Flavor trends: Tea, fruit fermentation and spreadables pegged for growth, says Symrise

28 Apr 2020 --- Global producer of flavors and fragrances Symrise has revealed its North America Top Flavor Trends Report. This annual overview is the product of surveys and observations from some of the most influential chefs, mixologists and experts in the F&B arena. According to the flavor giant, the ten rising trends, which include “Drink to Your Health,” “Fruit Gets Funky” and “Incredible Spreadables,” are not just for 2020, but also look two to three years ahead. In light of the COVID-19 pandemic, a return for simplicity and comfort food has also been reflected amid changing consumer behaviors. Meanwhile, Symrise continues to grow in a challenging market environment, revealing sales were up by 8 percent in Q1.

“The Symrise North America’s Top Flavor Trends for 2020 Report is just one of many resources that continues to position Symrise as an authority at the forefront of flavors and food trends and we welcome the opportunity to present this comprehensive report to our customers,” says Dylan Thompson, Marketing and Consumer Insight Manager at Symrise. 

Speaking during a recent webinar, Thompson flags that trends are the single most important driver at Symrise. “Our Trends for 2020 were developed over the last few months through extensive research, only to see the world change from the rapid escalation of the COVID-19 pandemic,” details Thompson.

In order to determine what is coming next in the savory, sweet and beverage categories, Symrise partnered with StarChefs, a restaurant industry group that recognizes professionals in the industry. Through StarChefs, Symrise conducted an online survey targeted toward industry professionals about emerging flavors and practices before conducting in-depth interviews with leading chefs, mixologists, and pastry chefs to gain a deeper understanding into these trends. Symrise also consulted its own database of market research insights to ultimately select ten trends that will loom large throughout 2020 and beyond. 

Five out of the ten trends this year are as follows: 

Click to EnlargeBeverages are getting a healthy upgrade, with consumers taking their foot off the gas when it comes to drinking alcohol and embracing botanical ingredients.Tea Inside: As consumers shift to a more mindful approach to products promoting health and wellness, the self-care benefits of tea are evident, but the sophisticated consumer also wants great taste. Therefore, bold, exotic black teas like Chinese Lapsang and malty Indian Assam will be found in syrups and infusions for a variety of foods, and not just beverages.

Drink to Your Health: Beverages are getting a healthy upgrade. Consumers are taking their foot off the gas when it comes to drinking alcohol. Consumers are embracing botanical ingredients and Millennials are drinking less alcohol. There will be a revival of vermouth for example, and other aromatic flavors profiles will come to the fore, including escubac and sea buckthorn berry. 

Fruit Gets Funky: Fermentation isn’t new by any means having dominated the condiment category with kimchi and gochujang leading the charge in recent years. This year, there will be a sweet shift with fermentation. While the health benefits of the technique will not change, pickling berries and other fruits allow fermentation to be more approachable. Additionally, the pulp of fruits harvested for beans like cacao, are now fermented, allowing this previously wasted byproduct to be used in innovative ways. 

Spice and Salt Meet Sweet: Symrise is seeing an added complexity to the composition of sweet and salty, with salted lemon and smoked salt being examples. There have been unique savory-meets-sweet pairings like black pepper or sesame ice cream and truffle macarons in the past, but this year, the trend enhanced further with new, unique flavor combinations. Harissa, for example, topped trends charts a few years ago, however, the hot chili pepper paste has resurfaced, giving sweets a spicy kick. Wasabi and white chocolate pairings will also become popular, as will desserts featuring savory North African spices. Now that consumers have more time on their hands, they might be more open to trying spices and sweet flavor pairings, says Symrise. 

Incredible Spreadable: With chefs’ continued commitment to making everything in-house, condiments are getting a global infusion this year. On the top of the list is Levantine cuisine. There will be various takes on vegan spreads for sharable dipping plates, upgrades to sandwiches, salad dressings and more. And move over mole, there’s an evolution in sauces too. Robust flavors from Asia and Mexico bring tangy, smoky and spicy to the plate. 

Symrise sales up 8 percent; growth continues through challenging market environment
Meanwhile, the flavor giant has released its Q1 results for 2020, noting that sales were up by 8 percent to €917.1 million (US$997.6 million) (Q1 2019: €848.8 million). The Symrise Group remains on track for growth in the fiscal year 2020. All segments contributed to this positive development and posted gains despite the challenging global economic conditions under COVID-19. In organic terms, sales were up 2.3 percent after strong comparative figures in the prior-year quarter.

“The COVID-19 pandemic is proving a tough test for the global economy. Symrise has put measures in place at all of its locations to provide employees and partners with optimal protection against the virus. We continue to be fully operational and are making every effort to supply our customers with the reliability they are used to,” says Dr. Heinz-Jürgen Bertram, CEO of Symrise AG. 

Flavor grows with savory products and beverage applications
In Flavors, which supplies flavor ingredients for F&B, sales increased by 2.2 percent to €322.6 million (US$351 million). Adjusted for exchange rate effects and after a strong prior-year quarter, organic growth in the segment amounted to 1.6 percent.

Symrise expects that the COVID-19 crisis will temporarily change consumer behavior in parts and lead to a shift in the portfolio. A large number of the products that are currently in greater demand address essential daily needs in connection with nutrition, personal care and hygiene.

Symrise remains confident for the current fiscal year. While the development and impact of COVID-19 is difficult to assess at present, the group continues to expect to grow faster than the relevant market, supported by the very diversified competencies, in the course of the year.

By Elizabeth Green

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