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2022FOOD AND BEVERAGEFLAVOR TRENDSREPORT
GY BOOSTINGMENTAL HEALTHTASTE OVER FUNCTION
TOP OVERALLCONSUMER TRENDSAs some markets experience an economic downturn, taste is an important element of value and returnon investment. Opportunities exist to offer consumers a range of complex and enhanced flavors. Fungi,algae and oats have potential to grow as sustainable ingredients. Supply chain issues and financial woesmay encourage hoarding behaviors. Support creative and thrifty consumers with products and flavorsthat will work across a range of recipes.BIOAVAILABILITYOF MFORTFOODFORWARDCLASSICSWITHA TWISTCLEANLABELGUTHEALTHUPCYCLINGCO-BRANDING
TOP FOOD TRENDS 2022Textures, unusual flavor combinations and intense taste profiles can help brands strengthen theirproduct portfolios and (re)engage with consumers. Even adventurous consumers find comfort in traditional foods though, and brands should explore launching traditional products with a twist, as 41% ofU.S. consumers are interested in trying new flavors that are similar to their favorites.DESSERTS AND CONFECTIONSPermissible indulgence trends due to working from home and stress of the pandemic strengthen innovation thatcan elevate nutritional values while still deliver on flavor, textures and experiences that tap into indulgence. Thepower of nostalgia and novelty is at play in recent innovation, with unique mashups featuring classic cereals,candy and even soda. Fruit flavors popular in Asian and Latin cuisines are positioned well for growth as theymake adventurous flavors more approachable in desserts and confections. INTERNATIONAL FRUIT FLAVORS - Latin and AsianCHOCOLATE BRANDSINNOVATE AROUND CITRUSFLAVORSBRANDS CONTINUE TOEXPLORE ALCOHOLTHEMED CHOCOLATESLIGHT, FLUFFY ANDCRISPY TEXTURESBROWN BUTTERCINNAMON ROLLSCOOKIE BUTTERGIN, MEZCALPEANUT BUTTERSTREET FAIR - Funnel Cake,Chocolate Covered Bacon,S’moresVANILLAAMARETTO & BLACK CHERRYIRISH CREAM & BROWNIERUM & TRES LECHES21%48%INCREASE IN BAKLAVAAS A MENU ITEM IN THEPAST THREE YEARS.OF CONSUMERSTREAT THEMSELVES TOSWEET AND SALTY.CONSUMER EXPERIENCE AND INTERESTCARDAMOM43%ESPRESSO59%PRETZEL PIECES69%RUBY N FRUITSDRAGON FRUIT58%YUZU30%
67%OF CONSUMERS SAYFLAVOR IS A KEY ATTRIBUTEIN PURCHASINGSWEET BAKED GOODS.FLAVORS GET ATTENTION,HEALTH KEEPS IT:WHAT MOTIVATESCONSUMERS TO TRYSWEET BAKED GOODS42%MANGO69%PINEAPPLE74%TROPICAL FRUITSBLOOD ORANGE58% TANGERINEGUAVA55%72%OF U.S.CONSUMERSCLAIM THATFLAVOR IS ANIMPORTANTATTRIBUTE WHENPURCHASINGICE CREAM ANDFROZEN TREATS.49%OF U.S.CONSUMERSAGED 18-24AGREE THATTEXTURE IS ANIMPORTANTATTRIBUTE INICE CREAM ANDFROZEN TREATS.18%OF CONSUMERSSAY THEYWOULD LIKEINNOVATIVECOLLABORATIONFLAVORS TOMOTIVATE THEMTO PURCHASEFROZEN TREATS.UNIQUE FLAVORS39%HEALTHIER INGREDIENTS36%SEASONAL FLAVORS23%ALTERNATIVESWEETENERS23%CO-BRANDED FLAVORS23%HIGH PROTEINBase: 2,000 internet users aged 18 . Multipleselections allowed.
SNACKSConsumer demand for more adventurous and exciting flavors is drivinginnovation in snacks. Encouraging snacking rituals can amplify physicaland emotional stimulation to improve mood and relieve anxiety. Elevateclassic flavors allowing snack brands to focus on bold flavors and innovating around adventurous and experimental tastes. In a recent poll,when only five savory flavors were offered, 89% of respondents wouldchoose either cheddar, salt, barbecue, peanut butter or garlic. If onlyfive sweet flavors were offered, 91% of respondents would choose eitherchocolate, strawberry, cinnamon, honey or vanilla. ALTERNATIVE INGREDIENTS CONSUMER EXPERIENCE AND INTERESTGOJI BERRY45%CURRY 52%ADOBOGUAJILLO CHILI33%BAHARATKIMCHI28%BAOBAB39%MACA31% - Legumes, Beans, Seeds,and VegetablesCHARCUTERIE BOARDFLAVORSProsciuttoRillettesSaucisson SecSopressataGenoa SalamiMortadellaSpanish Chorizo‘NdujaCoppa/ CapicolaJamón IbéricoCalabreseCHEESEDATES – Medjool, Deglet,JujubePOMEGRANATE
28%CONSUMERS COME FORTHE CLASSICS, STAY FORTHE ADVENTURE:WHAT MOTIVATESCONSUMERS TO TRYSNACK FOODSOF CONSUMERS WOULD LIKETO TRY SNACKS THAT AREPOPULAR IN OTHER COUNTRIES(LATIN, ASIAN ANDMIDDLE EASTERN).Internationally inspiredupgrades to existing flavorswill have the greatest potentialfor success based onthe foundational flavors.53%“I SOMETIMES PREFERSIMPLE SNACK FLAVORS.”49%24%“I PREFER SNACKS THATARE A MIX OF HEALTHYAND INDULGENT.”ANNUAL GROWTH RATEOF MEDJOOL DATES ACROSSALL CATEGORIES.42%24%“TRYING NEW SNACKFLAVORS ADDS SOMEEXCITEMENT TO MYREGULAR ROUTINE.”OF CONSUMERS HAVE NOTTRIED POMEGRANATEBUT ARE INTERESTEDIN TRYING IT.32%CONSUMERS INTERESTED IN TRYING THESE INGREDIENTS IN A SNACK38%*35%*33%*PUMPKIN SEEDCAULIFLOWERCHICKPEA“I SELECT DIFFERENTSNACKS BASED ONTIME OF DAY.”28%“I WOULD LIKE TO TRYSNACKS THAT AREPOPULAR INOTHER COUNTRIES.”26%“I TEND TO CHOOSESNACK FLAVORS THAT FITTHE SEASON.”Base: 2,000 internet users aged 18 . Multipleselections allowed.
REGIONAL AND INTERNATIONALTap into consumers’ nostalgia for traveling by recreating the taste of traditional flavors from popular travel destinations. Innovation that introducesthese consumers to new cuisines and flavors will answer to this craving.23-36% of consumers have interest in regional flavors like Southern Italian,Sicilian, Tuscan, Szechuan, Argentinian, Brazilian, Moroccan, Peruvian,Oaxacan, Ethiopian and West African. Prioritize ways to convey authenticitythrough the many ways flavor is delivered from these regions. ACHIOTE ADOBO SEASONINGAGAVEAJI AMARILLOBLACK RICILANTROELOTEFURIKAKEHARISSA40% HATCH GREEN ROASTED KIMCHI SAMBAL KOREAN BBQ SHISO LIMONCELLO SHOYU LYCHEE SPICY TAHINI MISO TAMARI MOCHI TOGARASHI MOLE TOMATILLO MOJO TOMATO PAD THAI TRES LECHES PASSION FRUIT TURMERIC PIRI PIRI WHISKEY PONZU ZA’ATARCHILIPINEAPPLE ROASTED-GARLICof U.S. consumers like dipsand sauces with internationallyinspired flavors like sriracha and Thaipeanut, and are often using them asspreads to enhance dishes with whichthey are already familiar. Operatorsshould offer burgers and bowls withflavors like adobo, hibiscus and tzatzikito add excitement to classic dishes.36%OF CONSUMERS WOULDLIKE TO SEE MOREINTERNATIONAL FLAVORS INTHE GROCERY STORE, BUT 45%SAY THOSE FLAVORS NEEDTO BE AUTHENTIC, AND 29%SAY THAT FUSIONFLAVORS ARE THE BESTINTRODUCTION.
87%*23%*13%*12%*MEXICAN18%*PUERTO RICANCUBAN8%*ARGENTINIANCOLOMBIANBRAZILIANLATIN CUISINES61% of consumers feel Latin flavors have a good variety, but across thespectrum of Latin cuisine varieties, consumer experience is largely limitedto Mexican cuisine. Mexican cuisine consumption reflects both availabilityand influence on U.S. food culture. Featuring regional Mexican cuisinesand shared traditional ingredients can introduce and ease consumers intotrial of less mainstream Latin cuisines.* Base: 950 internet users aged 18 who eat Latin cuisine. Multiple responses allowed. 29%MENU INCIDENCEOF ADOBO SEASONING.TRENDING PEPPER SEASONING BLENDS IN HOME oChiliBase: 837 consumers who feel comfortable cooking with Latin flavors at home.24%ArbolChili20%HatchChili 24%MENU INCIDENCEOF HIBISCUS FLAVOR.Q2 2018 to Q2 2021.NASHVILLE HOT
YOGURT AND YOGURT DRINKSSAVORY FLAVORS AS BASETO DIPS AND CONDIMENTSHealth forward is a strong starting place for the yogurt category to layits functional groundwork as 34% and 33% of consumers buy yogurtfor gut health and immune health, respectively. Fruit-forward anddessert-inspired variations build premiumization that makes consumersfeel inclusive. By offering small, affordable treats, brands of yogurt willappeal to consumers who face the psychological need to indulge tolift their mood. Co-branding with brands that are known for taste (i.e.dessert-inspired) is a potential tactic to increase taste. Focusing ontexture, highlighting thick, creamy and luxurious textures can be pointsof differentiation. BACONCHIPOTLE PEPPERCHIVEHARISSAHORSERADISHSMOKEDINDULGENT FLAVORS 64%61%38%31% OF CONSUMERSEAT YOGURTAT HOME.EAT FLAVOREDYOGURT ANDYOGURT DRINKS.WILL TRY NEWFLAVORS INTHE NEXT12 MONTHS.OF CONSUMERSPREFERINDULGENTYOGURT. BANANA &PEANUT BUTTERCHOCOLATE &PEANUT BUTTERCOLD BREW ESPRESSOCOOKIES & YOGURTMARSHMALLOW S’MORESTRAWBERRYWAFFLE CONECONSUMER EXPERIENCE AND INTERESTPASSION FRUIT34SALTED CARAMEL31%46% YUZU LEMONADE36%BLACKBERRY%
PROTEIN AND MEAT ALTERNATIVESValue-added meats and meat analogs featuring marinades, rubs andseasonings offer both convenience and versatility while helping to shapethe whole meal experience. Emerging flavors find local and global rootsand brands can appeal to local authentic tastes. Complex flavor profilesfeaturing a mix of heat and sweet, smoky notes and botanicals are gainingtraction. Exploration of lighter flavor families that share connections withfreshness and health, citrus, herbal and floral are making small strides.Chef recipes, crunchy textures and innovative ingredients add excitement tomeat substitutes while using smoke flavors and other natural plant-based ingredientsto replicate the aroma and taste of cooked meat and fish.57%OF CONSUMERS ARELOOKING FOR UNIQUEFLAVORS TO MAKE EVERYDAYPROTEINS EXCITING.47%OF AMERICANS WOULD LIKETO SEE MORE VARIETYIN FORMS OF PLANT-BASEDMEAT ALTERNATIVES.49%OF CONSUMERS SAYTHAT FLAVOR IS A KEYATTRIBUTE WHENPURCHASING PROTEINS. CAJUN, CHIMICHURRI,Harissa canbe used as acondiment forfoods such astagines, mixedinto dishes, orused as a rubfor meats andvegetables tobe roasted.HOT HONEY, PERI PERI FURIKAKE, GOCHUJANG,HARISSA, KIMCHI, LEMONGRASS, TIKKA MASALA,TOGARASHI, ZA’ATAR HARDWOOD SMOKEDMesquiteHickoryPecanOakWalnutAlderAppleMaple SAVORY, SMOKY AND SPICY SICHUAN-FRIED CHICKENTRENDING FLAVORS IN PROTEIN AND MEAT 69%68%69%64%Chipotle Rosemary65%59%SalsaVerden Any Prior Trial57%57%Sriracha46%53%Wasabin Any Future illeHot32%17%PeriPeri
DIPS AND SAUCESCreamy, savory, smoky and spicy are all top flavor preferences. Intensifybestselling flavors with twists, as consumers have become more adventurous with global sauces, pastes, dips and condiments. New flavors tendto dominate innovations in sauces, but texture is also key to the mouthfeel,which enhances taste. 75% 10% 37%MENU MENTIONOF LEMON PEPPERSAUCE.MENU MENTIONOF LEMON PEPPERSEASONING.MENU MENTIONOF BABAGANOUSH.*FROM Q4 2017-20CONSUMER EXPERIENCE AND INTEREST40%OF CONSUMERS SAYTHEY LIKE THEIR DIPSAND SAUCES TO HAVEINTERNATIONAL FLAVORPROFILES CREATING ADEMAND FOR EXOTICCOMBINATIONS.65%OF CONSUMERS CHOOSEDIPS AND SAUCES BASEDON THE FLAVOR.51%OF U.S. CONSUMERSARE INTERESTED INTRYING TRADITIONALDIPS AND SAUCES WITHNEW FLAVORS,LIKE SPICY RANCH.EVERYTHING BAGEL LE CRISPCHIMICHURRI 34%ROMESCOSMOKED SALT AJIKA KACHUMBARI SAN MARZANO TOMATO ARTISANAL MUSTARD KHMELI SUNELI SMOKE SALT CHERMOULA KOJI SMOKY CHIPOTLE CILANTRO LEMON SWEET CHILI CURRY PEANUT UMAMI BOMB SAUCE GOCHUJANG PERI-PERI YUZU AND GREEN TOMATO PINEAPPLE HARISSA PONZU HOISIN SAMBALPASSION FRUIT COMBO ZA’ATAR ZHUG
SOUPS AND BROTHSMoving forward, soup products that provide cooking and flavor shortcuts, suchas dry soups or refrigerated broths, will appeal to consumers who want to continue cooking at home but have less time and energy to do so. Soup brands canblend comfort appeal with health needs by balancing a comforting quality with anutrient-dense, plant-forward recipe. In North America, the most prolific flavorin soup launches remains vegetable and onion is the most typical ingredient,reflecting its versatility.TRENDSTOMATOPLANT-BASED INSTANT NOODLESTURKEY POTATODHALBUTTERNUTMUSHROOMCURRYGINGER ASIAN STYLE FLAVORS –Curry, Dhal, Ginger CLASSIC WITH A TWIST –Curried Chicken Corn Chowder DRINKABLE CANNEDCURRY SOUP GARAM MASALA – IndianTomato Soup, Spiced Pumpkinor Carrot Soup KOREAN – Yukgaejang (spicybeef soup with vegetables) PALAK SOUPMulligatawny soup is a creamycomfort food traditionally a curry soup ofIndian origin. There are many variationson the ingredients and seasoned andspicy flavors are seeing growth on menus.61%INDICATE FLAVOR ISAN IMPORTANT SOUPATTRIBUTE.62%OF CONSUMERS WANTCOMFORTING FLAVORS.55%WANT HEARTY FLAVORS.29%ARE SEEKINGINNOVATIVEADVENTUROUSFLAVORS IN SOUPS.
PREPARED MEALSPrepared meal brands can play to consumers’ aspirations for homecooking by offering products that allow for customization or that requirean added step or two beyond microwaving, such as adding sauces orseasonings, browning under a broiler or sautéing in a skillet. Promoteprepared entrées or sides with complementary fresh items to create acomplete meal and increase to indulgent comfort foods.43%OF CONSUMERSSAY THEY BUYPREPARED MEALSBECAUSE OF THE TASTE.MOLE AJI DE GALLINALATIN TRENDSSALSA VERDEPOZOLEBrands look to Asian flavorsto entice consumers toplant-based ready meals.33%OF CONSUMERSSAY THEY WANTINTERNATIONALLYINSPIRED FLAVORS.65%OF ADULTS IN THEU.S. SAY A PREPAREDMEAL IS A GREAT WAYTO TRY A NEW CUISINELIKE ETHIOPIAN,INDIAN, THAI, OR KOREAN.Twists on Classics BUFFALO CHICKEN POT PIE CAJUN LASAGNA CHINESE SMOTHEREDPORK CHOPS KUNG PAO CHICKENSPAGHETTI AND MEATBALLS MEXICAN SHEPARD’S PIE VEGETABLE CURRY PIE
TOP BEVERAGETRENDS 2022Much of innovation falls into two camps: flavor and function. Layering in features like flavors, carbonation, and functionality with ingredient improvements drive consumer purchases. Educating consumerson pairing with meals and using beverages for sauce experimentation can fuel purchase decisions.Inspire consumers to seek out new beverages that support unique flavors and ingredients, cleanerlabeling and even functionality. Since alcoholic beverage drinking occasions willlikely remain largely at home, consumers will need help finding ways tokeep the experience exciting. Direct-to-Consumer programs can help keepconsumers feeling engaged with new product trial and discovery.NON-ALCOHOLIC BEVERAGES BLACK CHERRY BUBBLE MILK TEA CARDAMOM FUNCTIONALBLENDED DRINKS HAZELNUT HIBISCUS HOJICHA MIXED FRUIT FLAVORS PEPPERMINT WHITE CHOCOLATESophisticated Flavors BURNT LEMON CHARRED LEMON ZEST LEMONGRASS MEYER LEMON44%27%find that combinationflavors are important tonon-alcoholic beverages.26%CHOOSE FLAVOREDBEVERAGESTO TREATTHEMSELVES.ARE INTERESTED INNON-ALCOHOLICBEVERAGES INSPIREDBY COCKTAILS.70%56%OF RTD TEADRINKERS SAYFLAVOR IS THEMOST IMPORTANTATTRIBUTE.OF ADULTS IN THE U.S.SEE FLAVOR ASIMPORTANT WHENBUYING CARBONATEDSOFT DRINKS.NASHVILLE HOT
Although trending flavors may change, flavor families remain constant. About half of consumersopt for fruit flavors indicating that classic flavor families remain a good starting point for productdevelopment. But less conventional botanical flavors like spices, herbs and florals can add a layer ofcomplexity for consumers looking for creative ICED13%FLORAL“If you were to create your ideal non-alcoholic beverage, which of the following flavors would you include? Please select up to five.” Base: 2,000 internet users aged 18 .In a category with very distinct segments, flavor may bethe common ground to help expand crossover. A trifectaof taste, refreshment, and health are baselines for marketing and formulation while additional product featurescan target diverse occasions and palates.RTD tea with real fruit piecesis emerging as anon-the-go dessert-drink70%58%RTD TeaBrewed TeaFLAVOR40%RTD Tea38%Brewed TeaPRICE/AFFORDABILITY27%RTD Tea28%Brewed TeaFUNCTIONAL BENEFITSBrewed teas include bagged, loose-leaf and singled cup teas. Base: 832 internetusers aged 18 who’ve had RTD tea in the past three months; 833 internet usersaged 18 who’ve had brewed tea in the past three months.
CONSUMER EXPERIENCE AND INTERESTGUAVA25%LEMONGRASS28%ORANGE BLOSSOM 34%DRAGONFRUIT29%TANGERINE29%21%35%CHERRY BLOSSOMHONEYDEW MELONMEYER LEMON 30%Combine sweet tasteand nutritional benefits:maqui berries, coconutand papaya.29%DRAGON FRUITAs Mexican cuisine’s popularity continues in the U.S., hibiscus remainsan opportunity for operators to showcase brightly colored and uniqueteas and cocktails. 24%MENU INCIDENCEOF HIBISCUSFLAVOR 65%MENU INCIDENCEOF HIBISCUS AS ANINGREDIENT 43%MENU INCIDENCEOF MEXICANBEVERAGECUISINE TYPE22%BLACKBERRYFROM Q2 2018 TO Q2 202117%CUCUMBER
SPORTS NUTRITION BEVERAGES NOSTALGIC ANDINDULGENT FLAVORSRAINBOW SHERBETBLOOD ORANGE YUZUSOUR GUMMYSNOW CONESALTED WATERMELONROCKET POP HYBRIDIZATIONMATCHA GREEN TEA LATTEFruit and Citrus Flavors CALAMANSI FINGER LIME LUCUMA – PERUVIAN LYCHEE MIKAN PRICKLY PEARCoffee Flavors AFFOGATO CAFÉ CON MIEL COLD BREW ESPRESSO CON PANNAPowders andtablets havea bright future,while plant-basedexpeditessustainablesports nutrition.73%OF NUTRITIONALDRINK CONSUMERSAGREE THEY’D LIKEMORE PRODUCTSPERSONALIZED TOTHEIR NEEDS, AND 81%WOULD LIKEMORE PRODUCTSPERSONALIZED FORTHEIR CHILDREN’SNEEDS.
ALCOHOL BEVERAGESInnovative flavors and ingredients can pique consumers interest and prompt them to try new brands andofferings as 58% of adults in the U.S. say they like to try new flavors. Spirits are especially well-placedfor adventurous innovation and pose an opportunity to premiumize the consumer experience and breathenew life into well-established spirit sectors. Innovative RTD’s which offer adventurous flavors and ingredient combinations can help nesting drinkers recreate the out-of-home drinking experience.Hard seltzer can innovate with fun and indulgent flavors such as those inspired by desserts to targetadventurous drinkers: S’mores; Apple Pie, Churro, Chocolate Brownie, and Orange Vanilla Milkshake.Currently fruit flavors dominate hard seltzer, creating an expansion point for beer and cider. Nonalcoholic beer needs to be flavorful and has the potential to be functional. Adaptogenic alcohol-freemushroom beers claim to have anti-inflammatory benefits with crisp and refreshing flavor profiles.Soursop, cambuci, coconut water and cashew juice add a novel flavor experience to beer. APRICOT CUCUMBER LYCHEE BAOBAB ELDERFLOWER MANGO BASIL GUAVA MAPLE BLACK CURRANT HIBISCUS PASSION FRUIT BLUEBERRY KIWI PEACH COCONUT LAVENDER PEAR COFFEE LEMONADESAPODILLACARIBBEAN FRUITSUGLI FRUITSUGAR APPLECARAMBOLEBARBADOS CHERRY PINK LEMONADE SELTZERSSPICY HARD CIDERSTRAWBERRYTANGERINEWHITE PEACHAND YUZU
Whether you found a directional trend interesting, a brand new idea was initiated or are readyto build off of an existing formulation, our team is ready to collaborate and create a customsolution to meet your need. Give us a call and take your product to the next level of flavor.DEVELOPMENT CAPABILITIESLiquid Flavors:Oil SolublePowder Flavors:Paste Flavors:EncapsulatesWater nExtractVacuum-driedViscous SolutionsThermal ProcessingFLAVOR MODULATIONMaskersBlockersEnhancersBoostersWe develop customized modifier formulations to enhance sweetness, reduce salt,enrich umami, augment mouthfeel, block bitterness, or mask off-notes.AVAILABLE INOrganicClean-LabelNaturalGluten FreeCost ReductionVeganKosherRetail CompliantHalalNon-GMONatural & Artificial Blends 2021 T. Hasegawa. Source: Mintel.thasegawa.com 866.985.0502 info@thasegawa.com
consumer experience and interestcookie butter gin, mezcal peanut butter street fair - funnel cake, chocolate covered bacon, s'mores vanilla amaretto & black cherry irish cream & brownie rum & tres leches asian fruits lychee45% dragon fruit58% yuzu30% ube29% 21% increase in baklava as a menu item in the past .
