Novel and exotic flavours will continue to spice up what's on the shelves and in the shops
FLAVORS have advanced in many ways. It's no longer basic chocolate or plain vanilla. Now, it's the combination of white chocolate with cranberries or Tahitian vanilla with honey. Consumer palates have become more sophisticated resulting in transforming flavour blending to become more advanced and consumer centric. Neither the industry nor the consumers, however, seem to be quite satisfied with the existing range of flavours. The search of novel and exotic flavours seems to be a perpetual one. Emotions are playing a vital role in flavour choices. Not only good taste can determine flavour preference, but also the mood the consumer wants to feel or to emphasise. There is an emotional component to flavours, and flavour preference may be all about the consumer's frame of mind. Marketers are trying to link the flavours into emotions like curry for thrilling, chocolate for pleasure, truffles for luxury, and more. Appealing to the flavour demands of the consumer is a challenge that exists in the present scenario. Majority of the flavour companies are taking efforts towards better understanding their consumers. The manufacturers have realised that understanding consumer preference is the key to success in the market. Consequently majority of the companies are extensively engaged in doing their own internal research, surveys and consumer panels. They do a lot of flavour tracking from trade shows and exhibitions. Also they get specialised customer requests for creating new flavour blends. They do track the flavours currently selling in the market place and combine all of these with their long-term experience to predict future market and flavour trends. Flavour trends that appeal to consumers Consumers are increasingly adventurous in their flavour preferences and involved in more flavour experiences. This has resulted in the success of the following trends. Exotic flavours. Exotic and unusual combinations of flavours are creating waves in the market and this is one of the major trends in the market for this year. This trend is driven by customer willingness to try new and unique combinations of flavours. It's a challenging task for the flavour companies to understand their preferences and give them the right flavours at right time. McCormick, the global seasonings and flavour company, provides annual forecasts. Their previous "Flavour Pairings" have included exotic combinations such as Wasabi & Maple, and Lychee and Lemongrass. This year's exotic pairings include Thai Basil & Watermelon and Chives & Fish Sauce.
Ethnic flavours. Ethnic foods trend is slowly entering the GCC market, especially in the types of sauces, condiments and dressings as well in the snacks that are found in the shelves of supermarkets and hypermarkets. The region's hospitality industry is still another source of influence in bringing ethnic foods to greater popularity. Under this category, Indian and other Asian ethnic foods are leading the way, but a new flavour-pairing trend from McCormick, Creole Mustard & Shellfish, should also appeal to palates in the region. Creole mustard, popular in New Orleans, is coarse, stone-ground mustard with a piquant and vibrant flavour. Modern consumers have also started buying more ethical or socially responsible grocery items. This trend is likely to boost the innovation of many ethnic flavours in the market. Health and wellness. In general, the population in the Middle East has a longer life expectancy. For the middle-aged segment, this creates a huge opportunity for the health and wellness based food products as consumers in their 40s and 50s are motivated to stay healthy in order to maintain their quality of life. Traditional flavours are managing to retain their position based on the comfo
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