Flavours: Tools Not Just Tastes

More than just taste

Flavour is far more than just a way to alter taste. Specific flavour types can also serve a variety of marketing roles, helping to position products, to target specific demographics and to add excitement or value to finished foods and drinks.

Different regions deliver on volume or innovation

Although emerging markets are forecast to drive overall volume growth in flavours, it is the developed markets that offer the best prospects for innovation and New Product Development.

Consolidating industry creates flavour giants

Ongoing consolidation in the international flavours industry has created several flavour giants with the financial wherewithal to continue driving advances.

Different contributions to health and wellness

Flavour is often used to enhance a health and wellness positioning. This can be done by giving a more natural or organic positioning, by supporting the specific health benefits and by adjusting taste to help incorporate functional ingredients.

Targeting customers through flavour

Flavour is also used to help direct products to the right customers. It can increase appeal to specific consumer groups (eg age, ethnicities and genders), target specific seasons or occasions, or improve authenticity for more discerning customers.

The taste experience

The taste experience is another key factor in flavour choice. Specific flavours can help add a more premium image to a product, increase the fun or novelty factor, add a sense of nostalgia or deliver a feeling of escapism.

Contrasting themes to satisfy all demands

Different consumers seek different things from their flavour choices, so there are some clear contrasts in the key themes, e.g. local vs exotic. However, in some cases, these contrasts can start to merge, e.g. permissible (healthy) indulgence.

Naturals: both a threat and opportunity

Natural flavours are in significant demand, while growing use of flavouring foodstuffs in place of flavour compounds could also pose a threat in the future.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment