"We all eat with our eyes first". The color of food and beverages can have a significant impact on consumer choices, so which colors will whet people's appetites in 2024?Which colors are expected to cause the most buzz in 2024?How can manufacturers best use meaningful colors?Ingredient suppliers GNT, DSM-Firmenich, and ADM recently discussed.
Evolution of color trends from 2023 to 2024
Looking back at 2023, many color trends are influenced by younger consumers (those born between 1997 and 2012). This demographic, known as Gen Z, wants to have fun with health and is interested in overall wellness. Gen Z also cares a lot about the environment.
While not all food coloring suppliers have completed the 2024 trend study, some trends from last year are expected to remain relevant.
For example, in 2023, ingredient supplier GNT conducted research around Gen Z and identified several themes. "Healthy hedonism" is all about finding a balance between taking care of oneself and the health of the planet, but also indulgence and enjoyment, recalls Emma Leys, Marketing Communications Specialist at GNT Group.
The colors associated with this theme are predominantly pastel tones and are used for products that claim to be "healthier" (e.g., low-sugar, vegan, or low-alcohol products).
At the recent European Food Ingredients Conference in Frankfurt, Germany, Leys said another theme — "changing the state" — focused on functional ingredients, such as nootropics. This theme also incorporates sleep-related foods and drinks, with colors that cover "cosmic hues" such as blue and purple for relaxation.
"Carnival Fun" is another theme of GNT research. Leys notes that it's a bold and loud design.
Some of these themes will continue in 2024, with the marketing communications expert saying: "They won't disappear so quickly. Sustainability, for example, is likely to continue to influence color trends. The term "regeneration" is one of the trends in GNT. For Leys, this means repurposing, upcycling by-products and reprocessing products with the health of the planet in mind.
Which colors are expected to make a splash?
Other suppliers have already made predictions for the colors of the coming year. For example, DSM-Firmenich announced the 12th flavor of the year this year: Peach+. Inspired by the 2024 Pantone 13-1023 pastel peach tones.
For DSM-Firmenich, Peach+ represents an "invitation" to its customers, moving beyond the traditional concept of juicy peaches to innovate towards elements that are "softer, smoother, lighter and fresher".
Jeffrey Richard Schmover, Vice President, Human Taste, Mouthfeel and Health Insights, Firmenich, said: "Our research shows that peaches have multiple meanings. Peaches are unique in that they contrast with many innate qualities, such as being both indulgent and pampered, fresh and vibrant, young and nostalgic. ”
According to its statement, the most prevalent growth areas for peach NPD include carbonated soft drinks, confectionery, ready-to-drink teas, flavored alcoholic beverages, yogurt, dairy beverages, fruit juices containing peaches, and fruit preserves. Other areas that show growth prospects include savory areas such as side dishes, noodles, processed cheeses, and protein analogues.
Just as nostalgia is associated with DSM-Firmenich's predictions for the color outlook for 2024, nostalgia is also relevant for GNT. GNT's Leys explained: "Under the pressure of the cost-of-living crisis and the pandemic, people are going back to old recipes, but changing them. The nostalgic colors go well with the nostalgic flavor. ”
Break the boundaries in color
ADM is another vendor that has released its color predictions for 2024. The company has identified several trends that are expected to make a splash this year, one of which is "breaking the boundaries of taste and color."
For ingredient purveyors, the theme is about embracing flavors and colors that were previously considered "unconventional." According to ADM, social media is a key driver of this trend: "With social media driven by shock and awe, food and beverage experiences can create a buzz by satisfying consumers' needs for vibrant sensory experiences through taste and color." ”
Color inspirations include bold reds, vibrant pinks, rich purples, delicate blues, saturated yellows, and earthy greens.
Food and beverage manufacturers, on the other hand, are already exploring the concept of breaking boundaries with color. Leys explains that color and flavor don't even need to be consistent. For flavors like "lava", "universe" or "space", it is the color rather than the taste that conveys the concept. In terms of taste, consumers don't know what they're getting. "The colors are really attractive. ”
These conceptual colors work well on social media, which once again draws attention to the Gen Z demographic, which Leys says is bold and loud, "They challenge the industry and share a lot of stuff online." If they like something, they promote it online, and if they don't, then the same thing happens, and that permeates product development. ”