Spotlight on lifestyle: Consumers seek immunity-boosting flavors and mood-enhancing ingredients
13 Oct 2020 --- Lifestyles and behaviors continue to evolve due to COVID-19, and these changes are influencing food and flavor choices. FoodIngredientsFirst speaks with players in the flavors and functional ingredients space, as they share insights on overall wellness during the pandemic.
Notably, the crisis has highlighted the importance of mental well-being for many consumers as they grapple with pressures and uncertainty in light of the coronavirus outbreak.
Citrus flavors for immunity
Looking to 2021, Marie Wright, chief global flavorist at ADM, anticipates an increase in demand for citrus flavors as people look further into wellness and immunity.
“Fifty-seven percent of global consumers report being more concerned about their immune system as a result of COVID-19. People typically consider citrus fruits an immunity-booster given their high levels of naturally-occurring vitamin C,” she explains. 
“Refreshing citrus flavors also trigger wellness attributes like gut health and increased energy,” Wright adds.
As consumers give more thought to their eating habits, individuals are looking for nutrient-rich ingredients to elevate mood, sustain energy and reduce stress. Lisa Wulf, marketing manager sweet flavor division EAME at Symrise, agrees with this notion.
“Citrus fruits carry with them the concept of ‘good for the overall health,’ and they have become more interesting as a result,” she urges.
Yuzu, for example, has also become popular lately. “On the one hand, it comes with a typical citrus taste very close to what we know from childhood. On the other hand, it adds a little twist taste-wise and a very fancy and exotic name, which makes it more interesting for consumers in EAME.”
Moreover, yuzu goes into many different products on the shelves representing different categories. “It, therefore, attracts more attention from consumers making it even more popular,” Wulf asserts.
Wright also adds that “signaling ingredients, such as botanical extracts and flavors like citrus, help contribute to a positive eating experience, while also triggering feelings of wellness.”
ADM is diving further into how flavor can evoke feelings of health and wellness and help give better-for-you products a “sensory boost.”
“Products which they consider good for their physical and mental well-being are becoming more popular,” continues Wright. “Natural citrus flavors might present a candidate here since they contain mostly citrus oils, which are said to be good for health,” she says.
Sandra Hemminger, beverage segment lead of juice and water+ at Symrise, also points out that citrus can support positive feelings.
With health and well-being are moving strongly into focus, consumers are looking for tastes they know and trust.
Mental well-being and stress amid a pandemic
As consumers give more thought to their food and beverage options, individuals are looking for nutrient-rich ingredients to elevate mood, sustain energy and reduce stress, explains Wright.
ADM OutsideVoiceSM research revealed that 35 percent of consumers are concerned about mental health.
For example, the desire to relieve stress may push people to indulge in comforting flavors and foods, especially nostalgic flavors like sweet vanilla and chocolate.
“Additionally, spa flavors and aromas, like lavender, are trending as consumers seek feelings of relaxation, comfort or security,” adds Wright.
According to ADM, 31 percent of consumers are already purchasing more items tailored for health and nutrition, and 48 percent are planning to purchase more health-related items in the next six months and beyond.
“People are afraid of getting ill. Hence, they are actively searching for health-boosting drinks, so-called functional drinks (boosting the immune system or detoxifying),” notes Hemminger of Symrise.
Besides this, some consumers are experiencing pressures due to uncertainty around lockdown, employment and future, for example, which can ultimately lead to lower mood, she flags.
Consumers are experiencing pressures due to uncertainty around lockdown, employment and their future, which can ultimately lead to lower mood.
Rise of adaptogens and nootropics
As consumers struggle with stress and anxiety, Louise Wisdom, marketing manager UK flavors & EMEA snacks at Mane, points to adaptogen and nootropic ingredients.
“Ashwagandha, reishi, turmeric and lion’s mane claim to aid in relaxation and to boost cognitive function.”
She says that these ingredients have started to emerge in the bakery and snacking sector.
Meanwhile, the gut-brain axis is further developing.
“Looking after the gut and the balance of micro-organisms that live in the digestive tract is vital for our physical and mental health, as well as supporting our immune system,” Wisdom comments.
“With this increased understanding in gut health, more snacks are including probiotic and prebiotic ingredients, while some are using traditional, natural fermentation methods which aid the functioning of the gut,’ she explains.
“Recent bakery and snack launches with an immunity claim are showing strong growth, with fruit, vegetables, nuts, seeds, herbs and honey, being just some of the ingredients that are being used in products to support the immune system,” Wisdom further highlights.
As health and wellness trends continue, and a surge of new alternative protein and better-for-you foods hit the shelves, the flavor is more important than ever, says Wright of ADM.
“We’re actively working to ensure health-focused F&B options have the functionality and taste to meet elevated consumer expectations,” she concludes.
By Elizabeth Green, with additional reporting from Katherine Durrell
