Taste of time: Sensient Flavors new range based on perceptions of the past, present and future

01 Aug 2019 --- Sensient Flavors has unveiled a new collection of six novel “Trends to Taste” flavors, based on the company’s latest insights into consumer interpretations of the past, present and future. In addition to offering a new aromatic kick in final product applications, flavors within the new range are marketed as conveying insight and inspiring achievable innovations that can help narrow the gap between a brand and its consumers.

“Our research come through various national and international insights houses, plus our own commissioned consumer research into the macro effects that drive purchases and decisions with consumers every day,” James Street, Marketing Director EMEA of Sensient, tells FoodIngredientsFirst. “Our flavorist expertise enables us to work with all food and drink manufacturers – however our key categories are beverages, dairy, confectionery and bakery.”

A question posed by the brand is, “Where does the story of your product belong – the past, present or future?” Published annually, Sensient Flavors’ Trends to Taste forecast encompasses the company’s syndicated research and  Timut Peppercorn – a plant highly appreciated by Himalayan natives for its versatile properties.“horizon-scanning’ analyses in pursuit of capturing the latest consumer trends and transferring them into a “flavorsome, aromatic language.”

"For each dimension of time in the consumer analysis, they identified both positive and negative feelings, which are strong drivers of consumer behavior. By turning these insights into a flavor collection, the company has created six avant-garde offerings that mirror specific consumer attitudes to each time dimension, and help drive stronger product performance in the marketplace.

“Overall, consumers are looking for that moment of escape from the daily stresses. They look to flavors that can be ‘traditional and nostalgic,’ ‘fantasy and flamboyant,’ ‘unusual and standout’ or ‘a break from the norm.’ They also can include twists of flavors that combine ‘something I know’ with ‘something I don’t,’ a regional taste of nostalgia, the halo effect of certain plant extracts, or complete fun with unicorns, flamingos and llama styles food and drink,” says Street.

This year, adventurous, daring and reimagined flavors emerge as delights for trend-conscious consumers, who enjoy an element of surprise on their palate. Innova Market Insights has pegged the theme of food discovery by the adventurous consumer as its top trend for 2019. The market researcher notes that modern consumers are adapting their palates to niche flavors at their fingertips, which are delivered by modern technologies and social media. This mindset is driving consumer appetite for new experiences.

“Engaging the past”
While some of us associate the past with positive feelings of nostalgia, stability and comfort, others use yesteryear to make changes to their future, Silan – a "harmonic combination of brown dates with a slight bitter edge tempered with creaminess."notes Sensient Flavors. To reflect the emotions of the former, the brand has developed a new variation of Poudre Douce – a warm and comforting medieval spice blend for use in various foods from roasted meats to bakery items. By contrast, Romeu e Julieta ̶ a flavor combination of traditional tropical fruity guava paste and subtly sweet cheese ̶ was designed to create both a new sensory experience, as well as acknowledge the feelings of the latter group of consumers.

“Controlling the present”
An increasing number of people consider the modern world to be immersive ̶ an interactive experience to be explored, highlights Sensient Flavors. For these shoppers, the flavor house has isolated the aroma of Timut Peppercorn – a plant highly appreciated by Himalayan natives for its versatile properties. Characterized by peppery notes in combination with zesty fruit aromas, the brand pegs the aroma as helping to create tailored products that tap into interactive indulgence. However, the flavorist notes there are also an increasing number of people who are rather overwhelmed by today’s multi-sensorial stimulation. For this group, Chocolate Toadstool, conveying “deep earthy umami” and “decadent chocolate” notes, helps create authentic products to satisfy a taste for diversion and escapism.

Fermented Yaupon, “reminiscent of roasted tea enhanced with floral notes.”“Imagining the future”
Today, future visions of a near-perfect society sit alongside dystopian predictions that necessitate a return to a simpler existence, and regionally focused eating, details Sensient Flavors. In addressing the utopian idea, the company has embraced the ancient description of utopia as a land of “milk and honey,” where “honey” connotes the sweetness of dates. Against this backdrop, the manufacturer presents Silan – a "harmonic combination of brown dates with a slight bitter edge tempered with creaminess."

Acknowledging a dystopian vision of the future, the flavor company presents Fermented Yaupon, which it distinguishes as “reminiscent of roasted tea enhanced with floral notes.” As North America’s only caffeine-containing plant, Yaupon promises a natural caffeine buzz and, thanks to fermentation, this offering also has a slightly sour edge.

“Our latest ‘Trends to Taste’ collection is designed to offer an understanding of emerging consumer trends, and their translation into actionable insights,” concludes Ranbir Kooner, Marketing Manager EMEA. “Thanks to our forecast system, we have identified the consumer perspectives that influence their current decision-making and will guide food and beverage landscapes in the years ahead. Understanding the ever-changing trends helps developers to create more attractive products, and support their positioning for maximum effect.”

By Benjamin Ferrer