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Insight of the Day: Diageo reveals the top five flavour trends for summer

Key Takeaways of Diageo's AI-Powered Flavor Forecast for Summer 2023

Five Flavor Trends:

  1. Umami: Driven by increasing interest in new cultures and flavors, with searches for ingredients like turmeric and gochujang on the rise.

  2. Spicy: Fueled by a desire for excitement and adventurous experiences, with increased conversations about jalapeno, pepperoncini, and chili.

  3. Tropical: A resurgence in exotic flavors, with growing interest in tamarind, guava, and passionfruit.

  4. Treating: New textures and innovative methods are transforming traditional indulgent flavors, with conversations about coffee, hazelnut, and nutmeg trending.

  5. Bloom Harvest: Driven by eco-conscious consumers and a love for nature, with increased interest in foraging and floral/natural infusions like elderflower and rhubarb.

Key Takeaway:

Consumer preferences are evolving towards a more adventurous and diverse palate, seeking new experiences and flavors from different cultures. There's also a growing interest in healthier options and a return to nature-inspired flavors.


The key trend is the growing demand for unique and exciting flavor experiences, driven by a desire for adventure, health consciousness, and connection to nature. Consumers are seeking out bold flavors and new combinations, while also valuing sustainable and locally-sourced ingredients.


  • Diageo's AI-powered approach to identifying flavor trends is effective and can help brands stay ahead of the curve.

  • By understanding and embracing these emerging trends, brands can create innovative products that resonate with consumers and drive sales.

  • The use of AI in identifying trends highlights the increasing importance of data-driven decision-making in the beverage industry.

Implications for Brands:

  • Brands should embrace these flavor trends and incorporate them into their product development and marketing strategies.

  • Experimentation with unique flavor combinations and ingredients can attract new customers and enhance brand perception.

  • Promoting the health benefits and sustainability aspects of these flavors can further resonate with conscious consumers.

  • Building platforms and experiences around these trends can create deeper engagement with consumers and foster brand loyalty.


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