Diageo anticipates summer flavors with the help of artificial intelligence

Diageo's 'Flavour Forecast' report reveals the most popular flavours of the season

14-Jun-2024
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Diageo, a world leader in spirits, has created with the help of artificial intelligence the 'Flavour Forecast' report, a taste trend analysis that reveals the flavors that consumers will prefer this summer globally.

In collaboration with Ai Palette, an AI and machine learning tool that identifies emerging food and beverage trends by tracking global conversations on social media, Diageo has identified this year's most popular flavors:

  • Umami Universe: Often confused with a few specific ingredients, conversations about the savory nuances of umami - the fifth basic taste along with sweet, sour, bitter and salty - are on the rise in the digital environment. Preference for ingredients such as turmeric (+79% in the UK), gochujang (+55% in the US) and even recipes such as Espresso Martini with Parmesan (+12% in the US), reflect the social need to discover new taste experiences and traditions from different cultures; something that goes beyond food and drink, thanks to the growing popularity of Korean culture with K-Pop or 'The Squid Game', among other Asian influences.
  • Spicy Spark: Spicy flavors are gaining traction around the world, with a sharp increase in conversations about ingredients such as jalapeño (+32% in the UK), pepperoncini (+53% in Australia) and chili (+36% in the US). These trends come at a time when 15% of consumers worldwide are looking for something more exciting when socializing, when Latin and Tex-Mex recipes outnumber Italian dishes in the U.S., and when nearly half of Brits use hot sauces in their daily meals.
  • Tropical Takeover: Society's search for adventure and more exotic experiences, driven by the joy and positive energy they bring, has led to flavors that transport us to the tropical universe becoming increasingly popular. Ingredients such as tamarind (+50% in the US), guava (+18% in the UK) and passion fruit (+25% in Thailand) are behind this trend and are some of the favorites when it comes to adding a touch of joy to your everyday life.
  • Treating Temptation: New textures and innovative formulations have transformed stereotypical "indulgent flavors" into new consumer experiences. Users say that enjoying life's little pleasures is increasingly important (+63%), so conversations about flavors like coffee (+12% in the UK), or ingredients like hazelnut and nutmeg (+91% and +78% worldwide respectively) are trending.
  • Flowers and harvest (Bloom Harvest): Certain sectors of society are paying more and more attention to nature, even the Met Gala held its own "garden of time" this 2024. This trend is driven by an increasingly environmentally conscious consumer and their interest in locally sourced ingredients (+44%), with floral and natural infusions such as elderflower (+67% in France) and rhubarb (+36% in Canada). For example, in the UK, searches on "how to harvest food" have increased by 172%.

Mark Sandys, Chief Innovation Officer, said: "The way we socialize today is shaped by many factors, such as different cultures, the value we place on enjoying the outdoors and even our desire for adventure. These trends are also influencing the beverage industry and the specific flavors consumers will want to enjoy this summer. Diageo's 'Flavour Forecast' trend report indicates that we are going to see ingredients such as jalapeño, guava and floral infusions having their moment, especially in the world of cocktails. Thanks to our insights and artificial intelligence, we have been able to track the growth of these trends and introduce new products to stay relevant to consumers' changing palates, such as the new Smirnoff Spicy Tamarind and Johnnie Walker Umami."

Diageo's 'Flavour Forecast' report combines each flavor trend with insights from the company's 'Foresight System', a digital tool first introduced in Diageo's first consumer trend report, 'Distilled'. This tool monitors global conversations from internet and social media sources.

These results explain which widespread consumer trends are behind the popularity of these flavors. For example, consumers seeking Betterment Brands - brands they identify with because of their personal green values - are driving interest in locally sourced ingredients, while the global desire for 'unique products and experiences' is generating greater curiosity about Umami's diverse flavors.

Thanks to Ai Palette's trend identification, and Diageo's insights into relevant consumer trends, Diageo's 'Flavour Forecast' trend report is essential reading for any brand seeking inspiration for innovation.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in Spanish can be found here.

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