Wellness flavors poised to resonate with consumers in 2022, say suppliers

10 Nov 2021 --- The rise and relevance of F&B products that carry a health halo association are unmistakable, and has been particularly poignant over the past 18 months. In light of this, FoodIngredientsFirst explores the flavors set to take off in 2022, with wellness, plant-based and immunity credentials all dominating the scene.

The COVID-19 pandemic has dramatically altered consumers’ lives since early 2020. With it, there has been a significant, continuous shift in consumer behavior to take a more proactive approach to health and wellness, says Hélène Moeller, vice president, global product marketing for flavors, ADM.

“Globally, 65% of consumers say they’re focusing more on their immunity, 48% are more conscious of their mental well-being, and 76% say they will eat and drink more healthily – all due to COVID-19,” she outlines.

Mikel Cirkus, Firmenich’s global creative director at Taste & Beyond, says that over the last several years, there has been a global consumer-driven diet transformation, which has been accelerated during the pandemic.

Contemporary wellness and conscious consumption tend to go hand-in-hand for many consumers.“Increasingly, people are demanding healthier, higher quality, more sustainable food and beverages which are more natural, with a transparent list of traceable, easily identifiable and simple-to-understand ingredients.”

Looking ahead to 2022, Cirkus predicts that better nutrition, with healthier ingredients, with less sugar, salt and fat content are set to be embraced by consumers, who are seeking “enhanced immunity and gut health.”

A step in the right direction
According to Moeller, as consumers seek health-forward options in convenient formats to fit their lifestyles, the lines between dietary supplements and traditional foods and beverages are blurring.

“From gummies and drops to nutrient-rich bars and beverages, consumers expect great taste as well as a high function across each of these convenient offerings. Brands will need to bridge the gap between nutrient-dense products that provide tailored benefits with appealing and sometimes indulgent flavor profiles,” she continues.

Moreover, contemporary wellness and conscious consumption tend to go hand-in-hand for many consumers.

“These trends manifest themselves in the flavors space through ‘clean and clear’ labeling, as shoppers are choosing food and beverages with responsibly sourced, closer-to-nature ingredients,” she underscores.

A boost for beverages?
According to Soumya Nair, global consumer research and insights director at Kerry, consumers are looking to increase their consumption of nutritional beverages that give them an added benefit. “Therefore probiotics are growing and being added to functional ingredients like calcium.”

“Consumers are paying more attention to the package labels and looking for less sugar and sodium, and more natural ingredients.”

She also highlights how the immunity and plant-based categories are growing, especially when it comes to beverages.

“From energy drinks to sparkling water, dairy foods to salty snacks, several products now carry a functional halo, showcasing superfood ingredients such as botanicals and adaptogens.”

“Across the globe, products containing functional actives such as guarana, green tea, green coffee bean, ashwagandha, turmeric, baobab and other ingredients have experienced a dramatic rise in popularity,” she outlines. Consumers are looking to increase their consumption of nutritional beverages that give them added benefits.

In the search for new flavors for 2022, Nair says there are many examples of cross-category inspiration. “In soft drinks, florals are set for success,” she says, highlighting how chamomile, jasmine and rose will gain traction alongside more mainstream flavors in the next 12 months owing to their reputation in teas.

“In Latin America for example, we have seen beverages flavored with kiwi, dragonroot, acai, and botanicals like lavender and chamomile.”

Health over everything
Health will continue to remain in focus as consumers start to focus on proactive health over reactive problem management, states Nair.

According to Innova Market Insights, the most popular active health positionings in F&B launched between 2016 and 2020 are Digestive/Gut Health and Energy/Alertness.

However, Immune Health is rapidly growing with a CAGR of 13%. Only Brain Health (14%) and Probiotic (17%) positionings are growing more quickly.

Innova Market Insights pegged “In Tune with Immune” as a top trend for 2021, noting that six in ten global consumers are increasingly mindful of the impact food and beverages have on their immunity.

Ingredients tipped for success
Kerry Trendspotter’s research highlights a rise in demand for immunity-boosters, probiotics, adaptogens and micronutrients across food and beverages.

“Immunity is regarded as core to good health and the ability to fight infections,” notes Nair. “Turmeric, ginger, cardamom, spirulina, cinnamon, garlic, yuzu, lemon, pomelo and other citrus fruits are expected to gain further traction.”

Meanwhile, in the realm of probiotics, gut health-boosting ingredients are also valued for helping to fight infections and enhance immune health.

Kombucha, kimchi and kefir, gochujang, fermented bread such as sourdough, Jun (Xun – green tea kombucha) have all been touted for their immunity-boosting properties.

Further, adaptogen ingredients are pegged for enhanced nutrition and help strengthen the body’s ability to adapt to extreme stress. Nair expects basil, amla and Jamun to rise not only in Asia, but beyond.

Also set to drive innovation in 2022 are micronutrient foods, including local plants, seeds and spices for specific vitamins, minerals and anti-inflammatory benefits. “Tamarind, star anise, chia seed, ghee, which is growing in North America, tick many boxes in the micronutrient space,” she adds.

Consumers are focused on reading labels and seek fortified ingredients like probiotics to support gut health.Cirkus at Firmenich forecasts increased interest in Nigella seeds, carob, jujube, tiger nuts, and the black superfoods, such as black sesame, black garlic, black chicken, squid ink, black seaweed and black licorice. He stresses how the common theme across these ingredients is functionality.

Naturality and transparency reign
According to Marcela Serrano, global marketing manager for sweet and natural, Givaudan Taste & Wellbeing, the natural food industry is growing three times faster than the conventional one. “Natural, clean label food, organic and regenerative ingredients are taking the industry beyond fair trade business practices.”

“Consumers are increasingly demanding natural food experiences that come with full transparency. They expect F&B companies to commit to positive, regenerative growth for consumers, communities and the planet,” she explains.

Meanwhile, other trends centered on consumer well-being include gut health, immunity and personalized nutrition. “We’re also seeing an increase in attention and catering to special diets, such as gluten-free or paleo,” she underscores.

Givaudan’s proprietary flavor trends program, FlavourVision, follows seven different consumer trends, which have been either weakened or amplified by the pandemic.

“The three that saw the biggest increase in the past year centered around the themes of heightened attention to risk (risk-aware), overall self-improvement and performance (augmented self) and the various aspects that contribute to well-being (layered wellness).”

These trends have several implications for food and beverages, adds Serrano.

“First, healthier F&B choices will be increasingly top-of-mind for consumers who want to improve performance or contribute to their overall physical or emotional well-being. For risk-aware consumers, transparency, hygiene, safety will become key determining factors in food and beverage purchases.

“Overall, in-home food and beverage experiences have taken on greater importance in consumers’ lives, and we expect this to continue in 2022 as remote work increasingly becomes the norm in many parts of the world,” she concludes.

By Elizabeth Green

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