Diageo has outlined the five flavour trends that will shape how global consumers socialise this summer.

According to the Smirnoff owner’s latest Flavour Forecast, key trends for 2024 include umami, spicy, tropical, treating and ‘bloom harvest’.

The forecast was created in collaboration with Ai Palette, an AI and machine learning tool that identifies emerging trends across food and beverage by tracking global conversations online and on social media platforms.

The trends:

Umami: The forecast found that conversations about “unique and savoury umami flavours” are on the rise. Flavours include turmeric (+79% in the UK), gochujang (+55% in the US), and the Parmesan Espresso Martini (+12% in the US).

Spicy: Spicy flavours including jalapeno (+32% in the UK), pepperoncini (+53% in Australia), and chilli (+36% in the US) feature in conversations.

Tropical: The likes of tamarind (+50% in the US), guava (+18% in the UK), and passion fruit (+25% in Thailand) are driving this trend, with the “bursts of excitement from tropical flavours becoming a necessity as consumers move on from the frustrations of lockdown and search for adventure in everyday life”, Diageo said.

Treating: “New textures and innovative methods are transforming stereotypical ‘treating flavours’ into multi-layered experiences”, the report said. The treating trend is fuelled by consumers stating that enjoying life’s little pleasures has become more important. Flavours such as coffee (+12% in the UK), hazelnut (+91% globally), and nutmeg (+78% globally) are trending.

Bloom Harvest: “Pockets of society have become obsessed with nature,” the report said, referencing this year’s 2024 Met Gala, which was themed ‘The Garden of Time’. In the UK, there has been a +172% increase in searches for ‘how to forage’. Diageo said this obsession is driven by an increasingly eco-conscious consumer who is discussing locally sourced ingredients.

Mark Sandys, Diageo’s chief innovation officer, said: “How we socialise today is influenced by so many factors, such as different cultures, the appreciation for the outdoors, even our desire for adventure. These trends are shaping the drinks and the specific flavours that consumers will want to enjoy this summer, with Diageo’s ‘Flavour Forecast’ indicating that we are going to see the likes of jalapeno, guava, and floral infusions all have their moments, particularly in the world of cocktails.”

Sandys said the company had been able to use the trends tracker to introduce new products, including Smirnoff Spicy Tamarind and Johnnie Walker Umami.