Diageo's AI-Informed Summer Flavours: Summary
Findings:
Diageo identified five key flavor profiles predicted to dominate the summer food and beverage scene: Umami Universe, Spicy Spark, Tropical Takeover, Treating Temptation, and Bloom Harvest.
These flavors were identified using an AI tool to track online conversations and search trends.
Specific ingredients experiencing increased interest include turmeric, gochujang, chili peppers, tamarind, guava, coffee, hazelnut, nutmeg, elderflower, and rhubarb.
Key Takeaway:
Consumer preferences are shifting towards bold, adventurous, and globally-inspired flavors, driven by a growing interest in novel experiences, cultural influences, and a connection with nature.
Trend:
The trend reflects a move away from traditional and familiar flavors towards more complex, layered, and unexpected combinations. This is evident in the rise of umami-rich ingredients, spicy elements, tropical fruits, indulgent treats with unique textures, and floral/botanical flavors.
Conclusions:
Diageo's AI-powered approach to identifying flavor trends provides valuable insights for the food and beverage industry.
The five key flavor profiles are expected to influence product development and marketing strategies in the coming months.
Brands can leverage these trends to create innovative and appealing products that resonate with evolving consumer preferences.
Implications for Brands:
Innovation: Develop new products and flavor combinations that align with the identified trends, focusing on unique ingredients and global inspirations.
Marketing: Tailor marketing campaigns to highlight the adventurous and experiential aspects of these flavors.
Collaboration: Partner with chefs, mixologists, and influencers to create unique content and experiences that showcase these flavors in new and exciting ways.
Consumer Education: Educate consumers about the origins and benefits of these flavors to increase their appeal and drive sales.
Menu Development: For restaurants and bars, incorporate these trending flavors into seasonal menus and cocktails to attract adventurous diners and drinkers.
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