07 Feb 2018 --- Givaudan has announced new developments enhancing its industry-leading trends program, FlavourVision, coinciding with its 10th anniversary. The new FlavourVision edition reveals seven key consumer trends from Crafted Identities to Risk Aware and Human Connection. These trends are brought to life with over 250 market examples including a fresh take on how health, identity, and enjoyment are translated into eating experiences.
It also includes an interactive digital platform allowing for dynamic consumer trends to be tracked. A global network of cultural researchers have captured and shared great market examples from a dozen cities, with more being added daily.
“These developments represent a significant step forward for our customers offering greater granularity of insight,” says Marissa Barnes, Global Marketing Head. “They need ideas that are relevant and actionable to take a future-focused approach to product development. With FlavourVision we link consumer trends to the most pressing food and beverage challenges, and to our flavors and technical solutions. We connect the ‘wow’ with the ‘how’ for our customers in an effective, user-friendly way.”
The novel digital platform allows Givaudan to conduct virtual TrendTreks with customers, so they can find out about the latest trends in each market. Customers can see what’s on the menu at the newest local restaurants, view the most up to date food and drink products on the shelves in local stores and find out about what is in vogue locally such as vegan rainbow lattes in coffee shops in North America or Stoyn “sculptural” ice cream from Russia, an all-natural ice cream shaped as pop cultural icons that entertains the senses with flavours and the brain with shapes.
“We are really excited by the new platform which allows us to see the day-to-day development of these trends at street level in regional markets across the world. This will allow us to give our customers both a top-down view of the major trends influencing the market, complemented by an understanding of how this is playing out locally,” Barnes notes.
FlavourVision is founded on over 70 global drivers of change based on independent survey data from 33,000 consumers in 25 markets articulating changes in society, politics, economics, environment and technology and their implications for consumer attitudes and behaviors. It gives customers the most comprehensive and in-depth analysis of consumer food and drink trends available in the market.
Stephane Dupuits, Head of Regional Innovation EAME at Givaudan told FoodIngredientsFirst: “Our FlavourVision program has been running for over ten years and throughout this time has undergone continuous improvement to deliver the best trends information to our customers. During 2017 we completely revamped the program, incorporating a new digital platform and revisiting the global drivers of change to create seven updated key consumer trends.”
“Our seven trends have identified a number of key areas around flavor development,” she explains. “The Crafted Identities trend, for example, translates into food choices driven by social causes/values; novelty, exotic flavors such as turmeric, passionfruit, finger lime; flavor fusions such as beetroot & raspberry, goat cheese and chocolate, smoky avocado, basil & elderflower; and food experiences worth sharing socially. Our DelightFULL trend translates into demand for multi-sensory eating experiences and indulgent ingredients like salty caramel, dark chocolate, honey & date, or peanut butter.”
“The FlavourVision program draws on 70 global drivers of change based on independent survey data from 33,000 consumers in 25 markets. The trends we have identified are brought to life with over 250 market examples providing clarity and guidance for our customers as they develop new products and concepts.”
The latest enhancements give a much greater granularity of insight to our customers, providing them with ideas that are relevant and actionable, taking a future focused approach to product development.
“We are particularly excited about our new digital platform, which allows us to conduct virtual TrendTreksTM with customers, so they can find out about the latest trends in each market,” says Dupuits. “Customers can see what’s on the menu at the newest local restaurants and view the most up to date food and drink products on the shelves in local stores.”
“FlavourVision has come a long way in the ten years since it was launched. We will continue to extend and develop its scope to maintain its position as the industry-leading trends program, giving our customers the edge as they seek to develop new products, and respond to the ever-changing consumer landscape,” she adds.
The key trends are as follows:Click to Enlarge