Two out of three U.S. consumers “love to discover new flavors,” while the same proportion say that “going out for dinner inspires their home cooking,” according to a survey released by Innova Market Insights, The Netherlands. Adventurous, daring and re-imagined flavors are emerging to entice trend-conscious consumers, who enjoy an element of the unexpected on their palates.

Flavor remains the No. 1 factor of importance when buying food and beverages. Millennials and Gen Z in particular drive the trend of novel, creative, impactful foods with funky colors, shapes and flavors that are exciting to share through social media.