Innova Market Insights dubbed “Indulge in Imagination” as one of the top trends of 2024, and we are certainly seeing the impact of this across product launches. Fantasy flavors are not a new concept in the US market – in fact, we’ve been tracking it pre-pandemic.

However, more brands are increasingly comfortable with taking an imaginative approach to innovation.  

Fantasy flavors saw a 23% increase in new food and beverage launches from 2020-2023, with rainbow, cosmic and dream seeing triple- and double-digit growth (Innova Market Insights). Consumers are drawn to these products for their novelty but also for the sense of nostalgia of the 1990s and early 2000s often associated with these concepts (think Lisa Frank or glow-in-the-dark stars on your bedroom ceiling).  

While snack foods and sweet goods are leaning into this trend, the beverage space continues to spark inspiration. Looking at the alcohol segment, for example, brands are using various fantasy buzzwords to keep consumers coming back for more. 

Products with environmental or element-related key terms are increasingly present, such as beach, oasis, arctic, rain, fire and more (Innova Market Insights).

Using fantasy flavors is not only a draw for consumers but using this flavor strategy adds a level of excitement to the development process as well. Formulators find themselves asking, “What flavors or taste experiences would a consumer associate with galaxy or flamingo?” It’s an open-ended question with no right answer, so long as the product is delicious, and the packaging is attractive.

Layering consumer insights with flavor expertise can help you find the right balance and add some creative flare to your next project. Contact us for more information on this innovative trend or to request a sample of a fantastical blend your team already has in mind.

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