Specialist flavour house I.T.S has launched Journey into the Future of Flavour, the company’s annual look at the food and drink flavours that will be trending in the coming year and the market influences that are driving them. 

Bringing together research from Mintel, Innova and Tastewise along with social media observations and I.T.S’ own experiences with customer NPD briefs, the Journey into the Future of Flavour report also gives some ‘blue-sky’ thinking on what the company calls ‘braver flavour’ choices, including ‘Tiger’s Blood’ for cocktails and Katsu Curry in sweet applications.

“The I.T.S flavour trends report is an ideal way for us to share our knowledge as flavour innovators along with data from respected trends analysts to give a snapshot of what is influencing trends in food and drink, and flavours in particular,” explained Mike Bagshaw founder of I.T.S. 

He added: “We are presently dealing with current global conflicts, inflation and climate change along with the rise in AI. The growth in digital culture means today’s consumers have access to news and views 24/7 too resulting in demand for instant gratification. At that same time there is growing political division and the rise of ‘woke’ culture, particularly among the influential younger or ‘Gen Z’ generation. All this will have an impact on the kind of food and drink that is being developed by food manufacturers.”

The key flavour trends identified by I.T.S are:

Newfound Nostalgia

In times of uncertainty, such as those we are currently facing both in the UK and globally, consumer seek comfort in the familiar. Nostalgia continues to be big news both in flavours and format – think traditional cakes and desserts or the emergence of food products from our childhood. This Newfound Nostalgia, where consumers can take a trip down memory will see the use of favourite flavours such as marzipan, custard, sherbet, gingerbread and even candy floss but criss-crossed across different food and beverage categories. Think of Marzipan Old Fashioned cocktail or custard cream flavoured desserts.

Creative Caramel 

Creative Caramel flavours including salted caramel, blonde chocolate and dulce de leche will take the humble caramel on to the next level in 2024. Caramelised Biscuit had over 52% growth in the UK product launches 2028-2022 and has no signs of slowing down yet. The popularity of caramel is linked too to consumer desire for nostalgic flavours but with a new twist and influences from other food cultures.

Forever Floral

While floral and botanicals have been around for a while and mainly in premium sectors, we will see these flavours move into the mainstream as manufacturers include Forever Floral notes such as Elderflower, Orange Blossom or Hibiscus for example for their perceived health connotations.

Keep it Real

Consumer desire or natural flavour profiles that move away from sweeter confectionery styles means there is a big drive for authentic fruit flavours too. According to Innova 56% of consumers agree that they would pay more for a dish that they perceive to be more authentic. Real fruit puree flavours – nothing fancy but pure and authentic – pineapple, blueberry, passionfruit raspberry and apricot will trend next year as consumers’ desire to Keep It Real.

Barbie World

At the other end of the scale, the launch of the Barbie film in summer 2023 followed by Wonka at Christmas means that flavours influenced by trends in popular culture will continue to be big news – smoky caramel and ice cream flavours such as Neapolitan or cinema-trip- inspired toasted popcorn. I.T.S is advising its customers to make sure their brands stay up to date with Barbie World flavours and the latest in film, TV and social trends to be brave with flavour combinations as a result.

Braver Flavours 

And what about the flavours for NPD beyond 2024? Emerging ‘Braver Flavours’ which I.T.S has identified in customer briefs include Katsu Curry for savoury snacks, ready meals and even in traditionally sweet applications. Mangosteen exotic fruit with its perceived health benefits, Tiger’s Blood, a combination of watermelon, strawberry, and coconut that is proving popular for ice creams and cocktails and Smoky Strawberry, not just for desserts but for cocktails too.