Flavor is, on average, the most important factor in consumers’ food and drink choices. A new report from Innova Market Insights shows that interest in novelty and variety is also high, with three-quarters of global consumers saying they “love to discover new flavors.”

Such is flavor’s importance in food and drink development that many of Innova’s Top 10 Trends for 2020 are having a clear bearing on its evolution. For example, more detailed flavor descriptors and an emphasis on provenance reflect the No. 1 trend, “Storytelling: Winning With Words” theme, while growing diversity in the produce and botanicals used in flavorings is part of the No. 2 trend, “The Plant-Based Revolution.” “Hello Hybrids” is another major theme, with more and more flavors familiar in one category crossing over into others.

Generationally, Millennials are the most adventurous in their attitudes to flavor, while Boomers are the most conventional. Perhaps surprisingly, Gen Zs are also less interested in mixing it up when it comes to taste. “When asked if they like new, mixed, or seasonal flavors, Gen Z agreement was generally at least 10 percentage points lower than that of Millennials,” said Lu Ann Williams, director of innovation at Innova Market Insights. “But there is still an element of boldness when it comes to genuine novelty, with 45% of Gen Zs agreeing that ‘the crazier the flavor, the better,’ a much higher percentage than is found among the over 45s and over 55s.”

Flavor innovation will remain an essential part of food and drink new product development. Key themes will include the diversification of authentic international flavors, further exploitation of the wider plant world, permissible indulgence in the health and wellness arena, and ongoing hybridization. Meanwhile, sustainability and the sourcing of flavors, including the raw materials that go into them, will also become a more important issue.

Press release

More News right arrow

Commercially available cell line rapidly detects African Swine Fever Virus

Scientists from the USDA's Agricultural Research Service (ARS) have identified a new way to detect the presence of live African Swine Fever Virus (ASFV) that minimizes the need for samples from live animals and provides easier access to veterinary labs that need to diagnose the virus.

USDA provides an update on 2019 Tyson beef plant closure and COVID-19 investigation

The report, prepared by USDA’s Agricultural Marketing Service in coordination with the Office of the Chief Economist, summarizes market conditions, fed cattle prices, boxed beef values, and the spread before and after the fire and plant closure at the Tyson Holcomb, Kan., plant, and before and during the COVID-19 pandemic.

EFSA seeks public comment on nutrient assessment framework

The European Food Safety Authority (EFSA) has released a draft approach that aims to harmonize assessments of the intake of these nutrients, the potentially hazardous properties of excessive intakes, and the overall risks for consumers.

FSMA inspections of small businesses to begin March 2021

The U.S. Food and Drug Administration (FDA) has announced that routine inspections of small businesses to verify compliance with the FDA Food Safety Modernization Act’s (FSMA) Intentional Adulteration (IA) rule will begin in March 2021.

FDA debuts New Era of Smarter Food Safety blueprint

On July 13, Stephen M. Hahn, commissioner for the U.S. Food and Drug Administration (FDA), announced the release of the New Era of Smarter Food Safety blueprint.

Upcoming Events Listing right arrow

NEIFT Food Industry Expo

Worcester, Massachusetts, United States