10 Pro Tips for Using Kerry's 2020 Flavour Forecast


Get the most from our annual taste trend predictions by following this expert advice

You downloaded a copy of the 2020 Kerry Taste Charts for your region. Now what? To help you better integrate these insights into your new products, we asked 10 of our leading scientists, flavourists, researchers, marketers and business development managers how they use the taste charts. Let their answers inspire you to experiment with our 2020 flavour forecast and create innovative and on-trend new foods and beverages.

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“Sometimes we use the sweet beverage taste charts to inspire our bakery concepts, such as ideating products that would pair well with an anticipated new beverage. Other times we look to the savoury flavour charts to come up with interesting and colourful combinations to brighten up the bakery case.”

—Deborah Waters, PhD, Senior Business Development Manager, Bakery, in Beloit, Wisconsin, USA


“I like see the application of new ingredients in different products and recipes, including those produced by competitors. This helps me understand what a certain ingredient will bring to my application and gives insight to what’s already on the market, or if there’s a chance to be first to market with a new flavour.”

—Gulsen Sonmez, Research, Development and Applications Senior Scientist in Istanbul, Turkey


“It's a good idea to assess your current strategy and decide where new flavours should fit. If your goal is to strengthen your core products, you may add to your portfolio mainstream or key flavours—ones that are already widely known and accepted. If you have a focus on delivering novel and innovative products, you’ll probably want to choose from the flavours listed in the up-and-coming and emerging categories.”

—Francisco Ormenese, Research and Development Director for Food and Beverage in São Paulo, Brazil


“It’s important to view the taste charts through multiple lenses, including science and sensory. For example, the terpenes in lemonade can match well with herbs that contain terpenes. For a lemonade manufacturer, trending herbal flavours could be used to create a very premium lemonade or even a lemonade-based cocktail.”

—Manuela Chevallier Rufigny, Research, Development and Applications Manager in Granby, Quebec, Canada


“The taste charts identify ingredients, but there are still many ways a specific flavour can come to life in the lab, and in a product. Take pink peppercorn. It has a fabulous taste profile which changes based on the distillation process. In testing, the traditional ethanol version performed better for most applications since it was less intense and more balanced with a clean and spicy flavour. Our newly introduced pink peppercorn collection zero distillate seemed to be the spiciest. It was sharp and cutting and quite overpowering—perhaps less mainstream but still worth considering in certain applications.”

—Michel Aubanel, Flavour Ingredients Global Development Manager in Grasse, France


“The taste charts illustrate new flavour trends in the market as well as if trends are growing, remaining steady or declining. If interest in a company’s traditional flavours are waning, they can be made more compelling with the addition of innovative flavours. For instance, if a product comes in vanilla, chocolate and lemon, a brand could incorporate flavours such as smoke, botanicals and uncommon fruits. This will provide a more interesting taste profile without abandoning their core offerings and appeal.”

—Jacob Chen, Senior Scientist, Beverages and Sweet Sauces, Newington, New South Wales, Australia


“One trend shown in the APMEA taste chart is an emerging interesting in flavours from Latin American cuisine. Chimichurri, chipotle and guacamole are still very new for the local markets, however they are attractive to local consumers due to their rich, fragrant and spiced flavour profiles—qualities the Asian market wants. When talking through the taste charts with customers, we may suggest they consider experimenting with an international ingredient that delivers a new and intriguing taste profile but still resonates with local preferences and stays true to a product’s original appeal.”

—Igor Parshin, Strategic Marketing Manager, Meat, in Bangkok, Thailand


“There’s no need to limit yourself to a single new flavour—you can also combine them into tailored solutions for each type of project, market or consumer. This is part of the creative process that leads to strategic successes. The charts make it easy to mix and match flavors, adding novelty that increases interest and awakens a curiosity for tasting a new product.”

—Paulina Martinez, Account Manager, Sales, in Ciudad de Mexico, Mexico


“When you begin to discuss reformulation and new product creation, it’s a good time to investigate other ways to win market share. In addition to new flavours, our research shows that functional solutions can help differentiate products and create consumer-preferred offerings. Why end with a new flavour when you can also make a product more nutritious or beneficial?”

—Eduardo Perales, Dairy Business Development Manager in San Juan Del Rio, Mexico


“When speaking with clients, the taste charts allow us to jump straight to talking about profile directions: We can work on ideas more quickly since we already know they are market tested, and provide reliable mainstream and on-trend flavors. Because the charts contain so many insights, there’s an opportunity to launch multiple new products. For instance, a brand with a great selling recovery beverage may want to launch limited time offers for spring, summer, fall and winter."

—Amy Peterkes, Manager, Taste Library, Senior Scientist in Beloit, Wisconsin, USA

To learn more about our 2020 flavour forecast, download the 2020 Kerry Taste Charts, which provide trending taste predictions for 6 regions around the globe. To learn more about working with Kerry, contact us.

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