The search for something new, different and exciting is leading top 5 flavour developments in food and beverages worldwide, supported by an increased consumer interest in natural, clean label and healthier options.

Innova Market Insights Top Flavour Trends of the moment are:

1. New Discoveries
Consumers are on a big, broad journey of discovery, moving out of their comfort zones to explore new food experiences, with flavour playing a major part in that. In particular, reinventing classic flavours with novel twists, alongside developing new and more unusual flavours and combinations are a hit.

2. Sensational Concepts
Brands are leaning towards more remarkable and unusual top 5 flavour hybrids, and stronger taste experiences (hot, sweet, savoury, etc.), while sour options are also surging in popularity. Well-established sweet and salty combinations are being joined by a whole raft of other hybrid flavour solutions, led by initiatives such as sushi pizza, spicy tuna roll corndogs, pasta bacon tacos and ramen burgers.

3. Sophisticated Touch
Established flavours perceived to be dull are being reinvented, often in much more complex and sophisticated combinations. An ageing population globally is driving the demand for more adult-oriented options, with traditional coffee flavour, for example, increasingly giving way to more upmarket, added-value and on-trend options, such as cold brew caramel latte, in a whole range of food and beverage products. As well as coffee, other adult-oriented flavours growing in popularity include various types of alcohol and smoked/roasted options.

4. Cultural Celebration
Consumers regard themselves as world citizens and are increasingly interested in diverse flavours inspired by foreign cuisines. South East Asian, East Asian, Mediterranean and Middle Eastern flavours are more evident in traditional and familiar Western snacks, beverages and ready-to-eat meals. This demand for authentic-style ethnic alternatives focuses not just on flavour, but also recipes and even product/ingredients origins/provenance.

5. Fifth Dimension
Umami is the fifth basic taste after sweet, sour, bitter and salty but unlike the others, it’s hard to define. Often described as savoury, meaty deliciousness, it comes down to the taste of glutamates on our tongue. Western awareness remains low, but the rising demand for exotic flavours and convenient home cooking is driving growth of launches with an umami claim. Umami is well-established and understood in the East, but the recent focus on mindful food choices and the demand for clean and healthy products has driven the use of ingredients with a natural source of umami taste.