风味是消费者选择食品和饮料的最重要因素。Innova Market Insights的一份最新报告显示，对新颖性和多样性的兴趣也很高，全球四分之三的消费者“喜欢发现新口味”，他们对新奇和多样性的兴趣也很高。因此，难怪创新者会继续尝试和创新口味特征，并将口味作为一种有价值的营销工具。 风味在食品和饮料开发中的重要性如此之高，以至于Innova的2020年十大趋势中有许多与风味的发展息息相关。例如，更详细的调味剂描述和对出处的强调反映了＃1趋势“讲故事：用文字赢得胜利”的主题，而调味品中所使用的农产品和植物药的多样性不断增长则是＃2趋势“基于植物的革命”的一部分'。“Hello Hybrids”是另一个主要主题，在一个类别中越来越多的口味转变为其他口味。此外，限量版和时令风味有助于提振品牌，并且是在公众上测试新口味的好方法（“品牌无限”）。 从世代来看，千禧一代对口味的态度是最冒险的，而婴儿潮一代则是最传统的。或许令人惊讶的是，Z世代在口味上也不太喜欢把它混合起来。Innova Market Insights创新总监Lu Ann Williams说：“当被问及是否喜欢新口味、混合口味或季节性口味时，Z世代的通常比千禧一代低至少10个百分点。”。“但是，在谈到真正的新奇事物时，仍然有一种大胆的成分，45%的世代人同意‘越疯狂的味道越好’，这一比例远远高于45岁以上和55岁以上的人。” 从世代来说，千禧一代对风味的态度最富冒险精神，而婴儿潮一代则是最传统的。也许令人惊讶的是，Z世代对口味混合时也不太感兴趣。“当被问到他们是否喜欢新的，混合的或季节性的风味时，Z代通常比千禧一代低至少10个百分点，” Innova Market Insights的创新总监Lu Ann Williams说。“但是，在真正新颖性方面仍然存在大胆的元素，Z世代中有45％的人同意'口味越疯狂，越好'，这一比例远高于45岁以上和55岁以上的人群。” 展望未来，风味创新仍将是食品和饮料新产品开发的重要组成部分，关键主题将包括正宗国际风味的多样化、对更广阔植物世界的进一步开发、对健康和健康领域的腻爱以及杂合发展。同时，可持续性和香料的来源，包括进入其中的原材料，也将成为一个更重要的问题，并可能对未来的消费者选择以及行业实践产生重大影响。 注：Z世代是美国及欧洲的流行用语，意指在1995-2009年间出生的人，又称网络世代、互联网世代。 原文： 11 February 2020 — Flavor is, on average, the single most important factor in consumers’ food and drink choices. Interest in novelty and variety is also high, says a new report from Innova Market Insights revealing that three-quarters of global consumers ‘love to discover new flavors’. It is therefore little wonder that innovators continue to experiment and innovate with taste profiles and to use flavor as a valuable marketing tool. Such is flavor’s importance in food and drink development that many of Innova’s Top 10 Trends for 2020 are having a clear bearing on its evolution. For example, more detailed flavor descriptors and an emphasis on provenance reflect the #1 trend ‘Storytelling: Winning With Words’ theme, while growing diversity in the produce and botanicals used in flavorings is part of the #2 trend ‘The Plant-Based Revolution’. ‘Hello Hybrids’ is another major theme, with more and more flavors familiar in one category crossing over into others. Also limited edition and seasonal flavors can help to invigorate brands and are a good way to test new tastes on the public (‘Brand Unlimited’). Generationally, Millennials are the most adventurous in their attitudes to flavor, while Boomers are the most conventional. Perhaps surprisingly, Gen Zs are also less interested in mixing it up when it comes to taste. “When asked if they like new, mixed or seasonal flavors, Gen Z agreement was generally at least 10 percentage points lower than that of Millennials,” said Lu Ann Williams, Director of Innovation at Innova Market Insights. “But there is still an element of boldness when it comes to genuine novelty, with 45% of Gen Zs agreeing that ‘the crazier the flavor, the better’, a much higher percentage than is found among the over 45s and over 55s.” Looking ahead, flavor innovation will remain an essential part of food and drink NPD and key themes will include the diversification of authentic international flavors, further exploitation of the wider plant world, ‘permissible indulgence’ in the health and wellness arena and ongoing hybridization. Meanwhile, sustainability and the sourcing of flavors, including the raw materials that go into them, will also become a more important issue and could well impact on future consumer choice as well as industry practice.
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