Kerry’s Global Taste Charts 2022: Consumers “insatiable” for new flavors and formats

14 Jan 2022 --- Kerry’s Global Taste Charts for 2022 are in, displaying the return of consumers’ sense of adventure scouting for “new tastes paired with familiar flavors,” a diversion from when people craved “familiarity” as they hunkered down to brave the ongoing COVID-19 crisis.

But the pandemic, with all its limitations and restrictions, has dragged on for so long that consumers are hungry for something new that takes them back to the exploration of travel, another activity impeded by lockdowns.

Consumers are hoping to see the end in sight. “Not being able to travel has curbed their enthusiasm. That has seen a knock-on effect where consumers are insatiable right now,” Soumya Nair, global research and insights director at Kerry tells FoodIngredientsFirst.

The taste and nutrition specialist reports that 67% of consumers want “new flavors”.

Renaissance of flavor
The taste trends for 2022 are underpinned by proactive health and sustainable nutrition priorities but also a desire to explore traditional tastes in new formats.

Tastes that showcase novelty, over-the-top indulgence and targeted health benefits are set to drive consumer preference in 2022, according to Kerry.

Trends that were accelerated by the COVID-19 pandemic have developed and will become more sophisticated in 2022.

“Hot honey” is one of those up and coming flavors which is being infused in pumpkin spice lattes, for example. “Pumpkin spice latte, that’s not going anywhere. But there is a level of curiosity. Now we see hot honey coming up. You merge the two and it creates magic,” says Nair.

“2020 was about safety, comfort, familiarity. “We were stocking up on the basics. Now consumers are experimenting. Now people are expecting new flavors,” she explains.

“Dark flavors” such as black garlic and brown butter are tapping into consumer intrigue. These flavors – particularly black garlic – are gaining popularity in Europe.

Beer blended with kombucha or sage are making an appearance along with combos such as chocolate milkshakes with lavender and chili crisp on ice cream. 

Bursting with a sense of adventureSmoked Gouda mac-and-cheese.
Kerry’s Taste Charts showcase flavors and ingredients that are set to inspire F&B innovators across America, Europe, Latin America, Asia Pacific, Middle East and Africa. The company is piloting a cuisine chart for Europe and North America.

Varieties of chocolate, cocoa, cheese, smoke and branded chili flavors such as ghost pepper and jalapeno are emerging as consumers seek out “surprise and fun” elements in their food and beverages.

Restrictions around movement have created a situation where consumers are actually using cuisine as a form of traveling around the world and experiencing new and exciting cultures.

The hunger for exploring new flavors is a key thread meandering through this year’s charts. “People’s hunger to travel has permeated into cuisine,” says Nair.

In line with this, south Asian and Asian flavors are performing strongly across Europe and North America and hints of indulgent cardamom, cumin, fennel, tahini and cream are making an appearance.

Flavors from Ethiopia, Peru, Lebanon, Turkey and the Philippines are in the mix as well with consumers focused on “hyper-specificity” in the flavor profiles used.

There has been a 20% increase in provenance, often exhibited in the preparation of Thai curry, Korean barbecue or Japanese teriyaki.

Botanical herbals are also on the Taste Charts radar featuring sage, rosemary and thyme while water-based juices infused with kombucha is the kind of blend that F&B professionals will be seeing more of. 

“We are seeing savory herbals and we are seeing a lot of thyme in many products. It has to be harmonious and balanced. You have to provide consumers with adventures in a palatable fashion. That’s the craft behind it,” explains Nair.

Indulgence and comfort are also important to consumers and can be invoked with traditional flavors like chocolate and sweet flavors, or from visiting a foodservice chain that was closed during the pandemic. Alcohol and dessert-inspired flavors are emerging across sweet and beverage charts, driven by limited time offers and seasonal releases.

Boosting functional health with additivesMeat alternative nuggets.
The COVID-19 pandemic is shaping the F&B landscape driving an insatiable interest in their long-term wellness and health. 

Key flavors dominating the health and wellness category at the moment are turmeric and ginseng, particularly in Europe, the US and Canada.

“People are pivoting to the functional level of health, the level where they are being proactive in improving and looking after their health,” explains Nair.

This tendency has been observed in culinary circles but also in the snacking category both sweet and savory.

Consumers are spending on F&B products that contain additives for immunity, probiotics, gut and brain, mental-and-emotional well-being, calming, relaxing, concentration, focus and attention. Collagen is the go-to wellness ingredient at the moment.

“We’re really so busy at home, at work, financially – people are ready to take active control of their health,” elaborates Nair. 

Tracking the plant-based life-cycle
Recent research by Kerry found that globally 49% of consumers are now considering sustainability when buying food and drink.

“The life-cycle of plant-based has been included. People want the same experience as other consumers when tasting plant-based. It is not a trade-off consumers are willing to make. They want the flavor just launched,” explains Nair.

Consumers are also actively seeking out sustainable food and beverage products that have a significantly positive impact on the planet by using products featuring clean label claims and locally sourced ingredients.Soumya Nair, global research and insights director at Kerry. 

“In the charts, we see this demand through ingredients demonstrating greater provenance, as well as flavors that pack a big taste punch while maintaining a healthy halo,” says Nair.

In order to establish what the trends are, Kerry scans product launch activity, restaurant and café menu penetration and commissions research reports. The company’s proprietary internal insight engines which includes access to Trendspotter, sifts through social media influencer content to get to the pulse of flavor trends as well as chef, barista and mixology insights.

By Inga de Jong