Defiant consumer choice drives flavour and colour trends in 2024
The Chicago-based nutrition expert believes unapologetic abandon for self-expression - coupled with consumers’ all-encompassing focus on health and wellness - will have a strong influence on product innovation in 2024. It’s identified four key trends for next year, which perfectly illustrate evolving consumer behaviour.
“Colour trends - and corresponding flavours - provide unique insights into the human condition, revealing how we are responding and adapting to macro forces far beyond the table,” said Hélène Moeller, VP of global product marketing for flavours and colours at ADM.
“From focusing on wellbeing for themselves and the planet, compounded by concerns for affordability, the colour and flavour trends we identified in this report indicate what foods and beverages consumers will reach for on product shelves.”
To identify the themes, ADM’s experts analysed consumer purchasing behaviour - both instore and online - across industries beyond food and beverages.
“Colour is at the epicentre of the food, fashion and content that the world consumes,” said Moeller.
“We also know that flavour trends are dynamic, affected by cultural events, viral social media phenomena and emerging consumer tastes.”
Luxe self-expression
Consumers are defying convention with an emboldened desire to experience fully flavoured and vibrantly coloured snacks.
From sensational encounters that rival digital expression to luxurious indulgences that reflect personalised desires, this trend centres on the curated consumption of products with maximum impact.
Dare to #dupe
Economical offerings that credibly replicate consumers’ beloved products are expanding beyond fashion and personal care into the food and beverage segment.
Brilliant colour mimicry and flavour authenticity offer visual and taste experiences that go beyond the norm to deliver on consumer expectations for natural ingredients, authentic regional cuisines and convincing alternative formulations.
Health without stealth
Flavours and colours are powerful cues to support product positioning through consumer associations.
Today’s shoppers are seeking out functional offerings that support holistic health, from relaxation to hydration and mental to physical wellness. These associated benefits must be presented without sacrifice to the sensory experience, as consumers view better-for-you products as the norm instead of the exception.
Breaking boundaries
Yesterday’s uncommon experiences are today’s favourites and tomorrow’s mainstream staples.
Consumers are clamouring for vivid creations that are accelerating the shift from new to now. On the leading edge are hyper-local flavours on a global scale and dazzling rainbow hues that reflect colourful ingredients derived from nature.
