The Latest Food and Flavour Trends During COVID-19


The global natural flavours and fragrances industry were estimated at $28.19 billion in 2019. Evem it is anticipated to boost at a CAGR of 4.7 per cent from 2021 to 2027, reaching $35.91 billion by 2027. (2021, Allied Market Research). Food flavour essence accounts for around 56 per cent of the global market, while fragrances account for the remaining 44 per cent.

Sweet (Bakery, Confectionery and Dairy), Savoury (Savoury, Convenience and Ready to Eat, Snacks, Meats), Beverages (Carbonated Drinks, Sports Drinks, Alcoholic Drinks, RTD Tea and Coffee), Oral Care/Pharmaceuticals (Toothpaste/Mouthwash, Vitamin Formula, Sports Nutrition) and Others (Animal Feed, Infant Nutrition, Pet Food and Tobacco) are some of the flavour categories by food and beverage flavours manufacturers in India.

Consumers are always hunting for food and beverages that can meet their shifting demands due to the COVID-19 pandemic. Consumers are yearning for excitement due to staying at home, lockdowns and limited travel; thus, new experiential and robust flavours in food and beverages are chosen. Numerous flavour and fragrance companies have anticipated various food and flavour trends that overlap across different flavour categories such as Globally Inspired Flavours, Spices & Fusion Flavours, Comfort & Indulgent Flavours, Natural, Botanical & Herbal Flavours, E-Commerce, Clean Labels, Functional Foods & Drinks, Sustainability and, most importantly, Health & Wellness.

Globally Inspired Natural Flavours

Because the pandemic has led to limited travel. Some consumers seek food and beverages that offer excitement and cultural exploration, much as they would if they were travelling. Flavours with heightened sensory appeal in terms of spicy food, warmth, chilling and tingling are trying to make their way into famous food products as people seek unique experiences from the comfort/safety of their own homes.

In 2020-2021, customers cooked more than ever before, but they lost out on more sophisticated and complex meals. There is a trend toward healthier cuisine prepared with fresher ingredients, including more vegan and vegetarian options. Different flavour notes, such as roasted, caramelised and smoked, are being experimented with by consumers.

Because of the pandemic, globally-inspired flavours will become more popular.

Comfort and Indulgent Flavours

Consumers continue to prefer nostalgic, soothing flavours. To cope with the pressure/stress of the pandemic and economic challenges, consumers are craving comforting, nostalgic and sumptuous foods/beverages. Many customers have become foodies or in-house cooks as a result of the COVID-19 outbreak.

In times of adversity and uncertainty, consumers seek out familiar brands and flavours that provide a sense of security. Consumers are making foods at home as a result of the work-from-home culture. Consumers wish to return to a more normal/better time in the past. Hence, they seek out new and enhanced flavours.

Spice and Fusion Flavours

Spice consumption is on the rise as more people cook at home and experiment with new styles of fusion cooking that have distinct flavours. Consumers want a superior taste and the opportunity to experiment with and try new ethnic foods. Consumers are willing to try a new meal if it has a distinct flavour or ingredient. They enjoy trying new flavours, spices and seasonings.

Ginger is the hottest spice flavour right now. Spices take on a more exclusive, leading role in new product introductions, often coupled with familiar evergreen flavours.

The rise of novel and unusual flavours that allow consumers to tailor their meals as they like is one significant trend driving product innovation. Food and beverage flavours manufacturers in India also seek to preserve convenience and adaptability in their creation.

Natural/ Botanical/Herbal Flavours

Botanical flavours with health advantages are expected to grow in popularity. Herbal flavours and spices such as Ginger, Cinnamon and Turmeric are increasing in popularity worldwide and are essential in driving health-focused Ready-to-Drink (RTD) developments.

COVID-19 has highlighted the importance of having a robust immune system, as consumers want stress relief, digestive health, energy boost and immunity boost.

Floral flavours in RTD Tea are flourishing, delivering a touch of elegance while meeting consumers’ expectations for natural ingredients. Floral ingredients such as chrysanthemum, rose, honeysuckle and others are regarded for their health benefits.

Final Words

Consumers are ready to return to normalcy, prompting many food and beverage flavours manufacturers in India to take a cautious approach to flavour innovation in the coming year, as they seek solace in classic and nostalgic natural flavours throughout the pandemic.

Working from home and online education are becoming more common. companies are developing new products with larger pack sizes to satisfy desires at all hours of the day. New flavours that suit the comfort and nostalgia trends may satisfy savoury appetites.

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *