With the current social and political climate, caramel, peanut butter, birthday cakes, cotton candy, honey, …  provide a soothing constant and a form of escapism. Did you know that consumers are willing to spend up to 50% more on caramel chocolate?

Feeling nostalgic? During the pandemic, consumers were in desperate need of comfort, which led to a renaissance of nostalgic flavours. Everyone wants to be reminded of a carefree time, and connect to people and places they know from their past. 

But, there is more. Nostalgia has become a two-way street, with a younger generation that’s anxious to taste the flavours of years they haven’t even experienced themselves. Being able to remind someone of the past. Of a simpler time (even if they haven’t been a part of it themselves) has become a powerful tool in every barista’s toolbelt.

46% of global consumers like moments of indulgence where they pay no attention to nutritional intake. Daily life keeps changing and the world seems increasingly complex. Simple recipes and simple pleasures combined with comforting, familiar and trusted flavours are once again gaining ground.