The T. Hasegawa report cites a Mintel poll that shares that 84% of consumers who actively seek out new flavors cited social media as their primary information source.
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T. Hasegawa's latest Flavor Trend Report examines current trends in flavor exploration among consumers and the influence of social media platforms. It also explores the popularity of specific flavors and ingredients, as well as white space for brands to capitalize on.
Below are six highlights from the company's latest Flavor Trend Report:
- In-person is still the primary pathway for new taste experiences. More than 72% of consumers in a recent Mintel survey cited in-person grocery retailers as the primary source of new flavor information.
- Gen-Z is leading new flavor trial, especially at fast-food chains. The immense influence of social media plays a significant role in driving curiosity and interest in new flavors, sparking increased dining out among Gen Z consumers.
- Social Media is the wellspring of inspiration for new flavors. Eighty-four percent of consumers who actively seek out new flavors cited social media as their primary information source, in a recent Mintel poll. Fifty-nine percent of consumers who learn about new flavors on TikTok are trying new flavors at fast food restaurants.
- Unexpected flavor pairings are driving flavor trial. The recent surge in consumer interest for hot honey and other “sweet heat” options is a perfect example of how disparate flavors can blend to transcend traditional occasions and spark possibilities for innovation.
- Snacking occasions can reinvigorate cooking staples. Ingredients like rosemary and basil can offer a distinctive, yet accessible taste and bridge the gap between traditional meals and the wide array of snacking opportunities. This is a particularly big opportunity for Millennials, with more than 47% of these consumers reporting an increased consumption of salty snacks compared to last year.
- Fruity and floral flavors are ripe for versatility occasions – across all categories. Flavors such as Dragon Fruit, Lavender, Yuzu and Guava are particularly driving consumer interest in restaurant menus, snacks, desserts and beverages. Lavender in particular is exploding in popularity, with a 254% increase in presence on foodservice menus, from 2020 to 2023.
