May 28, 2025 – Deep traditional connection and a willingness to explore new flavors influences Latin America’s food culture. Consumers embrace familiar, comforting tastes, while showing interest in global influences, making flavor a key factor in food and beverage choices. Health and sustainability play a growing role in preference, with botanical and natural flavors gaining popularity. Innova’s 360 research explores the latest flavor trends in Latin America, including consumer preferences, cooking and sustainability trends, and future opportunities.
Consumer Flavors Preferences
In Latin America, healthy/better-for-you, familiar, and traditional flavors influence consumers food and beverage choices the most. Young generations express interest in new or exciting, while Boomers prefer traditional, familiar, and healthy flavors. Flavor trends show that half of consumers in Latin America consider tradition important, reinforcing the value of traditional approaches in modern applications.
Consumers like to experiment with flavors at home, restaurants/bars/cafes/bistro, and holidays/traveling. Category-wise, they like to experiment with sauces, and seasonings and toppings, as these categories offer taste innovation and excitement in a comfortable way. Across all categories, Latin Americans overwhelmingly seek sweet flavors. Other notable flavors include fruit/super fruit, salty/savory, nutty, and spicy flavors.
Cooking Flavors Trends
Consumers in Latin America prefer cooking at home due to its convenience, with the majority preparing home-cooked meals daily or at least once a week. Traditional cookery inspiration sources include friends, family, recipe books, and print media, while digital sources such as social media and online video content are becoming increasingly influential. Latin American consumers exhibit adventurous palates and open to global flavors. Gen Z in seeking international cuisine flavors, while Millennials look for global and street food stall flavor-inspired products.
Inspirational Flavors in Latin America
Local cuisines appeal to Mexican consumers, while consumers in Brazil are more inspired by other cuisines such as those from Africa, Europe, the Middle East and North Africa, and North America. Packed food and beverage launches featuring ethnic flavors show solid growth in Latin America over the past five years. Limited edition products excite consumers and contribute to the dynamic growth of packaged food and beverage launches during the same period. New flavors are appealing to Latin Americans, with 1 in 2 consumers seeking new flavors and willing to spend a premium for them. Brands are leveraging this and launching flavor combinations such as fruits and florals, sweet and spicy, and fruit and herbal. Additionally, cross-category mashups such as breakfast-dinner and dessert mashups, capture consumer interest.
Moods and Health Flavors
Consumers prefer sweet tastes to fulfill various moods, including happiness, comfort, energy, indulgence, refreshment, mental focus, relaxation, and stimulation. Coffee flavors help consumers experience most moods, while fruit flavors are chosen primarily for their health benefits. Flavor trends reveal that most consumers in Latin America are willing to compromise on flavor or taste for healthier or natural food products. They consider flavor as an important aspect in purchasing healthy foods. Natural flavors are preferred due to their health benefits, taste, and natural origin. 65% of consumers in Latin America cite that botanical flavors contribute positively to their health, over-indexing global responses. Reflecting this, flower and herb flavors show 6% and 5% CAGR, respectively, over the past five years.
Sustainability Flavors Trends
Consumers in Latin America associate natural and botanical flavors with sustainability. Flavor trends show that half of Latin Americans are willing to pay more for products featuring sustainability, over-indexing the global average. Mexican consumers are more willing to compromise flavor for sustainability, while the opposite is true for Brazilian consumers. Middle generations, Millennials and Generation X are more likely to make compromise flavor for sustainability than Gen Z and Boomers. Brands meet this demand for sustainable flavors through local and seasonal sourcing.
What’s Next in Flavor Trends?
Latin America’s food scene continues to evolve, blending tradition with innovation. Consumers seek flavors that are not only for enjoyment but also beneficial for their health and aligned with sustainability values. Botanical ingredients, nutrient-dense options, and globally inspired flavors are shaping the future of new product development.
Health remains a strong driver for flavor choices. Botanical flavors, such as guarana, hibiscus, and chamomile, can provide both familiar and emerging options for brands looking to tap into consumer preferences. These natural ingredients can appeal to those seeking wellness-focused food and drinks. Sustainability plays a crucial role in shaping flavor trends. Consumers are increasingly willing to pay more for products that highlight ethical sourcing and environmental consciousness. Clear messaging around local, seasonal, and naturally sourced flavors can help build trust and premium positioning. Global influences also inspire new flavor combinations. Latin American consumers are open to experimenting, and brands can introduce unexpected blends, such as sweet and spicy or coffee-infused desserts, to spark interest. Reviewing food service and street food trends can reveal exciting possibilities for product innovation.
As consumers continue to prioritize health, sustainability, and culinary exploration, brands leveraging natural ingredients and cross-cultural flavors are likely to create exciting new products that meet evolving tastes.
This article is based on Innova’s Latin American Consumers’ Attitudes to Flavor report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
