2024 Flavor trends for food and beverage

Variety is the name of the flavor game in 2024. “During 2024, we foresee flavor profiles for every palate and preference as consumers seek out foods, beverages, and dietary supplements that reflect their personalized desires,” says Jennifer Zhou, senior director of global product marketing, flavors, at ADM (Chicago).

There will be a flavor for almost everyone. If a shopper is focused on health and wellness? He or she will likely be drawn to “wellness flavors” like blueberry, citrus, green tea, hojicha (Japanese roasted green tea), elderberry, and turmeric, says Philip Caputo, marketing and consumer insights manager at Virginia Dare (Brooklyn, NY).

If the goal is indulgence, or nostalgia or adventure, there’s a flavor for that as well. Ahead, experts from leading flavor houses predict which flavors will trend, and why.

Health and Wellness

Health remains a leading driver of CPG purchases. The food, drink, and dietary supplements market is no different. Jen Lyons, marketing manager at Sensient Flavors & Extracts (Hoffman Estates, IL), describes this movement as “better for all of me, mind and body.”

“Consumers want more than ever for their food and beverages to do more for their body than just nourish; they want them to align with their overall health goals, whether that is heart health, gut health, or energy and stress relief,” she continues. Flavors associated with wellness often stem from florals and herbs, such as honeysuckle, dandelion, bergamot, and guayusa, she notes.

Wellness today is more nuanced than ever, says Virginia Dare’s Caputo. This has opened doors for many types of health-related products and flavors. “Wellness flavors encompass much more than immunity,” he explains. “We divide them further into ‘moodfluencers,’ beautifiers, and body boosters. ‘Moodfluencers’ promote relaxation or focus, like chamomile honeysuckle tea. Beautifiers highlight beauty-from-within and frequently feature fresh, crisp flavors like orange thyme pomelo. Body boosters include [flavors for] immunity support, anti-inflammatory, or digestive health, like ginger guava.”

Citrus flavors have long signaled wellness, especially immune and digestive health, says ADM’s Zhou. “With functionality now a baseline expectation of the wellness crowd, citrus fulfills the perception of health as well as delivering on crisp, refreshing taste,” she says. “Yuzu and blood orange have gone mainstream, and flavors to watch include pomelo, finger lime, and bitter orange.”

“Bright and zesty” citrus flavors also stand for hydration, energy, and mental stimulation, Zhou says, giving examples like ruby red grapefruit energy drinks, calamansi gummy supplements, or mango-tangelo sparkling water.

Lisa Jackson, director of marketing at FlavorSum LLC (Kalamazoo, MI), sees similar trends. Tropical fruits, for instance, rule the energy market. “Energy remains a top priority for North Americans, but they want more support than a caffeinated four-to-six-hour boost,” she says. “FlavorSum’s proprietary research shows people want adaptogenic benefits from ingredients like L-theanine and Ginkgo biloba to help with mood and cognitive function without the jitters. Named by North Americans as the flavor family most likely to generate news in 2024, tropical fruits cue energy with pairings that include pineapple or passion fruit flavors.”

She adds that “Citrus flavor predictions for 2023 materialized, and we expect popularity to continue in 2024, with more complex or globally inspired flavors, like star fruit or tangor, gaining momentum.” This trend extends beyond beverages, where citrus flavors were already common, to foods like dairy, frozen desserts, cereals, cookies, and bars.

Floral Flavors

Floral flavors also denote wellness—and add an air of sophistication. “Consumers continue to prioritize relaxation, seeking peace, calmness, tranquility, and sweet dreams,” says Megan Byrnes, marketing manager for Gold Coast Ingredients (Commerce, CA). “As additional mood-support supplements and beverages enter the nutraceutical industry, we plan to see more flavors like lavender, chamomile, and passion flower, oftentimes paired with vanilla, peach, berry, and citrus flavors.”

In its 2024 Top Beverage Trends report, flavor supplier Flavorman (Louisville, KY) cites the popularity of floral notes in the drinks market. “Reflecting on its 2023 predictions, Flavorman accurately foresaw the rise of floral flavor profiles like elderflower and lavender alongside the continued popularity of fruity twists such as pineapple and mango. These soothing and tropical flavor classes gained traction in the manufacturing space…”

And Zhou at ADM states that “Florals, especially cherry blossom, lavender, and violet, are frequently associated with calming tea beverages and baked goods, and they can elevate gummies.”

She adds: “Cherry blossoms and leaves are often pickled to preserve and concentrate the flavor, which creates a delightful sweet and salty taste sensation. A savory option is sakura senbei, toasted rice crackers flavored with cherry blossom and salted leaves.”

Honeysuckle is on the rise as a floral ingredient, Byrnes points out. “Botanical flavors such as hibiscus, lavender, and rose have become common in the food and beverage industries,” she says. “We are now starting to see honeysuckle as an innovative ingredient. Keep an eye out for honeysuckle flavor and pairings like honeysuckle citrus and honeysuckle raspberry.”

Hibiscus, jasmine, violet, and elderflower also add a touch of novelty, says Virginia Dare’s Caputo. “Even as a top note,” he says, “flavors like lavender transform the taste and experience of an application by instantly adding class and complexity. Or, you can lean into a charmingly homespun take focused on handcrafted, earthy flavor notes, like rosemary brown butter cookies.”

Fermented and Pickled

Consumers also link fermented flavors with health benefits, and demand is growing. “Funky and fermented flavors are trending with the growth of pickling, vinegars, and kombucha,” says ADM’s Zhou. “Sour notes provide an unexpected twist to functional food and drink products, like balsamic berry and pickled grapes, which may also cue consumer awareness of the importance of digestive health.”

Byrnes at Gold Coast Ingredients also predicts popularity of pickled flavors. She notes: “We’ve been watching the boom in dill pickle flavor in chips, snacks, condiments, and dips. We foresee dill pickle and spicy dill pickle flavors moving into nutritional products like protein chips, snacks, sauces, and even beverages.”

Spicy Meets Sweet

Spicy flavors have been on the rise for years, and 2024 will be no different. “Specialty global chili and pepper varieties such as scorpion pepper, gochujang, and harissa are heating up in global launches,” Flavorchem’s (Downers Grove, IL) 2024 Flavor & Trend Forecast report states.

Next year, expect to see an increase in flavors combining both spicy and sweet notes.

Over at Synergy Flavors (Wauconda, IL), Marketing Specialist Alex Massumoto says that “as brands look for unique flavor innovation that pushes the boundaries, savory and sweet combinations will become more present. Flavors like smokey vanilla, chocolate sriracha, mango habanero, and chili pineapple will offer consumers a break from the traditional flavors.”

Spicy is also merging with fruity, says Byrnes at Gold Coast Ingredients. “The sweet heat trend continues, so keep your eyes open for innovative chili and fruit pairings,” she advises. “Mango chili, watermelon chili, and pineapple chili have proven successful in the marketplace. Next contenders are grapefruit chili, kiwi chili, and strawberry chili.”

Flavorman likewise notes in its 2024 Top Beverage Trends report that “sweet heat fusions” blending fruity and spicy flavors will be a leading movement in 2024. “Whether it’s a mango habanero pressed juice or a zesty spicy margarita, for example, consumers can expect more ‘sweet heat’ fusions in 2024,” the company’s press release states.

Sweet spices also remain popular. “Spice in the sweet sense—cinnamon sugar, clove, ginger, cardamom, nutmeg, allspice, cocoa, star anise, and vanilla—provides a tasty treat for consumers seeking a moment of enjoyment in their busy day,” says ADM’s Zhou. Sweet spices are also gaining traction in sports nutrition products, she says, with examples like a cinnamon-roll protein shake or a high-fiber bar flavored with cardamom, blueberry, and lemon.

Sweet

Of course, sweet flavors remain heavy hitters. “Decadent dessert profiles featuring strawberry, vanilla, and chocolate will remain in fashion as brands look to elevate their current portfolio,” Flavorchem’s 2024 Flavor & Trend Forecast states.

In its 2024 Top Beverage Trends report, Flavorman says “the company notes an increasing demand for indulgent flavors such as sugar cookies and brownies, all while maintaining a focus on health-conscious formulations.” It’s not unusual to see low-calorie labels on products touting flavors like red velvet, sugar cookies, brownies, and other pastries, for instance.

Consumers are also seeking healthier sources of sweet flavor and are drawn to “natural” fruits and other ingredient pairings. “Natural nuttiness and sweetness are gaining traction, especially as consumers lean into authenticity, which is important for taste replication,” says Zhou at ADM. “Overly artificial flavors of the past are being surpassed by flavors that taste more natural and convincing.” Examples include “mildly nutty” pistachio, crisp cucumber, and sweet melons like cantaloupe and honeydew.

Caramelized fruits are also trending in the sweet category. Says Zhou: “Caramelized fruits like banana, apple, and strawberry offer a celebration of hedonistic tastes and an opportunity for luxe self-expression. Stone fruits also play well in this space, including apricots, peaches, and plums.” Tanghulu, a candied fruit skewer, is an example of a popular glazed-fruit dessert made with many types of fruit, including kiwi, peeled clementines, and raspberries, she points out.

And sweet-savory combos remain popular. “Savory creations featuring profiles like maple, honey, bacon, and mango are creating upscale twists in new product categories,” says Flavorchem’s 2024 Flavor & Trend Forecast report.

Blasts from the Past

Many sweet flavors are reminiscent of childhood. Nostalgic flavors that bring back memories of happy times are an ongoing trend. At Virginia Dare, Caputo calls this trend “newstalgia.”

“Consumers immediately connect with nostalgia, so flavors that can tap into positive emotions advertise themselves,” he says. “We love to reconnect with familiar favorites and reminisce about the fruity cereals we ate as a kid, eyes glued on our Saturday morning cartoons. Or the Orange Creamsicles enjoyed after chasing down the ice cream truck and quickly eaten before the summer heat got to it.” Nostalgic flavors like S’mores, cotton candy, caramel apple, and funnel cake can also be used as flavors in new applications like cocktails.

Childhood favorites also include “imaginative flavors like unicorn and rainbow,” points out Byrnes at Gold Coast Ingredients.

Flavorchem’s 2024 Flavor & Trend Forecast report also describes how nostalgic flavors can be modernized, calling this “new nostalgia.” It states: “Classic comforts from childhood, such as PB&Js, S’mores, candy, and breakfast-based flavors, are resurging in elevated new formats,” including in products like coffee creamer.

“Consumers’ cravings for nostalgic foods will significantly drive flavor innovation and new product development in the years ahead,” the report predicts.

Memories of flavor are very personal. As FlavorSum’s Jackson points out, “Personalization can also occur through association with celebratory or seasonal events. We saw birthday cake and S’mores flavors emerge across the food and beverage landscape. Look for flavors like gingerbread, banana-boats, and orange brownie to expand as brands tap into tastes associated with happy memories.”

Seasonal flavors remind consumers of happy times year-round. Jackson points out how seasonal flavors are evolving. “Although pumpkin spice will likely remain a fall and winter favorite, other seasonal favorites, like peach, will begin showing up year-round in foods and beverages….Tastewise reports conversations about ‘year-round seasons’ increased by 24% last year.”

Seasonal flavors can also be given a modern spin, she adds. “Brands can turn to local or global fruit flavors like pawpaw, honey bell oranges, guavasteen, mangosteen, or cherimoya as a tactic for adding novelty to seasonal tastes.”

Finally, melding classic flavors with unexpected ones can freshen up a standard. “These flavor combinations take a fan-favorite like vanilla and add something more sophisticated, like a vanilla lavender bundt cake,” Caputo says. “Elevated classics are rare, best-of-both-worlds combinations. They feel both safe and adventurous, and people are instantly drawn to new takes on their favorite flavors.” Examples include vanilla and black pepper, spicy Mexican chocolate, and strawberry matcha.

Adventure Awaits

Exploration, of course, is still on the menu. Many consumers are eager to broaden their horizons and discover unfamiliar and global flavors. As Flavorchem’s 2024 Flavor & Trend Forecast states, “The hottest menu trends poised for 2024 will offer consumers novel taste experiences, allowing exploration of new dishes, ingredients, and flavors.”

International flavors are finding new fans in far-off corners of the world thanks to the globalization of technology. “Flavors from across the world catch everyday consumer attention with the globalization of flavor palates through viral social media and FoodTok trends, extending into in-person experiences everywhere, from fine dining to street food,” says ADM’s Zhou. “People are expanding the geographic boundaries of their taste buds and transcending the traditional in favor of contrast and complexity. Consumers are experimenting with foods, beverages, and dietary supplements in a broad variety of flavors, such as crimson tea made with cranberries, redcurrant, and rooibos; shacha, a savory sauce of garlic, shallots, chilis, and dried shrimp; fermented pineapple tepache mocktails; and muhammara, a spread/dip made with fermented bell peppers and walnuts.”

Mediterranean flavors are gaining attention, says Gold Coast Ingredients’ Byrnes. “Mediterranean dishes have been trending in 2023 in prepared meals, sauces, and dips,” she says. “We are also seeing a rise in flavored hummus variations. Therefore, we predict the Mediterranean trend will influence new baklava-flavored protein and nutritional bars, allowing consumers to experience the taste of the mouthwatering honey, nut, phyllo dough treat.”

Some consumers find flavors that remind them of a particular locale comforting, Flavorchem’s report notes. “Comfort-seeking consumers are exploring hearty stews, savory soups, and cooked cheeses with unique, regional ingredients.”

Consumers are simply growing more adventurous, period. Their thirst for the new and novel will continue to spur unexpected product launches.

“In 2024, taste exploration will continue, whether through discovering new global cuisines or the infusion of what would be a traditional savory flavor into sweet categories,” says Lyons at Sensient Flavors & Extracts. For instance, “With the rising popularity of Filipino cuisine, flavors like pandan and ube will continue to grow, possibly extending into the creation of an ube savory dish. With the resurgence of gin in the beverage category, we may see it expand into other categories, like a Gin 1000 Island salad dressing, bringing new life to an otherwise mainstream product.”

And space exploration will inspire new launches that let consumers “escape to the future,” predicts Byrnes. “2024 will bring us more sci-fi and futuristic flavors,” she says. “In 2024, prepare to find more galaxy- and space-themed products with colorful, fruity flavor combinations, including red raspberry, dark cherry, blackberry, and blue raspberry.”

Indulge Me

Another 2024 trend will be indulgent flavors. “Rich umami flavors like truffle oil, tinned fish, and aged parmesan cheese are incredibly indulgent, making daily eating and drinking into an occasion,” notes ADM’s Zhou. “Pairing umami with sweet presents a decadent sensory experience, like maple syrup and smoky bacon, miso banana bread, hoisin-glazed meatballs, and black garlic and sun-ripened bruschetta. Amaretto affogato is another little luxury, uniting bitter with sweet, frothy with smooth, and hot with cold.”

Flavorchem’s 2024 Flavor & Trend Forecast notes that “Bold, umami-rich flavors have witnessed 66% growth on U.S. menus since 2019, delivering depth to familiar dishes.”

Gourmet flavors are a treat, says Massumoto at Synergy Flavors. “A developing movement to brand chef-inspired or gourmet ingredients and flavors at a premium price point in the form of ‘pro’ or ‘premium’ lines aims to help brands distinguish their offerings from a sea of niche and fragmented companies,” he says. “Luxury includes premium flavors like speculoos biscuit heaven, white chocolate raspberry swirl, and blueberry cheesecake riot.”

The element of surprise can even be a treat in itself. “Brands often turn to indulgent flavor combinations to deliver surprise,” says FlavorSum’s Jackson. “We expect unexpected pairings to build in 2024, like lemon-lime paired with white chocolate in bakery, or snacks featuring hot honey combined with butter toffee.”

“Wholesome, simple combinations like vanilla-apricot or strawberry-lemonade can also delight with the reassurance of naturalness,” she adds.

Tapping into Emotions

The goal for food, drink, and supplement formulators in 2024 will be to continue offering flavors that shoppers connect with emotionally and personally.

“Beyond being delicious, these flavor categories fulfill consumers’ need for connection, sophistication, or lifestyle changes,” says Virginia Dare’s Caputo. “Flavor can transport us to the past or make us feel like an adult. Beyond tasting good, flavors can fulfill emotional and functional needs, which is what’s driving these trends.”