The gamut of feelings we’ve skilled these previous two pandemic years—nervousness, unhappiness, and extra—continues as COVID-19 lingers. Within the meantime, we’re looking for issues that make us really feel higher—meals included. If you happen to’ve discovered your self most of the time careworn and reaching for a salty snack, you aren’t alone.1 The identical goes for sweets that consolation us throughout disaster.2 These emotions will proceed driving our decisions with power in 2022, strengthening macro-trends which have been growing for years.
Today, many customers are overwhelmingly pushed by a need to really feel wholesome. “One of many main themes shaping meals and beverage tendencies for the approaching yr is customers’ need to nourish their complete selves,” declares Jennifer Zhou, senior director of product advertising, North America, ADM (Chicago). “Individuals are more and more connecting what they eat to how they really feel, and plenty of are taking a proactive method to their holistic well being and wellness.” Additionally, she provides, “As a result of self-care is innately particular person, we see quite a lot of subtrends coming into focus as sure taste profiles rise to the highest.”
Let’s have a look.
Consolation Meals
Consolation is available in many varieties. For some, it means surrounding oneself with the acquainted; for others, it’s full-on indulgence. Today, the necessity for consolation is nice. Says Zhou: “Prolonged durations of heightened stress and uncertainty have extra folks turning to consolation meals with acquainted flavors in addition to merchandise that cue rest via signaling flavors.”
Derek Holthaus, director of innovation and options, FlavorSum LLC (Kalamazoo, MI), agrees. “Because the world continues to really feel the stress-related impacts of COVID-19, we predict customers will look to their favourite, basic flavors for a sense of nostalgia and luxury. Mintel experiences that 71% of U.S. customers take pleasure in issues that remind them of their previous, and we imagine flavors can play a giant position right here.”
Acquainted favorites for 2022 embrace Recent Strawberry, Chocolate Fudge, Cotton Sweet, Vanilla Ice Cream, Tart Raspberry, and Orange Creamsicle, says Brooke Rosenthal, product strategic supervisor, flavors, Glanbia Nutritionals (Chicago). Rosenthal provides: “The world has been in a continuing state of change, so meals and drinks that present a way of consolation and familiarity are high of thoughts. We count on to see this development proceed into 2022.”
Even a taste as frequent as vanilla has legs, says Alexandre Massumoto, advertising specialist, Synergy Flavors Inc. (Wauconda, IL). “2022 would be the yr of acquainted, and worth can be important for a lot of U.S. customers as we transition to this subsequent part of the pandemic in 2022,” he says. “With the financial specialists predicting inflation and worth will increase, manufacturers already began to prioritize core product strains and flavors that may supply customers that familiarity, and vanilla meets all the necessities: a taste that buyers merely love, and with the dropping worth will even slot in [the budget of consumers who] need the nice style and label alternatives that vanilla extract can supply.”
Sweets stay a frontrunner within the consolation class, as anybody who’s reached for a bathtub of ice cream in occasions of strife can attest. “Shoppers haven’t let go of consolation meals and snackable treats,” experiences Comax Flavors (Melville, NY) in its 2022 Taste Developments report. The corporate cites a 2020 survey3 performed by OnePoll for meals model Farm Wealthy that discovered that two out of three Individuals that yr stated that they had consumed extra consolation meals for the reason that begin of the pandemic. “We all know candy items resembling ice cream, donuts, and cupcakes supply nostalgia and luxury,” added Catherine Armstrong, Comax Flavors’ vice chairman of company communications, within the firm’s press launch. Comax created its new Candy Decadence taste line encompassing such choices as Cannoli Donut, Salted Caramel Brownie Cupcake, and Vanilla Bean Mochi to be used in baked items, diet bars, confections, syrups, dairy and non-dairy plant-based objects, in addition to non-alcoholic and alcoholic drinks.
ADM’s Zhou factors to different fashionable flavors resembling Peppermint Mocha, Caramel Apple, and Smoked Butterscotch. Acquainted savory flavors, resembling Cheddar Cheese and Dill Pickle, will also be comforting, she provides.
The trick in 2022 is that these flavors will “evoke reminiscences of favourite dishes” however be “reimagined in new codecs,” Zhou predicts.
Even a basic like Cookies ’n Cream may be reimagined. Megan Byrnes, advertising supervisor, Gold Coast Elements (Commerce, CA), says, “In 2021, one in every of customers’ favourite flavors, Cookies ’n Cream, grew to become much more fashionable. Cookies ’n Cream flooded the meals and beverage industries with new taste pairings, together with Mint Cookies ’n Cream, Espresso Cookies ’n Cream, Crimson Velvet Cookies ’n Cream, and Caramel Cookies ’n Cream. Whereas the development continues upwards, we predict to see extra Cookies, Cream, ’n Issues in 2022.”
Seasonal flavors will also be revamped. One of many tendencies Flavorchem (Downers Grove, IL) highlights in its 2022 Taste & Development Forecast is “Novel Seasonal Twists.” The corporate experiences: “Seasonal flavors are sometimes tied to consolation, indulgence, and reminiscent reminiscences, with alternative for manufacturers to increase upon well-known flavors and classes.” It predicts that “the subsequent large development in seasonal food and drinks will function upscale twists on basic flavors like Maple, Peppermint, and Watermelon that provide customers each familiarity and a novel consuming expertise.” Many can be provided as restricted editions, upping the novelty issue.
These “new” flavors let customers keep near the recognizable whereas nonetheless branching out. “The necessity for familiarity continues to be underlying, however taking a step or two out of a taste consolation zone appears to be the candy spot,” says Glanbia’s Rosenthal. “The stability of nostalgia and newness has taken basic flavors which might be identified and cherished and elevated them with a singular twist. These flavors peak shopper curiosity whereas nonetheless having some factor of consolation that gives a way of protected journey when experiencing a meals or beverage.” Ingenious examples embrace Chili Chocolate, Brown Butter Caramel, Bourbon Vanilla, Blood Orange, Cotton Sweet Grape, Brandied Banana, and Salted Crème Brulee, she says.
Rebecca Davis, taste scientist at FlavorSum, advises, “When you might have a hesitant shopper unwilling to attempt new flavors, one strategy to entice them may be to include the brand new with the outdated and acquainted. We’re anticipating to see continued progress of latest tastes like botanicals, however with a tinge of the acquainted. In line with Mintel’s report4 ‘Embrace Flavors for Thrifty Shoppers,’ 41% of U.S. customers are inquisitive about making an attempt new flavors which might be much like their favorites.”
“Tastes that provide novelty, indulgence, and well being advantages are set to drive shopper desire in 2022,” agrees Soumya Nair, world shopper analysis and insights director, Kerry (Beloit, WI). “Developments that have been accelerated by the COVID-19 pandemic have developed and can develop into extra refined in 2022, with customers looking for new tastes paired with acquainted codecs and flavors—resulting in stunning new combos. We are going to seemingly see mainstream flavors mixed with rising tastes, like Milk Chocolate infused with Chili Crisp or Tahini.”
World Style
Some search the acquainted, whereas others crave new experiences. Confronted with renewed lockdowns and restricted journey prospects, customers are aching to interrupt out of their routines—even when vicariously via food and drinks. Sampling flavors from far-off locations—all from the security of dwelling—is an efficient place to begin.
“The pandemic has given many customers the time and assets to discover ways in which they’ll recreate their favourite meals and beverage experiences from their dwelling,” says Synergy Flavors’ Massumoto. “As we sit up for a post-pandemic future, there’s a complete world on the market for customers to rediscover. Shoppers’ newfound love of premium drinks, world cuisines, and thrilling flavors will drive a brand new wave of extra thrilling adventures to come back,” he predicts.
And delight. Says Kerry’s Nair, “A need for genuine flavors is pushed by an curiosity in wellness and well being following the COVID-19 pandemic, whereas cravings for extra novel flavors resembling Tahini and Chili Crisp is led by customers looking for journey, shock, and enjoyable from their meals and drinks.” She provides, “Restrictions round motion have additionally led to customers touring the world via their tastebuds, with Asian and Latin American flavors set to make a daring comeback in rising meals and drinks.”
Massumoto says worldwide flavors anticipated to develop extra fashionable embrace Yuzu, Hibiscus, Tiramisu, and Speculoos. As well as, “We will count on new and rising unique flavors to rise in recognition within the new yr impressed by Japan, Korea, the Mediterranean, and Latin America, resembling Bergamot, Ume Plum, Banoffee, Hojicha, Sansho, Habanero Chili, and Ancho.”
Likewise, says FlavorSum’s Davis, “With our world so nearly related, we’re seeing an inflow of flavors impressed by world tendencies, and we anticipate this development will proceed in 2022. Flavors resembling Yuzu, Sriracha, and Ube have gotten extra mainstream, and meals and beverage producers are following go well with.”
Fusion flavors will see extra demand, predicts ADM’s Zhou. “With ongoing journey restrictions, customers are keen to find new flavors and revisit previous taste journeys. This development took off in 2021 with an emphasis on exploring world and ethnic style profiles. In 2022, a resurgence of fusion-cuisines will open up alternatives to combine favourite and acquainted ethnic meals flavors, no matter geographic boundaries. A reinvented throwback to the Nineties fusion-cuisine development, at present’s customers can be excited to expertise complementary flavors via a mashup of cultures like Mexican-Korean burritos, Chinese language-Peruvian bao buns, Greek quesadillas, or Banh Mi pizza. As an alternative of getting to decide on their favourite fare, customers can expertise one of the best of each worlds and style the concord and variety of merging cultural delicacies.”
“Journey Via Style” can be a high development predicted by Flavorchem. The corporate’s 2022 Taste & Development Forecast notes, “Most of the fastest-growing worldwide flavors on menus come from sauces, seasonings, appetizers, and drinks.” It predicts that in 2022, “indulgent world flavors” will proceed making their means into different classes, like snacks and bakery—flavors resembling Dragon Fruit, Elote, Gochujang, Horchata, Sriracha, and Wasabi, and trending areas together with Asia, Central America, and the Center East.
Looking for Well being
Flavors perceived as wholesome have carried out strongly through the pandemic. Kerry’s Nair says that “with an rising deal with intestine well being, immune assist, and emotional wellbeing, customers are searching for better-for-you meals and drinks that make them really feel like they’re taking an energetic position of their future well being—but in addition style nice.” Rising flavors like Saffron, Sage, and Cardamom are the outcome, in accordance with Kerry’s World Style Charts for 2022, which determine “key, mainstream, up-and-coming, and rising” flavors “which might be set to encourage innovation throughout the meals and beverage panorama in nations in North America, Europe, Latin America, Asia Pacific, Center East, and Africa over the approaching yr.”
Immune assist is, no shock, a key promoting level nowadays. “With the present state of the world, there’s…been an elevated deal with more healthy decisions and merchandise which might be related to immunity,” Glanbia’s Rosenthal says. “This development has spilled into flavors, and we’ll proceed to see recognition round flavors which might be near nature and that pair properly with immune-boosting elements.”
FlavorSum’s Holthaus agrees. “Shoppers are prioritizing their well being greater than ever due to COVID-19. Mintel reported that 43% of customers agree that healthfulness is having a stronger affect on meals decisions for the reason that pandemic,” he says. “It is a shopper precedence we don’t anticipate going away in 2022, and flavors can play a job right here. We count on to see a rise in flavors related to immunity, resembling citrus flavors that naturally supply vitamin C and antioxidants.”
Certainly, “Well being-signaling citrus fruit flavors and elements will evolve from customers’ curiosity in immune-boosting meals and beverage merchandise through the pandemic,” states Flavorchem’s 2022 Taste & Development Forecast.
Taste provider Döehler GmbH (Darmstadt, Germany) additionally sees the rising citrus development, citing Euromonitor market knowledge. “From candy to bitter, from bitter to ripe—at present, citrus fruits are the preferred amongst customers and essentially the most extensively cultivated worldwide,” Döehler tells Dietary Outlook. “Fruits resembling Orange, Lemon, and Lime are particularly demanded for flavored bottled water (which has a 4.1% world CAGR forecasted via 2025) and vitality drinks (which have a 5.1% world CAGR forecasted via 2025).”
Citrus varieties have gotten extra refined, too. Flavorchem notes that “Unique citrus flavors like Yuzu, Blood Orange, Kumquat, and Tangerine will function extra distinctive taste profiles within the yr forward.”
Gold Coast Elements’ Byrnes expects to see some fashionable lemon flavors take maintain. “In 2022, look out for brand new variations of refreshing lemonade flavors,” she predicts. “Pink Lemonade, Strawberry Lemonade, and Raspberry Lemonade have develop into staple flavors within the nutraceutical business, and in 2021 we noticed Mango Lemonade rise in recognition. At Gold Coast, we foresee extra combined lemonade flavors hitting the market, like Kiwi Lemonade, Blueberry Lemonade, and Guava Lemonade.”
Pineapple is one other rising favourite, and there’s room to play right here as properly. “Pineapple taste additionally took on a brand new recognition in 2021, particularly within the nutraceutical business,” Byrnes experiences. “From its rising demand, we predict corporations will innovate their merchandise with pineapple-fusion flavors in 2022 with trending flavors resembling Pineapple Whip, Pineapple Guava, Pineapple Ardour Fruit, Pineapple Mango, and Pineapple Orange.”
Lemon Cheesecake is one other citrus taste to observe, she provides. “Lemon Cheesecake taste has been making its means into protein powders and diet bars, satisfying style buds with its tart but indulgent taste profile.”
Search for fruity combos in 2022, says Synergy Flavors’ Massumoto, particularly in drinks. “Taste exploration was deeply affected through the pandemic, because it made it more difficult for customers to go to eating places and bars, that are key venues for making an attempt new flavors and varieties. As customers resume pre-pandemic habits, selection and a variety of flavors will return to be an vital issue for buying,” he says, “and the strongest shopper curiosity, particularly in drinks, is within the fruit household, with citrus, berry, and tropical as the highest three most generally sought flavors, in accordance with Mintel. Manufacturers have been exploring fruit taste combos to supply innovation across the taste class, utilizing a extra well-known profile resembling Strawberry paired with an upcoming one like Dragon Fruit, for instance. Strawberry Lemon, Blood Orange Grapefruit, Watermelon Lime, Raspberry Cranberry, and Peach Passionfruit are among the most anticipated taste combos to see in 2022.”
Flavorchem expects citrus flavors like Blood Orange, Calamansi Lime, Kumquat, Key Lime, Tangerine, and Yuzu to do properly. “The pandemic prompted elevated citrus consumption as meals and beverage launches that includes each a citrus taste and an immune well being declare grew 21% from 2018-2021,” the corporate’s 2022 Taste & Development Forecast provides, citing stats from Mintel’s World New Product Database.
Psychological well being can be a important space of wellness that extra persons are prioritizing. These customers would possibly flip to enjoyable botanicals and florals like Lavender, Chamomile, and Jasmine. “We’ll see these nostalgic and comforting taste profiles pop up throughout many classes and purposes, from scorching drinks, salty snacks, protein shakes, and frozen treats to confections with practical elements like postbiotics, guarana, and vitamin C,” ADM’s Zhou predicts.
Glanbia’s Rosenthal additionally sees progress in Lavender as a taste, alongside fruity and immunity-boosting elements like Elderberry, Honey, Lemon, Orange, Peach Mango, Mango Yuzu, Triple Berry, and Grapefruit.
Intestine well being can be trending. “As soon as on the perimeter, intestine and digestive well being at the moment are mainstream,” experiences Comax Flavors in its 2022 Taste Developments report. As shopper curiosity in digestive well being elements like probiotics, prebiotics, and postbiotics grows, so will their curiosity in flavors that pair properly with these elements. Comax created its Belief Your Intestine taste assortment comprising Apple Cinnamon Oat, Lavender Cola, and Peach Ginger to enchantment to the microbiome-friendly food and drinks market. These flavors can be utilized in non-alcoholic and alcoholic drinks, beverage syrups, plant-based and dairy purposes, baked items, and confections, in addition to in diet and efficiency merchandise.
Ginger can be a number one taste this yr, say ADM’s Zhou and Glanbia’s Rosenthal. “We anticipate ginger can be a standout taste in 2022, with the flexibility so as to add its spicy and heat-inducing notes to quite a lot of purposes, resembling basic cocktails, vitality drinks, and baked items,” Zhou says. “Furthermore, ginger pairs properly with choices that buyers could affiliate with assist of intestine well being or immune perform.”
In the meantime, Flavorchem’s forecast predicts gut-friendly fermented meals and flavors like kombucha and kefir to develop this yr.
Nature Impressed
Along with their very own well being, customers are contemplating environmental well being when selecting meals, drinks, and flavors.
“Right now’s conscientious customers are extra attentive to the environmental impression of their consumption and the worldwide meals system total, which has intensified the need for merchandise that they imagine are good for themselves, their communities, and the planet,” says ADM’s Zhou. “Extra sustainable, plant-based elements are inspiring new purposes for botanical, floral, and recent fruit flavors.” As an added boon, she notes, “Many of those flavors can even sign to customers that the meals or beverage could include desired practical elements, resembling citrus linking with elements for immune assist, chamomile and rest, and inexperienced tea taste and psychological acuity.”
Shoppers affiliate earthy flavors with healthfulness, Glanbia’s Rosenthal agrees. “With customers more and more targeted on more healthy decisions, there’s a higher curiosity in elements which might be near nature,” she says. “These are sometimes considered as having a wholesome halo and proceed to drive curiosity within the pure area.” Her strategies embrace botanical, herb, fruit, and spice flavors resembling Lemongrass, Rose, Basil, Mint, Blueberry, Cinnamon, Cardamom, Lime, Dragon Fruit, and Ginger.
“Nearly one in 4 U.S. customers say they’re consuming extra earthy flavors in comparison with final yr,” provides FlavorSum’s Holthaus. “We envision flavors like mushrooms and extra bitter botanicals like rosemary gaining momentum.”
Flavorchem’s 2022 Taste & Development Forecast additionally acknowledges the “Shroom Increase” occurring with mushrooms, particularly with Cordyceps, Lion’s Mane, Maitake, Reishi, and Shiitake. “Mushrooms will emerge additional within the adaptogenic area as customers proceed to hunt out merchandise that mitigate stress and nervousness,” it provides.
Sensient Flavors & Extracts (Hoffman Estates, IL) highlights one trending plant taste particularly. “Douglas Fir has rapid olfactory reference to the outside and nature,” says Sydney Riethman, advertising specialist on the agency. “With display use on the rise and customers avoiding massive gatherings and lacking private connection, many people are turning to the adventures and experiences of the outside to meet a need for connection. This taste has a deep connection to the forests and outside, and resonates as a taste that’s recent, earthy, and has a really pure connotation that health- and natural-focused customers are searching for.”
Fortunately for formulators, this recent but earthy taste is flexible and can be utilized in every little thing from drinks and dips to seasonings, bakery, and confectionery. “Its botanical and earthy components additionally pair properly with fruity, citrusy, and nutty taste components, making it various and versatile to work with,” Riethman says.
Douglas Fir additionally gives that vital emotional enchantment “that buyers can join with and respect proper now as they proceed to reconnect with themselves and each other via the experiences of the outside.”
On the plant entrance, taste agency Döehler highlights Citrus Oak and Juniper. That is in keeping with customers’ rising need that their meals and drinks be “as pure as potential, ideally positioned as clear label,” the agency says. As well as, tea and botanical flavors, extracts, and distillates are extraordinarily fashionable in drinks resembling flavored bottled water, ready-to-drink teas, and alcoholic drinks, Döehler says
Much less Is Extra
One other facet of well being is reducing again on the unhealthy, together with extra sugar and alcohol.
With non-alcoholic drinks and spirits trending, beer, hop, and malt taste promise good progress in these merchandise, Döehler says. For non-alcoholic spirits, the corporate says that flavors starting from recent, pure fruit notes to complicated and intense aromas, herbs, and spices are in demand. “Flavors that present the style of Gin, Juniper, Bitter Orange, Whisky, Vermouth, and Rum are fashionable,” it experiences.
Flavorchem’s 2022 Taste & Development Forecast additionally cites rising non-alcoholic drink flavors. Bolder flavors in addition to botanical blends are ramping up, together with Cucumber Mojito, Lemon Lime, Mango Lychee, Passionfruit Hibiscus, Pina Colada, Prickly Pear, and Crimson Grapefruit.
Shoppers additionally need sugar discount, however with out sacrificing style. “With sugar taxes having been applied in additional than 46 nations worldwide, and 87% of customers making an attempt to devour much less sugar, the subject is high of thoughts, however with none compromise in style,” Döehler says. “On the identical time, the sugar content material for drinks has been decreased lately anyway, which implies that customers count on merchandise which might be much less candy. Each components—sugar discount and the development for merchandise which might be much less candy—make style modulation a giant development for 2022.”
“These options mix full indulgence with a clear conscience—be it reduced-sugar stevia cola, a sports activities drink with the sweetness of fruits, or a sugar-free dessert,” the corporate provides. “They’re appropriate for ever extra rising claims resembling ‘free from sugar,’ ‘sugar decreased,’ and ‘no added sugar.’”
Put Some Spice In It
Lastly, do not forget that customers aren’t shying away from spicy.
“Merchandise with spicy flavors have been more and more fashionable over the previous few years, with a 16.5% improve in launches from 2017-2020 within the U.S., in accordance with Mintel,” says FlavorSum’s Davis. “In 2022, we see formulators maintaining with this development however including a twist with sweetness to stability the consuming expertise.”
Sensient’s Riethman highlights one lesser-known however promising taste: Yaji. Described as a nutty, spicy, smoky taste with hints of onion and garlic, this taste has room to develop, she says.
“It is a taste that’s new and unfamiliar, but all of the notes and tonalities inside it really feel and style acquainted,” Riethman says. “With hints of chili, paprika, cayenne, ginger, garlic, onion, and peanut, it’s the excellent savory, umami taste that may be applied as a taste or seasoning for snacks, meats, greens, and extra. This taste’s versatility and uniqueness will make it a trending taste, as it’s simple to implement in virtually all savory meals, and it additionally gives an adventurous, distinctive, and thrilling factor to those that need to attempt one thing new.”
Typically, she says, “Client curiosity in spice is on the rise as they seek for flavors that may present nice warmth and style. Yaji has a delicate kick, with a number of savory notes, making it the right candidate for these searching for unfamiliar warmth and taste.”
Tons to Look Ahead to
Meals and beverage corporations have an keen viewers ready to be delighted, comforted, and bolstered by more healthy, pure merchandise. Protecting flavors in keeping with the emotional wants of at present’s customers, in such troublesome occasions, can be key to driving success for any model.
The fitting taste can even elevate a product or model, says Riethman. “Botanical, floral, and natural flavors and components are on the rise and might premiumize meals and drinks. These taste components are perceived as unique, uncommon, wholesome, and pure. Shoppers are craving this after experiencing canceled journey plans, a scarcity of worldly experiences, and an elevated curiosity in wholesome, better-for-you flavors within the meals and beverage area. We will count on to see this taste development via 2022. Because the pandemic continues, customers’ gatherings, experiences, and journey are restricted, and they’re going to proceed to search for flavors which might be new, thrilling, premiumized, and tied to components that they’ll take pleasure in at this second in time.”
FlavorSum’s Holthaus has some remaining recommendation: Don’t be afraid to simplify. “The pandemic has compelled customers to assume not nearly their bodily wellbeing, however their monetary well being, too. With 40% of customers selecting elements that they’ll use in quite a lot of methods to save cash (Mintel knowledge), we anticipate versatile, simplified flavors will see progress.”
References
- Torres SJ et al. “Does stress induce salt intake?” The British Journal of Vitamin, vol. 103, no. 11 (June 2010): 1562-1568
- Noel C et al. “The effect of emotional state on taste perception.” Urge for food, vol. 95, no. 1 (December 2015): 89-95
- Press launch. “2020: The Year of the Comfort Food Comeback.” Farm Wealthy web site. Posted September 17, 2020
- Mattucci S. “Embrace Simple Flavors for Thrifty Consumers.” Mintel weblog. Posted November 17, 2021.