According to a recent report by T. Hasegawa, a Japanese producer of flavors and fragrances, the food and beverage industry is experiencing a “dynamic shift” in consumer preferences. This comprehensive analysis predicts the flavor trends for 2024, highlighting the importance of health-conscious choices, affordability, and nutritional quality. To remain competitive, companies must align with these consumer trends and incorporate trending ingredients into their consumer packaged goods (CPG).
In 2023, the food and beverage sector began to react to the evolving preferences of more health-oriented consumers. For instance, W.K. Kellogg Co has introduced a healthier cereal option to attract millennial and Gen Z consumers, featuring a new protein-rich, zero-sugar puff alternative to its traditional sweet cereals. Additionally, a Whole Foods report from 2023 indicated that plant-based consumers desire a clear emphasis on plant ingredients, a focus some brands have overlooked.
With an increasing emphasis on protein content, many plant-based products are now incorporating ingredients like mushrooms, walnuts, tempeh, and legumes instead of complex meat substitutes. Hasegawa’s report also identifies ube as the flavor of 2024, while noting the rapid growth of other ingredients such as cherry pepper, cilantro, white truffle, sweet chili, and maple from 2019 to 2022.
The report suggests that by exploring ingredients that offer essential nutrients while remaining affordable, tasty, and of high quality, companies can effectively meet consumers’ evolving preferences. Ingredients like okara, a byproduct of soybeans; seaweed; astragalus, an adaptogenic herb known for its immune-boosting properties; and mycoprotein, a sustainable protein derived from fungi, are among those that could be leveraged.
Interestingly, the report also draws parallels to health-related compounds like amlodipine and calcium citrate, which are known for their beneficial effects. By integrating flavors and ingredients that enhance nutritional profiles, brands can cater to a health-conscious market, ensuring they remain relevant as consumer tastes continue to shift.