Perhaps it’s a delayed reaction to pandemic-induced flavor boredom. A growing percentage of Americans (and Canadians) are seeking novel flavors. Per Innova Market Insights’ 2023 Flavor Survey, 34% of Americans and Canadians say that new, unique, and different flavors most influence their food and beverage flavor choices, up from the 26% the year before.
But higher percentages of Americans and Canadians also said that familiar flavors, better-for-you flavors, traditional flavors, and comforting flavors most influenced their flavor choices in 2023, versus 2022.