options are also becoming mainstream, with significant menu space dedicated to them in bars.

Nostalgic and Limited-Edition Flavors: Energy drink brands are collaborating with candy and treat brands to create nostalgic flavors reminiscent of childhood treats. Examples include C4 Energy’s Skittles and Starburst flavors, and Ghost Energy’s Sour Patch Kids and Swedish Fish flavors. These collaborations aim to attract Millennial and Gen Z consumers.

Gen Z Preferences: Gen Z consumers favor flavor-forward alternatives like spiked seltzers, canned cocktails, and hard teas over traditional beer. Popular brands like High Noon and White Claw dominate the market with fruit-flavored drinks.

Sophisticated Soft Drinks: The adult soft drink market is evolving with a focus on premium, sophisticated flavors such as elderflower, lavender, rosemary, and ginger. Brands like Fever-Tree and Fentimans lead this trend with natural ingredients and innovative flavor profiles.

Non-Alcoholic Beverages: The “sober curious” trend is driving the creation of flavorful alcohol-free options that rival their alcoholic counterparts. Notable products include Kin Euphorics by Bella Hadid and De Soi by Katy Perry.

Fruit Blends: Beverage-makers are focusing on unique and innovative fruit blends, emphasizing health-conscious options. Popular combinations include citrus with berries and tropical fruits like banana, pineapple, and mango.

Sorbet Spritzes: New sorbet flavors like Lemon and Mango are being used to create refreshing summer cocktails, such as the Limoncello Spritz and Frozen Mango Spritz. These drinks are ideal for hot days and lighter dessert options post-BBQ.

Cold Coffee Drinks: The trend towards cold coffee drinks is rising, driven by Gen Z and millennials’ preferences. Innovative flavors and viral trends continue to shape this market.

Spring Onion Latte: This savory coffee trend from China features espresso and milk poured over muddled green onions, reflecting the broader interest in unconventional and novelty coffee drinks.

These beverage trends highlight the dynamic and evolving landscape of the industry, driven by a mix of cultural influences, health consciousness, and a desire for innovative and unique flavors.

The flavor trends for the remainder of 2024 are expected to evolve in several intriguing ways, reflecting the dynamic nature of consumer preferences and culinary innovation. Here are the key trends anticipated to shape the flavor landscape from August to December 2024:

1. Sophisticated Plant-Based Flavors: Plant-based products will feature more sophisticated, chef-driven flavors mimicking complex meat and dairy profiles. Examples include artisanal vegan cheeses with layers of flavors like truffle, aged balsamic, and roasted garlic​​.
2. Functional and Mood-Enhancing Flavors: There will be an increased focus on functional flavors with clear health benefits communicated on packaging. Ingredients like matcha and CBD will be prominent in products ranging from sparkling waters to baked goods. Mood-enhancing flavors like chocolate and citrus will be popular in smoothies and snack bars​.
3. Local and Hyper-Local Sourcing: Emphasis on local and hyper-local ingredients will grow, appealing to community-focused consumers. This includes the use of locally sourced honey and mint in beverages​.
4. Fermentation and Pickling: Fermented and pickled flavors will gain popularity, with ingredients like kimchi and kombucha being explored in snack foods, providing tangy, spicy kicks with probiotic benefits​.
5. Comfort and Nostalgia: Nostalgic flavors will continue to be significant, with classic favorites like vanilla bean, caramel, and rich chocolate being reinvented with modern twists. Comfort flavors will blend with health-conscious elements, providing both indulgence and wellness​​.
6. Botanicals and Floral Flavors: Botanical and floral flavors such as lavender, rose, hibiscus, jasmine, and chamomile will be widely used in beverages and desserts, appealing due to their perceived health benefits and subtle profiles​​.
7. Global and Fusion Flavors: Global flavors will continue to dominate, with influences from Asian, African, and Middle Eastern cuisines. Fusion cuisine will create innovative culinary blends, such as kimchi chicken potstickers and mango jalapeño BBQ sauces​​.
8. Spicy and Sweet Combinations (Swicy): The “swicy” trend, combining sweet and spicy flavors, will expand, incorporating ingredients like hot honey, sriracha, and jalapeño into various products from snacks to beverages​​.
9. Tropical and Exotic Fruits: Tropical flavors like passionfruit, guava, and pineapple will remain popular, evoking a sense of adventure and escapism. These will be used in everything from beverages to desserts​.
10. Seasonal and Limited Edition Flavors: Seasonal flavors will reflect the time of year, with unique fruit and spice combinations gaining traction. Expect flavors like apple pie spice to rival pumpkin spice during the fall season​​.
11. Sustainability and Ethical Consumption: Consumers will increasingly seek flavors that align with sustainability and ethical consumption values. This includes upcycled ingredients and eco-conscious flavor choices like cascara and coffee cherry​.

These evolving trends reflect a balance between health-conscious choices, global culinary exploration, and a desire for both comfort and innovation. As the year progresses, flavors will continue to adapt to consumer demands for both unique and familiar taste experiences.