Flavour First: What Drives Innovation and Consumer Choice?

This article is brought to you by our Knowledge Partner Daymon

What is the role of flavour when evaluating a product? How does it connect with product innovation? Those are key questions to consider when managing a range of products, while anticipating what’s next.

The Role of Flavour in Innovation

One of the most distinctive attributes of any F&B product is its flavour. If it doesn’t meet specific customer expectations, then it won’t be able to create engagement or foster loyalty. Beyond price or packaging features, flavours resonate with customers' very own individual preferences.

This stems from the purely chemical experience and the sentimental memories or perceptions. Enjoying an all-time favourite or being surprised by a new flavour or pairing can bring a small moment of joy to your daily routine.

Research also shows that flavour is also an excellent driver for innovation. Over 40% of new food and beverage products launched in 2024 came from new varieties or range extensions. This is even more relevant in mature markets in Europe or North America, where range extensions were the main launch type, reaching between 41 and 42% of the total new products.

On the other hand, in the MEA region, brand new products were the main type of new launch (38%), filling product needs and market gaps. But range extension is also relevant, being the second type and accounting for 37% of the new products. In contrast, the number of new products that resulted from a new formulation didn’t reach 1% in any of the regions (Mintel).

Global Consumer Trends

For consumers, there is an undeniable need for novelty. More than half of global consumers like to try new flavours once they’re available. In the US, this amount increases for three quarters (Global Data, 2024). Amidst pressing inflation and much global uncertainty, this need for indulgence coexists with a strong value-conscious attitude that compels consumers to carefully compare prices before making a purchase.

Venturing into new flavour always involves risk. Therefore, the key to a successful approach is the combination of already popular flavours with new ones, thus reducing the risk of splurging on something that won’t be satisfactory.

Saudi Arabian Consumer Trends

Keen on novelty, the Saudi Arabian consumer is eager to try new flavours, in tune with the latest trends. Around 62% are driven by curiosity, while almost 40% do it out of boredom with the current options.

New trendy flavours are especially sought after in chocolate, confectionery and desserts (33%) or ready/pre-packaged meals (29%). In addition, there is an openness to unusual flavours in other savoury snacks (36%), hot drinks (29%) or ready/pre-packaged meals (30%) (Global Data, 2024).

The Seasonal Flavour Landscape

North American consumers are especially enthusiastic about flavours. Here are outstanding examples of how seasonal trends in this market align with consumer tastes and preferences.

Seasonal flavours have a big influence on some indulgent categories, like hot drinks, sweet biscuits or cakes and pastry. Influenced by colder seasons and the holiday period of autumn and winter (e.g. Halloween, Thanksgiving and Christmas), consumers usually seek comforting holiday favourites, like pumpkin spice, candy cane, caramel apple or cinnamon.

Considering these statistics, even if this consumer market reaches for the classics, new trending flavours or combinations are always desired. In 2024, the top growing flavours of interest were salted caramel (+18%), marshmallow (+16%) or apple (+15%).

Millennials or Gen Z consumers gravitated more towards salted caramel (+24%) or maple (+23%), while Gen X showed more interest in s'mores (+25+) (Daymon). Beyond pairings, some familiar products have extended into flavours, blurring the lines between comfort, indulgence and trendiness (Daymon).

Two good examples include Whole Foods' Hot Cocoa Flavoured Caramel Corn Mix or Walmart's Caramel Apple Trail Mix. Going beyond the usual options in the aisle, both products give an extra layer of satisfaction during a snacking moment. Innovation doesn't stop there either, as one ingredient or flavour can be used for various unexpected uses.

For instance, pumpkin is incredibly versatile, having been explored in soups, artisan breads, baked goods, sweets, sauces and prepared foods (Mintel). This combination of indulgence and innovation helps to bring uniqueness and excitement to these categories.

Capitalising on the influence North America has on shaping global trends, the dynamic of the seasonal flavours landscape can be adapted into other markets, with the necessary adjustments to the local taste.