Consumers on discovery mission for new drinks flavours
The search for something new, different, and exciting is leading flavour developments in food and beverage, supported by an ongoing interest in natural, clean label and healthier options.
‘New Discoveries’ emerges as the leader in Innova Market Insights’ Top Flavor Trends for 2019, as the company analyses global developments in food and beverage launch activity and consumer research to highlight the trends most likely to impact the food and beverage industry over the coming year and beyond.
Innova Market Insights top flavour trends for 2019 are:
1. New discoveries
Consumers are on a big, broad journey of discovery, moving out of their comfort zones to explore new food experiences, with flavour playing a major part in that. This is illustrated by the fact that two out of three US respondents in an Innova Market Insights survey agreed with a statement that they love to discover new flavours. Even among more traditional consumers who didn’t agree with the statement, there is still a role for reinventing classic flavours with novel twists, alongside developing new and more unusual flavors and combinations.
2. Sensational concepts
Brands are leaning towards more remarkable and unusual flavour hybrids, as well as stronger taste experiences (hot, sweet, savoury, etc.), while sour options are also surging in popularity. Well-established sweet and salty combinations are being joined by a whole raft of other hybrid flavor solutions, led by initiatives such as sushi pizza, spicy tuna roll corn dogs, pasta bacon tacos and ramen burgers in the foodservice sector.
3. Sophisticated touch
Established flavours perceived to be dull are being reinvented, often in much more complex and sophisticated combinations. An aging population globally is driving the demand for more adult-oriented options, with traditional coffee flavour, for example, increasingly giving way to more upmarket, added-value options, such as Cold Brew Caramel Latte. As well as coffee, other adult-oriented flavours growing in popularity include various types of alcohol, as well as smoke/roasted options.
4. Cultural celebration
Consumers regard themselves as world citizens and are increasingly interested in diverse flavours inspired by foreign cuisines. Southeast Asian, East Asian, Mediterranean and Middle Eastern flavours are more in evidence in traditional and familiar Western snacks, beverages and ready-to-eat meals. This demand for authentic-style ethnic alternatives focuses not just on flavour, but also recipes and even product/ingredients origins/provenance.
5. Fifth dimension
Umami is the fifth basic taste after sweet, sour, bitter and salty but unlike the others, it’s hard to define. The rising demand for exotic flavours and convenient home cooking is driving growth of launches with an umami claim. A recent focus on mindful food choices and the demand for clean and healthy products has driven the use of ingredients with a natural source of umami taste.
The other top trends identified by Innova Market Insights are:
6. Bitter is back
7. Botanicals branch out
8. Fruitful favourites
9. Functionally flavourful
10. Flavour connections