Top seven global trends impacting taste revealed by Kerry insight experts


A new report by Kerry, a world-leading taste and nutrition company, examines how taste trends manifest across the world and come to life through taste and product innovation. The Global Taste Trends report maps out the key tastes linked to trends across the US and Canada, Mexico, Latin America, Europe, and the Asia Pacific, Middle East and Africa regions, highlighting how they vary and travel across these areas.

The following top trends were identified through the research:

  • Nostalgia
  • Seasonality
  • Enticing eats
  • Taste exploration
  • Novel flavors
  • Acceptable sweetness
  • Healthy halo

Some of the interesting North American and global findings and items (of many) in the report:

* Two pages on the lifecycle of basil as a global emerging flavor and its emergence in cold beverages in the US and Canada. Page 4

* Nostalgia trend (P 7) of Mac & Cheese as a comfort food during the pandemic. The addition of sriracha and/or bacon to Mac & Cheese. P 8 – 80% of consumers love or like Mac & Cheese.

* Seasonal and regional pit smoked BBQ ribs – 7 regional variations including Korean, Texan, Nashville, Memphis, Kansas City and others. P 11

Texas BBQ is a big snack flavor in the EU.

* Matcha Lime Green Coffee energy drink. P14

* Rise of Kimchi. See Korean Kimchi Crinkle Cut Chips. P17

* Lavender as a drink flavor for alcoholic and non-alcoholic beverages. One example is in blueberry lavender chamomile hard seltzer. P 20

* Acceptable sweetness as consumers seek to reduce sugar content without losing taste. P 22.

* Healthy halo foods P25. Strawberry Vanilla Kombucha Oat Frozen Desert P26.


Europe has well-travelled consumers seeking wasabi and sriracha, while in the US they are exploring flavors such as Irish cream and Korean BBQ.

Meanwhile, consumers craving nostalgia in Mexico will reach for Al Pastor and tamarind, while in the Asia Pacific region flavors such as lychee and green mango provide comfort.

The report also showcases a number of bespoke concepts to inspire innovation for great products, such as plant-based ice cream, tempura nuggets and cold brew tea.

Commenting on the launch of the report, Leigh-Anne Vaughan, Global Strategic Marketing Director of Taste, said:

“In the past year, we have seen trends shift and accelerate due to the COVID-19 pandemic. A taste for nostalgia has emerged, with consumers gravitating toward comforting and familiar food and beverages such as cotton candy and cookie dough. Seasonal tastes also offer comfort, with consumers expecting limited time offers during seasons or holidays.

“However, consumers are also looking for excitement, and are drawn toward enticing and visually impactful food and beverages to disrupt the monotony of day-to-day life. They are exploring the world through their taste buds in order to seek adventure, with authentic yet accessible cuisine choices on the rise. Meanwhile, health-conscious consumers are also demanding products with less sugar and with healthy halo ingredients.

“The Global Taste Trends can be leveraged to create innovate concepts that will meet changing consumer preferences. Through proprietary Kerry tools such as Trendspotter™, leading market knowledge and local insights, we can partner with customers to translate our leading taste insights into great products. We are committed to guiding our customers on their journey to develop the next generation of tastes that will delight, surprise and excite consumers.”

Click here to download the Taste Trends report.

About Kerry

Kerry, the world’s leading taste and nutrition company, provides sustainable nutrition solutions for the food, beverage and pharmaceutical industries. Every day over one billion people around the world enjoy food and beverages containing Kerry’s solutions. The company has offices in 31 countries, 149 manufacturing facilities and employs 26,000 people globally, including over 1,000 food scientists. Kerry aims to be its customers’ most valued partner by delivering food and beverage products that meet their consumers’ individual taste, nutrition and wellness preferences, while enhancing their lives and contributing to a more sustainable world. For more information, visit