“Flavors evolve, but key trends remain relevant,” says Bell Flavors

09 Nov 2020 --- The COVID-19 pandemic impacted many areas of F&B. Changing consumer behaviors amid the health crisis are impacting innovation and perception within the flavors arena, according to Agneta Hoffmann, marketing manager at Bell Flavors and Fragrances.

“In light of this, the flavors space is evolving,” she tells FoodingredientsFirst. 

The flavor industry is increasingly building a bridge between delivering authentic taste and maintaining the vital sensory characteristics of consumer products. 

Functional attributes, as well as taste profiles, remain high on the agenda for consumers today. For manufacturers, providing taste solutions for sugar reduction, masking off-notes and salt reduction are crucial while focusing on responsible sourcing and clean labeling. 

Click to EnlargeBotanical extracts will continue to strive in NPD across all segments. New perceptions emerge
Hoffmann also says consumers’ increasing need for comfort has driven the ongoing demand for traditional flavors and regional flavors and taste variety. 

“The events of 2020 have impacted the way consumers think about food, but it has also emphasized the need for great-tasting products and the combination of healthy food and indulgent sensory attributes,” Hoffmann continues. 

“The pandemic has somehow slowed down extreme and adventurous flavor combinations,” flags Hoffmann. 

“Based on a more volatile market situation among the COVID-19 climate, consumers are looking for classic taste varieties with a hint of novelty,” she says.

Therefore, emerging flavor combinations include various blends of citrus fruits and exotic fruits, or warm and brown taste profiles blended with hints of vanilla, adds Hoffmann. 

Simultaneously, savory products will show emerging combinations of classic flavors with additional hints of exotic and warm spices or extra heat, she forecasts. 

Plant-based offers new scope for flavors
Future opportunities are also arising from the plant-based megatrend, according to Bell Flavors. 

“The main purpose for flavors within this market area is to maintain key taste characteristics,” notes Hoffmann. “Covering off-notes of various types of protein equally plays a major role in developing indulgent products.”

Meat alternatives have been the beginning of a large movement gaining traction among a broad spectrum of consumers, from die-hard advocates to occasional flexitarians. 

“Market dynamics for dairy alternatives are set to evolve, too,” Hoffmann urges. 

“Diversity among plant-based dairy alternatives is constantly growing – cheese analogs, milk drinks, yogurt and desserts are driving consumer interest and yet, start to gain mainstream character.”

“At the same time, convenient options such as plant-based snacks will be in the spotlight, fueling energy levels and occasional snack cravings,” she adds. 

Beverages and snacks to lead in NPDClick to EnlargeConsumers are looking for healthy food with indulgent sensory attributes. 
Due to the changing regulations on organic food products within the EU, the need for organic suitable and organic certified natural source flavors and extracts will be leading many product developments in 2021, especially within beverages or snack seasonings.

“Hence, classic citrus profiles are also leading the way, helping to create organic product ranges based on most popular taste characteristics and responsible sourcing,” Hoffmann notes. 

Following this year’s trends, botanical extracts will continue to strive in product launches across all segments. 

Most significantly, non-alcoholic beverage categories such as flavored water or infused water will be using herbal and fruit extracts to address consumer groups shifting from drinks with a high sugar content to more natural and less sweet options,” she further explains. 

“Consequently, herbal varieties comprising a more bitter taste or combinations with mint, tea leaves, mild spices or floral notes will also be trending,” Hoffman asserts. 

Health and environment come into play
Meanwhile, growth is driven by increasing preferences for food products that fulfill health needs, while environmental concerns, convenience and a desire for uniqueness also play a significant role. 

“Transparency and naturalness are the most important characteristics – ingredient lists need to provide natural flavorings, natural X flavorings or extracts to be considered clean,” Hoffmann concludes. 

By Elizabeth Green 

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