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 companys development efforts, says Bruns, and being able to back it up with resources and service. Plus, customers want the next best thing just after theyve 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 ODonnell, 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 dont care if they get it from their nearby grocer or restaurateur. Heating will continue to replace cooking in the home. For example, Romanos 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, McDonalds 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 childrens 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 nations 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 yogurts 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 hotwhether 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.

Exotic spices and ingredient combinations. Spices like cardamom, coriander and lemongrass are up-and-coming, as well as cumin in savory foods and cinnamon in spicy dishes. Ras el hanout, a Middle Eastern and North African blend, can include cardamom, cinnamon, clove, coriander, cumin, ground chiles, mace, nutmeg, peppercorn, saffron, turmeric and dried rosebud. Indian garam masala commonly consists of cinnamon, roasted cumin, clove, black pepper and cardamom seed.

Chocolate plus. Chocolates polyphenols in 1.25 oz., milk chocolate has 300 mg; dark chocolate 700 mg; and cocoa powder 1,300 mg) and itsability to be fortified with omega 3s, plant sterols, probiotics and more is a plus, but its the flavor that people key into, especially darker, richer varieties. Also on the radar: chocolate and chiles, chocolate and cheeses, and the addition of tart-cherry flavors to chocolate beverages, like malts.

Coffee. Energy drinks with coffee extracts and bottled and canned coffee-based beverages will prevail. Look for an increased interest in coffee-flavored bakery and confectionery items.

Floral. Flavors of the flower, especially rose, hibiscus, jasmine and lavender, are showing up in products like chocolate and bottled water. They also can accent alcoholic beverages (champagne and other spirits) and desserts, such as ice cream, sorbet and cakes (especially chocolate).

Exotic salts. Gourmet, flavored, smoked and/or sea salts are ready for prime time in multiple applicationsfrom savory entrées to sweet desserts. Ginger, lemon zest, lime, mint, rosemary, saffron and even bacon salts are appearing. In the beverage category, consider lime salt for margaritas and mint salt for mojitos.

Honey. They are more than 300 varieties of honey in the United States, many with distinct flavor notes. Honey is friendly with fruits, cheeses, meats, salad dressings, snacks, teas and desserts. It may be the next new beverage sweetener.

Varietal lemon and lime. Varietal citrus, like Meyer lemon and Japanese yuzu, are gaining recognition. Tangy Japanese yuzu has grapefruit and orange notes. The rind traditionally flavors vegetables, fish or noodles. Fresh yuzu is rare in the United States, but is available bottled, dry or powdered.

Its crunch time

Trying out new flavors and honing in on the right one is generally a time-consuming process. Time is a hot commodity in marketing a product from ideation through commercialization. It is important to get in on the ground floor of development with food and beverage companies while they are still in trials and testing, says Cathy Kalenian, COO and CFO, X Café, Princeton, MA.

The time-to-market for product launches has been significantly reduced, and this speaks to the competitiveness of the business, according to Bruns. Timing also depends on the level of involvement in the development collaboration. He says six months is a common timeline for getting a new product on the restaurant menu and, these days, not much longer for the supermarket shelf. A timeline for a limited-time offer (LTO), which is a staple of chain restaurants, can be aggressivesometimes sliced to one month. On the flip side, a project could take one to two years for an entirely new manufactured product, but the need for accelerated speed in cycle time still prevails.

Analyze this

New flavor ideas can originate almost anywhere. Companies take a number of approaches to come up with cutting-edge ideas.

We understand that trends develop on the fringes, often at unexpected times, from unexpected sources, and even in unexpected places, says Derek Elefson, manager, beverage marketing, Givaudan Flavours, Cincinnati. Detecting these emerging trends is based on an aggressive global and multi-disciplinary approach, and the result is a coupling of science and art as the source for true innovation. The company employs two key programs: The first is Taste Trek®, which sends teams to vast reaches of the globe to identify unique flavor molecules found in nature and translates them into new flavor compounds. The second is Chefs Council®, which invites some of the worlds top innovative chefs into a learning summit with Givaudan chefs that leads to useable flavor inspirations, whether infusions, pairings of food and beverages, or combinations of previously unimaginable flavor options.

Food companies pay a lot of attention to what other food companies are doing, which is where our database of new products comes in, says Tom Vierhile, director, Productscan Online, Naples, NY. Quite often, companies will analyze a particular product category to see what kinds of flavors may be emerging.

Kerry, for instance, utilizes this type of trend analysis coupled with real life information gathered in the field, from colleagues and friends during ideation sessions, and during restaurant experiences. We dont jump on the latest buzz, says Bruns. Our research has to be tried, tested and validated before its presented to the customer.

The customer decides on the flavor directionsome want blue sky and some want mainstream just tweaked a little, continues Bruns. Flavor first has to answer the question of Whyis it relevant? Then keep it clean and simple.

David Michael has organized a trends panel consisting of marketing and technical staff that sits down annually to discuss current and emerging trends. Input is collected from the members experiences in the industry, client requests and independent research. Members also attend the vast variety of food trade shows and conferences, and keep up to date on trade and consumer publications, all of which contain a wealth of information on everything food.

David Michael also subscribes to a global new products database to track flavors, ingredients and product claims, as well as a menu-tracking database that provides access to restaurant menus for the top chains and independents across the food industry. The company conducts an Innovation Roadshow every October that first started in 1999 as an education format for the sales force and grew into a flavor tasting event that now includes customers. Collectively, these tools help us to not only predict new flavor trends, but also to validate our theories, says ODonnell.

The goal is to hit the flavor target faster, says ODonnell. We want to give our clients the right flavor for their application the first time, every time.

Then theres the approach taken by WILD Flavors, which views trends through alternative lenses. We tend to look at beverage flavor trends from a geographic perspective, says Jones-Dille. Beverages are much more customizable than foods, so we find that new flavors come from health trends and from new flavor discoveries around the world. In contrast, she says, foods are often customizable to a persons individual preferences, so flavor trends for foods are much more demographic. Often, popular new flavors in foods come from the fine-dining sector, and chef innovation, she adds.

Trickle up, trickle down

A five-stage process, dubbed Trend Map®, that outlines how trends work their way through the food industry has been devised by Center for Culinary Development, San Francisco, according to Kara Nielsen, a trendologist at the company:

1. Fine dining and ethnic restaurants often set the pace, bringing interesting and international flavors into focus for an American palate that is growing in sophistication.

2. Gourmet consumer magazines, such as Bon Appétit and Food & Wine, and gourmet specialty storesas well as trade magazines with a flavor focus, whether culinary or food science, or bothreflect the fine-dining trends.

3. Chain restaurants, particularly upper-scale casual venues, such as The Cheesecake Factory, pick up the trends.

4. Then the trends hit womens magazines, such as Better Homes & Gardens and Cooking Light.

5. Finally, the trends hit the mainstream. Products and new flavors are found in quick-service restaurants (QSRs), as well as in consumer packaged goods (CPGs) in grocers and convenience stores.

The fast-casual and QSRs have more muscle and flexibility for introducing LTOs, but many restaurants wont put a new flavor on the menu until they know its definitely on-trend, according to Nielsen.

Trends dont always travel through all five stages, just as they are not all things to all people. Fit is at the forefront of final decision making. Pomegranate fruit and flavor is in, but it doesnt mean a barbecue restaurant or fast-food chain should offer a sandwich with that flavor.

Food companies watch what the competition is doing, but they also follow the restaurant scene. Many times, this is where consumers will first get a chance to sample something new. Once a new taste or flavor reaches critical mass in the restaurant trade, consumers may be inclined to try to duplicate the flavor or meal at home, says Vierhile. The trial pulls foodservice manufacturers into the game to meet consumer demand for whats new.

David Michael tracks flavor trends early, watching them develop in foodservice and niche categories such as nutritional, premium and so forth. We also watch for media attention, as this may be how product developers, and even consumers, are alerted to a new flavor, says ODonnell.

Fad or trend?

Some trends run hot and cold. The test of time is really the only way to evaluate whether a flavor has staying power, or whether its a fad, according to Vierhile. I tend to get nervous whenever I see a huge spike in an area over a very short period of timethat tends to say fad instead of trend. He cautions that some of the new superfruits could fall into the fad camp, though the better-tasting oneslike pomegranatewill likely prosper over the long haul.

Fads spike high and fast, and while they may enter into mainstream territory, they usually crash and burn, says Nielsen. Trends cook long and slow and appeal to a wide variety of people for a variety of reasons. Trends move more slowly and have deeper cultural roots and social significance, she says. Trends may also offer meaningful benefits over the long-term, such as a lifestyle change (whatever that means to the consumer) beyond something like low-fat or a fad diet.

The WILD Flavors company motto, We Create Great Taste, notes Jones-Dille, is all about building a great-tasting product and integrating the best flavor possiblethis includes scouting the latest flavor trends and influences on the market.

In many cases, according to Jones-Dille, flavor trend predictions can be a guessing game. WILD Flavors employs a system to research the consumer acceptability of market trends. One of the ways we do this, she says, is to review the consumer need states surrounding a product, and identify the emotional and functional needs associated with end products.

Flavor trends balance familiarity, relevancy and acceptability. Using tangerine as a flavor in a beverage or savory-sweet application may be perfectly acceptable, because people relate to the color and flavor of the more-familiar orange. Along those lines, at the IFT Food Expo in 2005, David Michael introduced an açaí-raspberry-flavored beverage. At the time, the majority of attendees had never heard of açaí, and those that had were surprised to see it at the show, says ODonnell. Today, the superfruit is a rapidly growing flavor trend.

Some superfruits are simply delicious, while others are less palatable and need a little help. For those that are less tasty, and because many are still so unfamiliar to consumers, David Michael recommends blending them with complementary flavors such strawberry, cranberry, blueberry and so on, for trial (and error) purposes.

The American public likes new things, but the novelty has to be counterbalanced with some sort of familiarity, affirms Nielsen.

Like arms raised in a rollercoaster, riding the wave of a flavor idea can be great fun, putting a new twist, spin or turn on a product- or menu-development initiative. Once the wave catches wind and transforms into a trend, it can be sure to spread in all directionsup, down and all across the food industry.

Deb North, freelance food writer, marketing communications consultant, and graduate of LeCordon Bleu College of Culinary Arts, can be e-mailed at [email protected] .

Snack Products: Demand for Flavor Plus Health

Though there is increased demand for healthier food options, consumers remain unwilling to sacrifice taste for nutrition. Todays consumers want to have it allflavor and indulgence.

In a recent survey by Datamonitor, New York, 80% of consumers said they want food manufacturers to enhance the flavor of healthy products. The global survey of 5,000 consumers showed that consumers are more in control of their health choices and better educated about health issues. They also are more aware of good and bad food options. Despite this increased awareness, more than one-third of consumers look for indulgent snacks more regularly than in previous years.

Healthy products remain a small percentage of overall indulgent snack releases, according to Datamonitor. However, as indicated by original consumer research conducted by the Hazelnut Council, Seattle, in 2006, 95% of consumers believe a food can be both healthy and indulgent.

This demand for better-tasting and better-for-you products, and the increased interest in indulgent snacks, creates unique opportunities for snack-food manufacturers. New products or the reformulation of current healthy products to improve flavor quality could be the solution.

Nuts, known for their indulgent and healthy attributes, give consumers the flavor and nutritional profile they demand. In fact, the Hazelnut Councils 2006 consumer research shows 75% of consumers are eating nuts because of their healthy fat profile.

By adding nuts, such as hazelnuts, to food products, manufacturers increase the content of heart-healthy mono- and polyunsaturated fats, fiber, and antioxidants, while also improving the flavor and texture.

Simon Bowers, Marketing Communications, Hazelnut Council

Spotting Menu Trends

In early 2008, Menu Insights from Mintel, Chicago, identified eight trends poised to transform American menus in 2008. These should influence product-development strategies across the boardretail as well as foodservice.

Superspices. Research suggests that superspices like cumin, ginger, cinnamon and turmeric may boast more antioxidant power and medicinal benefits than their superfruit cousins.

Miniature foods. Restaurants hope that small portions, big flavors and low prices will lure hungry snackers. Mini burgers and wraps caught on late in 2007, but look for restaurants to add more mini favorite foods this year.

Fine fast food. Celebrity chefs like Bobby Flay, Rick Bayless and Wolfgang Puck are branching out with convenient, fast-casual restaurants that promise high-quality food, fine cooking and bold flavorsall on a 30-minute lunch break.

More whole grains. With the health benefits of whole grains more widely known, specialty whole grains, such as kamut, quinoa, barley and millet, will grow on the American restaurant menu.

Ingredient provenance. Food safety and ecological issues have made headlines, causing many Americans to rethink where their food comes from. As concerns over ingredient origins rise, restaurants have responded with more local ingredients, more natural and organic items, and more sourcing information on the menu.

Bulking up the bar. Watch as restaurants flex their bar muscles. By enhancing menus with more-flavorful cocktails and savory appetizers, restaurants want diners to linger, lounge and just have fun in the bar.

Classic cocktails. Look for a rebirth of classic cocktails such as the sidecar, Manhattan, Bellini and Tom Collins.

Mocktails. Ice-cold lemonade with strawberry purée, fresh ginger, crushed mint leaves andno alcohol? Alcohol-free mocktails are a sophisticated alternative for non-drinkers and drinkers alike.

The Editors