Each “it” generation gets its fair share of attention from marketers — spanning industries from automobile and technology to clothing and food & beverage. The current demographic holding the reins of purchasing power is the “Millennial generation.”
Leading brands across the globe are vying for the attention and purchasing power of those younger consumers. Thanks to the internet and social media, today’s consumers, especially Millennials (those between the ages of 18 to 33) have access to a virtual smorgasbord of cuisines and culinary ideas.
“Global digital access has led to a consumer quest for new, bolder flavors in everything from what’s in their ice cream cone all the way to what’s served at the dinner table,” says Lauren Williams, who leads the charge for the development of Sensient Flavors’ annual flavor trend predictions, Trends to Taste.
“Some of the bold flavor trends we have been noticing across all dayparts are tangy and bitter flavors,” she says. “The ethnic Korean dish kimchi is one example. The fermented, salted cabbage can be found in many supermarkets, as well as on restaurant menus. Putting it on burgers as a meat substitute, adding it to pasta or enhancing a dessert with it is no longer deemed exotic.”
Savory in Motion
At the annual Institute of Food Technologists meeting and food exposition this summer in Chicago, Sensient Flavors presented its annual Trends to Taste predictions with the theme “Savory in Motion.” Deemed a “micro-trend” by Sensient’s consumer insight specialists, Savory in Motion showcased how consumers increasingly seek ways to personalize their experiences to express themselves.
“’Category-blurring’ flavors, such as savory twists on traditionally sweet applications — African blue basil water, panna cotta ice cream with a salted satsuma cookie, Moroccan chicken with an orange- and olive-flavored sauce — built interest and excitement among attendees at IFT,” Williams says. “We invited attendees to ‘choose their own adventure.’ It was an invitation embraced wholeheartedly across demographics not only at the show, but also in the consumer market at large as part of a communitarian movement.”