Diageo has unveiled the top five flavour trends for 2024, identified through its new ‘flavour forecast’ created in partnership with the artificial intelligence tool, Ai Palette. This tool analysed conversations across online and social media platforms to uncover emerging trends in food and drink.
The forecast indicates a rise in the popularity of umami flavours. Searches for turmeric have increased by 79% in the UK, while interest in Korean gochujang (red chili paste) has risen by 55% in the US.
Additionally, searches for the Parmesan Espresso Martini are up 12% in the US, highlighting a growing curiosity about diverse cultural flavours and experiences.
Spicy flavours
Diageo’s findings reveal a 32% increase in conversations about jalapeno in the UK, a 53% rise in discussions about pepperoncini in Australia, and a 36% increase in talk about chili in the US.
This surge in interest aligns with a broader trend where 15% of global consumers seek more excitement in social settings. Latin and Tex-Mex food orders have now surpassed Italian cuisine in America, and nearly half of British shoppers are incorporating hot sauces into their daily meals.
The resurgence of tropical-based food and drinks is also noteworthy. Searches for tamarind have increased by 50% in the US, while interest in guava has risen by 18% in the UK. Additionally, passionfruit has seen a 25% lift in interest in Thailand.
The trend towards ‘treating’ flavours reflects a shift towards indulgence and novel textures. Conversations about flavours such as coffee have risen by 12% in the UK, hazelnut has increased by 91% globally, and nutmeg has seen a 78% rise in global discussions.
Replacing desserts
This trend is underscored by the recent popularity of the Affogato, which has been named ‘Fashion’s Favourite Dessert,’ suggesting that indulgent cocktails may be replacing traditional desserts.
The fifth trend, ‘bloom harvest,’ highlights a growing fascination with nature. This trend has been amplified by events such as the 2024 Met Gala’s theme, ‘The Garden of Time.’ In the UK alone, searches for ‘how to forage’ have surged by 172%.
Mark Sandys, Diageo’s Chief Innovation Officer, says: “Our social habits today are influenced by a variety of factors, including cultural diversity, appreciation for nature, and a desire for adventure. These trends are shaping the drinks and flavours consumers will seek this summer.”
At Diageo’s Innovation Showcase in London, Sandys emphasized that Diageo leverages insights and AI to stay relevant to changing consumer tastes. Recent innovations such as ‘Smirnoff Spicy Tamarind’ and ‘Johnnie Walker Umami’ exemplify the company’s commitment to adapting to evolving consumer preferences.
