What Flavors Are Trending for 2023?
Familiar flavors and healthy/better-for-you flavors are the most likely to influence consumers’ food and beverage choices, according to an Innova survey of consumers in eleven countries.1 47% say familiar flavors are the most important influencer, followed by healthy/better-for-you flavors (46%), traditional/nostalgic flavors (37%), and comforting flavors (34%).2
Among fruit flavors, berry and summer fruit flavors are the most preferred for consumers who want to feel cheerful/happy, relaxed/calm, or healthy, while citrus is the most preferred when consumers want to feel comforted.2 While these flavors continue to grow in new product launches, the fastest rising fruit flavors are avocado, melon, and superfruits.3
Flavors We’re Loving in Functional Beverages
In beverages, superfruits are surging ahead. Global new product launches with yuzu grew at a CAGR of 43% over five years, followed by dragon fruit (26%), and elderberry (21%).4 Among beverage categories, juices/nectars and carbonates are seeing the most fruit flavor innovation.5 While orange, red apple, and lemon continue to lead in fruit flavored beverages, watch for growth in more exotic flavors.