Consumers Showing Continued Interest In ‘Flavor Discovery’


Arnhem, The Netherlands — Flavor continues to be one of the single most important factors weighing on consumers’ purchase decisions, and two thirds of global shoppers report a love for discovering new flavors, according to Innova Market Insights.

The market research company notes flavor is such an important factor that it drove many of its 2020 trends. For example, Innova anticipates more detailed flavor descriptors and an emphasis on provenance will play large in the coming year.

Unsurprisingly, millennials demonstrate the most adventurous flavor attitudes, while boomers are more conventional. Gen Z falls between the two, as the cohort shows less interest in “mixing it up” when it comes to taste, the market research company reports.

“When asked if they like new, mixed or seasonal flavors, gen Z agreement was generally at least 10 percentage points lower than that of millennials,” says Lu Ann Williams, director of innovation at Innova Market Insights. “But there is still an element of boldness when it comes to genuine novelty, with 45 percent of gen Z agreeing that ‘the crazier the flavor, the better.’”

She notes interest among gen Z shoppers around novel flavors is much higher than what is found among shoppers older than 45 years.