Product intelligence specialist, Vypr, has released a new survey that shows consumers are now twice as likely to trial new flavours at home, with sweet and savoury combinations, nostalgic revisits and tropical tastes all scoring highly.
It also highlights Japanese, Korean and Swiss as the top three cuisines for the summer, but notes that the cult of Dubai chocolate has dropped in the popularity stakes.
When asked about the nostalgia trend, most consumers (25%) want products that taste of strawberries and cream, followed by rhubarb for 17% and apple pie for 15%.
Almost three quarters of UK shoppers (71%) believe they are adventurous with new flavours. When asked where they’re most likely to experiment, the majority (33%) said at home, while 25% are more adventurous when dining out.
The findings are based on responses from 2,000 people, drawn from a nationally representative sample of its 80,000-strong UK consumer community.
Ben Davies, founder of Vypr, said: “The appetite for consumers to try new products and flavours at home is great news for the grocery and convenience sectors in the UK as well as for food manufacturers.
“The cost of living is showing its ongoing impact with more opting for the lower cost option of trying something new at home. Twice as many people say they will only try something there compared to only trying when eating out (11% compared to 6%).
“This trend is a great opportunity to drive incremental sales with new product ranges and add new flavours to tried and tested home cooking classics. For example, new stir fry sauces inspired by Japanese or Korean flavours – or even simple jar sauces – offer consumers a low-cost way to experiment. Fresh bakery products would be an ideal way to explore sweeter flavours, with the nostalgic aroma of freshly baked goods adding to their appeal.”
Vypr also asked consumers about their preferences for soft drink flavours. Black cherry top came out top (for 18%), followed by wild berry (17%) and mojito (15%). Savoury drinks flavours are also increasing in popularity - and consumers are most keen to try cucumber (32%), followed by beetroot (19%) and red tomato (19%).
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