Bad Smells & Great Tastes
This week - the wild and wacky world of flavours and fragrances! These invisible and intangible ingredients are like the duct tape of the food industry - they fix everything and create the aromas and flavours many of us have come to crave.
But, not all flavours and fragrances are created equal. Some are like a fine wine, while others are like a two-week-old carton of milk.
What makes flavours and fragrances so important (and sometimes questionable) in the food industry?
Flavour and Fragrance Market Overview
According to a report by MarketsandMarkets, the global flavours and fragrances market is expected to reach $31.6 billion by 2025.
That's a lot of money for something that's essentially invisible. Although without these innovative products flavours and fragrances play a crucial role in making our products appealing to consumers.
The report also states that the food and beverages segment accounted for the largest share of the global flavours and fragrances market in 2019. In other words, without flavours and fragrances, our food would be as bland as a cardboard pizza.
A Nielsen report found that natural and clean label claims were the top two claims driving growth in the flavour and seasonings category in the US.
Not all ingredients are created equally...
Natural Flavours: These are derived from actual sources such as fruits, flowers, and spices. These are like the fancy, expensive ingredients that you only use on special occasions.
Artificial Flavours: These are created in a lab using a mix of chemicals. These are like the boxed mac and cheese of flavours - cheap, easy to make, and always satisfying.
Future of flavours and fragrances in the food and manufacturing industry
The future of flavours and fragrances in the food and manufacturing industry is shaped by a number of emerging trends and technologies. One trend that is likely to continue to grow in popularity is the use of biotechnology and genetic engineering to create new flavours and fragrances. This essentially allows scientists to manipulate the genetic makeup of plants and other organisms to create new and unique flavours and fragrances. For example, scientists have used this technology to create a new type of vanilla that has a more intense flavour than traditional vanilla.
Another that you have undoubtedly heard (not just from me) is the use of natural and clean label ingredients. Consumers are becoming increasingly conscious of what they put in their bodies and are looking for products that are made with natural, non-GMO, and organic ingredients. As a result, companies are turning to natural flavours and fragrances to meet this demand.
The use of technology such as Artificial Intelligence is also set to play a key role in the future of flavours and fragrances. AI can be used to analyze consumer preferences and predict future trends, helping companies to create new and innovative flavours and fragrances that will appeal to consumers. You really need to see what Aromyx Corporation are doing in this space - it's like something from a sci-fi movie!
Additionally, the use of flavours and fragrances in functional foods and nutraceuticals is also expected to grow in the future. As consumers become more aware of the health benefits of certain foods, the demand for functional foods and nutraceuticals that are fortified with vitamins, minerals, and other beneficial ingredients is likely to see a surge in demand.
The Great Debate...
While some argue that natural flavours and fragrances are the way to go because they're more authentic and healthier, others argue that artificial flavours and fragrances are just as good, if not better, because they can be customized to taste and smell exactly how the manufacturer wants them to. It's like the age-old debate of homemade vs. store-bought.
According to a report by Grand View Research, the natural flavours and fragrances market size was valued at $9.8 billion in 2019 and is expected to expand at a CAGR of 6.5% from 2020 to 2027. But perhaps this is a case of educating consumers on the facts of artificial flavours and fragrances.
Flavours and fragrances are like the secret sauce of the food industry - they make everything taste and smell better. Whether you prefer natural or artificial flavours and fragrances, the important thing is to find the right balance and use the right type for the right product.
Employing the latest technology to formulate flavours and fragrances will help you stay ahead of the competition whilst targeting a demographic on a whole new level.
And remember, if it doesn't taste good, it's not going to sell. So, go forth and make delicious and fragrant foods!
Meyrick Consulting places top leaders in the food and ingredients industry, globally!