Sensient Flavors’ Trend to Taste program is a process that identifies consumer mega- and accompanying micro-trends, providing consumer-based insights into the predictions the in-house researchers make on what flavors are trending in the food and beverage business. Chicago-based Sensient Flavors is releasing it’s 2014 Trend to Taste report this month, the fifth consecutive year the company has issued the report to identify flavor trends and help shape product development.
“Some of these flavors have been trending for years, and some may not come to fruition in the market for years,” Bridget Schigoda, consumer insights manager, beverage flavors, for Sensient tells Beverage World, cautioning that the importance of the report is not to put a time stamp on the trends. “Product developers sometimes have to be a couple of years ahead of what is trending based on the time it takes them to commercialize a product.”
The Taste to Trend process takes in data and information from a range of sources, including syndicated data and research, information from industry trade shows and publications, social media and others, according to Schigoda.
A key aspect of the research is “immersive” market excursions in which Sensient researchers travel across the U.S. and sample from the most trendy restaurants, bars and food markets. For the 2014 report, Sensient visited New York City; Chicago; Portland, Ore.; Indianapolis; Miami and San Francisco.
The Taste to Trend report identifies three mega trends applied to food and beverage, each with some micro trends that drill down to describe consumer behavior:
Health & Wellness: A reflection of consumers’ desire to take an active role in improving and maintaining their mental and physical well-being. Micro trends: Nostalgia, Speed of Life, Lifestyle Management (see chart for description).
Sensory: Encompasses the consumer desire to experience more pleasures, and reflects the consumer quest for adventure, novelty and indulgence. Micro trends: Regional, Alcohol, Taste Plus.
Personalization: Driven by the consumer desire to be unique and to feel special. This trend is driving made-to-order products, sophisticated tastes and anything that one can brag about.
Micro trends: Sophistication, Bragging Rights.
Schigoda says the research into the macro- and micro-trends ran parallel to the research into the identification of the flavor trends. “We didn’t want one to bias the other,” she says. “The macro and micro trends provide the depth into the ‘how’ and the ‘why’ of the flavor trends we identified.”
12 FLAVORS FOR 2014
Balsamic Fig: Described as tangy, sweet and juicy, this flavor is a blend of full-flavored figs and dark balsamic vinegar that addresses the consumer desire for a little something extra from their flavors. Figs also contain fiber, antioxidants and Omega 3 and 6 fatty acids that impart health benefits that are well known to the consumer.
Burnt Calamansi: The combination of a tart citrus profile of Calamansi and the smoky burnt note creates a notable contrast that excites a consumer’s senses. Seen as retiring traditional citrus flavors suchs as lemon and lime, this hybrid provides an exotic and upscale connotation.
Fernet: An aromatic spirit or bitter flavored with myrrh, chamomile, cardamom, aloe, and most notably saffron. Long seen in a small number of cocktails, Sensient researchers report that Fernet has taken the bar scene by storm. Bar patrons appreciate the vintage feel of classic cocktails, but with a contemporary spin.
Ginger Plum: Juicy, sweet, and tart plum combined with the subtle heat of Nigerian ginger. Consumers are beginning to explore different varietals of ginger, each of which has its own characteristic spice and flavor profile, the Trend to Taste report notes. Researchers cited the Organic Ginger Plum Iced Tea at the Intelligentsia Coffee Bar in Chicago as a well-executed example of this trend.
Gochujang: A savory and pungent condiment made from red chili, rice and fermented soybeans and salt. It’s less fiery than its chili-based cousins, but what it lacks in burn it makes up for with hearty umami flavor. Sensient’s Schigoda notes that she has seen gochujang being heralded as “the next Sriracha” by some.
Guasacaca: A sauce or dip made primarily of avocado with fresh parsley, green bell pepper, coriander, cilantro, onion, garlic, salt, oil and vinegar. With a flavor refreshingly different from Guacamole, but with avocado as the main ingredient, Guasacaca contains the antioxidants that consumers look for.
Willamette Hop: The traditional flavoring and stability agent in beer, hops are beginning to be used to impart bitter flavors to other foods and beverages. With the rise of the craft brewing and home brewing, hops are now available to many more people than in the past, Sensient researchers observed.
Juniper Berry: The juniper berry, with its primary pine notes and secondary citrus note, is increasingly finding its way into the cocktail hour, as consumers seek the nostalgia associated with a properly mixed classic drink. Researchers noted examples of juniper berry flavored soda, as well.
Rhubarb: The fleshy leafstalk, similar to celery, Rhubarb has a strong tart taste that consumers associate with both nostalgia and health. The resurgence of rhubarb as a flavoring, Sensient observes, does not mean that it’s being paired with strawberry exclusively.
Ras El Hanout: A spice blend that varies with each maker, it is seen as bringing the flavors and culture of Morocco to the consumer’s doorstep and that feeds into the consumer “bragging rights” micro trend.
Tayberry: This fresh fruit is a cross between a blackberry and a red raspberry that is rich in vitamins and antioxidants. Tayberry is seen as a more exciting replacement for traditional red fruits such as strawberry, raspberry and cherry.
Green Coconut: The popularity of coconut water in the U.S. is spurring the use of green coconut in a growing array of foods and beverages.
- See more at: http://www.beverageworld.com/articles/full/16196/trending-now-a-dozen-flavors-to-inspire#sthash.KHv4jepe.dpuf
