Seasonal Cravings: Consumers Seek the Flavors of Spring and Summer

By NCS Marketing

Warmer weather! More time outdoors! Put these together and we are low-key OBSESSED with our favorite flavors of spring and summer. Berry-licious desserts, citrus-y alcoholic (and non-alcoholic) beverages, and sweet and spicy BBQ on the grill are truly tantalizing our tastebuds right now.

And you know what? We’re not alone.

Nearly three-quarters (74%) of Americans say they enjoy trying spring/summer food and beverage flavors as they appear in grocery stores, including 44% who say they enjoy it a lot. And you know who is especially hot for seasonal flavors this time of year? Gen Z, with 81% saying they’re seeking the tastes of spring and summer. That’s higher than any other generation.  

These findings, from a new consumer sentiment survey commissioned by NCS, are valuable insights for consumer packaged goods (CPG) brands about to introduce products with that spring/summer flavorful flair. 

Of course, some flavors capture the vibe of the warm weather seasons more than others. Nearly six in 10 Americans (58%) say berry is the flavor they most anticipate, followed by watermelon (53%) and tropical-flavored items (49%). 

By contrast, the top flavor Gen Z consumers anticipate is watermelon, cited by 59% of consumers. They’re also eager for tropical (58%) and berry (56%) flavor variations.

When the spring and summer months arrive, Americans switch up their shopping and cooking routines accordingly. Nearly half (48%) buy more fresh vegetables and produce while 42% find themselves buying more items for the grill. Almost a third (30%) shop for more outdoor BBQs, picnics, and gatherings, and also buy lighter foods in general; 14% of Americans keep their food patterns the same.

And what about Zoomers? They’re really craving the tastes of spring and summer. How are they changing up their shopping and cooking styles as the warmer months approach? Well, Gen Zers tend to be more beverage - and convenience - focused! In fact, compared to the average American, they’re:

• 41% more likely to buy more soft drinks and juices
• 50% more likely to buy more beer and wine
• 73% more likely to buy more packaged meals to eat on the go

Which warmer-weather meals do Americans search for when the days start getting longer? Not surprisingly, better than 4 in 10 or 42% crave something off the grill as the weather gets nicer and folks spend more time outdoors. Americans’ next most craveable spring/summer meals: something picnic style (17%), seafood (16%) and entree salads or grain bowls (14%).

Reaching buyers when they’re most receptive

Whether rolling out new flavors for spring and summer or helping consumers set their picnic tables, advertisers can use purchase-based targeting to connect with those households eager to try the latest seasonal products. 

That “new” label can influence what goes into the cart. Nearly one in five (17%) of Americans say the opportunity to try a new product is a top three factor behind their grocery purchases. But consumers also make purchase decisions based on a variety of factors, from their wallets to their waistlines. Perhaps most important for advertisers: two-thirds (66%) of Americans cite price and promotions as one of the top three factors influencing their product choices. That’s followed by ingredient quality and health benefits (53%) and convenience and availability (48%).

CPG advertisers sway consumer grocery purchases by using purchase-based targeting to find the shoppers most likely to buy, like prior brand or category buyers. And once brands know who their best buyers are, they can be motivated with offers hard to ignore – perhaps a coupon for this season’s berry flavored soda or a trial size of spicy mango habanero barbeque sauce. The right offer to the right buyer at the right moment is a powerful strategy that can improve return on advertising spend (ROAS) and lift sales.

Seeking seasonal satiation in the grocery aisles

The enthusiasm for spring and summer seasonal items has a track record of turning up in grocery carts. An analysis of NCS purchase data insights reveals a spike in seasonal purchases during the warmer months. In the spring and summer of 2024, consumers increased their average household spend by 15% on sports drinks and 10% on fresh beef, compared to the period covering both fall 2023 and winter 2024.

Consumers also increased their average household spending on prepared salads (+8%), coconut water (+7%), and disposable dishware (+6%) over the same period.

As spring and summer kick off, CPG brands with new seasonal foods, beverages or goods for the picnic table have an opportunity to connect with Americans on the hunt for summer flavors. These purchase data insights are just what you need to satiate consumer appetites as the weather warms up!

Looking to reach consumers interested in these seasonal flavors? Are you not quite sure how the whole purchased-based targeting thing works? Well, you’re not alone. Lucky for you we’ve created a Complete Guide to Purchase-Based Targeting (PBT) for CPG brands as an educational resource. Check it out to find out more ahead of launching your spring and summer campaigns!

The consumer sentiment survey of 1,064 U.S. adult consumers was conducted between April 3 and April 6, ​​and results are weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level, and household income. 

About NCS Purchase Data 

NCS’s representative and balanced consumer CPG purchase data set consists of the industry’s preeminent and comprehensive sources. It includes actual purchase data (transaction information) from big-box retailers, supermarkets, drug stores, convenience stores, and other retail channels at which American households buy CPG products spanning 340+ grocery categories. The NCSolutions purchase data was analyzed in May 2025.

Fair Use

When using this data and research, please attribute by linking to this study and citing NCSolutions