Does the soft drink, the cocktail, the chocolate, the cup of ice cream taste like in former days? Before COVID-19 turned our world upside down? Our taste trend scouts were wondering. This does not mean that the Corona virus has mutated our taste buds and olfactory sensors and by this has changed our sense of taste within the meaning of sensorics. But it is rather a question of our taste preferences.
BE SAFE AND BUY LOCALLYWe were used to it that everything is available everywhere. Fruit and spices from countries all over the world. In search of always new trends, the wish for exotic and special things we drove around, shipped, flew anything around the globe. Coconut water from Brazil, mangos, papayas, star fruits, … The CO2-food print was mentioned again and again but the demand of the consumers was more important.
Then COVID-19 came. COVID-19 has limited availability here and there at least temporarily. Above all, COVID-19 leads many people to think differently. Is coconut water from overseas a must? Or is the apple-fruit drink not even better? Because it comes from the local region, with raw materials from fruit farmers who grow in a sustainable way.
To know where things come from provides us with confidence and security. Values which have even become more important. To process, buy and consume products which have been grown locally, enhances the domestic value-added chain, ensures the existence of the “neighbour” #supportyourlocals.
Short transport ways are good for the environment. Things that have been produced locally are also available when the global network gets cracked. The trend to buy locally has been discussed since some time now, this trend is not new. With COVID-19 this trend gains in significance and is pushed.
LOCAL DIVERSITYAustria and our neighbouring countries – in order to define the concept of local region further – have to offer a lot of tasty varieties of fruit, vegetables, spices, herbs. The contributions of climate change are that some things have become local such as melons in the Austrian region of Wienerwald and Tullnerfeld. And as often in history again and again vegetables, spices and fruit are brought from other countries and are being cultivated and have thus become local. Haskap e.g. also known as honey berry (Source), originally from the region of Kamchatka, is today also grown in Poland, Scotland, in the Balkan region and in Styria, Austria. Local and regional is in no way limited to apple, pear, strawberry and cherry.
EVEN IF YOU PICK OUT ONLY APPLE AS TOP-TASTE
THERE IS A LARGE VARIETY IN TASTE –
FROM APPLE BLOSSOM VIA APPLE CAKE TO APPLE CIDER,
FROM DIFFERENT APPLE VARIETIES WITH DIFFERENT GRADES
OF SWEETNESS, ACIDITY AND FRUITINESS.
ISOLDE TOMANN, SENIOR FLAVOURIST, HEAD OF FLAVOUR CREATION
NATURAL AND HEALTHYThe steadily growing health consciousness will push foods and beverages with functional ingredients. According to our taste trend scouts the taste of superfood and superfruits is in line with this. Goji, acai, cranberry or local berries such as blueberries, cowberries, black currant, aronia, hemp, local superfood with long tradition experience a revival. Who needs chia or quinoa? A lot which is known as superfood comes from distant countries but even that changes. For two years now ginger has been harvested in the Austrian region of Burgenland (Source).
GLOBAL WORLDS OF TASTEThe trend towards regionality does not mean that we should renounce the taste of other cultures. Other worlds of taste bring diversity, let us dream of other countries even if we cannot (do not want) travel and visit them. A thirst quencher with holiday feeling. A snack that arouses the thirst for adventure. This refreshes us. It sweetens our everyday life. Simple, uncomplicated, in between. Despite the focus on regionality we remain open minded, curious and globally linked and love the taste of the world.
PRODUCERS OF FOOD STUFFS AND BEVERAGES CAN UNDERLINE THE POSITIONING OF THEIR PRODUCTS WITH THE CHOICE OF THEIR FLAVOURS.
SUSANNE WINTER, MARKETING
TASTE UNDERLINES MEGA TRENDSSafety, health, globalization and connectivity are mega trends that help to shape our future. Trend researcher Harry Gatterer talks of resilient pillars in the crisis, of accelerators of change and chances for innovation.These mega trends will be reflected in the taste preferences of the people. Producers of food stuffs and beverages can underline the positioning of their products with the choice of their flavours.
CONCLUSIONAfter Corona our food stuffs and beverages will have flavours which we have known before. Probably we will see them differently, evaluate them differently. We will taste more consciously because we will have become more attentive. We will continue to combine good taste with indulgence and joy of life. And many among us will appreciate this more than before. Taste is and remains the most important criteria of decision when food and drinks are concerned. Taste is joy of life.
MAKE YOUR PRODUCT JOY OF LIFE.
WE FEEL HAPPY TO CREATE IT TOGETHER WITH YOU.