Flavor Insights
The use of sweet & salty flavors such as Salted Caramel, Salted Maple and Salted Brown Butter threatens to overtake traditional fall favorites such as Cinnamon, Clove and Nutmeg.
The trend is clear. The irresistible combination of sweet and salty appeals to children and adults alike and stirs the same nostalgic feelings of the more traditional warm spices. This report highlights the trend and why sweet and salty flavors should be in your LTO offerings.
The Science of Cravings
Our brain is wired to seek out flavors that provide a sense of satisfaction and pleasure. Sweet and salty flavors hit the mark perfectly. The sweetness triggers a release of dopamine, the “feel-good” hormone, while the saltiness enhances the overall flavor profile, making each bite more enjoyable. This combination creates a complex sensory experience that is hard to resist.
These types of sweet & salty foods are lovingly referred to as “comfort foods” for this reason! As the weather gets colder, summer vacation plans come and go, and family gatherings become more frequent, comfort foods are the first thing most of us turn to.
While warm spices evoke memories of cozy holidays and family gatherings, sweet and salty flavors tap into a different kind of nostalgia. Think of the joy of eating salted maple candy at the outdoor ice skating rink or the simple pleasure of chocolate-covered pretzels at a holiday party. These flavors tend to remind us of fun, carefree moments, providing a sense of comfort and happiness that is especially appealing in the fall.
Sweet & Salty Versatility
Sweet and salty flavors offer incredible versatility in Food & Beverage products. From gourmet salted caramel desserts to innovative savory snacks with a hint of sweetness, this flavor profile is permeating the seasonal LTO market in exciting ways this year. The Salty Sweet flavor trend allows for creativity and innovation, making it a favorite among food enthusiasts.
Several key players in the industry- such as Krispy Kreme, Post Holdings, and J.M. Smucker Co.’s Hostess Brand- are using the Salty Sweet trend as a replacement for traditional spice-forward seasonal products this year. Since 2017, global salted caramel product introductions have increased by 78%, backed by consumer demand. A few new Salty Sweet products launched this Fall include:
- Honey Bunches of Oats Salted Caramel Cereal
- Hostess Maple Glazed Donettes
- Torani Salted Honey Butter Syrup
- Zevia Salted Caramel Better-For-You Soda
- Krispy Kreme Maple Buttercreme & Salted Caramel Cheesecake Doughnuts
- Starbucks Salted Brown Butter Topping
References:
https://foodinstitute.com/consumerinsights/3-fall-flavors-poised-to-surpass-pumpkin-spice-in-popularity/
https://www.mccormickfona.com/articles/2023/12/flavor-insight-report—salted-caramel
https://bakeryinfo.co.uk/ingredients-reports/flavour-trends-whats-hot-in-bakery-in-2024/689801.article
Flavor Insights
A 2024 survey of 2,000 American adults revealed that 58% of respondents reported that they would choose alternative Fall flavors over pumpkin spice, and 45% reported fatigue with pumpkin spice flavored food & beverage products. Have we finally hit the point of pumpkin spice overkill?
The top 3 ranked Fall flavors in a survey by Talker Research were revealed to be candy apple, cinnamon, and salted caramel. Although pumpkin spice still gets the honorable mention at spot #4, is apple the new pumpkin spice?
Apple Spice
Apple spice is the perfect way to hit 2 out of the 3 flavors deemed to be most sought after for the upcoming 2024 Fall season. The combination of a sweet, tart apple with the warm flavors of cinnamon, nutmeg, and cloves blends seamlessly to rival pumpkin spice.
Starbucks has introduced new apple-themed drinks like the Iced Apple Crisp Nondairy Cream Chai and the returning Apple Crisp Oatmilk Macchiato. These drinks bring a fresh twist to the traditionally pumpkin-spice-dominant fall flavor lineup. Cracker Barrel is also following suit to overcome the “pumpkin spice fatigue” with apple-based menu items such as their Granny Smith Apple Mimosa, Granny Smith Apple Tea, Signature Fried Apple French Toast Bake, & the Southern Apple Cobbler.
Other new food and beverage items that have been announced to launch this season include:
- Planter’s Apple Cider Donut Cashews
- My Mochi Apple Pie a la Mode Ice Cream
- Salt & Straw Black Currant Apple Cider Ice Cream
- Tim Horton’s Caramel Apple Latte
- HTeaO’s Dirty Chai Apple Crisp Tea
- Cinnaholic’s Apple Crisp Cinnamon Roll
- Jimmy John’s Caramel Apple Smoothie
Array of Apple
This year more than ever, new apple varieties are taking over. Not only does this peak consumer interest in the market, but apple innovation has also resulted in exciting new flavors and eating experiences. Apple growers are prioritizing varietal variety and flexibility for the 2024/2025 harvest season. The newest apple varieties include:
- Lemonade – Described as a yellow-skinned apple with a balanced sweet, tangy flavor profile.
- SnapDragon – As it’s name implies, this ultra crispy apple is described to be very sweet with vanilla and melon undertones.
- EverCrisp – Described as ultra-sweet with corn syrup, floral, and honey flavors.
Additionally, classic apple-based recipes are inspiring a new array of apple flavored food and beverage products. A survey conducted by Hormel identified that 46% of consumers are planning to purchase an autumn-flavored food or beverage item this Fall season. Of many choices given, “Apple Cider” was among the most popular. Experts predict that this will continue to drive consumer flavor preferences in favor of dynamic apple-inspired flavors over straightforward “apple”. A few apple-based flavor combinations we predict will trend this season include:
- Caramel Apple
- Cheddar Apple
- Apple Cider
- Cinnamon Roll Apple
- Peanut Butter Apple
References:
https://plasticcontainercity.com/blog/post/crave-the-autumn-wave-2024s-breakout-bakery-trends
Datassential Insider Fall Index, 2024 3 SNAP! Datassential, 2024
https://foodinstitute.com/consumerinsights/3-fall-flavors-poised-to-surpass-pumpkin-spice-in-popularity/#:~:text=The%20survey%20results%20revealed%20that%20three%20fall%20flavors,favoring%20salted%20caramel%20and%2036%25%20choosing%20candy%20apple.
https://talker.news/2024/08/12/is-pumpkin-spices-reign-over/
Flavor Insights
Traditional breakfast flavors are overflowing into desserts, snacks, and even beverages in 2024. Whether this is a result of consumers craving the nostalgia that comes along with waking up to the smell of pancakes and bacon as a child or the instant serotonin boost that comes with the first sip of coffee in the morning, we’ve noticed an increased amount of breakfast-flavored foods & beverages hitting the shelves this year!
Since these flavors have bled into almost every category of the Food & Beverage Industry, breakfast flavors have seemed to become normalized for breakfast, lunch, dinner, snacks, dessert… you name it. In fact, #breakfastfordinner has over 165M views on TikTok (and counting!) Stay ahead of the trend by incorporating a few of our premium breakfast-inspired flavors into your product today!
Revolutionizing Tradition
Leisurely making eggs, bacon, and pancakes while sipping coffee in the morning before work is no longer the norm. Busy lifestyles and demanding schedules have many of today’s consumers now looking for quick, healthy breakfast options that still deliver flavors that are reminiscent of a slow Sunday morning.
Ready-to-eat foods are the closest alternative to a traditional breakfast meal for working professionals.
Because of this, pre-packaged foods that still deliver flavors similar to breakfast classics have become increasingly popular this year. Healthier, better-for-you CPG products have gained traction in the market as consumers prioritize wellness while also craving their old breakfast habits:
- Cinnamon Roll Protein Bar
- Fruity Cereal Protein Shakes
- Glazed Donut Dairy-Free Coffee Creamer
- Maple Sea Salt Granola
- Caramel Macchiato Protein Powder
Breakfast, Made Indulgent
On top of disguising breakfast flavors in healthier, better-for-you snacks, they have also overflowed into decadent foods & beverages. Elevating breakfast flavors by throwing them into desserts & indulgent beverages has not only sparked a significant amount of consumer interest but also changed consumer perception on choosing comforting breakfast flavors at any time of day!
- Maple Bacon Ice Cream
- Cinnamon Roll Irish Cream
- Espresso Dark Chocolate Truffles
- Blueberry Donut Cookies
- Fruity Pebbles Jellybeans
Coffee Concerns
Coffee is a classic flavor often associated with breakfast. Today, coffee is featured in food & beverage products across multiple categories due to its range of complex flavor profiles. Some coffee beans offer a robust earthy, nutty flavor while others carry vibrant citrus notes. However, due to recent price increases for this commodity, manufacturers of coffee flavored products may need to consider supplementing real coffee beans with coffee type flavors to keep profit margins in check.
Coffee prices are higher than they have been since the 1970’s due to several compounding factors. These include a widespread Summer drought in Vietnam and Brazil, European policy changes, and increased demand for coffee in markets like China. Many coffee brands such as Folgers, Blue Bottle, Café Bustelo, and Pret A Manger have already implemented price increases this month as a result.
We’re here to help!
Reach out to your Jogue sales rep today to ask about our custom range of coffee extracts & flavors.
References:
https://finance.yahoo.com/news/cup-coffee-already-expensive-even-110014980.html
https://www.bakeryandsnacks.com/Article/2023/11/06/Defiant-consumer-choice-drives-flavour-and-colour-trends-in-2024
Company Insights, Flavor Insights
2 tornados, 3 Days, 20,000 attendees, 70+ represented countries, hundreds of exhibitors, and an infinite number of conversations later, our Jogue team left Chicago with a mind full of inspiration and a stomach full of innovative new product samples hitting the market this year.
Even though we were busy catching up with our customers at Booth #3602 while IFT FIRST was in full swing, we made it a priority to get to the venue early each day to explore and note observations on trends so we can help add the most value to our customers for the months ahead. Speaking with industry experts and observing themes in the types of products being displayed led us to come up with the following insights covered in this post. If you didn’t get to attend this year, we’re bringing the highlights of 2024 IFT FIRST to you!
Local Bakeries Going CPG
Thanks to the soaring success of packaged baked goods for companies like Mrs. Fields, Crumbl, and Nothing Bundt Cakes, local bakeries seem to be jumping on the train as well. Consumers are constantly looking for small businesses to support. In fact, 47% of small businesses reported having a significant number of new customers at the end of 2023 and that number is expected to increase1.!
Regional bakeries are boasting bold packaging, natural ingredients, and fun flavors that large companies may struggle to execute. These types of products are sure to intrigue the Gen Z demographic as they come to hold more purchasing power in the industry.
Low Sugar, Bold Spice
Sugar reduction was another umbrella theme we noticed on the IFT floor this year. From allulose innovations to monk fruit to stevia-based sweets, the low sugar movement was in full effect this year! However, we did notice that erythritol was less present in many sugar replacement products displayed- likely due to the recent 2023 research paper that linked this sweetener to an increased cardiovascular disease risk.
Our favorite low-sugar innovations were no-sugar-added, allulose-based ice cream inclusions and several protein bars and shakes formulated with allulose. 78% of U.S. consumers find the “Better for You” movement in the Food & Beverage Industry appealing4. . Therefore, we think it’s important to not only help make these products more widely available, but also more delicious by encouraging the use of natural flavors and pure extracts!
Bold, spicy flavors have also proved that they are here to stay this year based on the vast array of novel chili usages and processing techniques we observed on the exhibition floor! We wrote about this trend on January 1, 2024, predicting exactly what we saw. Various types of fermented chili pastes, freeze dried ground chili varieties, and interesting, sweet-and-spicy (“swicy”) flavor applications validated our early predictions on this flavor trend this year. A few of our favorite samples we picked up included chipotle infused almonds, falafel veggie bites with harissa aioli, and spicy red curry peanut popcorn.
Sustainability
Sustainable ingredients and processing methods are still at the top of consumers’ minds heading into next year. We were pleased to see that the demand for environmentally friendly food & beverage options was reflected at the IFT FIRST event in a big way!
After seeing the new Regenerative Organic Certified label multiple times across the exhibit hall, it was clear that this more stringent label will likely replace the traditional USDA Organic certification in the future. The Regenerative Organic Certified label uses the USDA Organic certification requirements as a baseline while also upholding strict standards for soil health, animal welfare, and social justice.
If you’re a tea drinker, you would have been as thrilled as we were to discover Westrock Coffee’s new Coffee Leaf Tea. Coffee leaves are typically discarded but contain as many antioxidants as green tea leaves! This new beverage features this upcycled ingredient to create a delicate, perfectly balanced tea. Although it was delicious in its raw form, elevating this beverage with peach, passionfruit, or blueberry flavor would take it to a whole new level!
Functional & Fiber
Finally, we would be remiss not to mention the 2 F’s: Functional and Fiber. These types of products made up a vast majority of the show this year. Ashwagandha has been on the rise for the past 5 years, but this food ingredient was around every corner of the exhibit hall this year. One of our Jogue sample beverages, the Strawberry Guava Splash with Lemon Balm & Ashwagandha, even featured it! Other functional ingredients we observed included chaga, lion’s mane, & freeze-dried superfood powders.
Novel types of fiber seemed to be a huge trend at the 2024 IFT FIRST event as well. Following the gut health movement, consumer demand for high-fiber foods has grown significantly in recent years. A recent Mintel report found that 86% of consumers seek convenient, high fiber foods and beverages4. . Enhanced technology around incorporating fiber seamlessly into CPG products is a promising new frontier for the “Better for You” movement mentioned earlier. A few standouts in this category include a waffle made with bamboo fiber, cereal made with various types of pulse flours, and sugar-free chocolate coated puffed chickpea bites.
Come See Us Next Year!
We already have our booth reserved for 2025 IFT FIRST in Chicago! Make sure to come to our full-service team of flavor experts for your next custom, made-to-order flavor solution.
Can’t wait that long?
Contact us through the “Contact Us” form on our website OR email sales@jogue.com today!
References:
1. https://fitsmallbusiness.com/small-business-statistics/
2. https://www.foodnavigator-usa.com/Article/2024/01/02/2024-trends-to-watch-from-functional-foods-and-clean-label-to-value-hunting-and-increased-use-of-ai-to-drive-promotions-and-efficiencies
3. https://www.foodbeverageinsider.com/fiber/fiber-maintains-popularity-through-the-years
Flavor Insights
July Trend Report
Sweet, toasty, musky, floral, earthy, caramelly, smoky: common adjectives used as an attempt to capture the essence of vanilla. Vanilla is anything but boring, which is likely why it’s continued to reign at the very top of almost everybody’s list of favorite flavors. Because of its complexity, diversity, and long-time use in the Food and Beverage Industry, vanilla is sure to remain a prominent flavor trend for years to come!
Vanilla won’t be going anywhere anytime soon, so it’s important that your next vanilla flavored product stands out among the rest. Our flavor experts at Jogue have come together to bring you a true masterclass in vanilla so you can be informed about what to look for in a vanilla extract or flavor.
Source Matters
Vanillin is the main flavor component in vanilla bean pods, but there are over 250 other compounds that contribute to its overall flavor. The identity of these other molecules depends on the type of soil and climate that vanilla is grown in. This is why vanilla is often proudly labeled with the region it came from (i.e. Madagascar Vanilla). Therefore, it’s important to be informed of where your vanilla is sourced from so you can achieve the desired flavor profile:
- Madagascar Vanilla: 80% of the world’s supply of vanilla comes from Madagascar. Since this commodity is not native to Madagascar, vanilla grown in this region is pollinated by hand by farmers. Madagascar vanilla is prized for harboring a luscious, sweet flavor profile due to the tropical climate and soil biodiversity. These 2 factors make Madagascar vanilla premium in both price and quality!
- Indonesian Vanilla: Indonesian vanilla, especially from Papua New Guinea, has a higher vanillin content than other varieties. Gourmet Indonesian vanilla beans are highly sought after by chefs that seek their unique woody/smokey notes.
- Mexican Vanilla: Vanilla is native to Mexico and still pollinated naturally despite modern innovation. Vanilla pods are processed traditionally as well by being allowed to dry and ferment in the sun for 20 days. The long fermentation process leads to complex flavor development. Due to the dry, hot Mexican climate, Mexican vanilla is described to have notes of a toasted, dry chili type flavor.
- Indian Vanilla: Vanilla from India is especially delicate and botanical in flavor. Due to the less complex soil present in this region, Indian vanilla beans have a less nuanced flavor profile compared to other varieties.
At Jogue, we source our vanilla from Madagascar and Indonesia to ensure our customers that they are receiving the most premium vanilla products available on the market. While pure vanilla extracts are our specialty, we also offer one-of-a-kind vanilla flavors to perfectly suit any food or beverage product. Our full line of sustainable vanilla products include:
- Fair Trade Pure Madagascar Vanilla Extract
- Fair Trade Pure Indonesian Vanilla Extract
- Fair Trade Organic Pure Vanilla Extract
- Natural Vanilla Flavors
- Natural Vanilla WONFs
- N&A Vanilla Flavors
- Artificial Vanilla Flavors (Economical Category III)
Sustainability
Only 21% of vanilla products on the market are certified Organic or Fair trade. At Jogue, we believe that sustainable farming matters. We exclusively source our vanilla beans from small farms associated with the Sustainable Vanilla Initiative (SVI). The SVI is a voluntary industry initiative, which aims to promote the long-term stable supply of high-quality, natural vanilla, that is produced in a socially, environmentally and economically sustainable way.
Jogue makes a substantial contribution annually to support sustainability efforts of the SVI and other non-profit organizations. Our contribution supports the livelihood of vanilla farmers and works to make progress in improving the governance, traceability, labor rights associated with this commodity.
Extract vs. Flavor
Our team of flavor experts are committed to helping you find the best vanilla product for any application. While the world of vanilla can seem overwhelming at first, most products on the market can be classified as an “extract” or “flavor”.
All extracts are flavors, but not all flavors are extracts. Extracts are set apart in the flavor universe due to the process by which they are created. Vanilla extract, by definition, must be at least 35% alcohol with a minimum of 100 grams of vanilla beans per liter. An extract is obtained by soaking the natural raw material- in this case, vanilla- in an alcohol solution. Vanillin and most of the other flavor compounds in vanilla beans are soluble in alcohol, and leak into the solution. Over time, the alcohol solution becomes the rich, flavorful liquid we know as vanilla extract.
In contrast, a Flavor is created by manually inoculating a solution of either alcohol, propylene glycol, or glycerin with the isolated flavor components to mimic the flavor of a true extract. While this is a much faster, cheaper process, much of the nuance and complexity of the raw vanilla bean can be lost by not extracting the flavor components directly from the material slowly over time. Additionally, we have yet to identify most of the other 250 flavor molecules in vanilla that contribute to the overall flavor of vanillin. This makes it difficult for even the most experienced flavor chemists to match a flavor to a pure extract perfectly.
Trending Vanilla Applications
- Gooey Butter Cake: An iconic St. Louis dessert that combines yellow cake with a cream cheese-butter mixture. Sprinkled with powdered sugar and served in small slices, it has a delightful texture and taste. The classic gooey butter cake recipe relies on a rich, premium vanilla extract to elevate its simple ingredient list.
- Paletas de Leche: Global desserts are trending this vibrant frozen treat is no exception! These Mexican ice pops are made of flavored juice & cream, often with fruit chunks, encased on a stick. Vanilla adds a sweet, creamy nuance to the cream-based versions.
- Over-the-Top Oversized Cookies: Thanks to Levain Bakery, Costco, Crumbl, and Insomnia, more is more when it comes to crazy mega-cookies. New cookie flavor concepts weekly with the intent to be the next social media trend. A complex, premium vanilla extract can make or break any cookie flavor, whether its traditional chocolate chip, maple bacon, or red velvet.
- Basque Cheesecake: A modern twist on French-style cheesecake, characterized by its deeply browned, shatteringly crisp top. The custard-like center combined with the crunchy crust creates a unique and delicious dessert. A premium pure vanilla extract is key to making this dessert unforgettable.
Resources:
authenticproducts.eu
https://www.idhsustainabletrade.com/sustainable-vanilla-initiative-svi/
https://agriospice.com/a-guide-to-8-different-vanilla-bean-varieties-and-their-flavor-profiles/#west-indian-vanilla
FDA CFA section 169.175 subpart B
Flavor Insights
Bold & Bright
The beginning of a new season always comes with a sense of excitement. Is it still appropriate to blame summertime giddiness associated with June on that feeling of freedom on the last day of school? Nostalgia for childhood flavors and foods has been a noticeable theme the past few months in the Food and Beverage industry.
However, we anticipate the nostalgic feelings of freedom and endless childhood energy to be translated into experimental flavors this year. Bring on the sunshine, family vacations, loud flavors, and exotic fruits!
Bold Pairings
Snack food flavors have been extra bold heading into Summer 2024. A few of these “shock flavors” include Hidden Valley Ranch Ice Cream by Van Leeuwen, pink lemonade-flavored Kit Kats by Hershey, Sour Patch Kids Oreos, and Rooty Tooty Fresh n’ Fruity potato chips (designed to taste like strawberry-topped pancakes with a hint of bacon) by Lay’s & IHOP3. The “Bold & Bright” flavor trend likely piggybacks off the noticeable increase in experimental purchasing behavior among consumers. According to GlobalData’s TrendSights framework, food received the most revenue from trend investment while non-alcoholic beverages showed the highest growth4. Therefore, the Food & Beverage Industry especially should capitalize on these consumer insights with bold flavor pairings!
Bold flavor pairings are an innovative way to draw attention to your brand, drive consumer interest, and ultimately remind people of how great their old favorite flavors are to purchase after the shock flavor’s virality begins to fizzle out.
Heating Up
Interest in bold, spicy flavors is expected to continue to increase this summer. Data from the National Association of Convenience Retailers shows that spicy is the top flavor in the salty snacks category. In 2021, 66% of consumers surveyed expressed a preference for spicy and bold flavors, compared to only 25% in 2020. Millennials and Gen Z show the strongest preference for new tastes, with 45% indicating a preference for snacks with spicy flavors2.
Especially during warm summer months, spicy flavors are best paired with familiar sweet flavors- such as strawberry, mango, or pineapple. The popularity of botana sauces and chili oils is also on the rise in recent months, featuring specialty pepper varieties that bring in their own unique inherent flavor profile1.
A few of our favorite spicy flavors include:
- Watermelon Habanero
- Chili Mango
- Guajillo Chili
- Jalapeno Lime
- Smokey Chipotle
Going Global
Food products that feature exotic, global flavors are expected to boom this summer! With the widespread use of social media and increase in experimental purchasing patterns among consumers, the globalization of ideas, flavors, and trends is becoming the new normal. According to the Specialty Food Association (SFA) Trendspotter Panel, Asian and African flavor profiles will be the most sought-after in the Food & Beverage Industry for the coming months5. Both Asian and African flavors tend to feature full-bodied, satisfyingly rich notes of umami with obscure regional ingredients.
Additionally, exotic fruit flavors are also expected to trend for the Summer season. Dragon fruit has piqued the interest of nearly six in ten shoppers, while guava has caught the attention of five in ten. More obscure flavors like ube, tamarind, and guanabana are also on consumers’ radar. Latinx shoppers in particular show a strong interest in tropical fruit flavors. For example, 46% of Latinx shoppers are intrigued by tamarind, and 31% have direct interest in guanabana6.
- Guava Strawberry
- Yuzu
- Lychee
- Pandan
- Gochujang
References
1. https://hospitalityinsights.ehl.edu/food-and-beverage-industry-trends#:~:text=The%20top%20food%20and%20beverage%20trends%20revealed%201,or%20ODWs%208%20Alternative%20caffeine%20boost%20More%20items
2. https://www.foodbusinessnews.net/articles/19904-slideshow-spicy-sensations-abound-in-recent-innovations
3. https://www.yahoo.com/lifestyle/sour-patch-kids-oreos-peeps-040529614.html?
4. https://www.globaldata.com/store/report/consumer-novel-and-experimental-trend-analysis/
5. https://www.grandecig.com/blog/top-food-beverage-industry-trends
6. https://advantagesolutions.net/news/summer-2024-flavor-trends-tropical-and-swicy/
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