Today’s consumers are on a quest for new, exciting, and, frankly, bold flavours across all their dining experiences. From fine dining establishments to quick-service eateries, adventurous menu items are popping up everywhere to satisfy this growing desire. If you’re looking to draw in more guests and boost your food and beverage sales at your agritourism venue, understanding and responding to this trend is crucial.
I’ve been looking at recent market insights that highlight this shift in consumer preferences. While the data primarily originates from research conducted in the United States, the underlying trends – the adventurous palate, the influence of social media, and a post-pandemic readiness for new experiences – are demonstrably impacting the Australian market and, specifically, our agritourism sector. Let’s have a closer look at this flavour revolution and how you can harness it for profitable menu items and limited-time offerings (LTOs) on your farm.
The Evolution of the Adventurous Palate
It wasn’t long ago that flavours like salted caramel or pretzel buns were considered innovative. Today, they’re standard fare. Over the past decade, there’s been a steady increase in consumer demand for more unique tastes, global cuisines, and ‘out-of-the-box’ flavour combinations. This trend has been significantly accelerated by the recent pandemic; many of us used lockdown to experiment in our kitchens, emerging eager for new experiences and bolder tastes. As one industry expert put it, after COVID, “Consumers have a higher set point of fear,” and that fear now extends to not trying something new in their food choices.
Who Are These Fearless Flavour Seekers?
Unsurprisingly, younger diners are leading this charge. Recent surveys indicate that over 90% of Gen Z and Millennials – a demographic that often includes young families visiting agritourism venues – are actively seeking new food and beverage flavours. This is a significant contrast to the broader population.
Social media plays a massive role in this discovery. Over 84% of consumers who seek new flavours cite social media as their primary information source. Platforms like TikTok have become incredibly influential, spawning viral trends such as “swicy” (sweet and spicy) and the more recent surge in dill pickle-flavoured options. Your menu items, therefore, also need to be shareable.
Spicing Up Your Offerings (Literally!)
Spicy foods are exceptionally popular, with a high percentage of consumers regularly enjoying them. This figure jumps for younger diners. “Hot honey,” a classic ‘swicy’ example, has seen over a 128% increase on menus over the past four years. New product launches worldwide are also incorporating spicy flavour components at unprecedented rates. We’re seeing extra heat in unexpected places, from soups to evaporated milk!
Actionable Advice: Don’t shy away from heat. Introduce simple additions like hot honey chicken sandwiches (perhaps using your own farm-raised chicken) or a selection of spicy barbeque sauces for your farm-to-fork options. If you already have spicy choices, make sure they’re highlighted on your menu boards and signage – let your guests know you cater to their adventurous side.
Global Flavours and Botanical Blends
Global food profiles are increasingly prevalent, showing no signs of slowing down. Asian and Latin, cuisines are particularly popular due to their vibrant and often unfamiliar flavours. Consumers are looking for authentic, unique global experiences, beyond what they might find at a typical suburban restaurant.
Actionable Advice: Consider an easy and approachable global food addition like Mexican street corn – grilled corn slathered with a mix of sour cream or crème, crumbled cheese, and a sprinkle of Tajin. It’s simple to prepare and offers a flavour punch.
The beverage industry is another prime testing ground for new flavour trends, as a drink is a lower-risk purchase for many. Beverages are incorporating unique global flavours like lychee, yuzu, ube, and matcha. Florals and botanicals such as lavender, basil, tamarind, and rosemary are also gaining popularity.
Actionable Advice: Add an herbal or floral note to some of your current beverages. Imagine a refreshing lavender lemonade using locally sourced lavender, or a basil strawberry slushie featuring your own farm-fresh berries.
And that dill pickle trend? Pickle-flavoured cocktails are enjoying a moment, from “picklebacks” (a shot of whiskey followed by pickle juice) to pickle-infused martinis. While maybe not for everyone – I’ve tried it, I wasn’t impressed – it highlights the consumer’s willingness to experiment.
The Comfort Comeback: Nostalgia-Driven Delights
Interestingly, not all flavour trends are forward-looking. A significant number of consumers are drawn to Limited-Time Offerings (LTOs) that feature nostalgic ingredients. This trend acts as a comforting remedy for modern anxieties. For older adults, these foods evoke childhood memories; for younger generations, they offer a “retro” experience of a simpler time. These vintage foods are often reimagined in a more sophisticated form, such as gourmet whoopie pies or cocktails inspired by childhood sweets.
Actionable Advice: Nostalgia-driven treats are a perfect fit for agritourism venues, where many foods like candy apples, kettle corn, and apple cider donuts already have a timeless appeal. Amp up this nostalgia with fun twists on traditional foods, like a caramel apple coated in a childhood breakfast cereal, or an Instagrammable presentation, such as a red and white striped straw in a milkshake.
The Power of Limited-Time Offerings (LTOs)
The easiest and lowest-risk way to infuse your menu with trendy, bold flavours is through LTOs. During seasonal periods, like strawberry harvest, you could introduce a new strawberry LTO each week throughout the season. This allows you to gauge guest response and adapt your broader menu items accordingly without a major commitment. If you’re struggling for inspiration, look no further than the creativity found at major agricultural shows or state fairs – they are renowned for unique twists on traditional comfort foods.
The Bottom Line
Your guests are actively seeking bold, new flavours wherever they eat, and your agritourism farm is no exception. By experimenting with unique flavour profiles, you can stand out in a competitive market and keep your menu fresh, exciting, and relevant. The advice from industry experts is clear: “Stop playing it safe.” This is your chance to innovate and capture new market share.
The Western Australia Agritourism Association (WAAA) is committed to supporting our members in understanding and leveraging these market trends. We encourage you to explore these flavour opportunities and look forward to seeing your innovative offerings.
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