New flavors need a trusted element to really launch. Pairing with a familiar flavor, trusted brand or even retailer are all options. Sweetness is another, and it’s often useful for flavor profiles that might otherwise be too strong, like lavender, which pairs nicely with a far more familiar (and sweeter) ingredient, honey.

Once consumers find a flavor they like, they keep seeking out that flavor or ingredient. They’re also looking to brands to help create a sense of safety and confidence in new-to-them flavors.

Millennial consumers are by far the most interested in specific flavor concepts. Their loyalty is driven by brands they like and by specific beverage formats they enjoy. Flavor and ingredient innovation should look to functional benefits to help shape innovation while emphasizing strong brand stories.