Future Flavour Trends in Food: New Opportunities in Sensory Innovation
Scripp Business Insights, June 2008, Pages: 198
Business Insights is developing a unique new series of reports that identifies key trends in ingredients, future innovation and growth opportunities. We are using our strengths in analysis of the food and drinks markets to provide new insight on developments in ingredients.
Ingredients companies are facing a new set of challenges as ongoing consumer demand for healthy and indulgent products creates both new growth opportunities and commercial pressures. Trust and transparency have become more important particularly in accounting for health claims of new ingredients, their ethical and environmental credentials and their provenance. In health, legislation affecting claims and product safety are changing, meaning functional ingredients will be subject to increased scrutiny.
In addition, growing consumer experimentation and acceptance of novel and exotic ingredients is fuelling demand for indulgent products. Those natural ingredients offering new flavours as well as realizable and tangible health benefits are likely to achieve the highest growth. The appetite for natural ingredients that can deliver health benefits to the substantial number of consumers seeking wellness remains high and will remain strong as the population ages.
Despite the push towards natural ingredients, there remain opportunities for manufacturers taking a more scientific-based route. Development of proprietary ingredients and improved delivery systems that offer better bioavailability or taste sensations are key areas of expansion for the future.
Key questions answered by this report...
- What are the most common and fastest growing flavours in bakery, confectionery, dairy and snacks?
- Which food and flavour manufacturers are driving innovation in this area?
- What are the key drivers of food flavour trends and how and why are they important?
- Which food industry trends within health do industry executives think are important and how do these trends impact food flavour?
- What are the key emerging trends and opportunities in food flavours?
- What are the new and novel food flavours?
Future Flavour Trends in Food
New opportunities in sensory innovation
Flavour is an integral part of food and what it offers consumers, and therefore the optimization of flavour in food is important for manufacturers in adding value to their products. Currently there are major changes in food flavour innovation driven by shifts in consumer behaviour. This report helps to understand these drivers and their effects. In addition, emerging technologies, new business practices, and novel R&D is driving developments in sensory innovation.
Future Flavour Trends in Food is a new management report that provides a comprehensive review of current, new and emerging flavours in the food sector. This report presents and evaluates the role of flavour and food manufacturers in flavour innovation and key flavour trends, and analyzes fast growth flavours in key categories in terms of product launches.
Discover the areas of opportunity in food flavours and understand how these opportunities fit into larger food industry trends with this new report...
This new report will enable you to...
- Quantify and target future growth areas in food flavours with this report’s analysis of sales of functional food and drinks, ethnic food and drinks and out of home food and drinks between 1999 and 2011 in Europe and the US.
- Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of top and fast growth flavours in the bakery, confectionery, dairy and snacks sectors, using Productscan data of over 54,000 products launched globally between 2004 and 2007.
- Implement best-practice strategies of leading innovators in the food flavours market using this report’s analysis of food companies including Danone, Nestlé, Kraft and flavour companies including Givaudan, International Flavours & Fragrances and Symrise.
- Gain insight into industry opinions on the food flavours market over the next 5 years through an exclusive survey of industry executives carried out by Business Insights.
Key issues examined by this report...
- Ethical and green flavours for the future. So far the trend for ethical food has not greatly affected food flavour itself, but is likely to in the near future. Food miles, Fairtrade, and child labor could affect the acceptance of flavours derived and manufactured from natural ingredients in developing countries. There may be more scrutiny around the use and source of exotic flavours in the industrialized economies.
- Ethnic food continues to gain popularity. There is predicted continued growth in the value of the ethnic food retail market in both the US and Europe. Asian cuisine is expected to show the highest rate of growth in Europe, but the growth rates for Chinese, Indian, and Mexican foods are also high and offer opportunities for manufacturers.
- Flavours in ‘reduced’ foods. Changes in recipe formulation affect flavour and manufacturers need to be aware of specific flavours and ingredients which synergize with ‘reduced’ recipes. Many flavours used will be bolder and more distinctive to make up for the flavour enhancing properties of sugars, salts and fats.
Some key findings from this report...
- The overall top flavour in 2007 in terms of product launches was chocolate. It was the number one flavour in product launches in the bakery, confectionery and snacks sectors, and second in the dairy sector. This demonstrates chocolate’s global appeal in terms of applicability across sectors and for consumers in many different regions.
- 81.4% of respondents rated ‘flavours from natural ingredients’ as the most important trend within health over the next 5 years.
- There is a growing expectation for flavours to be bold, distinctive and stimulating. Many consumers are more willing to experiment, and there are growing opportunities for flavours such as herbs, spices, sensates, textures, fusions, and interactivity which can deliver these.
- Some consumers in the US and most countries in Europe (except for Germany) say they are buying more ethical or socially responsible grocery items. In Spain, Italy and the UK over 30% of consumers surveyed, said they were purchasing more ethical or socially responsible grocery items.
Future Flavour Trends in Food
Executive Summary
Drivers and the bigger picture
Top flavours by food sector
The role of food and flavour manufacturers
Key trends in food flavours
Conclusions
Chapter 1 Introduction
What is this report about and what is its scope?
Research methodology
Flavours in food defined
Report structure
Chapter 2 Drivers and the bigger picture
Summary
Introduction
Travel and immigration
Increasing travel means increased awareness of global flavours
Ethnic food continues to gain popularity
Nostalgia and slow food
The role of established brands
Memories on the plate
The slow life
Ethics and carbon awareness
Ethical issues are affecting food and drink purchasing
Environmental concerns are becoming an issue in food choice
Ethical and green flavours for the future
Cooking, entertaining and eating out
The business of cooking and entertaining
Eating out continues to increase
Consumers as connoisseurs and experts
Snacking and single item meals
More snacking is predicted in the US and Europe
Complex mixtures and ethnic influences
‘Natural’ provides opportunities
Multi-sensory experiences
A virtual world
Sensory touchpoints and signatures
Innovation in the kitchen
Health and wellbeing
Eating healthier
Flavours in ‘reduced’ foods
Flavour and functional food and ingredients
The effect of the older generation
Demographic shifts
Foods designed specifically for the elderly
The industry view
Chapter 3 Top flavours by food sector
Summary
Introduction
Bakery and cereals
Top and fast growth flavours
Chocolate trends
Grain and seed trends
Wafers
The industry view
Confectionery
Top and fast growth flavours
The rise of dark chocolate
Exotic and antioxidant fruits
Fruity mint in chewing gum
The industry view
Dairy
Top and fast growth flavours
Strawberry
Other berries/darker fruits
Exotic fruits
Cheese
The industry view
Snacks
Top and fast growth flavours
Chocolate and dark chocolate snack bars
Nut trends in snacks
Exotic fruits
Chip flavours
The industry view
Cross-sector assessment
Chapter 4 The role of food and flavour manufacturers
Summary
Introduction
Company type
Influential food manufacturers
Danone
Nestlé
Kraft
Flavour manufacturers
Global presence
Technologies to develop, extract and deliver flavour
Biotechnology to produce flavours
Flavour creation
Flavour delivery in food
Novel flavours and ingredients
Taste modulators
Sensates and physical effects
Insight, added value and innovative services
Market and consumer insight
Sensory and psychophysical testing
Culinary expertise and the restaurant experience
Training
Chapter 5 Key trends in food flavours
Summary
Introduction
Health
Natural
High antioxidant flavours
Superfruits
Flavours in ‘reduced’ foods
Alternative types of sweetness
Indulgence and experimentation
Ethnic and international
Provenance and varietal
Fusion flavours, pairings and novel sensory
Homemade and traditional
Other emerging trends
Flavours for the elderly
Ethical flavours
Chapter 6 Conclusions
Summary
Introduction
Key opportunities
Natural and functional
Bolder natural and reduced foods
Vegetables for sweetness and functionality
New antioxidant flavours
Dark chocolate
Newer superfruits
Ethnic and international
Dominance of the Mediterranean and Asia
Ethnic combinations
Flavour ‘experiences’
Herbs, spices and heat blends
Stimulating flavours
Index
References
List of Figures
Figure 2.1: Consumer psychology and behaviour drivers
Figure 2.2: Purchasing of ethical or socially responsible grocery items
Figure 2.3: The propensity of European and US shoppers who have taken active steps to eat healthier in the last 12 months, 2006
Figure 2.4: The influence of drivers on demand for new flavours
Figure 3.5: Launches of traditional bakery products with dark chocolate variants
Figure 3.6: ‘Healthy’, organic and ethical bakery product launches with dark chocolate
Figure 3.7: Examples of indication of cocoa content in chocolate covering on biscuits
Figure 3.8: Examples of chocolate cookies launched in December 2007
Figure 3.9: Interesting chocolate blends in bakery products
Figure 3.10: Examples of recently launched oat cereals
Figure 3.11: Examples of bakery product launches with new grain flavours
Figure 3.12: Examples of premium type wafer products
Figure 3.13: Dark chocolate versions of core products
Figure 3.14: Premium and indulgent dark chocolate examples
Figure 3.15: Innovative dark chocolate marketed as healthy
Figure 3.16: Mango candies promoted by functional ingredients
Figure 3.17: Non-chocolate candies with ‘new’ fruit flavours
Figure 3.18: Mint and fruit blends in chewing gum
Figure 3.19: Examples of recent blueberry, raspberry, blackcurrant and pomegranate dairy sector launches 82
Figure 3.20: An example product with a blend of mango and coconut flavours
Figure 3.21: Premium and upscale coffee ice cream products
Figure 3.22: Chocolate snack bars
Figure 3.23: Nut snack products
Figure 3.24: Exotic fruit snacks
Figure 3.25: Interesting flavour blends in chips
Figure 4.26: The influence of manufacturers on flavour innovation currently and in the next 5 years
Figure 4.27: Multinational food manufacturer modes of flavour innovation
Figure 4.28: Flavour innovation within flavour and ingredient manufacturers
Figure 5.29: Key food flavour trends
Figure 5.30: Importance of health trends over the next 5 years
Figure 5.31: Garlic flavoured and ethnic products that claim to be natural
Figure 5.32: Natural products with roasted or spicy flavours
Figure 5.33: A novel sweetener claiming to be ‘high in antioxidants’
Figure 5.34: Ratings for growth in usage of antioxidant flavours over the next 5 years
Figure 5.35: New vegetable and/or hot/spicy product claiming to be ‘high in antioxidants’
Figure 5.36: New goji (berry) flavoured products
Figure 5.37: New products with spice flavour with claiming to be ‘low’ or ‘no’ salt
Figure 5.38: Examples of recently launched ‘reduced’ foods promoting the flavour of core constituents or added herbs or lemon
Figure 5.39: ‘Naturally sweet’ products with chocolate flavour
Figure 5.40: ‘Naturally sweet’ products with vegetable flavours
Figure 5.41: Importance ratings for food indulgence trends over the next 5 years
Figure 5.42: Indian flavoured new product launches
Figure 5.43: New products with Vietnamese and Malaysian flavours
Figure 5.44: Varietal potato chips
Figure 5.45: Lindt Madagascar Noir Chocolate
Figure 5.46: ‘Fusion’ sauces
Figure 5.47: Chili and chocolate pairings
Figure 5.48: Chewing gums promoted on sensations
Figure 5.49: New products promoted on sensations
Figure 5.50: Novel sensory products from Japan
Figure 5.51: Products providing interactive experiences
Figure 5.52: Ratings for growth in usage of retro flavours in food over the next 5 years
Figure 6.53: Key emerging opportunities in food flavours
List of Tables
Table 2.1: The number of visitors to regions and continents, (m), 2005-2006
Table 2.2: Ethnic food retail market, by cuisine, ($m), Europe and US, 1999-2009
Table 2.3: Consumer awareness of ethical issues and the influence on purchasing decisions
Table 2.4: Out-of-home food and drinks market value, ($m), Europe and US, 2005-2010
Table 2.5: Number of snack and light meal occasions, per person per year, Europe and US, 2005- 2010
Table 2.6: Functional food and drink market value, ($m), Europe and US, 2001-2011
Table 2.7: Consumers aged 55 and over, by region, (m), 2002-2012
Table 3.8: Top 20 flavours in new bakery introductions, % of all products launched, 2004-2007
Table 3.9: Top 20 flavours in new confectionery product introductions, % of all products launched, 2004-2007
Table 3.10: Top 20 flavours in new dairy product introductions, % of all products launched, 2004- 2007
Table 3.11: Top 20 flavours in new snack product introductions, % of all products launched, 2004- 2007
Table 3.12: Top 5 flavours in terms of new product launches in 2007, in terms of all products launched per sector
Table 3.13: Top 5 fastest growing flavours in terms of new product launches as percentage of all products launched per category, per year, 2004-2007
Table 3.14: Top 5 emerging flavours in each sector
Table 4.15: Top 10 manufacturers that drive innovation through new food flavours
Table 4.16: Example flavour innovation activities of major suppliers
Table 5.17: Top 20 flavours in new product introductions claiming to be ‘natural’, % of products launched, 2004-2007
Table 5.18: Top 20 flavours in new product introductions claiming to be ‘high in antioxidants’, % of products launched, 2004-2007
Table 5.19: Top 20 flavours in new ‘fruit’ flavoured product introductions, % of products launched, 2004-2007
Table 5.20: Top 20 flavours in new ‘low’ or ‘no salt’ product introductions, % of products launched, 2004-2007
Table 5.21: Top 20 flavours of new product introductions claiming to be ‘naturally sweet’, % of products launched, 2004-2007
Table 5.22: Classification by region referred to in new product launches, 2004-2007
Table 5.23: Classification by country referred to in new product launches, 2004-2007
Table 5.24: Top 20 flavours in new product launches claiming to be ‘homemade’ or ‘traditional’, % of products launched, 2004-2007
Table 5.25: Top 10 flavours in new product introductions targeted towards the elderly, % of products launched, 2004-2007
Danone
Nestlé
Kraft
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