"It was important that this year’s selection comprise wonderful, unique flavors, but also clearly reflect the real consumer shift we’ve seen. Our Firmenich Human Insights Covid surveys have revealed that people are looking for more than just great taste from their food and beverages during these times; they’re placing new-found importance on nutrition and wellbeing. This inspired us to choose two exciting flavors which can enhance both.”
Flavor of the Year Firmenich Innovation Insights
Firmenich’s own Flavor Knowledge Portal, built in in partnership with Mintel GNPD, transforms and leverages over a decade’s worth of data across millions of records on launched products to uncover patterns and trends around food and beverage innovation activity. From this tool, we see that even before Covid, food and beverage companies have been placing larger bets on these two super ingredients:
Yuzu, while clearly more niche in most markets (~1/10th the popularity of ginger in terms of today’s innovation worldwide launches), is accelerating rapidly in its innovation rate and in social media representation, particularly recently. In fact, Yuzu has more than doubled in its use in innovations over the past 5 years. Today, this super-fruit is most commonly seen in Beverage and Confection applications, particularly in Asia. However, lately it is showing up across categories, particularly in Savory meal roles, where it adds excitement and differentiation.