How Are Flavor Trends Driving Food Product Development?
By Sam Lewis
Food manufacturers’ product development teams are constantly in search of the next big flavor. In their research, they look to global sources of inspiration for adaptation to the U.S. market. Here, Debie Blair, Food Scientist, North American Product Development at Mondelez International, answers my questions about current trending flavors from around the globe and shares some key factors food manufacturers should consider before investing in new flavors and products.
Food Online: What are some of the popular flavor trends you are seeing across the globe? What are the catalysts of those trends?
Blair: Actually, a major catalyst of trends in the U.S. is global flavors such as ginger, green tea, and curry, as well as tropical concepts such as avocado, mango, and coconut. American consumers are becoming increasingly intrigued by globally inspired concepts as world travel is on the rise and continuous cultural immersion occurs (true to America’s nickname as a Melting Pot). In addition, the millennial generation plays a huge part in emerging trends, with their never-ending desire to explore new things and test boundaries. Flavors that were once limited to main dishes, for example, are now making their way into baked goods and desserts as innovative, yet still desirable, products.
Food Online: How are you obtaining the data on those trends? What is the process of using that data to create products that consumers will want to purchase?
Blair: Gathering data on these trends requires compilation through multiple sources. We spend a great amount of time looking for inspiration from anywhere and everywhere, including restaurant and bakery tours, television shows, art work, and social media. As a team, we work together to brainstorm additional ideas, building off of what we may have gathered through investigation on our own. Finding the trend is the easy part; turning the flavor trend into a full concept that fits your product and audience can become tricky.
Two of the most important things to understand when developing a new product for sale are audience and product limitations. Your target audience is integral in helping you decide your top options after complete brainstorming: dwindle down your ideas based on the likes and desires of your target audience. In addition, production capabilities can help narrow down your options for launch. Depending on the available equipment in your production facility, options for final concept delivery on product may be limited (e.g. topical seasonings may require additional equipment if not previously utilized).
Food Online: What are some key factors a food manufacturer should consider before investing in the creation of a new product or flavor?
Blair: Right off the bat I’m thinking difficulty. Everything is possible, but what all is required to make it happen? The manufacturer should scope the time to properly develop the product and the resources required to complete the project successfully. Is the length of time, amount of people, and total resources spent worth it?
Additionally, they should understand the appeal (broad or niche), launch location (national or regional), permanency (limited edition or permanent item), production location, any unique equipment required, and if any new suppliers will be involved for unique ingredients. Overall, these steps will help you evaluate not only the difficulty of the project but also the potential volumes of the product itself. All of these factors combined will allow for a proper assessment prior to a full investment.