Givaudan refreshes FlavourVision consumer trend programme through COVID-19 lens

Givaudan has refreshed its FlavourVision consumer trend programme to reflect the impact of the worldwide COVID-19 pandemic. The FlavourVision update is poised to serve as a critical tool to help Givaudan’s customers decipher and understand how consumer behaviours and product development in the food, beverage and nutraceutical industries may be affected.

In the 2020 edition, the company examined the seven FlavourVision trends through the lens of COVID-19, and identified six shifts that have the potential to shape a new normal in the long term.

Stephanie Puel, global marketing director, taste and well-being, Givaudan, commented: “Our research shows that five of the seven trends have been amplified by the pandemic, notably those that are socially focused, such as Human Connection and others that are very much wellness-related like DelightFULL for example. These are being played out in many ways as consumers adjust to newfound need and pressures that arose unexpectedly this year.”

The Human Connection trend highlights the intensification of consumer’s need to interact with others, and the priority given to finding ways to do so. Technology and social media have been at the centre of facilitating connection, and have given business the opportunity and permission to forge more authentic, human relationships with consumers. As restrictions gradually begin to lift, people will be increasingly selective about who makes it into their trusted inner circle.

The DelightFULL trend notes that COVID-19 has shifted the focus from the out-of-home experience economy to novel, indulgent and comforting in-home experiences – and foods. Furthermore, people are turning to nature for a sense of escape, and brands have responded by evoking nature through sensorial cues in their products and services. Economically and otherwise vulnerable groups in both developed and developing markets, on the other hand, are focused more on safety and survival than indulgence, comfort and escape.

The 2020 refresh also highlighted six other shifts, with a broad range in scale and scope that are expected to outlast the pandemic, shaping the new normal. From home as sanctuary and hygiene and health, to an insistence on increase corporate accountability, these shifts will likely impact daily life in the future.

“Customers expect us to anticipate changes in consumer behaviour to help them plan ahead in uncertain times. Our FlavourVision Refresh 2020 is able to help them to do just that,” Puel concluded.