Fig | Buttered Popcorn | Yuzu | Guajillo

Indulgent sweet profiles to vibrant fruity varieties, bold spicy twists and savory additions, we’re highlighting four growing flavors in the food and beverage space today to help inspire your brand. Read on for flavor and culinary insights on Fig, Buttered Popcorn, Yuzu and Guajillo.

Fig

From the beloved childhood stuffed cookie to fancy charcuterie boards, the flavor of fig can flex across applications and occasions. With a 14% increase in average monthly Google searches for fig from 2023 to 2024, consumers are interested in the humble fruit as an ingredient and in recipes (U.S., Google Search Data via BrightEdge).

Buttered Popcorn

Synonymous with movie nights, consumers embrace popcorn as a satisfying treat. Rich, buttery and salty, the profile of popcorn can cross into other applications and bring to mind the beloved theatre experience. The profile appears in sweets to snacks and even beverages!

Yuzu

Consumers are getting exposure to the bright, sour flavor of the Japanese yuzu as it is being used in place of more familiar citrus fruits on menus and CPG items, like beverages, baked goods, and savory dishes. There has been an 80% increase in product launches with yuzu in the title or description from ‘20–‘24 in North America (Innova Market Insights).

Guajillo

As consumers grow to appreciate the unique flavor nuances of chilies along with their heat, the guajillo is a stellar choice for delivering an authentic Mexican chile profile. The smoky, fruity chile is expected to grow 21% on U.S. menus and 128% on Canadian menus over the next four years (Datassential, ‘24–‘28).