Changing Consumer Food Craving’s Behaviour Boosts Food Flavour Market Demand

Posted On December 31, 2020     

The American Psychological Association has recently done a study on stress in America. The survey revealed that the Coronavirus pandemic had been a significant source of stress for nearly 8 out of 10 adults, and 2 out of 3 adults have said that they’ve experienced increased pressure while going through the pandemic. Over half of the people said that they have regularly faced increased tension, anger, and mood swings. Hence, it does not come as a surprise that the food and beverage industry has seen an increase in demand for products that offer comforting solutions to its consumers of all types. This trend has also led to an increase in demand for flavor foods causing effects in the Food Flavour Market.

Food and beverage brands have two different opportunities when it comes to providing products to stressed-out consumers based on their cravings –

  • They can cater to proactive consumers who want items full of healthy and nutritional attributes. The market is ready to cater to these needs. As the ADM research has shown, 31% of consumers are already purchasing healthy and nutritious items, and the other 48% are planning to increase their consumption of these items in the coming months. Brands can meet these needs with food and beverages that are full of nutrients. Such food will elevate mood, sustain energy, and reduce stress, marked with health-signaling flavors like citrus.
 
  • Food brands can also address the increasing stress factor in the American population by offering comforting flavors. They should put effort into food that has flavors and aromas that can evoke emotionally nostalgic moments. The 2020 holiday season represents a huge opportunity, as consumers want to grab the chance to escape their stressors with comforting flavors like sugar and cinnamon or maybe a turkey roasting in the oven. It should also be noted that consumers, this year, are keen to indulge in traditional holiday flavors like sugar cookies, peppermint, and pumpkin pie. Demand for these flavors has been trending this year in an attempt to find small moments of joy and comfort.


According to some experts, in-demand flavors in winter would include caramel, chocolate, tea, clove, nutmeg, coffee, and cinnamon. But Vanilla is likely to top the demand, especially for consumers who are stuck indoors and would like to turn to bake for stress relief and tasty treats. This is because vanilla extract serves as an essential ingredient in baked goods like ice cream, cakes, cookies, and more.

Many challenges are faced by the flavor teams today while delivering products that are in-demand with the consumers. One of the significant problems in making a product is that it should provide consumers with a superior sensory experience while also ensuring that it consists of consumer-friendly labels and nutrition. All of these need to be in perfect balance for a product to sell.

In today’s world, the demand for authentic products that closely resemble the real thing is much more prominent than in the past. This creates a big hurdle for the companies, and they have to monitor the market for ever-changing consumer cravings and demands closely.

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