Novotaste’s comprehensive review of 2022 flavour trends will be published on December 6th, 2022. There will be two versions available: (1) a general review & (2) a comprehensive review that will include greater detail for NPD & marketing purposes.
This year’s flavour trends are composed of nine main categories & three underlying trends (figure 1). These consist of (1) indulgence, nostalgia & comfort, (2) mutations & fusions, (3) bold & unique, (4) added value & healthy, (5) globally-inspired, (6) vegan & mocktails, (7) Me2, (8) millennials & (9) zoomers flavour trend categories. Relative to this specific period in time, some past trend categories have evolved into “permatrends” or inherent trends. These consist of multisensory flavour experiences, the use of natural & clean label ingredients.
These categories were created after digesting thousands of online articles containing specific & general flavour information. As data was compiled, it became very clear that flavour trend categories would dramatically change versus last years. This mainly consisted of mergers of certain flavour trend categories (such as indulgence, nostalgia & comfort) as well as the expansion of last year’s “smoke & mirrors” category into a “millennial” & “zoomer” categories. These two were created because it’s not just about having a great tasting product anymore, it’s about how flavours are marketed to consumers. As an example, we are currently seeing more very bold or even disgusting flavours in NPD launches because they simply create buzz. LTO’s, mystery & celebrity inspired flavours have also become more common. Sales & marketing techniques for flavours have dramatically evolved at the same pace as technology & how we use it.