The Hot Plate, Tag’s Food and Beverage Center of Excellence for brands and agencies, has released its 2024 Flavor & Trends Forecast, and spicy is front and center.

The report shares flavorful highlights of the latest ingredients, cooking techniques, and culinary ideas predicted to drive innovation in the food and beverage industry in North America, the United Kingdom, and Europe.

Here are three of the top trends that made the highly craved forecast for 2024:

1. Wild Not Mild

Beyond its tantalizing heat, spicy foods offer a sensory adventure, awakening taste buds and triggering endorphin rushes, providing a thrilling dining experience.

2. Balkan Cuisine

The fusion of Mediterranean, Eastern European, and Middle Eastern influences create a sensational medley of tastes, attracting food enthusiasts who seek adventure.

3. Supreme Flake

The croissant, known for its traditional layers and flaky texture, has become a canvas for artistic reinterpretation with its multiple flakey layers and decadent fillings.

“Because the culinary world is becoming more global and is ever evolving, understanding future palate preferences is pivotal for F&B brands to stay ahead of the curve,” said Andrea Flanders, Tag Canada’s chief client officer. “Our 2024 Flavor & Trends Forecast is a valuable resource, brimming with insights, data, and innovative trends that will help revolutionize the culinary, experiential landscape in 2024.”

This year’s forecast also features four ‘petits fours’ or bite-size trends that deserve attention, such as Climatarian Diet and Generative AI, which made the list. Each of the four trends has great potential to affect the future of food; for example, AI is already revolutionizing the food industry with AI-developed recipes and flavor profiles.

This article is an excerpt from the January 2024 issue of Supermarket Perimeter. You can read the entire Flavor Trends feature and more in the digital edition here.