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From Cupuaçu to Clean, Mintel Predicts 2010 Flavor and Fragrance Trends

Posted: November 30, 2009

Mintel’s (www.mintel.com) 2010 flavor and fragrance trends for the US market are as follows:

  • Cardamom will bring an intense aroma and a strong, unique taste to applications, moving beyond ethnic cuisines.
  • Sweet potato will become known as the new functional food, due to its rich dietary fiber content, beta carotene and vitamins C and B6.
  • Hibiscus could become a common ingredient in the beverage market. There are already a number of companies exploring floral flavors.
  • Cupuaçu could be the next big superfruit, as it contains more than 10 vitamins and antioxidants, essential fatty acids and amino acids.
  • Rose water will cease to be just a fragrance, and could become a common flavor in ethnic foods. As with hibiscus, these floral flavors are already on the move.
  • Latin spices will be heating up the consumer palates next year, and one won’t have to dine out to get these exciting flavors. Lynn Dornblaser, Mintel’s leading new products expert notes, “As the economy recovers, we expect people to continue the trend of eating at home … The home cook is becoming more advanced with his or her cooking skills by trying new spices and flavors, as well as preparing everyday items in new ways.”

As for scents, the “simple, clean” trend will reach everything from body lotions to dish detergents to air fresheners launched with limited- or single-component scents; and mood-influencing scents reminiscent of relaxing moments like a beach vacation or holidays, could help consumers escape rigors of their high-stress lifestyles.