The flavour market is constantly evolving and consumers today are demanding more natural ingredients, bolder tastes and unconventional combinations. Reiko van der Nest of Ungerer Australia provides the following snapshot.
Natural progression
Natural flavours are dominating the market overall with the majority of requests specifying natural over synthetic flavours. Natural vanilla flavours, in particular, are getting a lot of attention across a variety of profiles: resinous, smokey, spicy, sweet and floral. The popularity of vanilla has also given rise to new categories such as French, Russian, Vanilla Excelsior, Italian vanilla and the classic creamy vanilla. The natural trend, however, applies across all categories due to high customer demand, and this trend is expected to continue.
Packs a punch
The overall market trend in flavours is towards gutsier flavour combinations, with a focus on unpredictable and experimental combinations. Expect to see more intense and bold flavours with a significant emphasis on Mexican/South American/Latin American cuisine flavours. This not only includes the hot, spicy and bold flavours typically associated with South and central America, but will also include aromatic, subtle and exotic flavours. Also expect umami to feature strongly.
Healthy halo
Healthy flavours such acai berry and pomegranate, in combination with herbs and spices like basil and aloe vera, for instance, are being added to juices, and healthy ingredients such as honey and tea flavours and juices are also trending strongly. Fruit flavours such as lychee, guava, guarana, dragon fruit and lime are getting a lot more attention, and are expected to feature strongly in the beverage category within the near future. In ice cream and yoghurt, expect to see Australian native fruits make a appearance alongside blueberry and figs.
Flavour fusion
Beverages are entering a significant period of innovation, with unusual combinations starting to emerge. Flavours previously considered opposites are now being combined. Ingredients like pepper, chilli and ginger, for instance, are being added to juices. The sweet-savoury combination trend is also being found more commonly in the traditionally sweet categories. Vegetables are increasingly being used in smoothies, juices and tea blends. Vegetable juices to feature more strongly include celery, cucumber, carrot and beetroot.
Adventurous spirit
Distilled spirit manufacturers will continue to launch flavoured spirits such as vodkas. This trend is continuing and will do so for the foreseeable future. Fruit flavours, herbs and spices will also increasingly be added to beers and ciders. ‘Feel good’ beverages will also be trending strongly with ‘chill out’ and ‘stress-relieving’ concepts already taking hold. Herbal teas containing sedative herbs such as chamomile, St John’s wort and passion flowers are already appearing.
Just desserts
Decadent dessert-style flavours are making a strong comeback, especially in unusual new applications such as in yoghurt, shakes and nutritional products. Typical flavours are crème brulée, apple pie, tiramisu, nut flavours and butterscotch. Brown flavours (chocolate, caramel, butterscotch, coffee, nut flavours and vanilla) are still a popular trend. Rose water and rose-flavoured baked goods are starting to trend. ‘Cronuts’ with rose-sugar and rose frosting are the latest US craze, for instance.
