Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Top 2021 flavour trends: mashups and new sensory experiences

Hybrid flavour innovation is increasingly being used to deliver new sensory experiences for progressively adventurous consumers, offering food and beverages that can broaden the dimensions of indulgence.

As a result, Flavour Mashups has emerged as the first of Innova Market Insights’ Top Ten Flavour Trends for 2021.

Other important trends include the updating and reimagining of traditional and regional flavours, interest in immune-boosting options, the shift of food service favourites into the home and the ongoing popularity of citrus.

Innova Market Insights’ top five flavour trends for 2021 are:

1. Flavour Mashups
Innovation in hybrid flavours is gathering pace as consumers favour food and beverages that broaden the dimensions of indulgence. According to the Innova Flavour Survey 2021, one in three consumers globally agreed that interesting/exotic combinations influenced their flavour choices in food and beverages.

Innovations can feature in areas such as cross-category mashups, hybrids within beverages and sweet and savory combinations.

2. Modern Nostalgia
While global trends get a local makeover, regional stalwarts are also being brought into modern relevance, and flavours 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 flavours appear particularly important since one in three consumers globally say that they would choose orchard flavours when wanting to boost their immunity.

Blends of fruity flavours with exotic and indulgent ingredients are typically used to promote immune benefits.

4. New Omnichannel Eating
Food service is proving significant as a channel for flavour innovations. Consumers can now directly access many specialty flavours that were previously only accessible via food service.

Thirty-one percent of consumers globally say that they get flavour inspiration from restaurants, cafes, canteens, food stalls, etc, increasingly bringing restaurant-style dining experiences into their own homes.

5. Citrus Flavours Reign
Citrus flavours pair well with the fast-growing use of immune health positionings and other well-being related claims.

The top reason for consumers choosing citrus flavours is for refreshment (44%), but immunity boosting is close behind with 40%. Different citrus flavours 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 flavour trends identified by Innova Market Insights are:
6. Sophisticated Brown Flavours
7. Travelling Through My Food
8. Spice Up Plant Flavours
9. Flavourful Fermentation
10. Age of the Influencer

Innova Market Insights will be holding a webinar to present its Top Ten Flavour Trends 2021 on 12 May 2021 at 4pm SA time.