Authentic flavors, convenience and naturalness drive NPD in soups and sauces
COVID-19 has reduced the variety of experiences in peoples’ lives, and as a result, consumers are seeking memorable eating experiences in the home, say experts
06 Jul 2020 --- The COVID-19 pandemic has affected all areas of the F&B industry, reshaping shopping habits, diets, and leading to shifts in purchases and what people consume. One key area which has been having a moment is the soups and sauces category. Classic and nostalgic flavors are coming to the fore, while limitations on travel have boosted creativity and culinary events in the home. FoodIngredientsFirst speaks with key suppliers for sauce and soup ingredients, who highlight the flavors which are pegged for success, as well as the trends which are driving NPD in the sector.
Savor the flavor
According to Lindsey Clements, Food Applications Scientist at Kalsec, soups and sauces are the ideal carriers for consumers to have a flavor adventure. “Classic flavors have seen a resurgence in popularity as consumers seek out familiar, comforting flavors in main meal occasions as well as snacks. Soups and sauces with global flavors, authentic cuisines and unfamiliar ingredients allow consumers to be more adventurous in their home cooking, or even relive holidays abroad. The pandemic has reduced the variety of experiences in consumers’ lives, instead of creating memorable occasions within regular life,” she explains.
Heat continues to be a driver of taste experience in the savory market, Clements notes. “Each year, more products are launched that incorporate heat into their flavor,” she says. “Named chilis have been growing in use, which adds authenticity to products, and we see innovation in soups with named chilis. Beyond the desire for named chilis, there is also interest in heat combined with citrus or other fruits and spices that offer a more complex flavor experience,” Clements highlights.
Meanwhile, Stacey Kelly, Senior Product Development Scientist at Comax Flavors reveals that nostalgic flavors were trending before COVID-19 and this has only increased since its onset. “Both soups and sauces can play a starring role in recreating classic, ‘cooked by mom’ savory dishes that stressed consumers could turn to for comfort and mood enhancement.”
Bone broth is trending in soups and plant-based proteins, whole grains, and varietal vegetables, Kelly adds.
More than specific flavors for soups, there seem to be mostly vegetable and grain varieties with claims such as: “made from scratch,” “artisanally crafted,” “plant-powered” and “bone broth,” she notes.
“Popular sauce flavors are also inspired by international cuisines. Exotic tastes influenced by North Africa, the Caribbean and other far-off locations are also worth noting in this specific category.”
Moreover, soup is indeed a traditional category with familiar product innovation, and Clements of Kalsec sees growing popularity of wider trends – such as plant-based protein – moving into the soup category.
“Additionally, global flavors and seasonal ingredients are increasingly used in soups and sauces to deliver exciting products to meet consumer demand for adventurous flavor experiences. Middle Eastern flavors continue to be popular as well as fresh Mediterranean flavor profiles,” she elaborates.
For Ingrid Plevková, Category Director for Soups, Sauces and Dressings at Tate & Lyle Europe, the most notable trends in soups and sauces currently are clean label, plant-based and homemade food. “Soups and sauces as a category is multifaceted, and it continually evolves attaining new perspectives and additional purposes. Consumers today often use soups and sauces as a helpful ‘base’ that can help them develop and upgrade their cooking skills, while at the same time enjoying the authentic taste experiences in the comfort of their own homes, adding more excitement to their daily food choices.”
Consumers are always looking for choice, which has seen the emergence of diverse trends to meet different tastes, Plevková flags. “We’ve seen more people turning to local specialties, while at the same time, an increasing number of people are interested in ethnic food choices and are looking to try exotic new flavors,” she adds.
Naturally strong positionings
There is a notable shift toward soups and sauces that are perceived as inherently “natural” and include claims such as “no additives or preservatives” or “organic,” enthuses Plevková. “As a result, these claims are likely to become more prevalent on the front-of-pack over the next few years,” she states. 
“While most media attention surrounding vegan innovation has focused on plant-based meat substitutes, the food manufacturing sector has also seen a host of innovation in the functional ingredients arena such as plant-based proteins, fibers and starches. These are helping to open up new possibilities for manufacturers across Europe, including across soups and sauces,” Plevková explains.
Moreover, the rise of flexitarianism means it is no longer just those that identify as vegan seeking options free from animal products. “More people are trying to make environmentally conscious decisions without dramatically changing their diet,” she adds.
While convenience is king, many aren’t willing to waive health benefits for it, asserts Kelly of Comax Flavors. “A healthier lifestyle includes a reduction in sodium intake, more plant-based proteins, more vegetables and cutting back on or eliminating meat products. Soup manufacturers are also catering to consumer concerns about GMO food,” she contends.
The future world is driven by consumer demand for natural and simple products, Clements of Kalsec maintains. “Clean label and natural positionings enable consumers to make choices which care for themselves and the environment. The need [for producers] to be transparently ethical, backed with evidence, will become increasingly important as Millennials become the greater spending power in the market and Gen Z enters the market.”
The question for the soups and sauces sector is how to create artisanal products in an industrial world, where scale is essential, she flags. “We should learn from the craft beer trend, where we see customers embrace artisanal and local products. Artisanal options are best addressed by embracing late product differentiation so that multiple versions of a product can be produced that appeal to an increasingly diverse market,” explains Clements.
Soup to go?
Meanwhile, Kelly of Comax Flavors, comments on the versatility of soups and sauces. “Soups can begin a meal, stand-alone as the meal or be enjoyed as a snack. Sauces are widely used as a contributing flavor element in any eating occasion,” she notes. “Consumers are also looking to sauces to provide the visual appeal that is so important in this ‘eat-with-your-eyes’ culture.”
Today, consumers expect diversity in soup, from ingredient transparency to global flavor influences. They are mindful of nutritional profiles and interested in traceability and sustainability practices. Soups are capitalizing on their history as a staple 
of comfort, wholesomeness and healing.
“Drinkable soups have become more popular and may come packaged in ready-to-drink cups, cartons or bottles. In the sauce arena, versatility has been a key theme in product innovation. Many brands are developing multipurpose sauces touting their ability to be used on everything from burgers to ice cream,” Kelly says. “Innovation in the soup category is driven by the consumer’s need for quick and convenient meals that gel with their time-pressed schedules.”
For Maren Finke, Head of Development at Kröner-Stärke, the strong consumer demand toward natural health products is related to the use of thickeners. “Selection of the right starches/flours is crucial,” she says. “The taste can be enhanced if these are chosen carefully and masking of flavor will also be prevented by using the right product. For example, light sauces, such as béchamel sauce, benefit in terms of taste from the use of wheat,” Finke notes.
Plevková of Tate & Lyle also stresses the importance for manufacturers considering all aspects of the products to ensure that they appeal to consumers. “While taste is of the utmost importance, it is also important to consider texture and viscosity to ensure the optimal flavor release and a satisfying mouthfeel. For example, some of the key characteristics of soups and sauces that impact UK consumers’ purchase decisions include thickness, creaminess, and smooth texture. In contrast, the same group of consumers prefers salad dressings to be smooth and pourable.”
“Sauces, in particular, often staple foods that consumers will use time and time again, so it is important that they can maintain their quality over a long shelf life,” Plevková concludes.
By Elizabeth Green
