Comax Flavors: “Immunity, breakfast and home baking trends to pave F&B landscape in 2021”

18 Nov 2020 --- The COVID-19 pandemic has impacted consumer behavior and what is demanded in the realms of F&B. In line with this, Comax Flavors has revealed its 2021 Flavor Trends in four distinct categories which have been influenced by the ongoing health crisis.

With consumers being at home more than ever, they are going back to basics, returning to breakfast, and finding comfort in baking and cooking. Moreover, chicken and plant-based chicken alternatives are rocketing as consumers search for “the ultimate chicken dish.”

Comax Flavors’ 2021 Flavor Trends have been divided into four flavor collections. 

Consumers continue to seek healthier, better-for-you products, but the focus is on functional ingredients to support a healthy immune system. Immunity Boost focuses on consumers’ quest for functional foods and beverages, while Breakfast Basics addresses consumers’ interest in breakfast at home or on-the-go. Home Baker taps into rediscovering baking and cooking at home, and Chicken Soars spotlights consumers’ insatiable appetite for chicken and plant-based chicken alternatives. 

Immunity Boost
Health and wellness are at the forefront of consumers’ minds as the pandemic continues to focus on immunity. 

According to Innova’s Consumer Survey 2020, six out of ten global consumers are increasingly looking for food and beverage products that support their immune health. One in three says that concerns about immune health increased in 2020 over 2019. 

“Individuals are turning to food and beverages with functional ingredients to stay healthy. To meet the growing demand, Comax Flavors created the Immunity Boost range,” says Catherine Armstrong, vice president of corporate communications for Comax Flavors. 

“Flavors such as citrus and berry also have immune-boosting properties. As much as consumers want comfort foods, they also want foods that will help keep them healthy,” she tells FoodIngredientsFirst. 

“Comfort flavors that alleviate stress and anxiety will be popular. The focus has shifted to familiar flavors as well as flavors which provide health and wellness benefits.”

This collection can be used in numerous applications such as non-alcoholic and alcoholic beverages, beverage syrups, plant-based and dairy applications, baked goods and confections, and nutrition and performance products.

Key flavors in this group, according to Comax, include apple carrot ginger, blueberry elderberry and Manuka honey. 

Working from home has become the “new normal” coupled with remote learning for children. Breakfast Basics
Working from home is becoming the new normal for many consumers, which has led to a return to breakfast. 

“Whether at home or on the go, consumers are reverting to breakfast. We see a renewed interest in breakfast food, and in line with this, we created the Breakfast Basics line,” states Armstrong.

According to Armstrong, the breakfast arena is touted for significant growth. “While many consumers are still working from home, they need quick and portable solutions for breakfast themselves and their families as they juggle working from home with children attending school virtually. Also, consumers are snacking more, so there is lots of potential in that area too,” she reveals. 

Cereal and milk, French toast and jelly donut are among some of the category's key flavors, says Comax. 

Home Baker
Consumers are spending more time in the kitchen, which has led to the exploration of baking and cooking. 

“What started as ‘stress baking’ driven by the pandemic has led to the rediscovery of baking and cooking,” notes Armstrong. This comforting line can be used in a range of sweet and savory applications, including baked goods, syrups, confections, dairy, snacks, sauces and entrees.

We will continue to see flavors that bring comfort, nostalgia and as well as spice,” she adds. 

The pandemic has created a need for flavors that bring comfort during chaotic and uncertain times. Key flavors in this group include banana bread, blueberry cheesecake and pizza. 

Chicken Soars
Chicken is always popular, and the consumption of chicken has soared during the pandemic. 

“Whether it is real poultry or a plant-based analog, consumers love chicken. To address consumers’ affinity for chicken, Comax Flavors designed the Chicken Soars collection,” says Armstrong. 

This savory collection can be used in poultry and plant-based applications and seasonings/coatings, sauces, soups, and snacks.

Chicken vegetable soup, fried chicken, and grilled chicken are among the popular flavor innovations that Comax has flagged. 

By Elizabeth Green

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