Flavor Trends That Lift Spirits

Consumers are looking for a feeling. A good feeling.

In this world full of uncertainty, people are drawn to flavors that evoke positive moods such as comfort, excitement, and joy, said Mimi Bonnett, senior director, insight, for Innova Market Insights (booth 1177).

When formulating new flavors, Bonnett advised, examine the broader trends in the marketplace, and where they come from. New flavors “have to be connected to something to be long-lasting, otherwise they're just a fad.”

As part of her IFT FIRST presentation on Monday, “Fan Favorite Flavors: Trending Tastes Today and Tomorrow,” Bonnett identified trends currently influencing the marketplace.

Floral flavors remain strong, are growing in popularity, and are branching out “beyond lavender,” Bonnett declared. “Three stand out for rapid growth: linden blossom, honeysuckle, and chamomile. Consumers connect florals to health, freshness ... and sustainability.”

A “superfun” trend involves creating what Bonnett calls fantasy flavors that evoke celestial images. Descriptors like “moon,” “cosmic,” and “rainbow” are on the rise, she reported. Creating new packaging and formats for existing products taps into the collective imagination, by essentially, taking an idea and “making it fresh and new without having to re-invent the wheel.” Bonnett pointed to limited edition OREO Space Dunk chocolate sandwich cookies as a prime example of this.

“We know that younger adults are driving this trend ... they are more interested in products that have mystery attached to them.”

Another trend, “Vintage Vibes and Modern Bites,” ties into the ongoing nostalgia-with-a-twist updating of familiar flavors or products.

The great paradox, Bonnett noted, is that while people want nostalgic foods, they also want to try new things, adding that 44% of North American consumers say nostalgia influences their product purchases.

“Nostalgia doesn’t necessarily need to be interpreted as something static. It has to evolve or it’s just old stuff.” Bonnett further added, not only is nostalgia a powerful way to evoke consumer emotions, updating a nostalgic product is also a turnkey way of trying something new without a lot of risk.ft