Review of May 2024 Flavour Trends

From January to May 2024, flavor trends have showcased an intriguing evolution, reflecting the ever-changing preferences and curiosities of consumers. At the beginning of the year, the emphasis was on comfort and nostalgia. Flavors that brought back memories and offered a sense of security were in high demand. Classic indulgent flavors like peanut butter caramel, smoky vanilla coffee, and s’mores saw a resurgence. These flavors were not just about taste but also about evoking positive emotions and providing a sense of familiarity in uncertain times. Additionally, botanical and fruit pairings such as elderflower lime, lavender cucumber, and Japanese matcha peach started gaining popularity, aligning with the growing interest in health-conscious choices.

As the year progressed into March, the focus shifted towards creating multisensory experiences and fusion flavors. Consumers were drawn to flavors that offered unique sensory reactions, such as Sichuan buds and habanero, which provided tingling and cooling sensations. The trend also saw an increase in smoky and roasted flavors, including burnt caramel and browned butter, catering to the adult palate seeking depth and complexity. Fusion and pairing became more adventurous, with combinations of fruits, spices, and vegetables from different cultures. This period highlighted a keen interest in sustainability and natural ingredients, with a noticeable rise in the use of clean label options, plant-based alternatives, and powdered fruit and vegetable flavors for bakery products.

By May 2024, flavor trends had embraced a bold and experimental approach. Unique and innovative combinations, such as Pringles with caviar and celebrity-inspired flavors, started to dominate. The influence of social media became evident as limited-edition and seasonal flavors, often driven by viral trends, captured consumer interest. This period also saw a continued focus on health and wellness, with functional waters and health-enhancing beverages becoming more prevalent. Ingredients like elderflower and hibiscus were not only appreciated for their flavors but also for their perceived health benefits, supporting the holistic well-being trend.

Overall, the flavor trends from January to May 2024 reflect a dynamic landscape where comfort and nostalgia gave way to innovation and multisensory experiences. The constant thread throughout this evolution has been a balance between indulgence and health-conscious choices, with a growing emphasis on sustainability and global flavor inspirations. As consumers become more adventurous and health-aware, the food and beverage industry continues to innovate, creating flavors that resonate on both sensory and emotional levels.

The flavour trends for May 2024 showcase a diverse and innovative landscape in the food and beverage industry, reflecting climate impacts, botanical trends, and consumer preferences for bold, experimental, and globally inspired flavours. These trends include climate-impacted ingredients like Japanese strawberries and European cheeses, botanical innovations such as the “Bloom” collection, and the rise of unique ice cream flavours and savory combinations. Gen Z and Millennials’ adventurous palates drive the demand for customizable and novel culinary experiences, highlighting the industry’s adaptability and creativity in meeting evolving consumer tastes.

Health-Driven Flavours: There’s a strong trend towards flavours that not only taste good but also offer health benefits. This includes superfoods, antioxidants, and flavours associated with immune health, such as elderberry, matcha, and turmeric.

Climate-Impacted Flavours:

• Strawberries (Japan): Changes in sweetness and acidity due to temperature fluctuations.
• Jamón Ibérico (Spain): Heat waves and droughts affecting acorn availability and flavour.
• Tea (China): Quality impacted by drought conditions.
• Oysters (North Carolina): Increased salinity simplifying flavour profile.
• Cheese (Europe): Variations in Alpine pastures affecting cheese quality.

Botanical Trends: New “Bloom” collection with flavours like Cranberry Ginger, Grapefruit, Bergamot, Lychee, Rose, Peach, Lavender, Pear, Elderflower, and Watermelon Mint. These align with wellness and sustainability trends.

Flavour Lifecycle: Casual flavour connections and social media influence. Customizable menus and global flavours like dragon fruit, guava, lavender, and yuzu are popular.

Innovative Ice Cream Flavours: Examples include pasta water ice cream, churro-inspired flavours, and new offerings from brands like Ben & Jerry’s and Jeni’s.

QSR Trends: Gen Z drives the adoption of bold, exotic flavours and fusion cuisines, such as Mexican pizza and sushi burritos.

Comfort Foods with Signature Sauces: Barbecue sauces enhance traditional comfort foods, featuring regional varieties.

Global Flavour Preferences: Gen Z and Millennials favor bold, spicy, and globally-inspired flavours, influencing QSR menus.

Experimental and Savory Flavours: Examples include savory cocktails and unique combinations like mustard-flavoured Skittles and savory ice creams.

Customizable and Innovative Options: Consumers seek customizable menus and unexpected flavour pairings.

Floral and Fruity Trends: Lavender is highlighted for its floral taste and versatility in sweet and savory dishes.

Novelty and Limited-Time Offerings: Companies experiment with unique flavours to attract consumer interest, often through limited-time offerings.

These trends reflect a movement towards experimentation, global influences, health-conscious choices, and the use of social media to drive flavour innovation across the food and beverage industry.

The beverage trends of 2024 reveal an exciting mix of innovative flavours and novel concepts reflecting consumers’ evolving tastes and preferences. Here are the highlights of these trends, focused on flavour innovations:

Spicy and Bold Flavours: A notable trend is the incorporation of bold, spicy flavours in beverages. For example, cardamom is featured prominently in drinks like the Mandarin Cardamom soft drink and the Cardamom Mango Lassi showcased at the National Restaurant Show. This trend indicates a growing consumer preference for complex, layered flavours that offer a balance of heat and sweetness.

Fermented Flavours: Fermentation continues to be a popular method for enhancing the flavour profile of beverages. This technique is celebrated for its ability to preserve food and intensify umami flavours. An example is the introduction of fermented beverages such as chickpea tempeh and spiced meat mixes, which were highlighted for their unique taste and health benefits.

Cultural and Exotic Flavours: Global and ethnic flavours are increasingly influential. Drinks incorporating exotic ingredients like wattleseed, lemon myrtle, and finger lime reflect a trend towards unique, locally-sourced flavours that offer consumers a taste of different cultures. These flavours not only provide novelty but also align with sustainability and local sourcing trends.

Savory and Unexpected Combinations: Savory flavours are making their way into the beverage industry, as seen with innovative products like Empirical Spirits’ Nacho Cheese Spirit. These drinks often combine savory and sweet elements, creating a multi-dimensional tasting experience that caters to adventurous palates.

Functional and Health-Driven Ingredients: There is a noticeable trend towards beverages that offer health benefits beyond hydration. Ingredients like adaptogenic herbs (reishi, chaga, lion’s mane, and cordyceps) and botanicals are increasingly being used in drinks to provide functional benefits such as stress relief and improved immunity.

Sustainability and Zero-Waste: The beverage industry is also embracing sustainability. Products like Wheyward Wheyskey, made from upcycled whey, represent a move towards reducing food waste and creating environmentally friendly beverage options. This aligns with broader consumer demands for sustainability and ethical production practices.

Botanical and Floral Flavours: Botanical flavours, including lavender, elderflower, and hibiscus, are gaining popularity. These ingredients are prized for their delicate, floral notes and perceived health benefits. For instance, lavender is noted for its calming effects and is used in various beverages to add a sophisticated floral dimension.

Non-Alcoholic Beverages: The rise of non-alcoholic options continues to be a strong trend, driven by health-conscious consumers and those seeking to reduce alcohol consumption without sacrificing flavour. These drinks often mimic the complexity of alcoholic beverages using a combination of botanical extracts and innovative flavour profiles.

Customizable and Interactive Drinks: The trend towards customization is also influencing beverages. Consumers are seeking personalized experiences where they can tailor flavours to their preferences. This trend is seen in the rise of customizable cocktails and interactive drink experiences that engage consumers more deeply.

Overall, the beverage trends of 2024 are characterized by a blend of bold experimentation and a focus on health and sustainability. These trends reflect a dynamic market where consumers are eager to explore new flavours and experiences while also valuing the benefits of natural and functional ingredients.