Let's talk limited-time offers (LTO) in the booming snack segment. How can brands prepare for these opportunities in this segment while incorporating pressing consumer demands?
Perfumer & Flavorist+ connected with Kalsec senior marketing manager Melissa Laupp to discuss the evolving snack segment, micro and macro trends informing product innovation and how Kalsec technologies can meet consumer demands for nutrition and ethics without compromising taste.
Melissa Laupp
From Kalsec’s perspective, how has the snack segment evolved over the last few years? What are consumers looking for in terms of flavor in 2024 and possibly 2025?
Melissa Laupp [ML]: The evolving preferences of consumers are significantly driving the snacks segment and we can see that the younger generations are beginning to make an impact in the purchasing of these foods. We’ve seen for many years that snacking continues to tick up in popularity with consumers as they are seeking convenience, but wanting to select options that align with their values and needs state. Consumers are more discerning than ever and they are pushing manufacturers to deliver products that not only taste great but meet their desired nutritional and ethical thresholds too. Higher protein, clean labels, free-from claims, plant-forward bases – these and so many more are seeing high growth and demand in the snack category.
As far as flavors for this year and looking into 2025, the landscape in snacks still ranges widely catering to a variety of flavor preferences. There is still a nostalgic yearning for classic and comforting flavors that people know, recognize and love. The other part of that is though we are seeing the snacks category really push the bounds for bold and innovative flavors that push the borders of flavor exploration. Where I see manufacturers being able to cater to these two groups well is finding that balance of familiar yet fun.
Spicy foods and flavors continue to see growth year over year and I’d expect the snacks category to reflect this as well, but going beyond just spicy and getting specific with their heat sources.
What does Kalsec’s research map show in terms of micro or macro trends in the snack segment? Are there any specific trends brands and developers should keep their eye on?
ML: We are seeing a consumer landscape where convenience is key, yet consumers are less willing to compromise on taste, nutrition, or ethics. They seek snacks that offer a high value, measured not solely by price, but by a combination of taste, quality, and alignment with personal values. Brands must deliver on flavor, nutrition, and transparency to capture this discerning market. By understanding the nuances of consumer desires, brands can develop products that resonate deeply and drive loyalty.
When it comes to LTO snack offerings, how can brands innovate with flavor combinations without missing the mark?
ML: Crafting successful LTO snack flavors can benefit when finding a balance between the familiar and the unexpected. To attract consumers, brands could focus on flavor combinations that are both intriguing and relatable. By selecting flavors with broad appeal and ensuring they complement each other, brands can create truly enjoyable snacking experiences.
For instance, the classic pairing of sweet and spicy has proven to be a winning formula, offering an intriguing contrast of flavors – hot honey, orange chipotle and chili lime. Exploring global cuisines can introduce consumers to exciting new flavor profiles while maintaining a familiar base as well. By carefully considering these factors, brands can develop LTO offerings that not only generate excitement but also deliver on taste.
The classic pairing of sweet and spicy has proven to be a winning formula, offering an intriguing contrast of flavors – hot honey, orange chipotle and chili lime.Adobe Stock
What are some of the trending categories in the LTO snacking space? How can brands prepare for these opportunities in this segment?
ML: Strategic brand collaborations are shown to be a powerful tool for driving consumer interest and product innovation. By partnering with a complementary brand, you can expand your reach and introduce exciting new offerings to your consumer base. Leveraging the combined power of both brands and adding a strategic social media campaign, can lead LTO products into highly sought-after items.
Can you share some examples of how Kalsec's flavor technologies can address current and evolving consumer demands in the snack segment?
ML: Kalsec excels in crafting flavor profiles that precisely align with a snack manufacturer’s product vision. Our expeller-pressed pepper line allows for explicit ingredient callouts on the packaging, a key consumer demand. We offer unparalleled customization of heat levels, ensuring products deliver the exact sensory experience desired. With a culinary-forward portfolio rigorously tested for consumer appeal, Kalsec is at the forefront of developing flavors that resonate. As consumers increasingly seek natural and minimally processed options, our portfolio of natural flavors provides a compelling solution.
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