survival instinct and taste stimuli allowed the earliest humans to identify and select the most beneficial nutrients and avoid the poisonous ones. New research suggests that our experience of taste is programmed into our genes, and is influenced by factors as diverse as gender, ethnicity, upbringing, weight, and perception of color.
The flavor sector spans multiple industries globally; from food and beverage manufacturers to chemistry, biotechnology, genetic engineering, and horticulture. Current and emerging trends in taste and flavor are resulting in new challenges and new opportunities for the industry. This report will identify, evaluate, and demonstrate these trends, and outline some of the key ensuing market opportunities. .

Key features of this report

• Identifies the macro drivers that are shaping trends in the food industry and the tastes and flavors that are emerging as a result.
• Analyses the top and fastest growing flavors in 2009 across a range of food sectors,
• and the most popular product claims in each category.
• Provides a detailed industry perspective by outlining the regulatory and scientific developments impacting the flavor industry.
• Evaluates the key innovations in food flavoring and explores the leading scientific discoveries, company developments, and NPD.
• Assesses how macro trends and key industry issues will shape the future development of food and drinks flavors.

Scope of this report

• Identify the most popular flavors by category and sub-category and gain insight into the future potential of these flavors.
• Evaluate growth opportunities within food and drinks flavors and identify the emerging consumer segments and their market potential.
• Understanding the main challenges facing the food and drinks flavors industry, and establish how to gain competitive advantage.
• Gain insight into the latest scientific and technological and innovations driving the flavors industry.

Key Market Issues

• Significant demographic shifts are impacting consumers’ food preferences and an aging population is driving the growth of functional foods and bold flavors.
• Immigration and travel are contributing to an increased interest in exotic foods including Latin American cuisines such as Mexican and Peruvian;
• Health and wellness is one of the most important trends in food flavoring and is driving innovation. Taste replacement technology is at the forefront of flavor development, and industry players are collaborating to produce healthy applications;
• Health and ethical concerns are converging and ‘natural’ claims are losing consumer value due to their ubiquity;
• Media and technology is impacting flavor development by increasing access to information. Food bloggers can influence the popularity and growth of flavors and manufacturers are able to track consumer preferences more effectively;

Key findings from this report

• Dairy is a key category for flavor innovation, and had the most significant flavor movements in 2009
• The dairy sector is primarily dominated by stable and consistently popular sweet flavors, particularly classic fruits. Milk and yogurt products had the most innovation in terms of new flavors and chocolate was the highest occurring flavor in desserts.
• Chocolate and fruit are the most popular confectionery flavors and exotic fruits continue to grow. Botanical and flower flavors are also on the increase, appearing in more new products in 2009 compared to 2008.
• Traditional flavors dominate the bakery and cereals sector, although coconut and ginger are gaining popularity.
• Chocolate declined as a snack flavor, while ethnic and experimental flavors appeared in more new products. Spicy flavors grew in importance in potato chips, and more healthy alternatives were launched in 2009.

Key questions answered

• What are the key global macro-economic and social drivers affecting food flavors in 2009?
• What flavor trends and opportunities are emerging from macro drivers?
• What are the top food flavors and product claims in each market sector in 2008-2009?
• Which flavors are growing in popularity, and which are declining?
• What are the emerging scientific and technological developments that are having the biggest impact on the industry

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