Givaudan revamps FlavourVision consumer trend programme
In recognition of its tenth anniversary, flavours and fragrances business Givaudan has announced new developments to its trends programme, FlavourVision.
The new FlavourVision edition reveals seven key consumer trends including crafted identities, risk aware, human connection and tailored expectations as well as over 250 market examples.
Marissa Barnes, global marketing head, says, “These developments represent a significant step forward for our customers offering greater granularity of insight. They need ideas that are relevant and actionable to take a future focused approach to product development.
“With FlavourVision we link consumer trends to the most pressing food and beverage challenges, and to our flavours and technical solutions. We connect the ‘wow’ with the ‘how’ for our customers in an effective, user-friendly way.”
The new digital platform allows Givaudan to conduct virtual TrendTreks with customers, so they can find out about the latest trends in each market. Customers can see what’s on the menu at the newest local restaurants, view the most up to date food and drink products on the shelves in local stores and find out about what trending locally such as vegan rainbow lattes in coffee shops in North America or Stoyn “sculptural” ice cream from Russia.
Pictures, comments and videos of these experiences are uploaded onto the platform and can be shared with audiences in real time, around the world, allowing them to experience the TrendTrek virtually.
“We are really excited by the new platform which allows us to see the day-to-day development of these trends at street level in regional markets across the world. This will allow us to give our customers both a top down view of the major trends influencing the market, complemented by an understanding of how this is playing out locally,” Barnes continues.
