Monin 2024 Flavour Trends

Explore five trends that will influence bar and restaurant menus in 2024 and beyond.

The Monin 2024 Flavour Trends were developed by a team of internal flavour experts and consumer insights specialists. This team is dedicated to identifying and tracking emerging trends that influence flavour preferences through analysis of both proprietary and secondary research.

In addition, they use an “eye to the street” approach which includes frequent, global market excursions and the exchange of trend information with Monin beverage developers located around the world. Read on for this year's trends and explore new cocktails, mocktails, and culinary creations.

Kitchen Meets Bar

Under the Influenc[er]

Flavour Journey

Timeless Temptations

Next Gen Now
Kitchen Meets Bar
Under the Influenc[er]
Flavour Journey
Timeless Temptations
Next Gen Now

Kitchen Meets Bar

Savory ingredients and techniques from the dinner menu are moving to beverage. Operators are stretching diners’ palates and imaginations, with culinary flavours becoming the star of the cocktail menu. Expect techniques like clarifying, brûléeing, and fat washing, as well as smoking, charring, and fermentation, to be found in your glass—adding layers of complexity that consumers crave. With the kitchen pantry as inspiration, “greens” such as basil, dill, turmeric, cilantro, celery, and avocado are on the rise with beverage innovation. 40% say they're likely/strongly likely to order a cocktail or mocktail with savory elements (Monin Proprietary Data).

Beyond fruit and herbs, trending ingredients like beets and turmeric infuse beverages with vivid colour and fresh flavour. Mushrooms as an ingredient are also growing on beverage menus, with +41% menu penetration increase in the last 12 months (Datassential). This trend also promotes a no-waste mentality as dual/multiple-use ingredients can be used across multiple culinary and beverage applications.

 
 

Under the Influenc[er]

Pop culture is powerful, and when paired with the reach of social media, it’s reshaping how we sip, savor, and socialize. 72% of consumers say they are curious to try new foods, flavours, and dishes they find online to “see what the hype is about,” with nearly 80% of Gen Z willing to try menu items just because they saw it on social media (Datassential).

From drinks as pink as Barbie to entire summer camp-themed bars, it's evident that microtrends, current events, and limited-time offers ignite consumers' desire for new experiences and spark their fear of missing out. 67% want to see more fads and short-term trends at restaurants and retail (Datassential). To influence patrons, try crafting expressive and tailored menus to create that “you had to be there” moment worthy of promoting on social. Now trending: new florals, bright colours, mashups.

 
 

Flavour Journey

Expect bold, authentic flavours of Southeast Asia and Central America to influence beverage and culinary menus as consumers look to embark on a global flavour journey from the comfort of local establishments. From K-Pop to Korean BBQ, Asian influences are quickly integrating into American culture and menus. 63% of consumers say they prefer traditionally prepared, globally influenced food (Datassential) and 60% associate Asian cuisine with offering a good variety of flavours (Mintel). Emerging beverage applications include Thai tea, bubble tea, and matcha. Fermented and pickled flavours are becoming more popular, and Asian ingredients like kimchi, miso, and umami flavours are captivating American tastebuds like never before. 63% say they love/like umami flavours after they’ve tried them on menus (Datassential).

Beyond Asian influences, the authentic flavours of Central America are also inspiring U.S. beverage and culinary menus. Expect to see region-specific flavours like mezcal, tepache, and falernum become even more popular. Pair unique smoky, spicy, and tangy flavours with sweet fruits to meet consumer desire for adventure and to escape from the everyday.

 
 

Timeless Temptations

Consumers' love for nostalgia is here to stay, and this year is all about creating unique and modern renditions of beloved childhood flavours. 72% of consumers enjoy things that remind them of their childhood (Mintel). Today’s consumers want retro and indulgent flavours reinterpreted for modern palates—think cereal milk cocktails, birthday cake, and S’mores lattes, upgraded Shirley Temples, and mezcal espresso martinis.

Speaking of espresso martinis, they are now found on 13.6% of U.S. menus and are projected to grow +101% through 2027 (Datassential). Also, expect to see nostalgic beverages infused with of-the-moment flavours like elderflower, yuzu, and spicy peppers. Playful and indulgent menu offerings appeal to an audience of consumers with globalized, sophisticated tastes who still yearn for the comfort and simplicity of their childhood favorites.

 
 

Next Gen Now

The next generation of mindful consumers who still want to enjoy happy hour is driving the trends of today and tomorrow. 23% of Millennials and Gen Z are considered “blenders”, ordering both cocktails and mocktails (Datassential). Customization and creativity are key factors when building beverage menus to cater to these consumers seeking delicious 'lo/no' options on par with traditional craft cocktails, refreshers, coffees, and teas.

Teas are having their moment as a base ingredient that adds depth to both non-alcoholic and cocktail offerings. In line with the 'lo/no' movement, there's a growing demand for elevated, wellness-focused beverages with sugar-free options and functional additives that meet customers' varying lifestyles and health choices. Think outside the box with unique flavour combinations to draw attention and fans