“Flavor Mashups” has emerged as the first of Innova Market Insights’ Top Ten Flavor Trends for 2021. Hybrid flavor innovation is increasingly being used to deliver new sensory experiences as consumers become progressively adventurous, notes the market researcher.

Other important trends include updating and reimagining traditional and regional flavors, interest in F&B for immunity, the shift of foodservice favorites into the home and the ongoing popularity of citrus. 

Gearing up for a webinar to present this year’s Top Ten Flavor Trends on May 12, 2021, Innova Market Insights unveils the five most significant trends in F&B flavors.  

1. Flavor Mashups
Innovation in hybrid flavors is gathering pace as consumers favor food and beverages that broaden the dimensions of indulgence. According to a 2021 Innova Flavor Survey, one in three consumers globally agreed that interesting/exotic combinations influence their flavor choices in food and beverages. Innovations can feature in areas such as cross-category mashups, hybrids within beverages or sweet and savory combinations.

Hybrid combinations were spotlighted in Innova Market Insight’s 2020 overarching Top Ten Trends with “Hello Hybrids.” 

2. Modern Nostalgia
While global trends get a local makeover, regional stalwarts are also being brought into modern relevance, and flavors are being reimagined with the use of exotic ingredients in familiar products. One in two consumers globally say that they put more trust into a new brand if it collaborates with one that they already know (Innova Consumer Survey 2020). This trend is reflected in the rise in modern twists on existing products, playing off familiar tastes with cross-category innovation.

3. In Tune with Immune       
Immunity and health are top of mind for consumers, and ongoing anxiety over COVID-19 will continue to be a key focus for 2021. Immunity-boosting ingredients will play a significant role in the coming year. Fruity flavors appear particularly important since one in three consumers globally say that they would choose orchard flavors when wanting to boost their immunity. Blends of fruity flavors with exotic and indulgent ingredients are typically used to promote immune benefits.

4. New Omnichannel Eating
Foodservice is proving significant as a channel for flavor innovations. Consumers can now directly access many specialty flavors that were previously only accessible via food service. Thirty-one percent of consumers globally say that they get flavor inspiration from establishments such as restaurants, cafés, canteens and food stalls. Consumers are increasingly bringing restaurant-style dining experiences into their own homes. 

5. Citrus Flavors Reign
Citrus flavors pair well with the fast-growing use of immune health positionings and other well-being claims. The top reason for consumers choosing citrus flavors is for refreshment (44 percent), but immunity boosting is close behind with 40 percent. Different citrus flavors are also coming to the fore, with clementine the fastest-growing citrus variant for food and beverage launches over the 2016 to 2020 period.         

The other top flavor trends identified by Innova Market Insights are: 

6. Sophisticated Brown Flavors
7. Travelling Through My Food
8. Spice Up Plant Flavors                    
9. Flavorful Fermentation
10. Age of the Influencer

Propelling flavor innovation
New technologies are assisting companies in flavor development. 

Givaudan recently unveiled its Aroma Kiosk, which can be placed in shopping malls or other high-traffic areas to collect consumer insights. 

Scientists have also recently identified specific compounds in cocoa, which contribute to off-flavors and have established maximum concentration levels. 

Last October, Firmenich revealed the “world’s first” AI-created flavor. It was a lightly grilled beef taste for plant-based meat alternatives