With increasing access to global markets and groundbreaking technological advancements, consumers have become uniquely positioned to influence the future of food inspired by the latest social media trends and content consumed online.
However, for food and beverage manufacturers looking to tailor their products to meet consumer demand, the challenge lay in precisely pinpointing that demand. From wellness and taste to sustainability and quality, consumers have sought increasingly personalised products that adapt and evolve with them and their ever-changing needs.
Kerry’s annual Taste Charts trend predictions have been essential in forecasting direction. David Deeley, Kerry’s Senior Insights Manager for Europe, shared how Taste Charts research and analysis have gone far beyond determining the “brat” vs. “demure” taste.
Stressing the importance of putting the consumer at the heart of the research, Deeley stated that Kerry’s Taste Charts revealed more than just what’s trending. By leveraging human insight and a decade of flavour evolution, they have linked these tastes back to fundamental shifts in consumer behaviour, showcasing how the markets have transformed.
“Consumers transitioning from a reactive to a proactive approach to health is a gradual evolution, not an overnight shift. Today’s conscious consumer rejects the notion of compromising taste for nutrition,” said Kerry’s Global Consumer Research and Insights Director Soumya Nair.
“This shift away from a 'trade-off-mindset' has reached a critical juncture, as consumer loyalty shifts toward brands that can deliver both - ‘novelty and vitality’. Think ‘table-stakes’ - the new norm for food and beverages.”
Deeley added that consumers have been diving headfirst into adventurous flavours, perfectly mirroring today’s cultural zeitgeist, a world that craves novelty, wellness, and meaningful connections.
“Today’s consumers call for balance and self-care in our fast-paced lives, and Fun with Functional answers this need. Consumers are looking for flavours that deliver more than just taste—a delicious daily boost that nourishes both body and mind. In a world that never stops, people crave flavours that do double duty, bringing enjoyment and a feel-good factor that grounds them at the moment.”
The growing demand for ‘experience-driven moments’ has also challenged brands to rethink their approach to consumer engagement. When leveraged effectively, these insights created unique opportunities for brands to connect with consumers in authentic and memorable ways, allowing them to become part of consumers' stories rather than simply existing as a byproduct.
Nair explained that consumers sought genuine connection and meaning in their everyday experiences, with food as the perfect backdrop for daily pockets of escapism and playfulness. Brands that genuinely listen to and evolve with their consumers have the opportunity to embed themselves in their lives in more authentic and creative ways.
She said that while consumer loyalty was a moving target driven by various needs, this trend emerged as an equaliser.
“Food experiences are deeply emotional, from evoking memories to providing a much-needed escape from the demands of everyday life. ‘Imagination Infused’ fosters a whimsical fusion across diverse categories, where imagination converges with innovation, resulting in weird but wonderful creations that spark the imagination and enchant the consumer palate”
Nair added that consumers today were more ‘intentional’ about their choices. Gen Z consumers influenced older generations and ‘the growth of 'human-centred design' in technology, agriculture, manufacturing and brand experiences.’
According to Deeley, through upcycled ingredients and reimagined classics, consumers have rediscovered heritage flavours and rethought engagement with nature’s resources.
Kerry’s Taste Charts visualise the future through the eyes of flavour and ingredients. This insight-driven, curated toolbox has a decade-long legacy of driving innovation and delivering on the consumer promise.
