Photo source: Photo source: Rachel Vanni/Mochidoki
With 2021 being the year of restrictions—often times not knowing what they were and changing when you crossed city and state lines--consumers wanted more out of things they could control. This was particularly true with foods and beverages, and this trend of wanting an amplified experience is not going to go away. In fact, it is expected to intensify in 2022, with consumers wanting a lot more out of less, with the less referring to portion size, which is part of their effort to decrease food waste. It’s their small way to assist with the future of our planet.
“One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers,” says Lu Ann Williams, global insights director, Innova Market Insights. “Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues.”
A sense of joint responsibility for our shared planet is guiding the choices consumers make and the lifestyles they wish to lead. Innova’s consumer study, conducted across 11 countries, revealed that when it comes to food choices, the top-two environmental actions people are taking are reducing waste (43% of respondents) and eating in moderation (32%).
This is why they want an amplified eating and drinking experience. They want more from every bite or sip. They want to make the calories count and be enjoyed. Health, responsibility and the simple craving for pleasure will all combine in 2022. This includes delivering amplified and authentic eating experiences. Authenticity can include flavors rooted in history and culture as well as the way a particular product was grown, made or produced.
Flavor trends for 2022 are all about getting used to “the new normal.” This includes making our lives more sustainable and capturing consumer interest through flavor.
Balchem recently conducted consumer research (September 2021, n=320 respondents) on attitudes and behaviors related to ice cream buying and consumption habits. One interesting finding is that “names matter.”
The research showed that name and descriptions of flavors have influence when buying ice cream. Two out of five (44%) respondents said the name of the ice cream is a key factor in deciding what to buy, with 43% saying the description of the flavor is also important. Additionally, 23% said they buy certain flavors based on their current mood.Photo source: Rachel Vanni/Mochidoki