As 2024 unfolds, the food and beverage industry are buzzing with innovation. Every year, we look back at our annual Symrise North American Trend Report and pick some stand out trends that we saw exemplified throughout the year. This year we picked four standout flavor trends are reshaping menus and grocery aisles alike: Mindful Sips, Time-Honored Preparations, Microluxuries and Supercharged Swicy. These trends are not just about flavor; they embody evolving consumer values like wellness, authenticity, indulgence and adventurous eating. Let’s dive into each trend, how it evolved in 2024 and the retail and food service innovations that brought them to life.
1. Mindful sips: wellness beyond health
In recent years, consumers have sought beverages that do more than quench thirst; they aim to enhance mood, mental clarity and overall well-being. In 2024, Mindful Sips evolved beyond traditional functional beverages like kombucha and energy drinks. The focus shifted to mental wellness, relaxation and holistic health, creating products that blend science and sensory indulgence.
- How it manifested in 2024: This year, beverages started integrating botanicals, adaptogens and prebiotics to support cognitive function and stress management. These drinks often featured subtle, sophisticated flavors to complement their functional benefits.
- Retail example: TRIP’s Mindful Blend Sparkling Drinks made waves in the U.S. market. Infused with ingredients like chamomile and L-theanine, these beverages offered relaxation in a can, perfect for consumers seeking calm in their busy lives.
- Food service example: Many high-end cafés introduced “Mood Lattes,” which included combinations like lavender-vanilla with ashwagandha or matcha infused with lemon balm and lion’s mane mushrooms. These options allowed customers to indulge while reaping health benefits.
2. Time-honored preparations: Authenticity through tradition
As consumers grow more curious about their food’s origins, the industry has turned to traditional preparation methods to deliver authentic, robust flavors. In 2024, Time-Honored Preparations gained momentum as chefs and brands reintroduced age-old techniques like fermentation, barrel aging and stone milling.
- How it manifested in 2024: This year, consumers embraced flavors steeped in tradition but with a modern twist. Nostalgia played a key role, as brands highlighted the craftsmanship behind their offerings.
- Retail example: Ocean Spray’s Mulled Blackberry Pear Holiday Blend showcased the appeal of mulling, an ancient method of warming spices with fruit to create deep, comforting flavors. This juice blend brought tradition to modern holiday gatherings.
- Food service example: High-profile restaurants spotlighted fermentation on their menus, offering items like kimchi-infused dumplings and miso-marinated proteins. These dishes elevated humble techniques into gourmet experiences, proving the timelessness of these preparations.
3. Microluxuries: Everyday indulgence
Luxury doesn’t have to be out of reach. Microluxuries emerged in 2024 as a way for consumers to treat themselves to high-quality, exclusive products without breaking the bank. These small indulgences, often made with premium ingredients, gave consumers a taste of luxury in their everyday lives.
- How it manifested in 2024: In a year when economic uncertainty loomed, consumers sought accessible products that still felt special. Think of exclusive seasonings, heritage ingredients, or products elevated by superior sourcing.
- Retail example: President unveiled Leerdammer, a Swiss-Gouda style cheese, offering a gourmet experience at an accessible price point, catering to consumers desiring high-quality dairy products.
- Food service example: Bakeries across the U.S. elevated classics like croissants and éclairs with ingredients such as single-origin chocolate and Tahitian vanilla, creating premium treats that were luxurious yet approachable.
4. Supercharged swicy: The sweet and spicy revolution
2024 was the year of Supercharged Swicy, a trend that expanded the boundaries of sweet and spicy flavor combinations. Consumers embraced complexity, savoring products that balance fiery heat with sweet undertones in new and inventive ways.
- How it manifested in 2024: Swicy products moved beyond novelty status, cementing themselves as staples in both savory and sweet categories. Brands played with unique heat sources, such as ghost peppers and Sichuan chili, pairing them with everything from fruit to chocolate.
- Retail example: Aldi introduced a Spiced Cranberry Hot Honey Sauce, blending the sweetness of cranberry with the heat of spices, offering a versatile condiment for the holiday season.
- Food service example: Starbucks experimented with Spicy Lemonade Refreshers, blending citrusy sweetness with subtle chili heat. This drink became a hit during the summer, proving that swicy isn’t just for food, it’s for beverages too.
2024: A year of flavorful exploration
This year’s flavor trends illustrate how the food and beverage industry continue to adapt to shifting consumer preferences. From mindful beverages supporting mental clarity to luxury products that feel indulgent yet attainable, these innovations reflect the diverse ways people want to engage in with food and drink.
Retailers and restaurants alike have embraced these trends, ensuring that everyone—from health-focused sippers to adventurous eaters—can find something to excite their taste buds. Whether you’re seeking a calming botanical beverage, a nostalgic dish prepared with traditional methods, a small indulgence, or a bold sweet-and-spicy treat, 2024 has delivered something for every palate.
As these trends continue to evolve, one thing is certain: flavor innovation is thriving and the journey to discover the next big trend has only just begun.
Stay tuned for our 2025 Symrise North America Top Trends report, launching in February 2025!
