T. Hasegawa released its 2024 Flavor Trends report highlighting which sweet and savory flavors trended each month last year. In January, the manufacturer noted that ube, strawberry lemon and coconut macaroon flavors trended in the sweet category, while sundried tomatoes, Worcestershire and red jalapeños were popular savory flavors. 

Similarly, global flavors were popular in the sweet category in May; the firm noted pandan, a tropical plant which has fragrant leaves used for flavoring in the cuisines of Southeast Asia, tropical lime and caramel macchiato. In August, horchata trended, and in October, T. Hasegawa cited churro flavors as trending.

On the savory side, global flavors were even more popular, according to the report. In February, T. Hasegawa saw miso, tonkotsu and teriyaki flavors trending. Tom yum flavors dominated in July, which is a traditional hot and sour soup from Thailand.

In October, the company noted a spike in takoyaki, which is a Japanese street food of bite-sized, ball-shaped fried dough balls with creamy octopus filling inside. Black truffle was also a trending flavor in the month of October.

Earlier in 2024, T. Hasegawa looked at how the coffee market was steadily growing, and consumers gravitated toward drinks they can customize, according to research.

T. Hasegawa also said that instant coffee and RTD options that offer convenience are especially appealing to consumers, and innovations in private-label products and high-caffeine coffees speak to their preferences.