1 Comfort flavor
Comfort comes in many forms, and as an attribute of food, it can range from immersing consumers in familiar flavours to total indulgence. In recent years, consumers have been in great demand for the comfort attributes of food. Long-term high-intensity stress and environmental uncertainty have led more people to turn to comfort food with familiar flavors and food that relaxes people through flavor. As consumers around the world continue to be affected by the pandemic-related stress, consumers are predicted to seek out their favorite classic flavors in 2022 for a sense of nostalgia and comfort. According to a new Mintel report, 71% of U.S. consumers like food that reminds them of the past, and classic flavors can play a big role here.
In this regard, a number of food and beverage companies have proposed “comfortable nostalgic flavors” that may be popular in 2022. Popular flavors in 2022 include fresh strawberry, chocolate fudge, marshmallow, vanilla ice cream, sour raspberry, and orange cream popsicles, according to Brooke Rosenthal, product strategy manager for flavors at Glanbia. Alexandre Massumoto, a marketing expert at Synergy Flavors, said that common flavors like vanilla will also continue to be popular in 2022, as 2022 transitions to a new phase of the epidemic. With economic experts predicting inflation and rising product prices in the global economy, brands need to prioritize offering consumers familiar core product lines and flavors, and vanilla ticks all the boxes. Consumers are familiar with and love vanilla flavors, and the vanilla flavor supply chain is well established to deliver great taste and clean labels within the consumer’s ideal budget.
Sweets are still the main core of comfort flavors. In its 2022 Flavor Trends report, Comax Flavors said, “Consumers have not given up on comfort food and snacks, with two-thirds of Americans saying they have eaten more comfort food since the pandemic began, while ice cream, sweet treats like donuts and cupcakes bring nostalgia and comfort. Comax Flavors has developed a new line of Sweet Decadence flavors, including butter donuts, salted caramel brownies, and vanilla mochi. Gold Coast Ingredients believes cookie cream will become more popular in 2022, mint cookie cream, coffee cookie cream, red velvet cookie cream, caramel cookie cream, etc. ADM believes that sweet and salty flavors will be popular, including Mint mocha, caramel apple, smoked cream, etc., cheddar cheese and dill pickles, etc., can also be comforting. These flavors will “evoke memories of favorite foods”, but will be “reimagined in new forms”.
Comfort flavors can also be combined with seasonal flavors. One of the trends highlighted by Flavorchem in its 2022 popular flavor forecast is “new seasonal twists.” Seasonal flavors are often associated with comfort, indulgence, and recall, combining classic seasonal flavors like maple, pumpkin, cinnamon, and watermelon with sweet treats to provide consumers with a familiar and novel eating experience. At its core, the combination of nostalgia and freshness takes well-known and loved classic flavors and elevates them in unique ways. These flavors excite consumers while still offering a certain comfort, providing a sense of safe adventure. Creative examples include Chili & Chocolate, Brown Butter & Caramel, Bourbon Vanilla, Blood Orange, Marshmallow & Grape, Brandy & Banana, Sea Salt & Creme Brulee.
Flavors with the novel, indulgent and health benefits will drive consumption in 2022, and consumers are looking for new flavors to combine with familiar ones, resulting in surprising new combinations, noted Soumya Nair, Director of Global Consumer Research and Insights at Kerry. Such as milk chocolate with chili or tahini.
2 Global taste
Some people seek the familiar, while others crave new experiences. Faced with new lockdowns and limited travel destinations, consumers are eager to break away from the norm — even if it’s through food and drink alternatives to taste the globe at home.
SynergyFlavors noted: “The pandemic has led consumers to explore how to recreate their favorite food and beverage experiences at home. Consumers’ love for world cuisine and new flavors will drive a new wave of adventurous flavors. From Asia and Latin, Kerry noted that American flavors will make a comeback in emerging food and beverages. International flavors expected to be popular in 2022 include yuzu, hibiscus, tiramisu, and Speculoos (a type of biscuit popular in Europe). Inspired by the Mediterranean and Latin American flavors, emerging exotic flavors such as bergamot, green plum, banana toffee pie, hojicha, sansho, habanero, and poblano peppers will become increasingly popular in the new year. FlavorSum predicts that flavors such as grapefruit, Sriracha sweet chili sauce, and mashed purple potato are becoming more mainstream.
Flavorchem pointed out that the fastest-growing categories of international flavors currently come from sauces, sauces, appetizers, and beverages. In 2022, “indulgent global flavors” are expected to continue into other categories, such as snacks and baked goods. Popular flavors include Dragon Fruit, Elote (Mexican Baked Corn), Chili Sauce (Korean Chili Sauce), Horcata (Spanish Drink), Sriracha Sweet Chili Sauce and Mustard, with flavors from Asia, Central America, and the Middle East set to be popular .
3 Healthy flavors
During the pandemic, there is a strong demand for healthy flavors. Emerging flavors like saffron, sage and cardamom are emerging, according to Kerry’s 2022 Global Flavor Trends Guide. And, immune support is a key selling point in food and beverages today, and we’ll continue to see flavors that come from nature and are associated with boosting immunity. Both FlavorSum and Flavorchem believe that flavor can play a role here as consumers take their health more seriously than ever due to COVID-19. An increase in immune-related flavors is expected, such as citrus flavors that provide natural vitamin C and antioxidants. Flavorchem expects citrus flavors such as blood orange, seasoned mandarin, kumquat, lime, mandarin and grapefruit to perform well.
Döehler GmbH also sees a growing trend in citrus. Fruits such as oranges, lemons, and limes are particularly suitable for flavored bottled water (expected to grow at a global CAGR of 4.1% to 2025) and energy drinks (expected to grow at a global CAGR of 5.1% to 2025). Citrus varieties are also becoming more complex. Flavorchem noted that exotic citrus flavors such as grapefruit, blood orange, and kumquat will take on a more distinctive flavor profile in the coming year. In addition, mixed lemon flavors will also be welcome, such as kiwi lemon, blueberry lemon, and guava lemon. Gold Coast Ingredients points out that pineapple is another popular fruit flavor. The pineapple flavor is trending in 2021, especially in the nutraceutical industry. In 2022, pineapple is expected to incorporate other elements, including popular flavors such as pineapple ice cream, pineapple guava, pineapple passion fruit, pineapple mango, and pineapple orange. Lemon Cheesecake is another noteworthy citrus flavor that has made its way into protein powders and nutrition bars, gaining popularity for its tartness and indulgent flavor.
Mental health is also an important health priority for many people. These consumers may turn to relax botanical and floral scents such as lavender, chamomile, and jasmine. Gut health is also a trend, and as consumer interest in digestive health ingredients such as probiotics, prebiotics and postbiotics grows, so will their interest in flavors that pair well with these ingredients. ADM and Glanbia point out that ginger will be the dominant flavor this year, with its versatility to add its spiciness and heat to many applications such as classic cocktails, energy drinks, and baked goods, as well as its association with supporting gut health or immune function The products go well together. Plus, gut-healthy fermented food flavors like kombucha and kefir will grow.
4 Natural and sustainable
In addition to their health, consumers also consider environmental health when choosing food, beverages, and flavors. More sustainable plant-based ingredients are on the rise, and these flavors are often considered to have a healthy halo and spark interest in nature. Such flavors include herbal, woody, floral, fungal, and more. A quarter of U.S. consumers say they eat more “earthy” foods, such as naturally bitter plants like mushrooms and rosemary, compared to last year. Flavorchem believes mushrooms will be a popular flavor in 2022, especially Cordyceps, Hericium, Maitake, Reishi, and Shiitake.
5 Without adding
Another aspect of healthy eating is cutting down on unhealthy ingredients, including excess sugar and alcohol. Döehler believes that with the popularity of non-alcoholic beverages, hops and malt flavors are expected to see good growth in these products. Gin, bitter orange, whiskey, absinthe, and rum flavors are also popular. Flavorchem’s 2022 flavor trend forecast also mentions an increase in bolder non-alcoholic beverage flavors, including cucumber & mojito, lemon & lime, mango & lychee, passion fruit & hibiscus, pineapple colada, cactus, and red grape pomelo.
Consumers also want to reduce sugar without sacrificing taste. More than 46 countries around the world have implemented sugar taxes, with 87% of consumers trying to reduce their sugar intake. The sugar content of beverages has been decreasing in recent years, which means consumers want less sweet products. Reduced sugar and less sweet flavors are also a big trend in 2022. In this field, natural sweeteners – stevia, mangosteen, dates, honey, and coconut flavors that provide sweetness will also become trends.
6 Spicy additions
According to Mintel, products with spicy flavors have grown in popularity over the past few years. From 2017 to 2020, the number of spicy flavored products launched in the U.S. increased by 16.5%. This trend will continue, but with an added sweetness to balance the eating experience.
Sensient has highlighted a little-known but promising flavor: Yaji. It’s a Nigerian sauce with a nutty, spicy, smoky flavor, infused with onions and garlic. This flavor has room to grow as a flavor or seasoning for snacks, meats, vegetables, etc. It’s easy to use in all salty foods and offers an adventure for those looking to try something new, unique, and exciting elements.
7 Summary
Overall, consumers crave the pleasure, comfort, and support of healthier, natural products in 2022. Flavor elements of botanical, floral, and herbal are on the rise, and consumers will continue to seek out innovative, exciting, and adventurous flavors.
