The report suggested that storytelling is becoming increasingly important for consumers’ flavour choices, with surveys highlighting that this is influencing purchasing decisions more and more.
Innova Market Insights has released its latest report on global flavour trends in the food and beverage industry. The report is said to have revealed how it is no longer just about having a range of adventurous, innovative and reimagined flavours, but increasingly about how flavour use can complement and develop the storytelling behind products and brands. In fact, 56 percent of consumers in a global survey reportedly agreed that stories around a brand influenced their purchasing decisions.
Innova Market Insights’ top five flavour trends for 2020 are:
Increased consumer interest in the origin of their food and beverage products is said to be resulting in ingredient provenance proving its worth as a key element of brand storytelling. Over 40 percent of global consumers wanted to know the story around a brand because they wanted to learn where the ingredients were from, according to an Innova Market Insights survey. Storytelling strategies include a focus on authentic tastes, flavours and recipes, as well as uniqueness through ingredient provenance and artisan/small batch processing.
- The power of plants
The use of plant ingredients and plant-based recipes is soaring across a range of food and drinks categories, with an Innova Consumer Survey finding that three in five global consumers are increasingly incorporating plant ingredients into their diets.
- Wellness flavours
The report noted that this pursuit of healthier lifestyles is not only driving the plant-based trend, but also the demand for flavours targeting more general wellness, both mental and physical. Botanical flavours are increasingly popular for relaxation, stress reduction and sleep enhancement, featuring ingredients such as lavender, CBD/cannabis and turmeric, the report found. Floral flavoured drinks were particularly highlighted as increasingly having mood associations, being seen as potentially relaxing or energising.
- Macronutrient challenge
Consumer perceptions of macronutrients in relation to health are also evolving, according to Innova. There is a need to maintain taste profiles while reducing sugar, calorie and/or fat content, with sugar seen as a priority. Active ingredients are also said to be impacting product flavours, with high protein options, such as cheese, seeds and nuts, as well as the association of ‘source of vitamins’ claims with fruity flavours.
- Tapping into texture
Consumers are said to be increasingly recognising the influence of texture on eating and drinking experiences, with seven out of 10 global consumers agreeing that texture makes food and beverages a more interesting experience.
Six out of 10 said that texture claims influenced their purchasing decisions. As part of this, there is said to be growing interest in flavours that create a richer texture experience, such as honeycomb and toffee, while the industry continues to experiment with nuts in a wide variety of applications, including crunchy flavours and smooth bases.
Other top trends identified by Innova Market Insights are:
6. Hello hybrids
7. All time favourites
8. Triggering the taste buds
9. Brown flavours
10. Flavours unlimited.