Flavour Trends for 2016
As an example, in recent years there has been a growing demand for healthier foods, traditionally associated with blander, less exciting flavours. The unhealthier alternatives are often associated with being more flavoursome as foods containing fats and sugar carry flavour better and are more satisfying. This poses a problem for retail product manufacturers, they must create a product which satisfies both consumers’ demand for a healthier snacking alternative whilst giving a satisfying taste.
One solution is the use of stronger, more distinctive flavours which hit taste buds with enough complexity and depth that gives the eater an enjoyable experience. This option is being tried by many forward thinking manufacturers.
It is not surprising that flavour has been identified as one of the hottest 2016 trends. More specifically, Innova Market Insights identified ‘Tastes for New Experiences;’ predicting a surge of new innovative and ‘funky’ flavours hitting the shelves.
However, the move toward more inventive flavours is not confined to healthier products, it can be seen throughout the entire food and beverage industry; particularly beverages which are becoming more experimental. Consumers are seeing the appearance of many flavoured rums, tequilas and vodkas and flavoured cold brew coffee and teas. Ingredient companies play a crucial role in developing and supplying these new flavours and tastes.
KLBD certified Synergy Flavours, a global manufacturer and supplier of flavourings, extracts and essences, have a dedicated team to identify the hottest flavour trends enabling them to react accordingly. In the last few months Synergy Flavours have been monitoring the move toward hotter foods and spices.
When developing new flavours companies must not only consider the flavour trends but also other trends. For example a demand for more natural and less processed products, certifications and labelling requirements will all impact on the way the flavour is created. Retail product manufacturers will choose ingredient suppliers that supply ingredients that meet all their criteria.
KLBD has been monitoring the number of kosher products entering the market. We have found that many of these are being positioned as healthier, most likely because the kosher logo has long been associated ‘general healthfulness.’ According to Mintel 51% of consumers purchase kosher food for this reason.
In 2016 the kosher market will see record high sales of healthier snack food items such as kale, quinoa, avocado and gluten free. Retailers, like Whole Foods Market, expect to see products like dehydrated vegetables, and sophisticated jerkies appearing.
With so many retail product manufacturers considering kosher certification it is an important factor for ingredient companies to consider this when developing their flavours if they wish to be included on the retail product buyer’s list.
What new, cutting edge, products can consumers expect in 2016?
At Food Ingredients Europe 2015 Innova Market Insights displayed examples of products containing imaginative and adventurous flavour combinations. In particular, two stood out: The Rawlicious Food Company’s Kale Chips available in three flavours, original cheesy, thai chilli and double pepper and Cadbury’s Dairy Milk with Australian favourite Vegemite.