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1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. World flavour trends Presented by David Jago Director of Innovation &

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Presentation on theme: "1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. World flavour trends Presented by David Jago Director of Innovation &"— Presentation transcript:

1 1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. World flavour trends Presented by David Jago Director of Innovation & Insight, Mintel International

2 2 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Who we are

3 3 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. First: The fallacy of global flavour trends The names may be the same, but tastes themselves are often quite different Allowance for cultural variations Is there opportunity to ensure flavours are authentic? Bifurcation of products – Mainstream products with adjusted flavour profiles – Niche and imported products with more authentic tastes

4 4 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Today’s presentation What’s a trend, and what’s a fad What’s the difference between established flavours and emerging flavours Tracking the development of established flavours Using that format to understand emerging flavour trends What’s ahead for flavours?

5 5 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. How to spot trends Trendwatching is both an art and a science: Science: – Growth in new product introductions – Beginnings of sales activity – Interest by consumers – Mentions in the press Art: – “Gut feeling” cannot be discounted – Ability to make a leap of faith

6 6 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. What’s a fad? What’s a trend? A trend: Shows slow, steady growth over time Expands categories Expands countries Uses a common language Easy to adopt Possesses an “a-ha” factor

7 7 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. What’s a fad? What’s a trend? A fad: Appears quickly, grows quickly Appears in a limited categories Expands into few additional countries Explanations confusing or contradictory Difficult for consumers to adopt Possesses an “a-ha” factor

8 8 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Wholegrain and low carb—spot the fad Low carb introductions and wholegrain introductions, global, Source: Mintel GNPD Low Carb

9 9 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Trend vs. fad—regional distribution tells the story Wholegrain introductions, by region, Source: Mintel GNPD Low carb introductions, by region,

10 10 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Identifying flavour trends Three main types: – Established flavours—the ones we all know – Growth flavours – Emerging flavours

11 11 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Growth flavours vs. emerging flavours Growth flavours tend to support existing trends Growth flavours are fairly well established and have had large increases (over 50%) in the past three years, across several categories and regions Launch numbers are significant, but still fairly small overall Source: Mintel GNPD

12 12 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Growth flavours vs. emerging flavours Emerging flavours may help create new trends Emerging flavours include ones that have shown some increase in introductions in the past three years The number of introductions is small, but we note flavours moving beyond their region of origin Source: Mintel GNPD

13 13 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. What makes a flavour “hot”? Familiarity breeds.... Familiarity – flavour blends combine new with old – Restaurant menus offer “safe” exposure Flavours that carry other benefits – Halo benefits spill over from nonfood – Inherent health benefits in specific flavours

14 14 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Sweet flavours for consideration A look at an established flavour: Dark chocolate Giving a new name to an existing flavour: Dulce de leche Influence from nonfood: Lavender Regional flavours on the move: – Cactus – Hawthorn – Kumquat

15 15 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Dulce de leche What it is Caramel flavour with its roots in Latin America Why it’s important Impact of Latin American cuisine in the US Brings a more exotic name to a very familiar flavour, allows for more upscale offerings Where it’s going Expansion outside of North America into Europe Watch menus, where the flavour appears in savoury applications

16 16 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Lavender What it is Ubiquitous garden herb, personal and home care scent Why it’s important Exotic, upscale flavour profile Familiar flavour that translates to many categories Where it’s going Expansion from premium chocolates and drinks into more mainstream offerings

17 17 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Cactus What it is Cactus used as a flavour, rather than agave syrup used as a sweetener Why it’s important Latin American influence Where it’s going Translates from everyday food in Latin America to more unusual formulations in other countries

18 18 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Hawthorn What it is Tree, whose dried fruit is used mainly in Asia Why it’s important Use has already moved from Asia into parts of Latin America Where it’s going New taste experience, unusual ingredient

19 19 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Kumquat What it is One of the more exotic members of the citrus family Why it’s important Provides additional diversity to citrus offerings Where it’s going Seen in limited quantities in many countries, often blended with other citrus fruits

20 20 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Flavour focus: Dark chocolate Chocolate in all forms well established globally; expansion into dark chocolate driven by two factors: indulgent taste and good health Expansion from chocolate confectionery introductions into wide range of additional categories, including some more traditionally savoury categories Dark chocolate becomes more specific (e.g. 71%) Ties in with consumer dual needs for self-indulgence and self-control

21 21 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Dark chocolate confectionery continues to rise Dark chocolate in chocolate confectionery products, global, Source: Mintel GNPD

22 22 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Dark chocolate surges in Dark chocolate in all other categories, global, Source: Mintel GNPD

23 23 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Dark chocolate on US restaurant menus Olive Garden: Dark Chocolate Mousse Cake Source: Mintel Menu Insights Types of chocolate mentioned on US restaurant menus,

24 24 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Where next for dark chocolate? More specificity – Of percent cacao – Of location More information – Of provenance – Of flavour notes – Of health benefits Recession proof?

25 25 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Savoury flavours Spicy flavours and regionality: – Chimichurri – Peri peri Seasonings moving into new categories: – Fennel – Worcestershire sauce

26 26 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Chimichurri What it is Seasoning from Argentina, comprised of parsley, olive oil, paprika, garlic Why it’s important Argentinean and Brazilian food increasing in popularity in North America and Europe Where it’s going Flavour profile has potential to extend into new categories

27 27 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Peri peri What it is Hot seasoning originally from Mozambique; appears mostly in South Africa and Australia Why it’s important Unique name and flavour profile can appeal to many consumers Where it’s going Movement out of Africa into Europe and North America

28 28 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Fennel What it is Pantry staple, used mostly in savoury dishes Why it’s important Familiar to many consumers from home meal prep Where it’s going Expansion into new types of categories (e.g. confectionery)

29 29 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Worcestershire sauce What it is That brown sauce in everyone’s cupboard Why it’s important Savoury, “umami” flavour profile makes it suitable for many applications Where it’s going More appearance in categories outside of sauces, in a broader range of countries

30 30 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. What next for flavour trends? Look outside your country for ideas on the next new flavour – Sauces, seasonings, and meals for unique spice blends – Unique fruits and vegetables – New applications for existing flavours Look across categories for flavours that can translate from sweet to savoury or savoury to sweet Don’t be afraid to experiment—consumers like trying new things

31 insight + impact Please contact: David Jago +44 (0)


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