Kerry, a leading presence in taste and nutrition, has unveiled its 2024 Taste Charts, A World of Future Tastes, to the global food and beverage community. The culmination of Kerry’s year-long research is a series of incisive charts created separately for 13 individual regional markets, including 30 countries in Asia Pacific, Middle East & Africa (APMEA).
The charts categorize mainstream, key, up-and-coming, and emerging tastes within five food and beverage segments. They offer a thorough analysis of flavors, ingredients, and trends that are poised to influence innovation in the food and beverage sector in the coming year, serving as inspiration for product and menu developers globally.
Highlighting the remarkable pace of today’s innovation, Kerry researchers delved deeply into the lifecycles of two enduringly popular flavors—orange and chocolate. The study explored how these widely embraced ingredients are transforming into a myriad of inventive and delightful product offerings across the globe. These case studies exemplify the convergence of popular and traditional tastes on a global scale, showcasing how brands are creatively sourcing, combining, and recombining flavors and ingredients to generate new and innovative applications.
Continue Exploring: Sneak peek into 2024: Frito-Lay and Quaker reveal the next big things in food and snacking
In the evolving Indian market, a surge in indulgence and premiumization is evident as consumers develop a preference for flavors such as sea salt, salted caramel, truffle mushrooms, sun-dried tomatoes, and peanut butter.
Other top insights for 2024 flavour innovation in South Asia:
- Cheese+: While cheese remains a popular choice, the current market trend is leaning towards specific types of cheese and pairings that are sure to delight consumers. Notably, parmesan, cheddar, and cream cheese are gaining prominence.
- Love for Chili: Various chili varieties with their unique and specific flavors play a crucial role in numerous culinary genres. In India, consumers are increasingly discovering the diverse tastes of green chili, chipotle, peri-peri, sriracha, ghost chili, and more.
- Fruits such as Yuzu are gaining popularity across various markets and applications. Recent launches include Yuzu Gose beers in South Africa, Yuzu and pepper mayonnaise in China, and Yuzu low ABV wines and alcoholic beverages in Australia.
- In South Africa, authentic local flavors such as Chicken Dust, inventive combinations like chili lemon/lime, and international culinary influences such as jalapeno atchar reflect the nation’s cultural diversity. Additionally, there is a growing trend in the popularity of sweet flavor pairings, ranging from sweet & salty, sweet & spicy, to sweet & smoky.
- In India, traditional spices and cooking techniques are taking on a modern twist, resulting in innovative dishes like turmeric latte macarons and other culinary delights. Similarly, in Thailand, this culinary evolution is evident in creations such as charcoal-grilled skewers with fermented chili paste.
- Driven by the influence of social media and a quest for novelty, young consumers are seeking bold and unconventional flavor combinations. This trend creates opportunities for unique sweet-savory pairings, such as bacon milkshakes, coffee infused with black garlic, and chocolate bars with wasabi.
- The surge in the plant-based revolution is sparking a demand for inventive flavor solutions in meat and dairy alternatives. Examples include jackfruit rendang in Indonesia, mushroom jerky in Australia, and chickpea falafel with a Middle Eastern twist.
- Passionfruit, typically regarded as a specialty fruit, has emerged as a prevalent flavor in all 13 distinct global regions according to chart analyses. While it holds mainstream status in New Zealand, it remains an early-stage and developing flavor in the Middle East.
Across wider Asia Pacific, the flavour scene remains vibrant. Commenting on the 2024 Asia Pacific (APAC) Taste Charts, Avinash Lal, Market Research & Consumer Insights Director, Kerry Asia Pacific, Middle East & Africa, stated, “APAC is a colourful flavour tapestry, constantly evolving and influenced by diverse cultural traditions, emerging trends, and evolving consumer preferences. Consumers are rediscovering the magic of their own culinary heritage, seeking out unique regional ingredients and flavour profiles. Traditional spices and cooking techniques are also getting a modern twist, leading to innovative dishes like turmeric latte macarons in India and charcoal-grilled skewers with fermented chilli paste in Thailand.”
Lal added, “Young consumers are craving bold and unusual flavour combinations, driven by social media’s influence and a desire for novelty. This opens opportunities for sweet-savoury pairings like bacon milkshakes, coffee infused with black garlic, and chocolate bars with wasabi.”
Soumya Nair, Global Consumer Research and Insights Director at Kerry, said, “Consumers want tasty new innovations or flavours they may have experienced while traveling. We are seeing many unique flavour intersections in foods and beverages. Although rapidly changing times can present great challenges, they also provide an unparalleled opportunity for brands to catch a trend on the rise. The Kerry 2024 Taste Charts are a valuable tool for the food and beverage industry to navigate the new taste environment for products.”
