Mindful Moments, Bold Flavours
Mindful Moments, Bold Flavours:
A Taste of What’s Next in Food and Drink
November 2024
By Hannerie Visser (Studio H)
In today’s culinary landscape, consumers are increasingly looking to explore flavours that elevate experiences beyond mere sustenance. This shift marks a move away from traditional food experiences to ones that are immersive, sensory-rich, and meaningful. Four key flavour trends are rising to meet this demand, each offering a unique twist on familiar tastes while embodying the evolving consumer desire for authentic, vibrant, and globally inspired experiences.
Coffee: Bean beyond
Coffee is undergoing a transformation from a morning staple to a versatile flavour powerhouse. Beyond the traditional cup, coffee is gaining popularity as a key ingredient and we’re seeing increased use specifically in sauces, marinades and desserts. Its rich, roasted undertones lend a depth that complements savoury and sweet applications alike, creating unexpected and complex flavour experiences.
Coffee’s complexity allows it to act as both a primary and supporting flavour, whether it’s adding depth to a marinade or balancing sweetness in desserts. The versatility of coffee allows it to blend seamlessly with other flavours, enhancing dishes with a richness that feels luxurious yet grounded. This trend reflects a growing consumer appetite for bold, layered tastes that invite mindful, moment-by-moment savour.
Fruity flavours: freshness with a vibrant twist
Fruity flavours are having a moment, particularly among younger consumers who prioritise health-conscious options that don’t sacrifice taste. Consumers are more conscious of what they consume and prefer flavours that align with their health and lifestyle values. Consumers associate fruity ingredients with wellness and sustainability, contributing to their increased presence in food and beverage products. This trend embraces flavours like pineapple and citrus, which add a refreshing, tropical twist to both food and beverages.
As a result, fruity flavours are increasingly found in health-conscious items like low-calorie desserts, beverages, and snacks, each offering an uplifting, flavour-packed experience that aligns with the desire to treat oneself while staying balanced.
Floral flavours: The elegant, aromatic profile
Once a niche flavour category, floral notes are stepping into the mainstream, adding sophistication and a delicate touch to a variety of food and beverage options. Floral flavours are experiencing a surge in popularity across food and beverage categories, driven by consumer fascination with their unique notes and health benefits. In 2024, according to a recent report from Innova Market Insights 33% of consumers have actively sought more floral flavours in their food and drink. Compared to other botanical flavour categories tracked by Innova, floral flavours in food and beverage launches are growing at the fastest rate.
Floral flavours like elderflower, hibiscus, camomile and rose are particularly popular in drinks and desserts, where their aromatic qualities create a refined and unique experience. Floral notes have also gained traction in the non-alcoholic beverage space, where they provide an elegant alternative to alcohol and complement the rising trend of mindful drinking. The sophistication of floral flavours allow consumers to enjoy complex and satisfying alchohol-free beverages.
Umami-led flavours: a taste of depth and savour
Umami, often referred to as the “fifth taste,” is captivating consumers who crave complex, savoury flavours that go beyond the ordinary. Umami-led ingredients such as miso, mushrooms, seaweed, and soy offer rich, layered profiles that can transform dishes with their depth and subtlety. These flavours provide an intense “taste of depth,” giving consumers an experience that’s both familiar and sophisticated, with hints of savouriness that linger. This trend aligns with a growing interest in authenticity, where consumers appreciate flavour combinations that are both novel and rooted in culinary traditions.
The evolution of flavour as experience
These four flavour trends – coffee, fruity, floral, and umami-led – reflect a significant evolution in the way consumers engage with food and beverages. Today, flavour is no longer just about taste, it’s about creating a memorable experience, exploring different cuisines, and engaging in moments of mindful indulgence. This trend underscores a shift in consumer expectations, where the dining experience is valued as much as the food itself.
Our flavour pairing index:
Coffee
Pineapple
Hibiscus
Elderflower
Miso
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.