Which flavour trends are driving the food and beverage market this winter? ADM’s VP of global product marketing flavours, Hélène Moeller, tells FoodBev Media about the seasonal tastes appealing to consumers this year, and the flavours we can expect to see more of in 2022.
Flavour trend drivers
The global pandemic has greatly shifted the way consumers approach their everyday lives, as they take a more proactive view on their health and wellness.
A recent global study found that 65% of consumers are focusing more on their immune health than they did before Covid-19, with 48% more conscious of their mental wellbeing, and 76% recognising they now consume a healthier diet.
We are finding that more consumers are seeking food and beverages that contain natural flavourings and extracts, associating these with holistic wellbeing.
This is driving demand for flavours that may signal a connection to immune function, such as iconic orange, lemon, lime and other citrus fruits that are associated with vitamin C and antioxidants.
Winter trends
Consumers find joy in classic flavours. Vanilla, chocolate, caramel and cinnamon are sought-after ingredients throughout the winter months, emphasising the desire for nostalgic, comforting food and beverages.
In addition to these traditional flavours, consumers continue to indulge throughout the festive season, with classic baked goods such as mince pies and spiced drinks like eggnog.
The colder, darker winter months are also a contributing factor when it comes to consumers’ desire for products they associate with minimising vulnerability to disease and illness. Consumers are looking to bridge the gap between nutritious, healthy products with appealing and indulgent flavours.
Ginger is expected to become a prominent flavour and ingredient choice in 2022. In addition to being popular due to its taste, ginger has also been linked to a number of health benefits.
With the pandemic far from over, the health and wellness trends that we have seen in 2020 and 2021 are likely to continue into 2022, making ingredients such as ginger, among others, increasingly popular.
Looking ahead, and abroad
As consumers become more open to experimenting with exotic flavours, global profiles like yuzu kosho (a Japanese chilli paste with citrus and floral notes), amba (a Middle Eastern tangy mango pickle), harissa kumquat, cardamom and chile de árbol are all gaining popularity.
Consumers love to explore new flavours from different countries and regions – a trend that is likely to satisfy more culinary adventurers, especially with ongoing travel restrictions imposed by the pandemic.
Beyond flavour, we expect consumers will be drawn to food and beverages that excite and attract all senses. To quote an old adage: We eat with our eyes first.
Captivating colours are vital for initial consumer purchases. Ensuring there is synergy between colour and flavour choice is crucial, with 56% of consumers recognising that they like to eat food with bright and intense colours, a trend that is likely to continue in 2022.
Research has found that consumers like a variety of different textures across the food and drinks industry, and textures play an important role in delivering on consumer expectations.
We anticipate that in 2022 consumers will gravitate to more interesting textures as a key element of the sensory experience they are seeking in the coming year.
Clean label
Consumers are also looking for products that they consider to be clean label, containing responsibly sourced and close-to-nature ingredients.
In fact, 46% of global consumers trust what they perceive to be ‘sustainably produced’ ingredients. This requires product developers to incorporate more ingredients that are derived from natural and ethical sources.
Plant-based
When it comes to plant-based foods, our research has shown that half of flexitarian consumers agree that meat alternatives need taste improvements, so we anticipate a push from product developers to create compelling tastes in plant-based alternatives to more closely match classic meat and fish flavours.
© FoodBev Media Ltd 2024
