The top five flavor trends for summer 2024
Diageo â whose brands include Guinness, Gordonâs and Smirnoff â compiled its insights from tracking conversations on social media. To do this, it turned to Ai Palette â an AI and machine learning tool â to identify emerging trends across the F&B universe.
From Habanero to Hibiscus, hereâs what the spirits giant is tracking.
UmamiWhat is umami? Itâs known as the âfifth tasteâ, with savory notes that enhance traditional flavor profiles, and reflects exploration of different experiences, traditions and cultures.
In the US, conversations around the Korean paste gochujang are up 55%, as are those for Asian flavors such as seaweed (up 53%) and tahini (up 45%).
In the UK, conversations around turmeric have shot up 79%. But thatâs not just about health-obsessed consumers looking for superfoods. Itâs a flavor thatâs being used in cocktails, including margaritas.
The export value of K-Pop â along with Squid Game becoming Netflixâs most watched show ever â shows the interest in Korean culture. But thereâs also growing interest in Indian and Japanese lifestyles.
The parmesan espresso martini has become a viral hit in the US, shifting from a TikTok fad to a firm fixture of the Starbucks reserve menu.
Spicy SparkJalapeño heads up the spicy spark in todayâs flavor world. Itâs become a âpowerhouse ingredientâ in cocktails: with social chatter growing in the UK (up 32%), Canada (up 27%) and the US (up 25%).
Habanero, Aji Amarillo, and other Latin-inspired flavours are popular infusions for bartenders, with Italian chilli Pepperoncini experiencing a 53% growth in conversations in Australia.
Latin and Tex Mex cuisines have overtaken Italian as Americaâs âgo-toâ food order: so itâs no surprise to see spicy, Mexican ingredients like chipotle win over consumers.
In bloomFloral and natural infusions â think elderflower or rhubarb â are set to dominate spirits and cocktails: reflecting a similar trend in the world of fashion.
Elderflower has always been popular in the UK, but this is growing: conversations about the flavor are up 67% in France.
Rhubarb is gaining momentum, as is hibiscus.
Brands that can use locally sourced ingredients and botanicals may find a winning edge over their competitors.
Tropical triumphsThe frustrations of the pandemic and lockdowns have not been forgotten. People are looking to make up for missed adventures: almost a third of Brits aged 18-25 are seeking out activities like safari and island hopping.
Tropical flavors help bring dreams to life with fruits like guava, passionfruit and pineapple.
Tamarind â a tropical fruit native to Africa â is trending in cocktails: with conversations about the ingredient up 50% in the US (and 27% in the UK).
Tasty treatsFlavor isnât just about flavor. Itâs also about transforming those into multi-layered experiences and treat-based drinks are becoming increasingly popular.
Coffee-based cocktails are trending: particularly interest in the latin-inspired carajillo and frozen espresso martinis. Hazelnut, nutmeg, walnut and cocoa are also other ingredients to watch out for.
Indulgent, treat-focused beverages could even start to replace traditional desserts.
Image credits, top to bottom: getty: debbie lewis harrison, t and i studio, simonkr, judish haeusler, catlane, alexraths.â
