Winter is shaping up to be a season of bold flavors, nostalgic comfort, and creative innovation. According to Datassential’s Fall Trends Webinar, consumer interest in limited-time offers (LTOs) is surging, with 61% of consumers actively seeking seasonal specials.
Soup is a standout this season, appearing in 352 fall menu launches, making it one of the top savory items. Operators should consider leaning into hearty, comforting soups that align with seasonal ingredients like squash, sweet potato, and cranberry.
Beyond soup, Gen Z continues to influence trends with a strong preference for unique, social-media-worthy flavors. Ube, chai, and dirty sodas are gaining traction, while spicy-sweet combinations like chili crisp and hot honey are among the fastest-growing flavors. Shape
Soup’s Seasonal Surge
Soup ranks among the top 15 savory fall items, with close to 400 launches — more than ribeye steak and sweet potato. This signals strong demand for warm, comforting dishes. Menus could highlight versatile soup bases and seasonal pairings like squash, turkey, and cranberry to provide craveable offerings.
Fall Flavor Favorites
Consumers are gravitating toward nostalgic and seasonal flavors:
- Savory: Cranberry sauce, goat cheese, stuffing, and short rib.
- Sweet: Apple cinnamon, gingerbread, sugar cookie, and pumpkin pie.
- Beverage: Chai tea and cranberry juice are notable inclusions in LTOs.
Pumpkin Spice Still Reigns
Pumpkin spice appeared in 30 major chain items in August 2024, showcasing its early-season dominance. The Iced Pumpkin Cream Chai at Starbucks, for example, drew 56% of consumers who said they’d visit just for that item.
Spicy-Sweet Combos Are Trending
Chili crisp is the fastest-growing flavor, up 53% in the past year. Hot honey follows closely, indicating a strong consumer appetite for “swicy” profiles.
Gen Z Drives Innovation
Gen Z is the most trend-sensitive generation:
- 46% are more likely to try foods trending on social media.
- 64% want more “out there” snacks and beverages.
- They favor global and niche drinks like boba, gazoz, and chamoyada.
*Content provided in collaboration with Campbell’s®