The Future of European Flavor Is Exotic

Research by the Plant-Ex Research and Marketing Teams identified the upcoming flavor the UK and EU market should see in the next 3-5 years. The consumer preference shifts heavily towards far away flavors, such as exotic fruit, ethnic specialties, and rare ingredients.

The report says that the trends that consumers are following have been heavily impacted by the global pandemic, with a drive for healthier ingredients and a nod towards innovations. The lockdowns resulting in people staying home has driven consumers to try new flavors while keeping the home comforts as a safety net.

The research was based upon consumers’ current favorites, supermarket best-sellers, historical data and what consumers want to see next.

In the sweet flavors category, the report expects tastes to shift from the current favorites – salted caramel, mango, spring and summer fruit, hazelnut, butter, vanilla, and mint – towards more exotic favors – yuzu, guava, matcha, tonka bean, starfruit, along with rediscovered classics such as elderflower, jasmine, honey and blood orange.

In the savory flavors category, the market is dominated by ginger, cheddar, mozzarella, salmon, various meats and roots, as well as hummus. For the future, the report predicts a heavier accent on umami flavors: feta, gouda, beurre noisette, mushroom, herbs, taro, burger, smoke, olive, black garlic, harissa, tuna, and molasses.

Carbonated beverages are expected to move from the classical aromas of today – citrus, peach, mint, dark chocolate – to the more unusual cucumber, toffee, white chocolate, peanut, violet and maple.

Last but not least, hot and cold drinks will move from the current green tea, lemon, jasmine, earl grey, chocolate, vanilla, and arabica flavors to newer rose, hibiscus, gingerbread, orange blossom and Aztec flavors.