KEY INTERVIEW: IFF Highlight Consumer Interest in Indulgent Flavor Combinations

05 Sep 2016 --- International Flavors and Fragrances (IFF) is an innovator of sensorial experiences fueled by asking “what if?”. That passion for exploration drives IFF to create unique tastes and scents for well-loved foods and beverages. Their 6,700 team members globally take advantage of leading consumer insights, research and development, creative expertize, and customer intimacy to develop products that cut through to customers.

FoodIngredientsFirst caught up with Head of Marketing Flavors for EAME, Regine Lueghausen to ask what is happening in the world of flavors. “This is an exciting year for flavors and related market opportunities,” explains Lueghausen, “We see a lot of classic flavor concepts coming back with a twist such as lemonade, for example.”

“Variations of lemonade include mint-lime-lemonade, and pink lemonades that include interesting flavors like strawberry, grapefruit, and raspberry-peach. We are also seeing honey lemonade which expands the taste profile with floral or other honey notes. Similar flavors are also found in iced tea – another iconic product category, which grows in popularity,” she says. “Next to the revival of lemonades, super-sour alcoholic shots, fermented drinks, vinegar-based shrubs, picklebacks and craft sodas are hot.” 

Lueghausen highlights that indulgent flavors are on the rise: “We also see a renaissance of brown notes– not only in alcoholic notes such as whisky, brandy, cognac or dark rum, but in honey vanilla, maple caramel coffee or toasted caramel,” she continues, “Caramelized fruit flavors are also spot on for indulgence products, such as caramelized pear, apple, orange, or pineapple and banana flambé.”

With the world in constant change and the increased pressures of everyday life, indulgence and small culinary escapes continue to be relevant. Triple combination flavors such as chocolate, peanut butter and banana, for example, promise a small break with some delicious “me time”.

Fruit flavors have always been a firm favorite, according to Lueghausen but more recently fruit and vegetable combinations have also become more common, resulting in very appealing drinks. “Other trending flavors in the fruit arena include white peach, which is loved for its juicy sweetness, and watermelon, especially in the warm summer months,” she notes. 

One step beyond fruit flavors are fruit and herb pairings, such as fig and thyme or mango and basil, which add a level of sophistication for premium products at IFF. 

Meanwhile, Lueghausen says that the “new gin craze” is taking the Western world by storm. “Gin is highly on trend, with its use of botanical and spice flavors such as cardamom or caraway, since it marries well with other flavors.” Lueghausen adds: “We are seeing an evolution from simple additions such as cucumber to more elaborate offerings with floral notes, such as “rose and cucumber” flavor. Florals start to play a more important role in various end uses. Flowers like Hibiscus are extending popularity from its traditional selected markets in Africa, Latin America and Asia to Western Europe.”

“There are also some interesting changes in flavor names that go beyond the normal descriptors,” notes Lueghausen, “These provide a sensorial indication of what the product will deliver, like “lemon sorbet” or “extra creamy vanilla”.”

In the meanwhile, further trends are shaping flavor innovation: “As regulators and health organizations advise us to reduce sugar in our diet, consumers grow increasingly aware of the negative side effects of immoderate sugar intake. Sugar modulation solutions such as IFF´s flavorfit can help to improve the overall taste profile of reduced sugar products, as “taste is still king”,” she explains. 

In line with choosing less-sweet options, the increase of high-impact sour taste can be seen as a market response. Zingy, tart flavors are already well-established in confectionery, but they are now moving into the beverage arena. “Sour profiles, such as lime, blackcurrant, sour cherry, rhubarb, hibiscus and passion fruit, are well-appreciated for their refreshing and thirst-quenching profiles,” says Lueghausen.

Inclusions play a big role in chocolate and its growing premiumization for IFF. Whole nuts, which are perceived as very nutritious, and other elements adding mouthfeel and texture are enjoyed by consumers. Goji berries or green matcha tea flavors are also flavors that consumers are favoring in chocolate. “Nuts and seeds, as well as their corresponding flavors, also find their way into cereals. These inclusions sometimes bring with them off-notes or aftertastes that can turn consumers off on a product,” Lueghausen states. Modulation solutions can help to mask the undesired off notes or aftertastes.

Salty yogurt drinks, such as Ayran and Doogh, and vegetable spoonable yogurts have for centuries been an integral part of several food cultures, especially in the Middle East. For the Western world, it was not until the rise of the health and wellness trend that savory taste directions started to slowly make their entrance into dairy products and 2016 sees more of that.

Lueghausen explains: “First, launches were positioned as healthier alternatives to dips, dressings and cooking creams; and shortly after, also to fruited yogurt. The main driver of this positioning was the inclusion of vegetable juices/ purees, as well as reduced sugar content. Today, in the US and Western Europe, savory yogurt is increasingly seen as a healthier snack option and a way for dairy producers to differentiate in the market place.”

“There are many fascinating trends IFF is seeing in terms of flavors, many are inspired by indulgent and health and wellness trends - those are the specific ones to watch out for,” Lueghausen concludes, “At IFF we look forward to helping our customers capitalize on them and stand out in their own markets.”

by Elizabeth Kenward