16 Aug 2024
In the fast-evolving world of food, both large-scale manufacturers and artisanal producers face the constant challenge of keeping up with shifting consumer preferences. That's why, at Taste Tomorrow, we conduct thorough, always-on analyses to provide ongoing support and inspiration to the food industry through invaluable consumer insights.
In this article, we're excited to showcase three flavour profiles that epitomize the current hypes and are poised to ignite innovation.
1. Premiumisation by elevated flavours
Classic flavours are being reimagined with high-end alternatives
Consumers are on a constant quest for extraordinary taste experiences, so we spot a shift where well-known flavours such as the classic ‘coffee’ and humble ‘orange’ make way for more distinct options such as ‘Espresso Arabica’ or ‘calamansi’, a citrus fruit from the Philippines. These sophisticated flavour options unite the contradictory longing for both unique tastes and trusted options people know and love.
The shift from traditional flavour profiles towards gourmet options may stem from a desire to signal you’re a foodie with a highly developed palate. It’s more exciting and cool to snack on a yuzu cookie than a traditional lemon biscuit, hence the premiumization of flavours we see happening right now. Classic options are replaced by similar, but more high-end alternatives. Think of:
- Pistachio - Sicilian pistachios
- Vanilla - Madagascar vanilla
- Ham and cheese - oak-smoked honey ham & emmentaler
- Almond - Amaretto
- Mint - Moroccan mint
- Tomato - balsamic roasted cherry tomatoes
- Lemon - Amalfi Coast lemons
Small-batch producer Dandelion Chocolate gives their chocolate bars an air of luxury, exclusivity and mystique by promoting their single-origin bars in a similar manner as wines. In a limited-edition set of bars, they’ve fermented the cacao beans with a distinctive spice. The ‘Kokoa Kamili, Tanzania, 2023 Harvest, Batch 1’ beans were given a cinnamon fermentation, which leads to tasting notes such as Devonshire cream, pear and vanilla according to the chocolate brand. Doesn’t that sound like a whole different ball game than a simple bar of cinnamon chocolate?
2. The power of unexpected creative collaborations
A fiery fusion of comfort and excitement
Today, 65% of consumers worldwide want to try combinations of tastes that are unusual at first. Swicy – the combination of sweet and spicy – perfectly hits that spot. Using spicy or heat-inducing ingredients in traditionally sweet creations, such as cakes, sauces, drinks, pastry and chocolate, is definitely out of the ordinary. Or at least it used to be.
Particularly in Canada, India, Indonesia, the US and the UK, consumers adore the use of spices and fiery condiments in sweet applications, according to our Taste Tomorrow data. Spiciness offers an element of excitement and novelty to traditional comforting flavours, such as chocolate, strawberry or vanilla. And because spiciness isn’t a taste, but a sensorial experience, it brings a slight burn or tingling sensation to the table too.
New sweet and spicy foods are often inspired by peppers or hot spice blends from world cuisines. Think of Korean gochugaru paste, Mexican Tajin seasoning, Indonesian sambal oelek or Chinese crispy chili oil. Besides spice, those flavourings add flair and adventure to baked goods, pastry and chocolate.
The habanero chocolate mochi from Mochidoki isa perfect example of how the unlikely pairing of sweet and spicy flavours from around the world brings excitement, novelty and thrills. The chewy, stuffed Japanese rice snack mochi gets a surprising kick from Mexican habanero, one of the hottest peppers around. The rich and complex cocoa taste harmonizes extremely well with the spicy pepper and the fiery taste contrasts nicely with the soft mochi texture, for those who dare to try…
3. Alcoholic drinks inspired creations
A toast to boozy flavour innovation
Want your products to stand out in a crowded market? Opt for exciting drinks-inspired creations. From sambuca and espresso cannoli to champagne chocolate bars and a Guinness cake, using alcoholic drinks offers complexity to your creations, as well as some decadence.
Specific alcoholic drinks that are having a moment right now, are bourbon, mezcal, sambuca, sherry wine, champagne and cocktails such as espresso martini, moscow mule and mojito. The liquors give any treat a bit of edge. Not just because a chocolate whiskey cake simply isn’t suitable for kids, but also because of the depth of flavour. Mezcal – tequila’s bolder brother – brings smokey notes to a chocolate bar and sambuca combines the punch of the alcohol with a surprising licorice-like anise taste.
So go ahead and infuse your creations with some boozy flair! Just remember, when it comes to indulging, moderation is key. We want consumers to eat responsibly and savor treats, not hangovers.
Bang Bang Bakehouse specializes in rum cake, which they give a contemporary makeover through for instance a cocktail twist. Think of the coquito rum cake, which tastes like the South American coconut rum cocktail, topped with toasted pecan crumbles. The creators of the rum cakes find that life should be celebrated more often, and what better way to do that than by snacking on a cocktail-flavoured treat? That’s why they sell the treats in individual jars: so consumers don’t have to wait for a special occasion to enjoy their rumfetti or espresso martini rum cake.
About Taste Tomorrow
Taste Tomorrow is the world’s largest ecosystem for consumer understanding in the bakery, patisserie and chocolate industries. Always-on tracking of local and global consumer behaviors, attitudes and choices provides valuable, in-depth insights for bakers, patissiers, chocolatiers, food retailers and manufacturers alike. We can use these insights to track the evolution of trends and reveal new ones. Discover more about our methodology.
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