Scouting Out New Flavor Trends

Thomas Paine said: “Lead, follow, or get out of the way.” And while he said that in reference to the American Revolution, getting ahead of the game seems to be just as important in product development, especially in the identification and development of successful flavors. “There is so much competition among our customers and across the food chain that we literally have a competitor calling on the same customers just before or after our meeting with them,” says Danny Bruns, corporate executive chef, Kerry Ingredients and Flavours, Beloit, WI.

This revolving door means being “100% dead-on” with the company’s development efforts, says Bruns, and being able to back it up with resources and service. Plus, customers want the next best thing just after they’ve seen the “latest” greatest thing.

Being proactive is another way to stay ahead. “We realize research and development professionals are busy, so we like to anticipate their needs,” says Erin O’Donnell, marketing manager, David Michael & Co., Philadelphia. “Part of the innovation process is being ahead of the curve and predicting trends before they appear.”

A macro view

Flavor trends are typically influenced by broader market or lifestyle changes. WILD Flavors, Erlanger, KY, views flavor trends from a macro perspective. “Our N.E.X.T.™ trend-identification team looks at all areas of consumer markets and drills down to what is really important to food and beverage, and deduces what the next flavor trends will be,” says Jessica Jones-Dille, trend manager, WILD Flavors. These flavor influencers can come from a variety of sources:

More convenience at home. Higher prices for gas and consumables lead to less discretionary income, and this translates to demand for quick, convenient home meal replacements and inexpensive take-out foods that strive to replicate the restaurant experience. Consumers appreciate the importance of “freshly prepared,” and they don’t care if they get it from their nearby grocer or restaurateur. Heating will continue to replace cooking in the home. For example, Romano’s Macaroni Grill has a line of “fresh-made” spaghetti and meatballs and other entrées near the deli section in some grocers.

“Glocalization.” Global products that are adapted regionally and locally cater to specific geographic and cultural tastes. For instance, McDonald’s is a global brand that offers McLobster lobster roll in Canada, McTaco in Arizona, the Cheddar McMelt in Brazil, Maharaja Mac (lamb) in India, and even Heineken beer in France.

Local sourcing. Increased value has been placed on products from our own “backyards.” Fresh flavors in the form of herbs, fruits and vegetables are locally sourced by many fine-dining restaurants and home cooks.

Kids’ well-being. Increased awareness of the importance of proper diet for kids will translate into a greater number of fortified products for kids, “better-for-you” products, and a focus on gluten-free children’s foods. In reduced-sugar, whole-grain products, continue to look for flavors to replace fats. This might mean flavors that incorporate fried flavors or give the impression of a fatty mouthfeel.

The deep blue. Ingredients from the sea are progressing beyond standard fish oils. Exotic salts, seaweeds, kelp, sea cucumber, coral calcium, etc. are creating renewed interest in a “back to blue” natural approach to healthy products. Due to the range of minerals in sea salts from the waters where they are harvested, they add sulfuric to briny flavors, as well as a range of saltiness from mellow to intense.

Seaweed noodles, like those found in Japan, China, Korea and Taiwan, may grow in popularity. These are generally bland, but have a gelatinous, rather than starchy, mouthfeel, and are said to pair most appropriately with a mild sauce.

Pairings. People have a growing awareness of, and desire for, full-flavor profiles and will look for dishes that complement one another, as well as beverages that complement foods.

Small plates. Tapas-style foods for trying and sharing originated in Spain, but have crossed into other ethnic realms, including American, Italian and Indian. This diversifies the flavors offered in a small-plates format away from the typical Spanish ingredients to include a wider array of ethnic opportunities.

Flavor philosophizers

According to the experts, here are the current trends to keep tabs on:

Flavor layering. Generation Y is driving the trend, with their sophisticated palates and desire for multiple flavors all in one bite. Layering combines any of the basic tastes (think sweet, savory and spicy) to create upfront, middle and lingering flavors. Think Asian foods, like pad Thai.

Superfruits and exotic fruits. Antioxidant- and nutrient-rich superfruits were in 10,000-plus new product introductions in 2007 to 2008, according to Mintel, Chicago. On the list now (and growing): açaí, acerola, black currant, elderberry, goji berries, lychee, mangosteen, pomegranate and tart cherries. Applications include beverages like smoothies, fortified waters, energy drinks and alcoholic beverages, as well as jams, jellies and sauces.

Bold cheeses. Bold-flavored cheeses, including Asiago, feta, goat, Gruyère, Grana Padano, Maytag blue and Roquefort, function well in sandwiches, soups, salads and entrées (in pastas and topping high-end beef cuts).

Yogurts. Healthier trends are driving the nation’s yogurt market, with expansion possibilities in the areas of probiotic, prebiotic and organic products in both drinkable and non-drinkable forms. Flavoring faves for yogurt products: berries, bananas, tropicals and florals. Add-ins: honey and clusters or granola. Other applications can take advantage of yogurt’s favorable flavor: salad dressings, as well as baked goods and desserts, with yogurt drizzle instead of icing.

Salty-sweet. Ever since the invention of Cracker Jack, consumers have craved the salty-sweet flavor profile. Applications include chocolate-covered pretzels and nuts, honey-roasted snacks, granola, cookies, candy bars, energy bars, cereals, and even meat snacks like teriyaki or honey-brown-sugar beef jerky.

Umami. The fifth taste, known for its round, robust and savory reputation, has been explored for some time. Foods readily identified with umami: aged beef and cheese, Balsamic vinegar, fish sauce, green tea, MSG, mushrooms, red wine, and Worcestershire sauce.

Chile peppers. The number of chile mentions on nonethnic restaurant menus has doubled in the past three years, reports Gilroy Foods, Gilroy, CA. Popular peppers, from warm and smoky to spicy and hot, include chipotle, cayenne, Tabasco, piri-piri and Scotch bonnet.

Trends to watch for in the near future include:

All things green(er). Fresh, local, natural, nonprocessed and sustainable are all hot—whether garden-fresh herbs or whole foods. This might emphasize fresh flavors, particularly those from herbs and spices (as opposed to dried, ground or flaked types). Anyone can get in the game: ingredient companies, manufacturers and restaurants.