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Flavour Trends 2021/22

At Einar Willumsen we keep up with emerging trends as we develop new, innovative flavours.

The year 2020 has turned out to be a profound disruption to our daily lives and we will see significant changes to our new normal for years to come.


Functional Plus

One of the most important trends now is functional foods and drinks with active ingredients. It is no longer enough to avoid unhealthy products. Consumers look for products that can improve their health and help them avoid illness. We have had time and motivation to educate ourselves about active ingredients that benefit our health, especially our immune system.
Ingredients like ginger, citrus, turmeric are trending as well as products with added vitamins that promise to strengthen our immune defenses. We expect to see these flavours to gain more popularity even without ingredients themselves because flavours are associated with a healthier choice in our minds. We also expect continuous demand for natural, clean and green ingredients.

Among the effects of the pandemic is an awareness of our overall health condition and especially obesity and its effect on our hearts, lungs and overall condition. We have seen a spike in weight-loss solutions – from radical lifestyle change programs, to tweaking regular products into a better version of themselves and massive product innovation in apps and online solutions.
We create flavours for functional products and make sure they perform well. We have experience and expertise with solution that work with artificial sweeteners, different types of proteins and can mask flavours of active ingredients.

Functional Plus

One of the most important trends now is functional foods and drinks with active ingredients. It is no longer enough to avoid unhealthy products. Consumers look for products that can improve their health and help them avoid illness. We have had time and motivation to educate ourselves about active ingredients that benefit our health, especially our immune system.
Ingredients like ginger, citrus, turmeric are trending as well as products with added vitamins that promise to strengthen our immune defenses. We expect to see these flavours to gain more popularity even without ingredients themselves because flavours are associated with a healthier choice in our minds. We also expect continuous demand for natural, clean and green ingredients.

Among the effects of the pandemic is an awareness of our overall health condition and especially obesity and its effect on our hearts, lungs and overall condition. We have seen a spike in weight-loss solutions – from radical lifestyle change programs, to tweaking regular products into a better version of themselves and massive product innovation in apps and online solutions.
We create flavours for functional products and make sure they perform well. We have experience and expertise with solution that work with artificial sweeteners, different types of proteins and can mask flavours of active ingredients.

Nostalgia & Retro

During uncertain times we long to go back to the past – the good old days, where things were simple. The concept of home has been evolving during the lockdown. Our home is our base, a source of security and comfort. It is also limiting and a restrictive to be confined within our four walls. In order to cope with staying at home, many of us has turned to old recipes and flavours that remind us of our childhood.

There is a strong connection in our brain between flavours, fragrances and our memory. That is why nostalgic and retro flavours are especially popular in a recession or crisis. Old-fashioned dishes and cooking techniques started to rise in popularity already before the pandemic due to consumer interest in authenticity and craftmanship. This trend got reinforced when consumers got a lot more time at home to cook and bake from scratch.
The nostalgia trend is a countertrend to modern health-focused and experience-driven trends. It is about our own regional and seasonal dishes instead of exotic dishes from other countries. It is about simplicity and full flavours instead of complicated diets and newest superfoods. At Einar Willumsen we create nostalgic flavours and flavour combinations reminiscent of lemonades, cocktails, cakes and desserts.

AdventureExperiens_211813116

Adventure & Experience

People crave adventure and look for new experiences to provide a sense of excitement to everyday routines. We are used to accessible and affordable travel options. We are also used to a variety of dining options. These consumer needs are still relevant even though travel and dining opportunities came to a standstill for a time being. Our taste for adventure relies on flavours we can enjoy at home.

Typical adventurous flavours remind us of vacations and exotic places, for example tropical fruits, spices and dishes. Cocktail flavours like Pina Colada or Margarita are trending among adventure seeking consumers.
To introduce an exotic flavour to conservative consumers we explore combinations of local and exotic flavours together. For instance, orange flavour mixed with yuzu creates a pleasant citrus combination.

Consumers get attracted to new, daring combinations and creative applications. We expect many entrepreneurial ideas for new products in the years to come. Often inspiration comes from attempts to reduce waste and create more sustainable products, like one entrepreneur that found a way to make energy drinks from coffee leaves. The drive to discover new ingredients in our backyard is strong as many explore forgotten local plants to capitalize on sustainable, local and green trends.

Adventure & Experience

People crave adventure and look for new experiences to provide a sense of excitement to everyday routines. We are used to accessible and affordable travel options. We are also used to a variety of dining options. These consumer needs are still relevant even though travel and dining opportunities came to a standstill for a time being. Our taste for adventure relies on flavours we can enjoy at home.

Typical adventurous flavours remind us of vacations and exotic places, for example tropical fruits, spices and dishes. Cocktail flavours like Pina Colada or Margarita are trending among adventure seeking consumers.
To introduce an exotic flavour to conservative consumers we explore combinations of local and exotic flavours together. For instance, orange flavour mixed with yuzu creates a pleasant citrus combination.

Consumers get attracted to new, daring combinations and creative applications. We expect many entrepreneurial ideas for new products in the years to come. Often inspiration comes from attempts to reduce waste and create more sustainable products, like one entrepreneur that found a way to make energy drinks from coffee leaves. The drive to discover new ingredients in our backyard is strong as many explore forgotten local plants to capitalize on sustainable, local and green trends.

AdventureExperiens_211813116

Comfort & Indulgence

Like nostalgic moods, comfort food and indulgent flavours are popular during difficult times. They provide simple and affordable pleasures that help us feel better – we know the power of comfort food whenever we soothe ourselves through a personal crisis. Many have experienced reduced incomes and gone through significant lack of entertainment options. We have seen that consumption of indulgent products like candy, chocolate, soda and savory snacks have grown.

Comfort flavours include our favorite foods like pizza, pasta and burgers, which are typically rich in carbohydrates. There are also plenty of indulgent breakfast options that have recently gained popularity -bread rolls, croissants, pancakes and pastries. The rise of home baking has shown that we turn to our favorite carbs for comfort. We expect the baking phenomena to continue as many consumers have gotten confident with their new skills, invested in baking equipment and created their own rituals around it.
Another interpretation of comfort and indulgence is holidays flavours. Our mind already associates holidays with treating ourselves and having our good traditional foods together with our loved ones. We have seen holiday seasons start early in 2020 and last longer. We expect consumers to continue to pay extra attention to holiday flavours, especially in form of holiday-themed and seasonal limited-edition products.

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.

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