“Experiential enjoyment” to drive flavors home this summer

15 Jun 2020 --- For many consumers, this summer will be mostly spent at home. Yet it doesn’t mean the flavors of summer cannot be explored to their highest potential. The summer months are known for vibrancy, boldness and, most of all, fun. In F&B flavor trends, these are presented through innovative taste sensations and exciting combinations. 2020 is expected to be no different, and despite quarantine restrictions many consumers are experiencing due to the pandemic, experiential enjoyment will be a fundamental driver. FoodIngredientsFirst speaks with key suppliers who spotlight the flavors making a splash this summer.

Feelings and flavors spurred by COVID-19
Flavors that instill a sense of nostalgia remind consumers of hot weather and tropical vacations, says Julie Barnes, Product Development Specialist at ingredients manufacturer Treatt. “During these times, when many cannot get to vacation spots or gather with large groups of family and friends, brands can support consumers in bringing these flavors experiences into their homes,” she explains. 

Click to EnlargeFlavors that instill a sense of nostalgia remind consumers of hot weather and tropical vacations.Moreover, the need for wellness has skyrocketed recently, with the COVID-19 pandemic only strengthening consumer desire for functional beverages, Barnes notes.  

For Julia Wurzer, Marketing Coordinator at Austria Juice, flavors that consumers relate to health, the immune system or relaxation are in focus this season. “Think tea like green tea, herbs like sage or lemon balm, floral flavors like lavender or chamomile and spices like ginger or turmeric,” she highlights. 

Moreover, summer drinks with floral notes such as cherry blossom, magnolia, lilac, violet or jasmine combined with refreshing citrus flavors for mocktails, cocktails or syrups will enjoy great popularity this year to “increase the summer feeling,” Wurzer stresses. 

If people cannot travel this summer because of the COVID crisis, they can still travel through food, says Kevin Bangratz, Marketing Researcher at Prova. “Summer is a time for traveling. Generally, millions of people from all over the world come to Europe to visit monuments and taste local flavors.” 

For Coralie Garcia-Perrin, Global Senior Strategic Marketing Manager of Sweet & Modulation Taste at Kerry Taste & Nutrition, summer flavors bring back memories of previous years, creating associations with a need to refresh or relax or stir memories of past holidays abroad. “If people can’t travel this year, at least they can re-experience the tastes and flavors they enjoyed on treasured vacations,” she flags. 

Health halo ingredients are also expected to trend as people increasingly take a proactive approach to their health and wellness, explains Garcia-Perrin. “We will see several products targeting immunity-boosting in a range of flavors – ginger, turmeric, elderflower and juniper – coming to the fore, and some that deliver stress relief, with notes such as chamomile, lavender, neroli and ginkgo.”

Meanwhile, Agneta Hoffmann, Manager Marketing Flavours at Bell Flavors & Fragrances, expects to see significant growth for classic flavor profiles this summer. “Returning to a ‘new normality’ amid COVID-19 means reflecting positive associations and memories, while creating a sense of nostalgia,” she says. 

Many consumers are inspired by tastes combined in unusual ways or inspired by local varieties, which remind them of their travels or vacations, details Eva-Maria Lechner, Director Product Management Ingredients, ADM. “Under current circumstances, comfort food plays a major role,” she stresses. “These foods trigger positive memories. which helps to make consumers feel good. Tropical or Mediterranean flavors can also help to bring global flavors to local tables. Great-tasting comfort food evokes senses of pleasure that consumers are looking for today.” 

Citrus and tropical flavors starClick to EnlargeCitrus is a classic flavor that can provide new and exciting beverage combinations, according to suppliers.
ADM pegs citrus as a classic flavor that can provide new and exciting beverage combinations. Combined with botanicals or tropical flavors such as watermelon or mango, it offers a refreshing twist. In the sweet food segment, ADM expects the citrus trend to “reshape classic and exotic flavors,” Lechner notes. 

Blood orange will be a key flavor this summer for many applications, according to Lechner. “This well-known citrus variety offers consumers an edge by combining fresh and bitter tastes with an appealing color. With its bitterness as a new taste impact, blood orange can also be seen as an adult flavor balancing out the sweetness.”

For Hoffmann, citrus profiles such as classic lemon or lime will be at the forefront. “Likewise, combinations with passionfruit, grapefruit or other exotic notes, and seasonal berries will drive consumer interest this summer,” she details.  

Barnes from Treatt also agrees with this notion, highlighting an increased demand for tangerine that has started to emerge, bolstered by the booming alcoholic seltzer category. 

“Fruity and tropical flavors, which are crisp and refreshing flavors, continue to be consistently popular during the warmer months,” she states. 

Meanwhile, flavor combinations will be vital to recreating these traditional summer experiences. As a result, pairings between traditional and modern flavors will take off, such as blueberry and lavender, strawberry and basil, or cherry and lime, Barnes affirms. 

“Watermelon, cherry and pineapple are popular, and we’ve seen increased demand for blueberry as a standalone flavor in NPD such as sparkling waters, as consumers seek health benefits,” she adds. 

Botanicals bloom
Botanicals, which have been primarily driven by the gin and tonic trend, are now also spreading to other F&B areas. “Botanicals offer a twist on flavor combinations as they are well known to consumers as herbs from the kitchen and combine especially well with a number of fruits,” explains Lechner of ADM. “Beverages will benefit from botanicals, which add a new twist to existing ranges when combined with well-known fruits, such as citrus.”

Some great combinations include elderflower and lime, citrus and mint and grapefruit and juniper berry. Botanicals, such as sage, also work very well in these blends, Lechner notes. “Furthermore, we see citrus in combination with flavors like cranberry, pomegranate, blood orange, berberine or ginger trending this summer. 

Click to EnlargeAs is typical for the summer, keeping fresh will be important in flavors. “For food segments in general, elderflower is an ideal ingredient for summer, due to its refreshing note. Furthermore, blood orange integrates bitterness and a refreshing citrus flavor with a vitamin boost. Blood orange combined with sage will create a new flavor experience for ice cream,” she comments. 

As is typical for the summer, keeping fresh will be important, says Garcia-Perrin of Kerry. “The refreshing taste sensations associated with summer will continue to be key in the market – flavors such as citrus, melons, cucumber, ginger ale and even cactus,” she notes. ‘We expect to see some alcoholic notes in beverages and treats.”

Citrus and floral notes are always an excellent pairing. However, Garcia-Perrin notes that with citrus, “some of the best combinations are citrus and herbal notes, citrus and tropical fruits, and citrus and melons.”

“Additionally, when it comes to floral flavors, their attributes match very well with herbal or spicy notes,” she states. 

Beverage-inspired flavors are also popular in summer when consumers are looking for refreshing foodstuffs, Bangratz of Prova details. “Lemonade takes part in these popular beverage flavors,” he comments. In the same vein, popular mocktails or cocktails which have citrus notes – such as Mojito, Caipirinha, Daiquiri, or Limonada de Coco – are particularly refreshing and can make original flavoring concepts for summer.”

Citrus notes can also be found in dessert flavoring concepts, such as Key Lime Pie. “These bakery-inspired flavors are perfectly suitable for summer, as citrus notes bring a refreshing effect to food and beverage products,” he further details. 

Meanwhile, lavender has become a trending ingredient for its relaxing and calming characteristics. This summer, Megan Byrnes, Marketing Manager of Gold Coast Ingredients, expects to see lavender in many favorite refreshing beverages and treats. “Common flavor pairings include lavender lemon, blackberry lavender, and ginger lavender,” she notes. “Consumers have shown interest in refreshments such as lavender lemonade, lavender lemon bars, blackberry lavender lemon scones, honey lavender ice cream, lavender tea ice cream, and lavender Moscow mules.”

Another trending botanical flavor for this summer is elderflower, according to Byrnes. Elderflower adds a refreshing, “green,” and floral touch to many alcoholic and non-alcoholic beverages. “Favorable flavor combinations include peach elderflower, blood orange elderflower, lemon elderflower, and grapefruit elderflower. Consumers are also experimenting with elderflower margaritas and elderflower lemon ice pops,” she explains. 

In addition, refreshing summer fruits tipped for success this year include watermelon, raspberry, strawberry, peach, mango, kiwi, pineapple, yuzu, orange, melon, and lemon, Byrnes adds. 

For Hoffmann of Bell, herbal varieties, mint, tea leaves and even floral notes may deliver a certain value, especially for beverages. “Botanicals that generate associations with stress-relief or even calming properties further underline the need for health and well-being of today’s consumers,” she says. 

Next to beverage categories such as classic soft drinks, wellness driClick to EnlargeSegments such as ice cream and plant-based dairy alternatives, in particular, can benefit from focusing on the summer taste profiles.nks and flavored water, segments such as ice cream and plant-based dairy alternatives, in particular, can benefit from focusing on the mentioned taste profiles. “With the start of this year’s BBQ season, applications such as sauces and dressings can also address these trends – when experimenting with herbal and fruity or citrus accords,” she says.  

Botanical extracts, as such, will equally play a future role in organic products, especially when regional ingredients and sustainability need to be emphasized, Hoffmann asserts. 

Citrus is often seen as an all-rounder when it comes to flavor combinations. It pairs well with herbal accords, such as mint, rosemary and even hemp. “Partnered with cucumber or elderflower, it further creates a refreshing sensory appeal for many product categories. Within savory products, citrus profiles match with herbal notes and spices such as black pepper or any other pepper variety,” says Hoffmann.  

Floral flavor tones also go well with specific red or blueberries but also herbs, she adds. “Offering a unique taste experience in a variety of F&B applications, they further emphasize consumer needs for flavors that provide storytelling and innovative sensory experiences.” Combinations such as lavender and blueberry or raspberry, but also lavender and rosemary provide exciting pairing options, Hoffmann concludes.

By Elizabeth Green 

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