Food Business News - January 5, 2021 - 24

INGREDIENT TRENDS

Post-pandemic

Consumer interest
expected to shift from
comfort to excitement

W

hen the clock struck midnight
on New Year's Eve, many may
have sung " Auld Lang Syne " a
bit more emphatically than in years past.
The yearning to put 2020 behind and
return to some form of normalcy is widely
felt. That aspiration has many food and
beverage product developers cautiously
approaching flavor innovation in the year
ahead, because consumers have been finding comfort in classic and nostalgic flavors
during the pandemic.
But there's also the opinion that many
consumers are eager to get on with life. They
are craving excitement, and flavor houses
believe this may be achieved through global
tastes and adventurous mashups.
Many flavor forecasts are in circulation,
some more relevant for certain products
than others. Market researchers assist with
guiding innovators in the right direction.
" Consumers may be eager to try the
faddish flavor of the day - like dill pickle
a few years back - to just say they have
tried it and feel like they are part of the
on-trend crowd, " said Kara Nielsen, director-food and drink for WGSN, a global
trend forecasting company headquartered
in London. " Treats, such as ice cream,
seasonal candy and sweet snacks, are a
good place for more experimental flavors
because the purchase price is low and the
eating experience is about fun. "
Limited-edition products also are
a lower-risk approach to experimenting
with flavor innovation. Chicago-based
Mondelez International knows this well.
Since releasing the Birthday Cake Oreo in
24

Food Business News

©DOLPHY_TV - STOCK.ADOBE.COM

FLAVOR
TRENDS
2012 to celebrate the brand's 100th anniversary, Oreo has introduced 65 flavors,
some exclusive to specific international
regions. Peanut butter, mint and red velvet
are some of the recurring limited-edition
flavors in the United States. There also has
been single-time offerings, such as root
beer float and blueberry pie.
Now Oreo is taking a different approach and getting ready to launch its Lady
Gaga variety that focuses on comfortable
flavors and visible excitement. The brand
collaborated with the pop superstar to
release limited-edition cookies inspired
by her new album. But during these
uncertain times, the brand decided to play

development, the company has cleaned up
ingredient labels and is offering more varied pack sizes for many of its meat snacks.
Larger formats are for those following
a low-carb lifestyle, while smaller sizes
satisfy savory cravings any time of day.
Savory cravings may be satisfied
with some new flavors that complement
the comfort and nostalgia trend. Slim
Jim, for example, now comes in a Sonic
Chili Cheese Coney flavor that tastes like
the fast-food chain's like-named hot dog.
Conagra also decided to bring the comforts
of macaroni and cheese and bacon together in new David Roasted and Salted Bacon
Mac & Cheese Jumbo Sunflower Seeds.

What's next?
Conagra Brands is delivering comfort flavors
in snacks with its David
Roasted and Salted
Bacon Mac & Cheese
Jumbo Sunflower
Seeds.
CONAGRA BRANDS

around with color and not flavor. The Lady
Gaga Oreos are pink-colored cookies with
green filling and taste like vanilla.
" Foods recognized as staples or
offering comfort - for many, that's the
Oreo - may be best this coming year, " Ms.
Nielsen said.
That may be true for many snacks in
2021, as working from home and remote
learning continue to be the norm for
much of the country, fueling the nibblingall-day-long trend. Conagra Brands Inc.,
Chicago, has made snack innovation the
focus of its agenda this year. But rather
than being highly adventurous in flavor

Tried and true flavors will continue
to thrive as the country recovers from the
pandemic. But, once recovered, consumers
likely will be in the mood to celebrate and
experiment. Food and beverage will be a
focal point of festivities and consumers
likely will want to move on from the tastes
that remind them of these uncertain times.
" Manufacturers are always looking
for the next big thing to put them ahead of
the competition, so most are looking for
these inspirational (flavor forecast) lists to
help them discover what's next, " said Roger
Lane, senior marketing manager, Sensient
Flavors, Hoffman Estates, Ill. " We look
across the entire consumer landscape to understand what trends are driving consumer
behavior, and then provide inspirational
flavors to represent those trend drivers. "
Keera Perumbala, marketing manager
at Sensient Flavors, said, " A world that is
perpetually going through changes makes
us all lean on the past for comfort, and for
most of us, childhood favorite foods and
flavors trigger nostalgia. Biologically, our
January 5, 2021



Food Business News - January 5, 2021

Table of Contents for the Digital Edition of Food Business News - January 5, 2021

Food Business News - January 5, 2021 - 1
Food Business News - January 5, 2021 - 1
Food Business News - January 5, 2021 - 2
Food Business News - January 5, 2021 - 3
Food Business News - January 5, 2021 - 4
Food Business News - January 5, 2021 - 5
Food Business News - January 5, 2021 - 6
Food Business News - January 5, 2021 - 7
Food Business News - January 5, 2021 - 8
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Food Business News - January 5, 2021 - 13
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