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Enhancing Food & Beverage Sales Through Flavors, Authenticity, and Consumer Connection

Consumer interest in global flavors has been on the rise, with a particular uptick seen during the COVID-19 pandemic. According to Innova Market Insights, consumers are now seeking extraordinary flavors that offer both comfort and adventure. This trend has been reflected in the product lineup of plant-based puffed snacks maker Snacklins, which incorporates global influences, comfort foods, and a commitment to free-from ingredients. With flavors like Barbecue, Chesapeake Bay, and Teriyaki, Snacklins uses yuca mushroom as the first ingredient and is Non-GMO certified, vegan, and kosher.

In addition to global flavors, consumers are also drawn to earthy and nostalgic flavors made with high-quality ingredients. Point Reyes Farmstead Cheese Co. has tapped into this trend with products like Fennel Blue cheese, which infuses mild blue cheese with fennel for a sweet and umami flavor blend. Their Truffle Brie uses Italian black summer truffles to create a buttery and earthy flavor profile. Similarly, Feel Good Foods, known for its frozen gluten-free comfort foods, offers nostalgic and familiar flavors like Fried Pickles, Chicken Potstickers, and Jalapeño Bites, providing better-for-you versions of classic comfort foods.

When it comes to authenticity, older consumers value brands that align with personal values and authenticity in messaging. Sprouts Social’s Influencer Marketing report highlighted this expectation, with 53% of Millennial, Gen X, and Baby Boomers looking for brands to align with personal values and 47% for authenticity, even in sponsored content. On the other hand, Gen Z consumers focus more on a brand’s followers, with only 35% valuing authenticity but 47% emphasizing a brand’s followers.

Brands like Dr. Bronner’s Magic All-One and Athletic Brewing Co. leverage authentic messaging to connect with their audience. Dr. Bronner’s packaging features messages of social unity and regenerative agriculture, emphasizing the brand’s commitment to environmental stewardship and sourcing transparency. Athletic Brewing Co. promotes self-care, active lifestyles, and social connection without the need for alcohol, partnering with influencers to reinforce their messaging. With diverse flavor offerings and a community-oriented value system, these brands are able to establish quantifiable trustworthiness with their consumers.

In conclusion, the trend of growing consumer interest in global flavors, authenticity, and high-quality ingredients is shaping the food and beverage industry. Brands that can tap into these preferences and provide products that offer comfort, adventure, and social value are likely to resonate with consumers across different age groups. By understanding and adapting to these trends, brands can stay relevant and connect with their target audience in a meaningful way.

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