1、WHATS NEW&WHATS NEXT ACCORDING TO TIKTOK AND GOOGLEFLAVOR TRENDS DECODED:KELLI HEINZVP of Marketing and Internal AffairsBell Flavors&Fragrances ALYSSA WILLIAMSF&B Category Insights ManagerSpateOLIVIER ZIMMERCo-Founder&CEOSpateWHO ARE WE?QUESTIONS WELL ANSWERWhich flavors are seeing the strongest gro

2、wth across TikTok and Google Search?What role do cultural moments and creator influence play in accelerating flavor trends?What macro forces are shaping the future of flavoracross indulgence,wellness,nostalgia,and global exploration?How can brands use trend data to prioritize innovation and align fl

3、avor development with real consumer intent?13243WHAT IS THE POPULARITY INDEX?SPATES PROPRIETARY POPULARITY INDEX4The Popularity Index combines data from Google and TikTok to show how popular a category or trend is.For example,looking at the graph on the right,the trend for“Mushroom Coffee”in the US

4、grew by 170.3%over the past year.The index measures how“Mushroom Coffee”compares to all other food and beverage trends on TikTok and Google.It adjusts for growth differences on each platform to accurately reflect the increase in popularity.The Popularity Index for“Mushroom Coffee”for Google Searches

5、&TikTok View in the US.300.0200.0100.0202220232024WHATS POPULAR:KEY TRENDS5TOP FOOD AND BEVERAGE CATEGORIES BY YOY GROWTHFOOD&BEVERAGE CATEGORIES 6mealsdairy alternativesbeverages w/o alcoholgrain productsspices&seasoningssnacksbaking&cookingalternative protein productsbreads,pizzas&wraps+9.0%+11.0%

6、Source:Popularity Index:US Google Search+TikTok Views From May 2024 to Apr 2025 vs.May 2023 to Apr 2024+5.8%+4.7%+4.0%+2.9%+1.3%+1.2%+1.1%CATEGORY OVERVIEW 7According to the Spate Popularity Index,the Meals category has experienced steady growth,with further expansion anticipated.Key drivers in the