According to its research, umami-rich ingredient turmeric has seen a 79% boost in online searches in the UK over the past year. In the US, searches are up for intensely savoury and spicy Korean sauce gochujang (+55%) and “parmesan expresso martini” (+12%), meaning this flavour profile is rooted in a growing interest in novel experiences and global flavours.
Meanwhile, desire for piquant flavours is on the rise, with increased interest in jalapeños (+32% in the UK), pepperoncini (+53% in Australia) and chillis (+36% in the US). According to Diageo, Tex-Mex and Latin American food has surpassed Italian as Americans’ go-to food order, whereas 44% of British shoppers now use hot sauce in everyday meals.
It also notes a resurgence of tropical flavours, as consumers crave adventurous experiences, with online conversations about fruits – including tamarind (+50%, US) and guava (+18%, UK) – seeing an uptick.
Indulgent treats are set to take on new forms and textures. Conversations about ingredients like coffee (+12%, UK), hazelnut and nutmeg (+91% and +78%, globally) indicate this, while Vogue US recently calling the affogato “fashion’s favourite dessert” could be a sign of cocktails becoming the new dessert du jour.
Elsewhere, an obsession with nature is driving interest in floral and botanical flavours, such as elderflower (+67%, France) and rhubarb (+36%, Canada). Diageo suggests this could be thanks to a growing enthusiasm for foraging and cultural occasions like the 2024 Met Gala’s Garden of Time theme.
