As Generation Y and Z integrate into the workforce, there is a noticeable surge in the popularity of personalised nutrition and supplementation. The 2024 consumer has evolved to become increasingly informed and health-conscious.
This shift prompts us to explore the current preferences in dietary supplements, and the response is clear – consumers are seeking diverse, innovative, and palatable products. Dietary supplements of 2024 and beyond are therefore adopting a holistic approach while continually embracing personalisation. In the realm of flavours, the innovation we are witnessing in dosage forms is also mirrored with innovation in flavours.
New customer lifestyles
We have seen an explosion in new delivery forms like gummies, mouth sprays, and vegan softgel capsules across various health categories. Mental health, cognitive function, sleep, digestive health, beauty, immunity, energy support, and weight management, among others, are increasingly seen as part of the bigger picture. Consumers are beginning to move away from symptomatic supplementation in favour of a more holistic, proactive approach to their health. Nonetheless, there are other common challenges that remain with all supplement products – they need to be both palatable and innovative in their form, taste, colour, shape, and scent.1
A new year, a new colour, a new flavour
Every year, Pantone selects one colour that will mark the year ahead - peach fuzz being the colour of 2024. Officially called “Pantone 13-1023 Peach Fuzz,” the colour is “velvety”, “gentle”, and “subtly sensual” according to the design and colour authority.2 It’s soothing and embracing tones are expected to enrich our mind, body and soul.2 The colour is associated with both indulgence and serenity, similar to the fruit itself. Peaches, which are rich in high fibre content, promote a healthy heart and radiant skin, so we expect peach flavour to dominate in the gut and beauty categories as a standalone flavour or in combination with passion fruit, mango or apricot. Our Gastro-soothe concept for relieving and restoring the gastrointestinal function embraces this trend, containing white peach as a key flavour.
New flavour trends
According to Innova, there are five global flavour trends 3 - floral fascination, indulge in imagination, vintage vibes and modern bites, local delights and savour the contrast. Based on social media listening tools,4 the health and supplement market is closely following these trends. At IMCD, we continually assess the top categories and flavour trends, utilising the different flavour directions when developing our concept formulations. While there are some newcomers in 2024, the classics like orange, lemon, strawberry, raspberry, cherry, berry, and now peach continue to dominate as the top-liked flavours, as evidenced by social media engagement. With this in mind, we are placing a special focus on the following flavour trends for 2024:
Log in to read more about the flavour and health axis and IMCD solutions
Do you want to read the full article?
Full access also means: