Key Flavour Drivers
Published 29 March 2022
The pandemic has accelerated already manifesting flavour trends. Wellness-signalling flavours’ (zesty, citrusy, bitter, sour, umami) popularity has soared, while a desire for reassurance, nostalgia and fun has galvanised the preference for sweet, warm, oleaginous and salty tastes. Meanwhile, evolving lifestyle, economic and environmental drivers are skewing taste perceptions around comfort cuisine, fast flavour exploration and frugal cookery.
Flavours That Signal Health
The Evolution of Comfort Food
Frugality Inspires Flavour Play
Consumers’ quest for sustained health and wellness is leading them towards functional, adaptogenic and immune-supportive food and drink. Fruity, citrusy flavours are poised for greater traction because of associations with freshness and vitality. Fresh produce is also more in demand, as shoppers pursue foods that “taste of health”. See Wellness Ingredients: 2022 Part 1 and Part 2.
Consumers’ quest for sustained health and wellness is leading them towards functional, adaptogenic and immune-supportive food and drink. Fruity, citrusy flavours are poised for greater traction because of associations with freshness and vitality. Fresh produce is also more in demand, as shoppers pursue foods that “taste of health”. See Wellness Ingredients: 2022 Part 1 and Part 2.
During the pandemic, consumers embraced familiar and nostalgic flavours to access pleasure, escapism and reassurance. However, the definition of comfort food is now evolving as consumers’ palates reflect the multicultural communities and influences that surround them. Furthermore, more comfortable/accessible styles of cooking are democratising flavour-filled meals.
As the economic outlook worsens for everyday households in 2022, home cooks will seek effective and affordable hacks to upgrade their culinary efforts. This means stretching and flexing ingredients in pantries, fridges and freezers, trying new things with trusted flavours and taking calculated risks with new ones. See also Future Food Values.
Key Flavour Drivers
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