2021 CONSUMER TRENDS - Synergy Flavours
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2021 CONSUMER TRENDS
The Food Philosopher
Allergen-free
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Consumers becoming increasingly • Media coverage of severe allergic reactions
aware of allergens in food • Growing list of registered allergens
• Manufacturers creating greater • Changes in laws around allergen labelling and what is classed as an
visibility on allergen labelling allergen
• Consumers adopting ‘allergen-free’ • Increasing awareness of special diets such as FODMAP for
intolerances
diets for health
• Parents with young children seeking products with allergen-friendly
claim
PRODUCT LAUNCHES
Free from gluten, wheat,
dairy, soy and yeast and No added sulphites Plant-based cold brew, free-from Vegan ready meal free from all
suitable for vegans the top 8 major allergens 14 EU registered major allergens
RESTAURANTS BLOGS AND SOCIAL SYNERGY’S OFFERING
Seed butter: sunflower or pumpkin, • Masking & harmonising flavours for
seed butter is the perfect
alternative for nut-allergy sufferers
free-from
• Milk & dairy flavours for dairy-free 37% of consumers
Camel milk products avoid an ingredient
The latest dairy-alternative to
sweep Australia and now available due to an allergy or
in UK ASDA stores
intolerance
The Food Philosopher
Flexitarian
WHAT DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Consumers choosing to adopt plant- • Consumers reducing meat consumption for health reasons
base diets on a part-time basis • Consumers becoming increasingly concerned about the impact
• Vegan and plant-based foods becoming of farming on our planet and animal welfare
more readily available whether the • Consumers becoming part-time vegetarians in order to eat
focus is health or environmental more grains, vegetables and legumes
• Traditional meat and dairy brands making waves in the vegan
space
PRODUCT LAUNCHES
Super-green plant- Blend of lean beef and Vegan versions of favourites: vegan
Lactofree dairy & oat This isn’t Chicken (but
based sausages, Heck beans, Lean & bean Cornish pasty, Greggs vegan sausage roll
milk hybrid tastes like it!)
RESTAURANTS BLOGS AND SOCIAL SYNERGY’S OFFERING
Vegan egg: Wagamama • Vegan-friendly meat flavours; chicken,
launch dish with worlds
beef, cured meats 25% of UK shoppers are
first vegan ‘egg’
Vegan classics: Pret set to • Umami & kokumi savoury enhancers looking to cut down on
launch vegan versions of • Vegan-friendly dairy flavours; milk, their meat intake and this
top sandwiches including cream, yogurt rises to 35% in 18-34 year
Chuna mayo, hoisin • Harmonisers and flavour pairing
mushroom and the VLT olds
The Food Philosopher
Clean Label 2.0
CLEAN LABEL 2.0 WHAT’S DRIVING THE TREND?
• Consumers want to know more about • Food scandals
their products than ever before • Consumers around the world lacking trust – need to know more
• ‘Clean eating’ is tipped to be the next about how, where, when and by whom – “the back story helps
‘healthy’ as it become a lifestyle to create an element of trust”
choice • Increased choice – consumers can afford to be choosy
• Ingredients lists are becoming shorter • Many consumers believe ‘natural means healthy’
and more recognisable
PRODUCT LAUNCHES
‘Whole ‘Cold-pressed
strawberries & ‘Pure rosemary
‘only 3 ingredients’ ‘Nothing added’ whole fruit’
fresh cream’ extract’
FASTEST GROWING FLAVOURS SYNERGY’S OFFERING
• Clean label extracts and FTNF flavours;
• Citrus fruits 38%
• Botanicals & florals of UK respondents agree they trust a
• Herbs product with a shorter ingredient list is
• Vanilla extract better for them than one with a longer
one
The rebalancer
The Power of Veg
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Plant-based ingredients are becoming • The rise of veganism – consumers becoming more aware of
the hero in food and drink as consumers and accustomed to the flavour of various plant-based
look for natural products to fit their ingredients
lifestyle • The natural sweetness of vegetables being used to facilitate
• Whilst plant-based is on the rise, it not sugar reduction
just about veganism as chefs across the • Bright and bold vegetables making products more grammable!
UK celebrate the humble vegetable! • Vegetables being used as a way to add fibre to products
PRODUCT LAUNCHES
Layers of brightly Drink your veggies Broccoli & kale pizza crusts
coloured vegetables for Crisps naturally coloured Avocado ice cream
the perfect centrepiece with vegetables
EVERYONE’S TALKING ABOUT SYNERGY’S OFFERING
Veggies for dessert: A wave of • Masking & harmonising flavours
inventive chefs are embracing
vegetables in a range of new
• Cheese and dairy flavour pairings
innovative desserts • Fruit flavour pairing In 2018, 20% of food and
• Botanical & herbal extracts drink spend in the US was
Hidden veg: A new wave of recipe
inspiration for parents who want on plant-based products
to sneak more veg into kids’ diets
The Rebalancer
Positive Nutrition
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Fad diets are out and fact-based scientific • Busy lifestyles and the odd ‘slip’ on the diet plan is driving an
health is in! increase in ‘permissible’ products
• Consumers are now more clued up about • Consumers using social media influencers to educated themselves
their health and wellbeing than ever and about the next big health trend from protein to gut health
are increasingly demanding products with • Consumers constantly on-the-go who want to maintain their healthy
additional benefits with promises to diet out of home by choosing nutritionally enriched foods
balance gut bacteria, build muscle and
even help you live longer!
PRODUCT LAUNCHES
Supergut porridge with 3x Boost protein through On-the-go breakfast Grass-fed beef protein
Live sauerkraut rich in
more fibre than standard oats condiments for veggies probiotics snacks
probiotics
EVERYONE’S TALKING ABOUT SYNERGY’S OFFERING
Psychobiotics: consumers becoming
increasingly educated on gut health
• Protein flavour-pairing
and the link between the gut and the • Flavours & extracts for fermented
brain products 47% of UK parents agree
Insect protein: Consumers are
• Masking flavours that it is hard to find
becoming more open to the use of
insect protein and it’s slowly making
healthy food products
it’s way into product launches aimed at children
The Rebalancer
Cutting back
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• The childhood obesity crisis has reached • Government putting sugar in the spotlight with various campaigns
critical point, governments are beginning • Increasing availability of health information via labelling (traffic light
to introduce recommendations to cut system) and online means consumers are better informed to make
sugar, fat and salt in foods healthy choices
• The age of the sober-curious – not drinking • Rise of social media – consumers thinking more about the
is no longer a sign of pregnancy or not repercussions of their drinking habits!
knowing how to have a good time! • Mindful consumption – younger consumers feeling the burden of
responsibility to eat and drink better
PRODUCT LAUNCHES
Sugar replaced with 55% less sugar than your
Aecorn – the UK’s first Doughnut chips, Krispy Kreme – BFY ice cream brand Oppo
sweeteners and fibres for average biscuit in the UK
alcohol-free aperitifs all the taste with less calories venture into desserts
more ‘mindful eating’
EVERYONE’S TALKING ABOUT SYNERGY’S OFFERING
Alcohol-free spirits: Brands like Seedlip • Taste modulation platform; solutions
are leading the way with non-alcholic for sugar, fat & salt reduction
spirits and mixologists are putting more • Alcohol flavours 52% of Brits say that
effort into mocktails than ever before • Sweet flavours; honey, maple, date
The rise of savoury: Traditionally sweet booze-free beers have
• Building indulgence with dairy flavours
categories move to savoury flavours to become socially
remove the need for added sugar
acceptable.GAME CHANGER
Bright and bold
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Continued emphasis on colours and • More consumers are looking to social media for food ideas and
visuals in products inspiration where visuals are key
• Novel flavours to pair with specific • Consumers are looking for a sense of fun in certain products,
colours particularly in indulgent/treat items or as a break from
• Multi-layered & multi-coloured products healthier or more ‘natural’ options which they may consume
• Themed products to tie in with global on a daily basis.
events
PRODUCT LAUNCHES
Co-branded confection Raspberry, cacao
flavoured nutrition Mayonnaise cupcakes Unicorn rainbow sprinkles Cold pressed black
& vanilla stout
shake (charcoal) lemonade
EVERYONE’S TALKING ABOUT SYNERGY’S OFFERING
“Comedian” – a banana taped • Classic confectionery flavours (e.g.
to a wall recently sold for parma violets, lemon sherbet)
$120,000 at Art Basel and was
• Fantasy flavours 49% of consumers learn about
promptly eaten by the buyer.
Pomme Granny Smith: A • Colour-themed flavours food through social networks,
hyper realistic apple pastry emphasising the importance of
with granny smith and dill looking good online!
compoteGAME CHANGER
Blurring the lines
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Alcohol flavours being used across • Consumers are increasingly looking for products which can
multiple categories break the monotony and impart a little bit of fun into their day
• Sweet & savoury and sweet & spicy • Consumers are always on the lookout for new flavours, formats
blurring within products and product types
• Classic / nostalgic flavours being • Consumers like to see their favourite flavours transported into
transferred into new categories other, novel product categories
• Fantasy flavours
PRODUCT LAUNCHES
Savoury
cereal bars Nostalgic chocolate Savoury yogurt Dessert-inspired liqueurs Confection with
reimagined beverage flavour
RESTAURANTS BLOGS AND SOCIAL SYNERGY’S OFFERING
The cronut: The original • Dessert-inspired flavours
hybrid between a doughnut • Heat & spice flavours and seasonings
and a croissant is still as •
popular as ever
Alcohol flavours 60% of consumers say they
• Confectionery flavours would be interested in
Dessert hummus: Turns buying discontinued brands
snacking on its head!
from their childhoodGAME CHANGER
The craft movement
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Craft brands are chipping away at • Consumers are starting to either tire of global brands or reject
multinational’s market shares across them outright – Coca Cola has been around for 132 years –
almost all categories people are bound to start getting tired of it!
• Consumers expect premium food and • Millennials are choosing to spend their money on rarer, but
drink experiences more premium treats – e.g. one or two craft IPAs, rather than
• Big brands are buying craft brands or four cans of Fosters
launching their own craft products • More craft listings in retailers driving innovation
PRODUCT LAUNCHES
“Small batch” dry gin Raspberry craft brewed Premium chicken tikka Farfalle squid ink Handmade white
kombucha ready meal for 2 artisanal pasta chocolate honeycomb
EVERYONE’S TALKING ABOUT SYNERGY’S OFFERING
• Multi-flavours & flavour layering
Non-alcoholic spirits: Seedlip have
• Trending profiles
continued to disrupt the craft market,
adding to their range with a “nogroni” • Clean-label extracts 57% of craft alcohol buyers
The Pished Fish: Online retailers selling consider a ‘unique flavour’ to be
highly premium, alcohol-infused the most important purchasing
salmon
factor. This is compared to 30%
for non-craft buyersTHE GLOBE TROTTER
Japanese
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Spotlight on Japanese cuisine in the run • The number of tourists to Japan has increased significantly
up to, and throughout the Olympics over the past decade, including an 8.7% y-o-y rise taking the
• Interest in the region will continue well total number of foreign visitors in 2018 to 31.2 million
beyond 2020 – as with previous global • Interest in Japanese food has been growing for a number of
sporting events, we will see certain years, but with the Olympics we expect interest to be
flavours become core off the back of the amplified and to last well beyond the end of the Olympics
event
PRODUCT LAUNCHES
Authentic Japanese Chicken katsu & Matcha tea with Wafer fingers with Hokkaido shio instant
carbonated drink yakisoba ready Japanese Toki whisky cranberry & lime matcha green tea ramen
meal
RESTAURANTS BLOGS AND SOCIAL SYNERGY’S OFFERING
Japanese ‘dude’ food: • Shichimi Togarashi (Japanese 7 spice)
Think sashimi pizzas and • Toasted sesame 26% of consumers have
wagyu beef burgers! eaten Japanese in the last
Christmas BAObles: Bao • Cherry blossom
in colourful Christmas • Matcha month, and a further 43%
themed shapes – perfect • Yakisoba would be interested in
for hanging on your tree! • Teriayaki
• Yuzu
eating JapaneseTHE GLOBETROTTER
Italian
WHAT’S DOES IT MEAN? WHAT’S DRIVING THE TREND?
• Updated classics – bringing tried and • Italian dishes are timeless classics which offer something for everyone –
tested Italian dishes into the 2020s from the fussiest of eaters to the most adventurous
• More premium offerings in retail – wood • Jamie Oliver has been pushing Italian throughout 2019 – his is the most
viewed food website in the world (10m visitors per month) meaning that
fired pizzas, fresh chilled pasta, premium what he’s talking about is what the world is talking about!
indulgent desserts • The continued growth of more premium casual Italian dining (Pizza
express excluded) has risen the profile of traditional Neapolitan pizza –
e.g. Franco Manca, Pizza Pilgrims
PRODUCT LAUNCHES
Italian Gelato, Classic Italian Panettone, Chicken and smoked Wood-fired pizza with
Goats cheese and
Unilever various UK supermarkets pancetta tortelloni Italian flour
caramelised onion fiorelli
EVERYONE’S TALKING ABOUT SYNERGY’S OFFERING
Jamie cooks Italy: Jamie Oliver • Panettone
revisits Italy to discover classic • Citrus flavours
recipes passed down through • Mascarpone Italian restaurants are the UK’s
generations
Dolcetta, London: Have • Tiramisu top restaurant choice, with
recently launched the UK’s • Tomato based cuisine pastes 19% of consumers saying it is
first vegan cannoli. • Authentic Italian flavours (Synergy Italy) their favourite restaurant typeTHE LIFE HACKER
On the go
WHAT’S DOES IT MEAN? WHAT'S DRIVING THE TREND?
• Meals that traditionally where eaten around • An increasingly busy lifestyle means more and more people are
the table are now in easy to pick up formats opting for on-the-go.
that you can enjoy where & whenever. • The growth in the fourth meal (An article from the guardian
• New innovation and flavour surrounding estimated that Britain's snack 8.3 times a week.)
meals are a requirement as settling for a • A rise in accessibility to vegan/veggie options as Mintel’s Attitudes
traditional sandwich won’t always cut it for towards Lunch Out Of Home Report, UK June 2019 reported 48% of
todays Life Hacker consumer. consumers avoid eating meat for at least one lunchtime meal a week
and 67% feel it is important lunch accounts towards their five a day.
PRODUCT LAUNCHES
Just
add
water
Crunchy Nut,
Campbells Sipping Eat from Defrost
Pourable smoothie Bowl On- The- go BOL Keralan
Soup, America Pizza Denmark
France Granola Pot Coconut Curry Veg Pot
RECIPES, BLOGS AND SOCIAL SYNERGY’S OFFERING
Jamie Oliver: The grocer reported ‘Deskfasting’
Rainbow salad wrap featured • Authentic culinary pastes based on the making up 12% of breakfast eating
in the On-the-go section of his latest cuisine trends occasions. According to the
website. • Cheese and dairy flavour portfolio 76% of Brits now buy lunch out for an
Starbucks :
everyday occasion. There are even eat
Has been consistently adding
vegan options to its take-out from defrost dinners designed to be
food menu like their Vegan all taken on the go.
day breakfast burrito.THE LIFE HACKER
Complete Nutrition
WHAT’S DOES IT MEAN? WHAT'S DRIVING THE TREND?
Consumers are looking for products to • Huel, soylent and feed breaking boundaries
replace a meal or even their entire diet which • Busy lifestyles that buy into the convenient nature
will allow them to achieve ‘complete
• The concern around food wastes contribution to the
nutrition’ i.e. providing them with all the
environment.
essential vitamins and minerals alongside the
macronutrients. • Consumers that are focused on health or sports
performance.
PRODUCT LAUNCHES
PRODUCT LAUNCHES
‘Nutri-Genetix’ HUEL Granola Feed.
Nourished Vitamins
RESTAURANTS BLOGS AND SOCIAL SYNERGY’S OFFERING
Gamechangers: • Flavour harmonising
A recent documentary focused • Flavour masking
on the benefits of the vegan • Flavour pairing expertise A Mintel report on meal
diet for sports performance has replacers found that vegan
made waves in the world of ranges have expanded by 7% in
sports nutrition. the last 3 years.THE LIFE HACKER
Personalistaion
WHAT’S DOES IT MEAN? WHAT'S DRIVING THE TREND?
Modern consumers are wanting to make • The expansion of online and mobile shopping has lead to a new
connections with their food era of personalisation.
This could be through transparency of the • Crowdsourcing ideas gaining popularity. (Crisps)
ingredients lists or knowing where the • People want to ‘tell stories’ to make food their own and talk about
ingredients come from or it could be foods it.
that involve some form of participation for a • It allows for nutritional control and food suited for specific dietary
fully immersive experience needs.
• Guess the flavour trend
PRODUCT LAUNCHES
PRODUCT LAUNCHES
At Home Yoghurt Maker,
Plant based or dairy Mystery Oreos Quality Street BYO Recipe Boxes
RESTAURANTS BLOGS AND SOCIAL TRENDING FLAVOURS & INGREDIENTS
Kelloggs Kitchen Creations: Available on
Deliveroo, everything from cheesy cornflake • Fantasy flavours
bites to sweet waffles, shakes and vegan • Clean-label pastes,
hotdogs. extracts and natural
KitKat Chocolatory: Consumers can choose flavours 60% of UK cereal eaters like
from a range of 14 ingredients and 4 different to add extra ingredients to
types of chocolate to create their perfect Kitkat
breakfast cerealTo speak to a member of our team about trends or samples, please contact: Inspiringtrends@synergytaste.com or +44 (0) 1494 492222
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