How are color tendencies evolving and what elements are driving these adjustments? Which pigment is anticipated to make the largest splash in 2024? And the way can producers finest use color with that means? Elements suppliers GNT, DSM-Firmenich and ADM weigh in.
Color tendencies evolving from 2023 to 2024
Reflecting on 2023, many color tendencies had been influenced by youthful shoppers (these born between 1997 and 2012). Higher generally known as Technology Z, this demographic needs to have ‘wholesome’ enjoyable and are concerned with holistic wellbeing. Gen Z additionally cares deeply for the surroundings.
Though not all meals color suppliers have finalised their tendencies analysis for 2024, it’s anticipated a few of final yr’s tendencies will stay related.
In 2023, for instance, elements provider GNT centred its analysis round Gen Z and recognized a number of themes. ‘Wholesome Hedonism’ was all about discovering steadiness between taking good care of oneself and the well being of the planet, whereas additionally indulging and having fun with, recalled Emma Leys, advertising communications specialist at GNT Group.
Colors related to this theme had been predominantly pastel shades, used for merchandise claiming a ‘more healthy’ profit (for instance low sugar, vegan, or low alcohol merchandise).
One other theme – ‘Altered States’ – was centered on purposeful elements equivalent to nootropics, Leys advised FoodNavigator on the latest Meals Elements Europe (FiE) occasion in Frankfurt, Germany. This theme additionally integrated meals and drinks related to sleep advantages, with colors overlaying ‘cosmic shades’ for rest equivalent to blues and purples.
‘Riotous pleasure’ was one other theme that got here out of GNT’s analysis. This was about being daring and loud, recalled Leys: ‘Clashing colors, textures, enjoying with sensory reveals.”
A few of these themes will proceed to be related in 2024, prompt the advertising communications specialist: “They don’t simply go away that shortly.” Sustainability, for instance, is prone to proceed to affect color tendencies. The time period ‘regeneration’ is one on GNT’s radar. For Leys, this implies repurposing, reusing, upcycling facet streams and transforming merchandise with planetary well being in thoughts.
Which shades are predicted to make a splash?
Different suppliers have already made their color predictions for the yr forward.
DSM-Firmenich for instance has introduced its 12th annual flavour of the yr: Peach+. The winner was impressed by Pantone’s 2024 color of the yr ’13-1023 Peach Fuzz’.
For DSM-Firmenich (the results of a latest merger between the 2 elements gamers) Peach+ represents an ‘invitation’ for its clients to innovate past the standard, juicy peach idea, in direction of ‘softer, smoother, lighter, extra refreshing’ components.
“Our analysis reveals that peach has many multifaceted meanings, commented Jeffrey Richard Schmover, VP of Human Insights for Style, Texture & Well being at DSM-Firmenich. “And peach is considerably distinctive in that it has many innate qualities that distinction, equivalent to being each indulgent and pampering, but in addition refreshing and revitalising, and youthful, however nostalgic.”
The ‘most prevalent’ areas of progress for peach NPD embrace carbonated comfortable drinks, nectars, candies, ready-to-drink teas, teas, flavoured alcoholic drinks, yoghurt, dairy drinks, juices containing peach, and fruit preserves, in line with the elements provider. Different areas exhibiting ‘promise for progress’ embrace savoury alternatives, equivalent to facet dishes, noodles, processed cheeses and protein analogues.
Simply as nostalgia is related to DSM-Firmenich’s color outlook for 2024, so too is nostalgia on GNT’s radar. “With all of the stresses of the cost-of-living disaster and pandemic, individuals are turning again to older recipes, however placing a twist on them,” defined GNT’s Leys. “[Nostalgic] colors then go properly with nostalgic flavours.”
But it surely’s not all about wanting again to the previous for GNT. The provider is repeatedly new uncooked supplies to develop brand-new colors, we had been advised. Final yr, the corporate developed a paprika oil to ship shiny orange hues to meals and beverage merchandise. “It’s actually good for fats coatings, chocolate, snacks – it’s a lot brighter than our present paprika product,” defined Leys.
‘Breaking boundaries’ in color
ADM is one other provider that has launched its color predictions for 2024. The corporate has recognized a number of tendencies anticipated to make a splash this yr, together with one it has coined ‘Breaking Boundaries of Style and Color’.
For the elements provider, this theme is about embracing tastes and colors beforehand regarded as ‘unconventional’. Social media is a key driver of the development, prompt ADM: “With viral social media pushed by shock and awe, meals and beverage experiences can reply shoppers’ want for vibrant sensorial experiences by way of flavours and colors that create a sensational response.”
Color inspirations embrace daring reds, vibrant pinks, wealthy purples, refined blues, saturated yellows and earthy greens.
In one other approach, the idea of breaking boundaries with color is already being explored by meals and beverage producers. Color and flavour needn’t even align, defined GNT’s Leys. For flavours equivalent to ‘lava’ or ‘cosmic’ or ‘area’, it’s the color – and never the flavour – that’s delivering the idea, we had been advised. Flavour sensible, shoppers don’t know what they’re going to get. “The color can actually lead.”
These sorts of idea colors work nicely on social media, which once more feeds into concentrate on Gen Z, a demographic Leys described as ‘daring and loud’. “[They] problem the business and share a lot on-line. In the event that they like one thing they’ll advertise on-line, in the event that they don’t, then the identical factor…And this does trickle into product growth.”
