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Flavour trends 20/21 - Einar Willumsen

Einar Willumsen

Einar Willumsen

Trend report // Share on:

Flavour trends of 2020/21

At Einar Willumsen we have been looking at what matters most to consumers in 2020/21.

We have studied five different consumer types and looked at the trendy flavourings that will drive innovation in the food and beverage sector in 2020/21. Enjoy reading about the trend we are seeing for 2020/21 below this trend wheel.

Save the world

We can see that our behavior, when it comes to consumption and ‘use and throw away’ is slowly but radically changing. Today the consumers re-define values by looking at products from a new perspective: How does it affect me and the world when buying a certain product?

People are looking for sustainable solutions that can support them in changing their way of life. This is all an expression for a larger concern for Mother Nature and, basically, our own survival. We are contemplating what kind of world we are leaving our children.

This also means, that the market for high-end and premium products is rising as they stand for higher quality and sustainability.

We see increased re-cycling of by-products that were previously thrown away, as well as more plantbased food and beverages such as nuts, seeds, beans and mushrooms. Old cooking techniques are re-established to save the season’s greenery.

The tastes could be: Orange, blackberry, ginger, lemon, bourbon flavour and pairings like basil- apple- honey and Cranberry-maple-bourbon…

Save the world

We can see that our behavior, when it comes to consumption and ‘use and throw away’ is slowly but radically changing. Today the consumers re-define values by looking at products from a new perspective: How does it affect me and the world when buying a certain product?

People are looking for sustainable solutions that can support them in changing their way of life. This is all an expression for a larger concern for Mother Nature and, basically, our own survival. We are contemplating what kind of world we are leaving our children.

This also means, that the market for high-end and premium products is rising as they stand for higher quality and sustainability.

We see increased re-cycling of by-products that were previously thrown away, as well as more plantbased food and beverages such as nuts, seeds, beans and mushrooms. Old cooking techniques are re-established to save the season’s greenery.

Healthy body

The big buzzwords are Health, Wellness, Mindfulness, Body and Soul.

We seek to nourish and treat our body well in order to be able to keep up an active life as a senior. We have seen an increasing trend in personalising products, especially in the food and beverage business.

Above all, we see this in connection with the growing demand for functional food and personal nutrition, aimed at the individuals’ needs and wishes.

We look for ingredients with a functional effect i.e. anti-aging, collagen, vitamins added, minerals or other nutrients. Some consumers are purposefully seeking functional products, while other consumers are trying to avoid them.

We also see a trend where food and drink containing natural ingredients, are increasingly in demand. Consumers want natural ingredients, but at the same time, we also see consumers who prefer sweeteners in order to avoid sugar. The need for low to none content of sugar and/or salt, remains a desire.

The tastes could be: Cinnamon, ginger, carrot, coconut, fig, fennel, cranberry, lemon…

Healthy soul

We also seek mental health. In addition to the healthy trend, individualizing its products to the individual becomes an increasing trend – and especially noticeable in the food and beverage industry.

Mood Food
Consumers are interested in the benefits that diet and food can provide, in addition to the purely functional aspects, and the synergies that exist between our current mood and the food best suited to deal with it.

Ingredients, such as helping our memory, have a positive impact on motivation and mood or ingredients that help us sleep better. Ingredients that can be beneficial to our cognitive functions such as memory, or having a positive influence on motivation and mood or ingredients that help us sleep better. Sleep disorders are actually becoming the new widespread ‘disease’. We are realizing just how important sleep is to our brains.

We will see things that meet our emotional needs and go far beyond detoxing or gluten-free considerations. Flavours like canopy, lemon balm, peppermint, hops, scallions, chamomile flower and rose petals.

The tastes could be: Chamomile, orange blossom, apple, ginger, mint, hibiscus, tea flavours, blueberry…

Healthy soul

We also seek mental health. In addition to the healthy trend, individualizing its products to the individual becomes an increasing trend – and especially noticeable in the food and beverage industry.

Mood Food
Consumers are interested in the benefits that diet and food can provide, in addition to the purely functional aspects, and the synergies that exist between our current mood and the food best suited to deal with it.

Ingredients, such as helping our memory, have a positive impact on motivation and mood or ingredients that help us sleep better. Ingredients that can be beneficial to our cognitive functions such as memory, or having a positive influence on motivation and mood or ingredients that help us sleep better. Sleep disorders are actually becoming the new widespread ‘disease’. We are realizing just how important sleep is to our brains.

We will see things that meet our emotional needs and go far beyond detoxing or gluten-free considerations. Flavours like canopy, lemon balm, peppermint, hops, scallions, chamomile flower and rose petals.

The 4th meal

We are increasingly driven by new ways of working. Working hours are becoming more flexible, we are working online and without physical presence or in different teams at different times. At the same time, more and more people are living by themselves.

These changes in society and in working life also lead to a change in eating habits. Instead of consuming the main three meals a day, we now live in an age of snacking: mini meals replace traditional breakfast, lunch and dinner. Beverages, i.e. full-bodied smoothies and/or yogurt drinks, are also becoming increasingly important and are included or replaced as meals.

We are aware and conscious of living healthy, and we require high standard when it comes to the ingredients in our snacks.

The tastes could be: Coconut, hazelnuts, almond, vanilla, yoghurts, cranberry, cloves…

 

Fairytale Experience

In 2020, we see a trend rising on SoMe – brightly colored and styled pictures. Visually beautiful content stored in a beautiful lavish cake or dessert in an explosion of delicious colors. It’s all about pampering yourself with the endless world of creativity. Dare to stand out from the crowd and show the outside world what kind of small pieces of art you can create that also tastes adventurous.

We do still eat to spoil ourselves. We tend to think that after a long day, we deserve something sweet or savory with unexpected textures and flavours.

This is where our curiosity kicks in and we are inspired by different cultures, products and ingredients in order to experience new structures and flavours in food and beverages.

We prefer lots of brilliant colours that present itself in the best way possible on SoMe. Here we are not concerned about ‘too much’ sugar or calories, it is all about enjoyment and pleasure.

The tastes could be: Caramel, toffee, mocha, vanilla, banana, Butter, salted caramel, mint, orange, passionfruit, peach…

Fairytale Experience

In 2020, we see a trend rising on SoMe – brightly colored and styled pictures. Visually beautiful content stored in a beautiful lavish cake or dessert in an explosion of delicious colors. It’s all about pampering yourself with the endless world of creativity. Dare to stand out from the crowd and show the outside world what kind of small pieces of art you can create that also tastes adventurous.

We do still eat to spoil ourselves. We tend to think that after a long day, we deserve something sweet or savory with unexpected textures and flavours.

This is where our curiosity kicks in and we are inspired by different cultures, products and ingredients in order to experience new structures and flavours in food and beverages.

We prefer lots of brilliant colours that present itself in the best way possible on SoMe. Here we are not concerned about ‘too much’ sugar or calories, it is all about enjoyment and pleasure.

Get in touch and learn more about the taste trends

The team at Einar Willumsen are well equiped to identify then react to the latest trends with both global and local focus to ensure multiple category growth for our customers.  Get in touch to see how we can help you.

Thanks for reaching out. We will get back to you ASAP!