Category
Lifestyle
Assisted Choices
Trend cluster
Category
Savory
Latte
The traditional latte is transformed with unlikely savory additions.
3.6
Trend score
Trend
What is the Savory Latte trend?
Savory Latte: The latte has taken upon many transformations in the past few years, and a more recent one is the incorporation of unlikely savory ingredients and flavors — coming first from both small artisan shops, and now companies that mass-distribute.
Insight
The consumer insight behind the Savory Latte trend
The modern consumer’s preference for indulging in perceived “foodie” experiences has only grown over the years, as the way one eats has become a way in which consumers express who they are and who they want to be. This has given way not only for more upscale food experiences but more novel food experiences as well, as they offer a way for consumers to demonstrate that they're "in the know" about this category.
Trend themes
Themes within the Savory Latte trend
Three behaviours holding the trend together01
Savory Flavor Trend
The use of savory flavors in lattes has become a trend, as consumers are increasingly looking for novel and unique food experiences.
02
Limited-Edition Seasonal Beverage Trend
Creating limited-edition seasonal beverages can be a successful marketing strategy for companies looking to appeal to younger and more adventurous audiences.
03
Smoked Flavor Trend
The use of smoky flavors is becoming more popular in the food and beverage industry as it can create a rich and unique taste profile that often appeals to consumers' nostalgia.
Industry implications
What the Savory Latte trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Companies in the food and beverage industry can incorporate unexpected and unique flavors into their products to cater to consumers looking for novel food experiences.
For
Marketing Industry
Marketers can create successful campaigns by promoting limited-edition seasonal beverages to younger and more adventurous audiences.
For
Manufacturing Industry
Manufacturers can explore the use of unique and unexpected flavors, such as smoked butterscotch or juniper berries, to create new product lines that stand out in the market.
Workshop question
How could your brand better adopt trends set or observed by its smaller, more adaptable competitors?
Trend signals
Trend signals for Savory Latte
Trend score 3.6 out of 10, from popularity 54%, activity 45%, freshness 8%.
Popularity54%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Asia-Pacific
Evidence
Examples of the Savory Latte trend
3 featured examples from Oct 12, 2017 to Oct 1, 2018CategoryLifestyle
Buffalo Sauce Lattes
Tim Hortons' 'Buffalo Latte' is Topped With a Savory Sauce Garnish
The introduction of unique and daring menu items like the Buffalo Latte presents an opportunity for QSR brands to differentiate themselves and attract younger audiences.
CategoryLifestyle
Savory Berry Lattes
Starbucks' Juniper Latte is a New Limited-Edition Holiday Beverage
Coffee shops can capitalize on the trend of savory berry lattes by offering unique and flavorful beverages to attract customers.
CategoryLifestyle
Bottled Butterscotch Lattes
Starbucks' Limited-Edition Latte for Fall Comes Ready to Drink
Opportunity for beverage manufacturers to create and market limited-edition bottled versions of popular seasonal drinks.
