Customers Love Discovering New Flavors

Millennials are more adventurous, while boomers are conventional when it comes to tastes.

February 17, 2020

ALEXANDRIA, Va.—What do consumers factor in the most when buying a product? Flavor.

Candy USA revisits Innova Market Insight’s 2020 Trends Report, focusing on the fact that flavor is one of the single most important factors weighing on a purchasing decision. And nearly two-thirds of global customers report a love for discovering new flavors.

Because of this demand, Innova says that 2020 may bring more detailed flavor descriptions and new flavor profiles from many food and beverage brands.

There are generational differences that come into play here as well: Millennials have the most adventurous flavor palate, while baby boomers can be more conventional in their flavor choices. Gen Z is in the middle and have “less interest in ‘mixing it up.’” 

“When asked if they like new, mixed or seasonal flavors, Gen Z agreement was generally at least 10 percentage points lower than that of millennials,” said Lu Ann Williams, director of innovation at Innova Market Insights. “But there is still an element of boldness when it comes to genuine novelty, with 45 percent of Gen Z agreeing that ‘the crazier the flavor, the better.’”

You can see more trends and insight from Innova Market’s 2020 Trends Report.