Mindful Moments, Bold Flavours
Mindful Moments, Bold Flavours:
A Taste of What’s Next in Food and Drink
November 2024
By Hannerie Visser (Studio H)
In today’s culinary landscape, consumers are increasingly looking to explore flavours that elevate experiences beyond mere sustenance. This shift marks a move away from traditional food experiences to ones that are immersive, sensory-rich, and meaningful. Four key flavour trends are rising to meet this demand, each offering a unique twist on familiar tastes while embodying the evolving consumer desire for authentic, vibrant, and globally inspired experiences.
Coffee: Bean beyond
Coffee is undergoing a transformation from a morning staple to a versatile flavour powerhouse. Beyond the traditional cup, coffee is gaining popularity as a key ingredient and we’re seeing increased use specifically in sauces, marinades and desserts. Its rich, roasted undertones lend a depth that complements savoury and sweet applications alike, creating unexpected and complex flavour experiences.
Coffee’s complexity allows it to act as both a primary and supporting flavour, whether it’s adding depth to a marinade or balancing sweetness in desserts. The versatility of coffee allows it to blend seamlessly with other flavours, enhancing dishes with a richness that feels luxurious yet grounded. This trend reflects a growing consumer appetite for bold, layered tastes that invite mindful, moment-by-moment savour.
Fruity flavours: freshness with a vibrant twist
Fruity flavours are having a moment, particularly among younger consumers who prioritise health-conscious options that don’t sacrifice taste. Consumers are more conscious of what they consume and prefer flavours that align with their health and lifestyle values. Consumers associate fruity ingredients with wellness and sustainability, contributing to their increased presence in food and beverage products. This trend embraces flavours like pineapple and citrus, which add a refreshing, tropical twist to both food and beverages.
As a result, fruity flavours are increasingly found in health-conscious items like low-calorie desserts, beverages, and snacks, each offering an uplifting, flavour-packed experience that aligns with the desire to treat oneself while staying balanced.
Floral flavours: The elegant, aromatic profile
Once a niche flavour category, floral notes are stepping into the mainstream, adding sophistication and a delicate touch to a variety of food and beverage options. Floral flavours are experiencing a surge in popularity across food and beverage categories, driven by consumer fascination with their unique notes and health benefits. In 2024, according to a recent report from Innova Market Insights 33% of consumers have actively sought more floral flavours in their food and drink. Compared to other botanical flavour categories tracked by Innova, floral flavours in food and beverage launches are growing at the fastest rate.
Floral flavours like elderflower, hibiscus, camomile and rose are particularly popular in drinks and desserts, where their aromatic qualities create a refined and unique experience. Floral notes have also gained traction in the non-alcoholic beverage space, where they provide an elegant alternative to alcohol and complement the rising trend of mindful drinking. The sophistication of floral flavours allow consumers to enjoy complex and satisfying alchohol-free beverages.
Umami-led flavours: a taste of depth and savour
Umami, often referred to as the “fifth taste,” is captivating consumers who crave complex, savoury flavours that go beyond the ordinary. Umami-led ingredients such as miso, mushrooms, seaweed, and soy offer rich, layered profiles that can transform dishes with their depth and subtlety. These flavours provide an intense “taste of depth,” giving consumers an experience that’s both familiar and sophisticated, with hints of savouriness that linger. This trend aligns with a growing interest in authenticity, where consumers appreciate flavour combinations that are both novel and rooted in culinary traditions.
The evolution of flavour as experience
These four flavour trends – coffee, fruity, floral, and umami-led – reflect a significant evolution in the way consumers engage with food and beverages. Today, flavour is no longer just about taste, it’s about creating a memorable experience, exploring different cuisines, and engaging in moments of mindful indulgence. This trend underscores a shift in consumer expectations, where the dining experience is valued as much as the food itself.
Our flavour pairing index:
Coffee
Pineapple
Hibiscus
Elderflower
Miso
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
Top Fragrance Trends of 2024
From Gourmands to Classics: Top Fragrance Trends of 2024
October 2024
By Carla Gey van Pittius – Head of Fragrance, SensoryFX.
As a fragrance enthusiast, I’ve been captivated by the exciting developments that have shaped the industry in 2024. From the resurgence of classic notes with a modern twist to the emergence of indulgent gourmand scents, this year has been a remarkable journey for both perfumers and consumers alike. Let’s explore some of the most noteworthy trends that have defined the fragrance landscape.
1. Gourmand treats
Just imagine the sweet, creamy and indulgent feeling of eating a chocolate but instead of tasting it, you’re smelling it! Wanting to smell like a freshly baked croissant or a creamy pistachio ice cream has never been easier. This year, I’ve enjoyed the rise of delectably edible fragrances such as the rich and addictive Yum Pistachio Gelato by Kayali or the fruity marshmallow favourite, Oriana from Parfums de Marly. The boundaries of the popular gourmand family have been pushed and tested by truly creating such captivating fragrances that one can’t help but give a double take when smelling these creations.
2. Vanilla reinvented
The iconic vanilla has seen a comeback in 2024, but with surprising twists and turns. Pairing creamy, sweet, and edible vanilla with notes such as tobacco and leather has been a game-changer. My favourite example of this trend is Vanille Leather by BDK Parfums, where the spicy pink pepper top notes blend beautifully with the animalic leather and comforting sweet and creamy Madagascan vanilla. Such a contrast between the earthy, harsh leather and the familiar vanilla creates a harmonious and captivating fragrance.
3. The sophisticated cherry
The resurgence of cherry fragrances, infused with a touch of elegance, has been a pleasant surprise. Looking at examples such as Juliette Has A Gun, Juliette Eau de Parfum, we see the delicate blending of the sour cherry facet with the soft florals of jasmine and a beautiful base of tonka bean, elevating this familiar note. The fun and fruity note of cherry is one we all recognise, but being able to have it in such a unique wearable form has transformed and renewed my idea of fruity and flirty nuances.
4. Summer centric fragrances
Who doesn’t love a summer day at the beach, feeling the warm sand beneath your feet and smelling the salty ocean? From solar to floral to fruity, I have certainly enjoyed witnessing summer-inspired fragrances all around in 2024. Parfums de Marly has created a perfect summer fragrance with their Valaya. The fresh aquatic and citrusy top notes create a beautiful opening to the white floral and vetiver heart, leaving a lasting amber, woody base that just echoes the feeling of a refreshing summer day. Lust for Sun by Juliette Has A Gun creates a slightly warmer, cozier feel of a late summer afternoon with the lactonic coconut top and the cocooning musk base that invites you to enjoy a lazy afternoon in the sun. These fragrances allow us to escape our mundane routines and transport ourselves to exotic destinations.
5. Interesting and unexpected notes
Speaking of the exotic, one of the most intriguing and unexpected fragrances I’ve encountered this year is Dead Dinosaur from the niche brand Snif. The fragrance opens with a strong top note of gasoline and pink pepper, blending with Peru balsam and cedarwood to create a rather lasting masculine feel. The idea of using gasoline was prompted by the slight addictive feeling of smelling gasoline when filling up a car for a road trip. On a less adventurous but still interesting route, we have experienced the beautiful golden warmth of honey and vibrant, sulfurous notes of tobacco in the beautiful Tobacco Honey from Guerlain. These unexpected notes have opened up and broadened the palette for both perfumers and consumers.
6. Mood-centric fragrances
I have really been inspired by the rise of mood-centric fragrances. Highlighting the healing and well-being properties of fragrance ingredients has been a pioneering trend in 2024. With Charlotte Tilbury releasing a collection of six mood-centric fragrances in April of this year, these fragrances have inspired consumers to think of their fragrance as an enhancement and extension of themselves, rather than just a step in their morning routine. We are no longer confined to a single signature scent; instead, fragrance has become a tool for escapism, emotional expression and self-discovery.
7. Clean and sustainable
Finally, I’ve seen a significant shift towards cleaner and more sustainable products across all beauty categories. In 2024, fragrances have been developed or adapted for the conscientious consumer. Mojave Ghost by Byredo has been a favourite among loyal customers to the brand, prompting a change towards a water-based reformulation. Water-based fragrances have become increasingly popular due to their focus on skin sensitivity. Sustainably sourced materials have become more important to consumers, leading brands such as Henry Rose to create fragrances with non-toxic and sustainably sourced raw materials as well as 90% recyclable packaging. The ability to choose clean and sustainably sourced fragrances has empowered consumers to become more aware of the products they consume and their lasting impact on the environment.
I believe that in the coming year, the fragrance industry will continue to push the boundaries of our understanding of familiar concepts. From classic cherry and vanilla to unexpected notes like gasoline and tobacco, the future holds exciting possibilities. By understanding the fragrance market and trends, SensoryFX is well-positioned to explore and create fragrance solutions that cater to the evolving needs of consumers.
Carla Gey van Pittius is a seasoned perfumer with a passion for fragrance development. With a keen interest in research and innovation, Carla has honed her skills in matching, and new fragrance creation. Holding an Honours Degree in Food Science and Technology, Carla is the Head of fragrance at SensoryFX, where she leads a team in crafting exceptional olfactory experiences.
The rise of the South:
A Global Flavour Trend
The rise of the South: A Global Flavour Trend
September 2024
By Hannerie Visser – Studio H
Uncover the global culinary impact of the Southern Hemisphere. SensoryFX delves into this exciting trend with insights from industry expert Hannerie Visser.
In a post-pandemic world, we’re finding a renewed appreciation for the power of food – how it has the ability to bring people together, tell our stories and express our emotions like no other medium. We live in unprecedented times: an era of polycrisis with major technology shifts driven by Web3 and AI, two devastating wars in Europe and the Middle East, a cost of living crisis, a planet in crisis, a global energy crisis, and election anxiety across the globe.
And with that we see the rise of this season’s macro trend – urgent optimism.
In addition, a southern generation of creatives is standing up, embracing regional materials, cherishing indigenous values, and creating local flavours with a sense of urgency. The world may be in turmoil, but we know that we are entering an era of optimism, driven by citizens and brands. We are embracing happiness and resilience – essential qualities of the people of the south.
“The south is waking up and grasping global opportunities that are being explored. It took a
long incubation period for its immense talents to gain confidence but now we can feel the
planet tremble with excitement, the globe is exploding with expectation.” – Li Edelkoort
We are seeing a recalibration of the balance between the north and the south. For perspective, according to the UN, by 2100 the population of the global north will have grown by only 0.3 billion to 1.28 billion (11.8% of the global population), while that of the south will have grown by 3.7 billion to 9.6 billion (88.2% of the global population).
Global power dynamics have undergone a significant transformation since the last century, marking a momentous shift from the northern to the southern hemispheres. Until very recently, the balance of power was unequivocally tipped in favour of the northern regions, which had historically retained dominance over capital, assets, and the flow of information. The northern territories were regarded as the primary epicentres of economic prowess and technological innovation.
A discernible paradigm shift is currently underway, underscored by a noticeable stagnation in the north’s ability to generate groundbreaking innovations. Increasingly, the northern regions are casting their gaze southward, seeking inspiration and novel ideas from the burgeoning economies and burgeoning creative forces in the global south.
This fundamental transition in global dynamics not only reshapes the world as we know it, but also highlights the importance of the south as a thriving creative entity.
With that, we see the rise of southern flavours globally. Notably, South African culinary and gastronomic traditions have found a vocal advocate in chef Dave Chang, who frequently references South African food, wine, and beloved biltong in his podcast, The Dave Chang Show, thereby underscoring our growing influence on global tastes. In the UK, biltong has found pride of place in the Selfridges Food Hall with a dedicated biltong counter, and our favourite snack can be found on most supermarket shelves – labelled as biltong (not jerky). Watch out for a global biltong flavour takeover
Another proudly South African flavour stalwart, rooibos, has been having a moment since it was nominated as one of the top ten colours in the Fashion Colour Trend Report for spring 2024 at New York Fashion Week.
We are looking forward to seeing a wave of southern hemisphere flavours take the world by storm with a special focus on ingredients and dishes like kuli-kuli, suya, jollof and fonio from West Africa, driven by chefs like Pierre Thiam and Kwame Onuwachi in the US.
Side Bar
Pierre Thiam is a chef, author, and social activist best known for bringing West African cuisine to the global fine-dining world. He is the executive chef and co-founder of Teranga, a fine-casual food chain from New York that introduces healthy, casual fare directly sourced from farmers in West Africa. Pierre is also the Executive Chef of the award-winning restaurant Nok by Alara in Lagos, Nigeria and the Signature Chef of the five-star Pullman Hotel in Dakar, Senegal.
His company Yolélé advocates for smallholder farmers in the Sahel by opening new markets for crops grown in Africa. The company’s signature product, Yolélé Fonio, a resilient and nutritious grain, is found in Whole Foods, Target, Amazon and other retailers across America.
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
Sources: Proud South, Proud sound, the rise of the proud Southerner by Kavita Parmar (India), www.pierrethiam.com
Scentsational Shift
August 2024
The Rise of Mood-Centric Fragrance:
The fragrance industry is witnessing a fascinating evolution. Consumers are increasingly seeking personalised olfactory experiences that go beyond singular signature scents.
This shift is driven by a powerful force: the connection between fragrance and mood. We are no longer confined to a single signature scent; instead, fragrance has become a tool for escapism, emotional expression and self-discovery.
The Rise of the Fragrance Enthusiast:
The fragrance landscape itself has become more accessible and diverse due to the rise of niche perfumeries and online retailers. This wider range of scents and fragrance profiles plays a role, but the defining characteristic of this new generation of fragrance enthusiasts is their focus on mood.
Gen Z and Millennials are not simply seeking new scents; they are driven by a desire to leverage fragrance as a tool for emotional expression and well-being. Research shows that a significant portion 80% of fragrance users believe scent can enhance their mood.
This focus on mood transcends generations, but it’s particularly pronounced among Gen Z, a demographic facing heightened levels of stress. Understanding this emotional landscape helps explain their shopping habits – a preference for smaller, more affordable fragrances that can be easily mixed and matched to create personalised experiences.
Beyond the Bottle:
Scent as a Multi-Sensory Experience
The growing understanding of the science of scent has played a significant role. Research has conclusively shown the powerful link between fragrance and our emotional state. Specific scents can evoke specific emotions. Lavender, for instance, is renowned for its calming properties, while citrus notes can energize and invigorate. This scientific knowledge has empowered consumers to leverage fragrance as a tool for mood management.
The Rise of Layering and Fragrance Wardrobe:
This newfound understanding also explains the trend of layering fragrances. By layering multiple scents with complementary notes, individuals can create bespoke olfactory experiences tailored to their mood or desired effect. Imagine a person layering light citrus eau de cologne for a morning pick-me-up with a warm, comforting vanilla body lotion for a cozy evening.
Social Media and the Power of the Influencer:
The rise of social media has also fuelled the fragrance evolution. Platforms like Instagram and TikTok have become hubs for fragrance education and content creation. Fragrance enthusiasts share reviews, tutorials, and tips for layering fragrances, creating a vibrant online community and fostering a culture of fragrance discovery and experimentation. Additionally, the influence of beauty influencers who promote diverse fragrance profiles further drives consumer interest in exploring beyond traditional perfume selections.
Beyond Perfume:
The Diverse Applications of Mood-Centric Fragrance
The power of fragrance as a tool for escapism and self-expression extends far beyond the confines of a perfume bottle. Scent transcends personal application, weaving itself into the fabric of our daily lives. A consumer’s home, now more than ever, is a reflection of their inner sanctuary. Beyond masking odours, this trend reflects a desire to create emotionally resonant home environments. This translates into the development of home and air care products formulated with differentiating fragrance profiles. These profiles target specific moods and needs, potentially encompassing calming scents for bathrooms, invigorating scents for kitchens, and focus-enhancing blends for workspaces.
The rise of mood-centric fragrance signifies a deeper understanding of the emotional connection consumers have with scent. As fragrance developers, SensoryFX is at the forefront of this evolution. We are constantly exploring innovative fragrance solutions that cater to the evolving needs of our clients. By embracing the power of mood-centric scents, we can unlock a world of possibilities, where fragrance transcends aesthetics and becomes an integral part of our emotional well-being.