Consumers continue to seek out products that resonate with their personal values, such as those sourced and made sustainably. Brands that respond in kind will attract such discerning - and adventurous - consumers.
2. Dare to #dupe
With more than 2.3 billion views, "#dupe" - the sassy form of "duplication" - is a powerful consumer concept. The "#dupe" trend is familiar in personal care and fashion, but the concept has begun to infiltrate the food and beverage space. With a rapid growth over the past five years, #dupes have evolved far beyond being "knockoffs." For foods and beverages, the rise of premium private label products is paving the way for exhilarating experiences without a hefty price tag - echoing Luxe Self-Expression.
#Dupe also lends well to reinvention of nostalgic favorites, infusing familiar tastes in new formats. This reimagining synergizes with demand for closer-to-nature ingredients. In the world of colors this means a shift away from synthetics toward naturally derived hues that have a similar striking visual appeal. Think playful and cheerful colors from magical marigold to pistachio green.
Now more than ever, consumers are empowered to revisit their memories, ruminating about what "authentic" truly means to them and where to find it. Whether it's freshly peeled citrus fruit at breakfast or childhood memories of rainbow sherbet, this trend is unpacking what nostalgia-tinged authenticity can look and taste like in foods and beverages.
3. Health without stealth
With health and wellness top-of-mind, functional support has become a primary factor for many consumers. But it doesn't stop there and a health and wellness attribute is not the be all end all. Along with that benefit,
consumers also desire a sensory experience - from appearance to taste - to reflect and enhance the support they seek. Being healthy should be fun, not a chore. Flavors and colors may signal that products are positioned to support relaxation, energy, and hydration, and consumers want these to be loudly broadcasted so they can proudly showcase their healthy lifestyles to others.
In both foods and beverages fermentation is bubbling, think kimchis and booches, respectively. Fermentation continues to pique curiosity and garner more acolytes, especially as consumers recognize how fermentation promotes proper gut function and this in turn can support their overall well-being.
Fermentation and health via the gut are opening doors for flavors with sour notes commonly associated with on-trend kombucha or the process of pickling. Olive oil green and other vegetal colors pair harmoniously with these funky flavor profiles.