Reaching Adventurers: Consumers Love to Discover New Flavors
Millennials and Gen Z in particular drive the trend of novel, creative, impactful foods
Two out of three US consumers “love to discover new flavors’, while the same proportion say that ‘going out for dinner inspires their home cooking” (Innova Market Insights consumer survey 2018). Adventurous, daring and re-imagined flavors are emerging to entice trend-conscious consumers, who enjoy an element of the unexpected on their palates.
Flavor remains the number one factor of importance when buying food and beverages. An increasingly adventurous consumer creates opportunities for bolder, unconventional flavors and novel varieties that bring an element of surprise and the potential to create a social media buzz. Millennials and Gen Z in particular drive the trend of novel, creative, impactful foods with funky colors, shapes and flavors that are exciting to share through social media.