ADM unveils 2024 flavour and colour trends driven by defiant consumer choice

Published: 18-Oct-2023

Transcending traditions and breaking the status quo, the new year’s top flavours and colours represent consumer resolve to boldly choose products that appeal to their personal aesthetics and reflect their unique values

ADM has announced its outlook on the flavour and colour trends that will drive product innovation in 2024.

With unapologetic abandon for self-expression coupled with individual wellness goals top-of-mind for consumers across regions, ADM has identified four trends that illustrate evolving consumer behaviours and will inspire memorable moments.
“Colour trends, and corresponding flavours, in foods and beverages provide unique insights into the human condition, revealing how we are responding and adapting to macro forces far beyond the table,” said Hélène Moeller, Vice President of Global Product Marketing for flavours and colours at ADM.

“From focusing on well-being for themselves and the planet, compounded by concerns for affordability, the colour and flavour trends we identified in this report indicate what foods and beverages consumers will reach for on product shelves.”
ADM’s colour and flavour experts identified these themes through a deep dive into consumer purchasing behaviour and trends both online and offline, and across industries beyond foods and beverages.

“Colour is at the epicentre of the food, fashion and content that the world consumes,” said Moeller.

“We also know that flavour trends are dynamic, affected by cultural events, viral social media phenomena and emerging consumer tastes.”
From embracing the unconventional to supporting health in all forms, reinventing nostalgic favourites and experiencing indulgent products without the price tag, ADM outlines what to expect for flavors and colours in 2024.
Luxe self-expression
Consumers are defying convention with an emboldened desire to experience fully flavoured and vibrantly coloured foods and beverages.

From sensational encounters that rival digital expression to luxurious indulgences that reflect personalized desires, this trend centers on the curated consumption of products with maximum impact.
Dare to #dupe
Economical offerings that credibly replicate consumers’ beloved products are expanding beyond fashion and personal care into the food and beverage segment.

ADM unveils 2024 flavour and colour trends driven by defiant consumer choice

Brilliant colour mimicry and flavour authenticity offer visual and taste experiences that go beyond the norm to deliver on consumer expectations for natural ingredients, authentic regional cuisines and convincing alternative formulations.
Health without stealth
Flavours and colours are powerful cues to support product positioning through consumer associations. Today’s shoppers are seeking out functional foods and beverages that support holistic health, from relaxation to hydration and mental to physical wellness.

These associated benefits must be presented without sacrifice to the sensory experience, as consumers view better-for-you products as the norm instead of the exception.
Breaking boundaries of taste and colour
Yesterday’s uncommon experiences are today’s favourites and tomorrow’s mainstream staples. Consumers are clamouring for vivid food and beverage creations that are accelerating the shift from new to now.

On the leading edge are hyper-local flavours on a global scale and dazzling rainbow hues that reflect colourful ingredients derived from nature.

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