Flavors, authenticity, consumer connection to drive food & beverage

15-Aug-2024 - Last updated on 15-Aug-2024 at 14:38 GMT

Source: Getty/ The Good Brigade

Related tags Trends Technology Sustainability

From indulgent treats to non-alcoholic alternatives, consumers are craving brands that provide nostalgic flavors, better-for-you benefits and authentic brand connections - trends that are set to grow into 2025, according to several reports.

One of the most significant trends is the growing consumer interest in global flavors, which saw an uptick during the COVID-19 pandemic. The demand for global flavor persisted, with consumers now seeking extraordinary flavors that offer both comfort and adventure, according to Innova Market Insights.

Similarly, plant-based puffed snacks maker Snacklins global influences, comfort foods and a commitment to free-from ingredients. Its product lineup, including flavors Barbecue, Chesapeake Bay and Teriyaki, features yuca mushroom as the first ingredient and is Non-GMO certified, vegan and kosher.

Consumers also are drawn to earthy, nostalgic flavors made with high-quality ingredients. For example, Point Reyes Farmstead Cheese Co. tapped into this trend with its Fennel Blue cheese, which infuses mild blue cheese with fennel to create a sweet and umami flavor blend. Point Reyes Farmstead Cheese Co. ‘s Truffle Brie uses Italian black summer truffles to create a buttery and earthy flavor profile.

Feel Good Foods, known for its frozen gluten-free comfort foods, also taps into consumers’ preferences for nostalgic and familiar flavors. Its offerings, such as Fried Pickles, Chicken Potstickers and Jalapeño Bites, provide better-for-you versions of classic comfort foods. According to the company, the two pound bag of gluten-free Jalapeño Bites, made with cream cheese, will be available in Costco stores in the Bay Area this month.

Authenticity matters to older consumers, follower-count matters more for Gen Z

Sprouts Social’s Influencer Marketing report highlighted consumers’ expectations for brands to align with personal values through authentic messaging, giving brands and retailers an opportunity to shape their strategy towards social and emotional value.

According to the report, 53% of Millennial, Gen X and Baby Boomers look for a brand to align with personal values and 47% for authenticity, even for sponsored content. However, only 35% of Gen Z reported they value authenticity but 47% focus on a brand’s followers, underscoring brands' emphasis on establishing quantifiable trustworthiness.

Dr. Bronner’s Magic All-One — including its Oat Milk Chocolate and Dark Chocolate bars — are wrapped in packaging that features messages of social unity and regenerative agriculture from the brand's founder, Emanuel Bronner. The bars also are USDA-organic, Fair for Life and Certified B Corp certified, emphasizing the brand’s commitment to environmental stewardship and sourcing transparency.

Non-alcoholic beer leader Athletic Brewing Co. also leverages authentic messaging to connect with its audience. On its website and social media channels, the brand promotes self-care, active lifestyles and social connection without the need for alcohol by partnering with influencers like hairstylist Jay Wendt and triathlete Stuart Tier.

This messaging is reinforced by the brand’s diverse flavor offerings like its Run Wild IPA, Free Wave Hazy IPA, Upside Dawn Golden Ale, and offering a 25% discount on exclusive flavors for members of its Athletic Club for $29 a year, highlighting a community-oriented value system for its consumers.