Fermented Flavor: What’s Trending & Why
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Fermented Flavor: What’s Trending & Why
User responses
36,219
Survey Type
Market Research
Audience
All Audiences
Top Insight
- Respondents chose to consume fermented foods or drinks to support their gut health.
- Respondents would rather try fermented snacks or dips than other fermented products.
- The grocery store shelf and in-store sampling are the most popular ways for respondents to discover new fermented products or trends.
1.
Which of these fermented foods or drinks have you consumed in the last quarter?
Insight
26%
More than average
respondents prefer kimchi or sauerkraut.
26.8%
Kimchi or sauerkraut
Kimchi or sauerkraut
26.76%
976
Miso, tamari, or other fermented condiments
24.29%
886
Kefir or yogurt
19%
693
Fermented plant-based products (e.g. vegan cheese, tofu, drinks)
16.29%
594
Kombucha
13.66%
498
2.
What makes you choose fermented foods or drinks?
Insight
3.2X
More than average
consumers chose fermented foods or drinks to support their gut health than for the bold and complex flavor.
44.2%
They support gut health and digestion
They support gut health and digestion
44.23%
13,413
I believe they’re more natural or clean label
36.65%
11,114
I enjoy the bold, complex flavors
13.45%
4,079
They’re recommended in health/wellness content I follow
5.41%
1,641
I like trying new or global ingredients
0.26%
80
3.
If you could try a new fermented product, which type would interest you most?
Insight
4.7X
More than average
respondents would prefer trying a snack or dip with fermented ingredients than a low-alcohol fermented cocktail or mixer.
80.9%
A snack or dip with fermented ingredients (e.g., miso hummus)
A snack or dip with fermented ingredients (e.g., miso hummus)
80.89%
5,448
A low-alcohol fermented cocktail or mixer
17.1%
1,152
A savory fermented shot or tonic (e.g., miso-based)
1.08%
73
A dairy-free fermented dessert (e.g., vegan yogurt)
0.59%
40
A fermented botanical soda (e.g., elderflower + kefir)
0.33%
22
4.
What factors influence your trust in a new fermented product?
Insight
34%
More than average
consumers prefer fermented products with clear health benefits.
34.3%
Clear health benefits (e.g. probiotic claims)
Clear health benefits (e.g. probiotic claims)
34.31%
12,427
Interesting flavor or ingredient combos
33.73%
12,215
Sustainable or local ingredient sourcing
19.59%
7,097
Brand reputation or past experience
8.63%
3,124
Clean label (few ingredients, minimal additives)
3.74%
1,356
5.
Where do you usually discover new fermented products or trends?
Insight
39%
More than average
respondents associated discovering new fermented products with the grocery store shelf.
39.6%
Grocery store shelf / in-store sampling
Grocery store shelf / in-store sampling
39.6%
1,348
Online marketplaces or specialty stores
21.63%
736
Social media (e.g. TikTok, Instagram)
18.81%
640
Health/wellness blogs or newsletters
14.49%
493
Recommendations from friends/family
5.47%
186