Exploring Flavor Trends for the Future

Challenge

Helping an American multinational food company unearth the latest research on priority food categories and trends.

Our client came to us looking to understand the landscape of changing flavor preferences in the US, aiming to unpack cultural trends and identify opportunities for 2024 and beyond. They wanted to clearly understand the flavor profiles of the future and stay ahead of the curve while being mindful of the current cultural landscape for food.

Approach

First, we conducted thorough desk research, using secondary sources like trend reports, updates from the retail and restaurant industries, social media, and influencers. Through this research, we identified 5-6 macro trends impacting the category, including flavors, ingredients, consumer groups, and health & wellness/claims. Then, we presented the 5-6 macro trends for each category to the client in a 90-minute session and prioritized the top 4 macro trends for further development and reporting.

Impact

Our project resulted in a series of highly visual category reports that prioritized 7 flavor trends that offered the biggest opportunities for the brand to explore.