This report assesses flavor trends among Gen Z consumers. Innova research showed that to many, flavor has become more important to them over the past 12 months, and while sources of flavor inspiration vary, social and digital video media top the list, resulting in F&B brands increasingly using these platforms to develop flavors and engage with this generation for new product success. World foods are a further source of flavor inspiration, with Asian flavors particularly popular with the Gen Z consumer, but they also over index for African and Latin America flavors. Flavor and mood is also reviewed; Gen Z like to turn to sweet tastes to meet most of their emotional needs, but overall healthy flavors are important this age group and is an area to watch in future NPD.

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