![]() ![]() “As the world continues to feel the stress-related impacts of COVID-19, we predict consumers will look to their favorite, classic flavors for a feeling of nostalgia and comfort. Says Zhou: “Extended periods of heightened stress and uncertainty have more people turning to comfort foods with familiar flavors as well as products that cue relaxation through signaling flavors.”ĭerek Holthaus, director of innovation and solutions, FlavorSum LLC (Kalamazoo, MI), agrees. These days, the need for comfort is great. For some, it means surrounding oneself with the familiar for others, it’s full-on indulgence. Each category has its own flavor profile and delivers a unique value consumer are seeking.”Ĭomfort comes in many forms. Tapping into all areas of life, we see flavor being an avenue to health, comfort, nostalgia, adventure, and luxury. “The flavors of 2022 will inevitably be influenced by the pandemic and the unpredictable world around us. Jennifer Clancy, customer experience marketing leader at IFF (New York City), agrees. “People are increasingly connecting what they eat to how they feel, and many are taking a proactive approach to their holistic health and wellness.” Also, she adds, “Because self-care is innately individual, we see a variety of subtrends coming into focus as certain flavor profiles rise to the top.” “One of the leading themes shaping food and beverage trends for the coming year is consumers’ desire to nourish their whole selves,” declares Jennifer Zhou, senior director of product marketing, North America, ADM (Chicago). These days, many consumers are overwhelmingly driven by a desire to feel healthy. 2 These feelings will continue driving our choices with force in 2022, strengthening macro-trends that have been developing for years. 1 The same goes for sweets that comfort us during crisis. If you’ve found yourself more often than not stressed and reaching for a salty snack, you are not alone. In the meantime, we’re seeking things that make us feel better-food included. The gamut of emotions we’ve experienced these past two pandemic years-anxiety, sadness, and more-continues as COVID-19 lingers.
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