Lavender will find its way into foods and beverages in 2024, as consumers shift their focus to products with health benefits.
Edible florals in particular are gaining traction in food, according to recent studies by the Institute of Food Technologists (IFT). They include botanicals such as rose, hibiscus, jasmine and lavender, all of which are poised for steady growth next year.
The trend hits as half of consumers polled by McKinsey & Company in countries including the U.S. and United Kingdom say they prioritize healthier diets.
"The key driver for these flavors is the booming presence of health and wellness. Our consumers want to be transported through flavors and feel good about what they are eating and drinking," said Jaime Lynn Lawrence, research and development application scientist for Flavor Insights.
"With a heightened awareness of what they are consuming, they crave exotic and earthy flavors containing functional properties that promote gut health, mental acuity and overall holistic health," Lawrence said.
Out of that bunch, lavender and hibiscus were both singled out by the IFT, as they boost mood and promote relaxation.
The florals can be found in beverages at local grocery stores, including alcoholic drinks and teas.
Several major chain stores, from Walmart to Target, also have their own store-brand products. Both big-box companies sell their own hibiscus tea bags in 20 counts, for $2.48 and $3.69, respectively.
One name brand that makes floral drinks is De La Calle, which has new flavors including grapefruit lime and watermelon jalapeño.
According to De La Calle, its fan-favorite flavor is mango chili.
Newsweek has reached out to De La Calle, Target, Aldi, Walmart and Albertsons to inquire about potential near-term plans to release new floral flavors, as the trend is expected to surge.
What Buyers Say About Floral Products
Consumers already rave about the experiences they've had with floral products.
"So yeah, I drink a lot of tea. One cup per day is very beneficial for a diabetic. I usually alternate between hibiscus & green tea daily," roryocleary wrote on X, formerly Twitter.
"Chamomile tea for relaxing, black tea for iced tea, white tea for healthy skin & heart. Tea is also a good way to get my 1-tsp of daily honey."
User caseyflowerlove posted: "Roselle - Hibiscus Sabdariffa tea time! Tastes like lemonade, and gorgeous color! [It] gently cleanses your system, [is] antioxidant-rich, and good for digestive tract."
"Drink Hibiscus, Chamomile, or Echinacea tea before you sleep," X user nathanlibut wrote. "For me, they've been helpful in mitigating my stress from work."
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Anthony Russo is a Newsweek reporter based in New York City. His focus is reporting on consumer and retail news. ... Read more
