Over four in 10 consumers enjoy trying new tastes: report

Spicy flavours grew substantially, making up nearly a fifth of NPLs.

Over four in 10 consumers enjoy discovering new tastes and food combinations–highest amongst millennials and Gen Zs, as innovation drives the packaged food industry’s success, according to a Euromonitor report.

In savoury snacks, spicy flavours grew substantially, making up nearly a fifth of tracked new product launches (NPLs) in 2023.

Additionally, there has been an increasing use of herbs and spices in packaged foods—up 13.9% between 2019 to 2024.

Health also remains a top value driver in packaged food. Euromonitor noted that innovations leveraging ingredients such as plant-based proteins are expected to rise in the next five years.

However, the affordability crisis increased the number of price-conscious consumers with 38% saying that they try to eat nutritiously but ultimately choose cheap foods.

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