2021 FOOD AND BEVERAGE FLAVOR TRENDS REPORT 1 2 3 4 5 CAFFEINE ADAPTOGENS ADDED HYDRATION IMMUNITY VITAMINS TOP INGREDIENTS 2021 6 7 8 9 10 CALMING FOCUS MICROBIOME UPCYCLED IMPRESSIVE ENHANCING SUPPORT INGREDIENTS CHICKPEA TOP TRENDS Plant-based proteins are trending as consumers seek to improve their overall health and the health of the planet. Burger substitutes are nearly commonplace leading to the strong growth of poultry and pork substitutes. Regional flavors have more potential than is being realized. While products have looked to regional barbecue styles and are currently exploring regional pizza, there are many product categories that are yet untapped for regional exploration. Nostalgia provides consumers a sense of comfort. Adding a unique twist to familiar flavor can make consumers feel safe and secure. PLANT COMFORT REGIONALLY, LOCALLY HEALTHY BASED INDULGENCE ALTERNATIVES FOODS SOURCED ON- PERSONALIZED THE-GO MODERN NUTRITION PORTABLE NOSTALGIA SNACKS TOP BEVERAGE TRENDS 2021 Consumer focus and interest in health consciousness align with preferred flavor choice trends prioritizing “fresher” fruit flavors like citrus. Consumers will be looking for more functional drinks that claim to help people focus, relax and relieve emotional health concerns. Immunity will be on everyone’s radar as people focus on keeping a strong immune system throughout the pandemic. Drink brands can look for functionality from botanicals, and taste credentials in milk alternatives. Rather than abstaining from alcohol all together, many consumers continue to be more interested in enjoying alcoholic beverages, but in smaller portions. LESS PREMIUM IMMUNITY GUT SWEET COCKTAILS CLAIMS HEALTH FLAVORS CLAIMS LOW PLANT ALCOHOL FORWARD 44% 58% OF U.S. ADULTS OF CONSUMERS ARE INTERESTED CHOOSE CITRUS IN BEVERAGES AS A FLAVOR FOR WITH LOW OR NON-ALCOHOLIC REDUCED SUGAR. BEVERAGES. 25% 109% INCREASE IN INCREASE IN MENU MENTIONS MENU MENTIONS FOR PREMIUM FOR KOMBUCHA.** COCKTAILS.* * Q1 2017 - Q2 2020 ** Q2 2017 - Q2 2020 DAIRY AND DAIRY ALTERNATIVES Sweet flavor profiles dominate the product landscape and position flavored milks as a treat or dessert opportunity. A third of consumers think dessert- inspired flavors make dairy feel more indulgent. Consumers are becoming interested in spicier ingredients and those that are aligned with healthy * reputations like turmeric and cinnamon. 51% CONSUMER EXPERIENCE AND INTEREST DULCE DE LECHE Sweet Savory • AÇAÍ • AVOCADO • CARDAMOM • BARBECUE • COCONUT • CARAMELIZED ONION • DULCE DE LECHE • CHILI PEPPER • ELDERFLOWER • CUCUMBER • LAVENDER • HORSERADISH • LEMON • OLIVE • MANGO • PESTO * • MAPLE • ROSEMARY 22% • MATCHA • SAFFRON YUZU • TURMERIC • TAHINI • YUZU • TOMATO AND BASIL DIRECTIONAL GROWTH FLAVORS • CANDY BAR • HORCHATA • COOKIES AND CREAM • ORANGE CREAM %* % 48 1086 TOMATO AND BASIL INCREASE IN NON DAIRY INGREDIENT CLAIM MENU INCIDENCE.** 43%* * Consumer Experience and Interest ** Q2 2017 - Q2 2020 CARAMELIZED ONION TOP COFFEE FLAVOR TRENDS • TURMERIC • CINNAMON % 151% • WHITE CHOCOLATE 365 INCREASE IN TURMERIC INCREASE IN • VANILLA NEW LAUNCHES IN WHITE CHOCOLATE * ** • CITRUS COFFEE, TEA AND RTD. MENU MENTIONS. • ROASTED AND TOASTED COCONUT • MAPLE AND PECAN • HAZELNUT • CHOCOLATE TRUFFLE • RASPBERRY 61% 313% INCREASE IN INCREASE IN WILD BERRY • SALTED CARAMEL SOUTHERN SWEET TEA NEW LAUNCHES IN • MOCHA FLAVOR ON U.S. MENUS.*** COFFEE, TEA AND RTD.* TOP TEA FLAVOR TRENDS • CHAI TEA • HONEY ALMOND, COCONUT, • • OAT AND SOY BERGAMOT ORANGE SWEET TEA TOP ALTERNATIVE DAIRY • SOUTHERN SWEET TEA • KOMBUCHA FOR CREAMERS. • PEACH PASSION FRUIT • WILD BERRY • MINT HIBISCUS • HIBISCUS/ROSELLE % • JASMINE • CITRUS 50 • LEMON • GINGER & TURMERIC OF ADULTS ARE INTERESTED • MANGO • BLUEBERRY IN OAT MILK. • PEPPERMINT JUICE TRENDS 57% INCREASE IN TURMERIC LEMONLIME MENU MENTIONS FOR POMELO CELERY JUICE AGUA FRESCAS.*** CAYENNE GINGER * Oct 2017 - Sept 2020 ** Q2 2017 - Q2 2020 *** Q1 2017 - Q1 2020 COCKTAIL AND MOCKTAILS CONSUMER EXPERIENCE AND INTEREST • AÇAÍ • DRAGONFRUIT • ALMOND • EARL GREY • BASIL • ELDERFLOWER • BLACK CURRANT • HIBISCUS • BLOOD ORANGE • TURMERIC • CHILI PEPPER • YUZU GROWING FLAVORS COCONUT CUCUMBER 51%* & MANGO 326%** DRAGONFRUIT YUZU & STRAWBERRY Alcohol flavor trends are often used by sports nutrition companies when looking for pre-workout beverage flavors. SPORTS NUTRITION BEVERAGES GROWING FLAVORS 539%** BROWNIE COOKIES AND CREAM COOKIE DOUGH BIRTHDAY CAKE HONEY NUT CRUNCH 219%** S’MORES MARSHMALLOW DIRECTIONAL GROWTH FLAVORS • APPLE CRISP • MAPLE PECAN • TRES LECHES • CAPPUCCINO • PINEAPPLE UPSIDE • VANILLA BEAN DOWN CAKE * Consumer Experience and Interest ** Oct 2017 - Sept 2020 *** New Launches with Functional Claims Oct 2017 - Sept 2020 TOP FOOD TRENDS 2021 As consumers remain leery of returning to on premise dining, and cooking fatigue builds, at home meal routines can use a shakeup. Appeal to consumers seeking more international flavors through unique flavor innovation that offers a mix of classic and trending cuisine trends. Half of consumers seek food and drinks that boost energy suggesting that the food launches with functional claims are heading in the right direction, leading with energy. With snacks, bars and yogurt leading the way on functional claims, widening the lens to highlight inherent benefits (such as naturally occurring probiotics and minerals) can invite acceptance of a broader array of foods into the functional food fold. Convenient products will also need to adapt to extended home-centered lifestyles. Delivery meal kit purchases will highlight weekday shortcuts and elevating at-home celebrations. HOME GUT DELIVERY IMMUNITY SNACKS AND TAKE-OUT COOKING HEALTH FRIENDLY MISO DIRECTIONALLY FAST-GROWING DIRECTIONALLY FAST-GROWING FLAVORS IN NEW U.S. FOOD* FLAVORS ON U.S. MENUS** • APRICOT • LAVENDER • ACHIOTE • MOLE • ASIAGO • LEMONGRASS • ADOBO SEASONING • MOJO • BIRTHDAY CAKE • MAPLE • AGAVE • PASSION FRUIT • BLACKBERRY • OREGANO • AJI AMARILLO • PIRI PIRI • BLACKCURRANT/ • PINK HIMALAYAN • BLACK SESAME SEED • PONZU CASSIS SALT • BULGOGI • ROASTED-GARLIC • BLACK GARLIC • ROSEMARY • CALABRIAN CHILI • SAMBAL • CARDAMOM • SAGE • CILANTRO • SESAME SEED • COFFEE/ • TRUFFLE • CHIMICHURRI • SHALLOT CAPPUCCINO • VANILLA BEAN • FIRE-ROASTED • SHISO • COOKIES & • WHISKEY/BOURBON TOMATO • SHOYU SOY SAUCE CREAM • FURIKAKE • TAMARI • HABANERO • HARISSA • TOGARASHI • HATCH GREEN CHILI • TOMATILLO • LYCHEE • TRES LECHES • KIMCHI • TRUFFLE • MISO • TURMERIC • WHISKEY • ZA’ATAR * Product Launches, July 2018 - Sept 2020 ** Q4 2016 - 2019 INTERNATIONAL CUISINE Up and coming local flavor profiles from Asian cuisines are gaining traction, like furikake, togarashi, and miso which offer depth and complexity to new categories. Highlighting food preparation like barbacoa (meat steam cooked in an underground oven until tender and succulent) continues to intrigue consumers when selecting an entrée choice. Flavor fusions from Middle East and African cuisines are aligning with consumers—particularly Moroccan cuisine. Creating fusion products by incorporating spice blends like harissa in unconventional places like empanadas, sauces and soups creates contemporary comfort at the center of innovation. GROWING FLAVORS 382% MISO CARIBBEAN INCREASE IN NEW 221%* PRODUCT LAUNCHES BARBACOA BLACK SESAME FOR KIMCHI.** KOREAN BBQ HARISSA * MOROCCANJAPANESE141% DIRECTIONAL GROWTH FLAVORS • AJI AMARILLO • LATIN FLAVORS % • ANCHO PEPPERS • MOLE 15 • BULGOGI • PIRI PIRI INCREASE IN MISO MENTIONED ON • CALABRIAN CHILI • QUESO MENUS.** • CHIMICHURRI • SHISO • CHURRO • SMOKY POBLANO FERMENTED FLAVOR • ETHIOPIAN CUISINE • TOGARASHI TRENDS • FURIKAKE • BLACK GARLIC • KIMCHI • MISO • SAUERKRAUT • TAMARI * New Launches with International Flavor, Oct 2017 - Sept 2020 ** Q1 2017 - Q2 2020 PROTEIN AND MEAT ALTERNATIVES Latin American and Southeast Asian inspired flavors are growing across protein categories on U.S. restaurant menus, featuring bright citrus flavors and flavorful seasoning blends like adobo, sesame, soy and bulgogi. In the pork category, flavors like cherry wood and double smoked showcase the artisan craft of curing meat. Emerging flavors display a strong interest from meat-alternative con- sumers so pairing international flavors like lemongrass and za’atar and % tikka masala with these protein sources can keep consumers engaged. 1075 INCREASE IN KELP AS AN INGREDIENT IN FOOD CONSUMER EXPERIENCE AND INTEREST AND DRINK PRODUCTS WITH “PLANT-BASED” IN COCONUT TOGARASHI THE DESCRIPTION.* 60% LEMONGRASS TAMARIND APPLE CIDER VINEGAR HARISSA TIKKA MASALA KIMCHI % INGREDIENTS TRENDING GHOST 28 FURIKAKE PEPPER IN PLANT PROTEIN ZA’ATAR ALTERNATIVES GOCHUJANG TURMERIC • CAULIFLOWER • CHANTARELLE • CORDYCEPS • KELP • MAITAKE • OYSTER MUSHROOM • SEAWEED GROWTH OF PROTEIN FLAVORS ON U.S. MENUS** Adobo Seasoning 267 Achiote 150 PORK Cherry Wood-Smoked 145 Hardwood-Smoked 83 Double-Smoked 67 Avocado 317 Cilantro 288 Coconut 263 Lime 257 SEAFOOD Lime Juice 107 Sesame Seed 100 Citrus 57 Lemon 24 Soy Sauce 280 Citrus 170 BEEF Chipotle Pepper 133 Bulgogi 20 Achiote 225 Chili 113 POULTRY Mojo 109 Adobo Seasoning 87 * Oct 2017 - Sept 2020; Q1 2017 - Q1 2020 Jerk 23 ** Percent Change Q4 2015-2019 0 50 100 150 200 250 300 350 SAUCES, DIPS AND DRESSINGS Although most consumers reach for familiar flavors of dips and sauces, there is room to make the mainstream more diverse, flavorful and unique. Chimichurri offers an adventurous opportunity to explore Latin American cuisine at home and 38% of consumers show interest in this.