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2021 Taste Charts
EUROPE & RUSSIA
© Kerry 2021
Your global
taste partner
As a leader in taste, Kerry is on a constant quest to discover and
translate the best taste experiences from real food foundations.
In this journey, we are committed to guiding our customers on
their mission to develop the next generation of tastes that will
delight, surprise and excite consumers.
Our Taste Charts represent Kerry’s annual review of the food
and beverage taste landscape, utilising sales performance,
consumer trends, foodservice influences and endorsements
from our internal culinary experts to predict trends for the
coming year.
Going beyond flavour to build an authentic,
sustainable future for taste.
EUROPE & RUSSIA TASTE CHARTS
Contact Kerry for your next innovation
© Kerry 2021
The aim of our
Taste Charts is simple
We provide the industry and our customers with a proprietary
view into the flavours and ingredients shaping the taste
market across sweet, beverage, savoury and snacks.
Methodology
Kerry’s Taste Charts methodology has evolved – analysing point
of sale data, product launches and menu penetration as primary
sources of data to consider the world of flavours in retail as well
as foodservice; in addition to internal insights and industry reports.
The lifecycle of taste
Our predictions date back a decade, and consider flavours
and ingredients that are here to stay (Mainstream and Key),
as well as flavours and ingredients set to create ripples
in the industry (Up & Coming and Emerging).
MAINSTREAM UP & COMING
Top 10 for the last five years 20 fastest growing in the last three years
KEY EMERGING
Next top 15 for the last five years 20 fastest growing in the last year
EUROPE & RUSSIA TASTE CHARTS
Contact Kerry for your next innovation
© Kerry 2021
Why do you need Taste Charts?
THE LIFECYCLE
7.2%
Interest Caramel
growth between 2017-2020 of Start of COVID-19 pandemic
over time Salted Caramel US menus with salted caramel stay-at-home measures
OF CARAMEL Source: Datassential
100
Here is an example of
how Kerry has captured
the evolution of caramel 75
and salted caramel from
a mainstream flavour in
sweets to a trending flavour 50
in salty snacks, following a
similar movement of caramel
25
in consumer chatter*.
Kerry’s Taste Charts are built
globally to identify emerging 0
flavour inspiration before
their market adoption. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Our Taste Charts help you *Source: Consumer Chatter on Caramel in Food and Beverage from Google Trends, US
to stay innovative, inventive
and informed. Sweet: Culinary: Caramel Caramel Caramel Caramel Caramel Caramel Caramel Caramel
(M) (M) (M) (M) (M) (M) (M) (M)
Caramel (Mainstream) Caramel (Up & Coming)
Salted Salted Salted Salted Salted
Salted Caramel (Key) Salted Caramel (Emerging) Caramel (K) Caramel (K) Caramel (K) Caramel (K) Caramel (K)
Salty Snacks: Caramel (K) Caramel (K) Caramel (K) Dairy & Hot: Dairy & Hot: Dairy & Hot:
Beverage: Caramel (M) Caramel (M) Caramel (M)
Salted Caramel (Key) Salted Caramel (Up & Coming)
Caramel Salted Dairy & Hot: Dairy & Hot: Dairy & Hot:
Caramel (Key) (U&C) Caramel (E) Salted Salted Salted
Caramel (Key) Caramel (K) Caramel (M) Caramel (M)
Dairy & Hot: Caramel (Mainstream) Salted Caramel (Emerging)
Salted Salted Salted
Dairy & Hot: Salted Caramel (Mainstream) Caramel Caramel Caramel (E)
EUROPE & RUSSIA TASTE CHARTS Dairy & Hot: Salted Caramel (Key)
(U&C) (U&C)
Contact Kerry for your next innovation Caramel (K) Caramel (K)
Source: Kerry’s Taste Chart Methodology
© Kerry 2021
20 2 1 E UROPE & R USSIA TASTE CH AR TS
Ingredients
Functional Alternative Multisensorial
Turmeric Tea Maca Mushroom Marshmallow Ruby Chocolate
Green
Cocoa Black Hemp (Seed) Fibre Chocolate Chips Mustard
Kombucha Oats Avocado Cookie Dough Sea Salt
Fermented/
Vinegar Gherkin/Pickle Legumes Jackfruit Vanilla Beans Sponge Cake
Tea
Mate Lentils
Honey Crushed Caramel Pretzel
Apple Cider Peas
Green Coffee Chickpeas Caraway
Guarana Nuts
Rosemary Macadamia
Ashwagandha Honeycomb Almond
Hazelnut
Pink Peppercorn
Raspberry Dried
Chilli Flakes Inclusions
Black Pepper Popping Candy
Poppy Seeds
© Kerry 2021
20 2 1 E UROPE & R USSIA TASTE CH AR TS
Sweet
Mainstream Key Up & Coming Emerging
Chocolate Citrus Chocolate Nuts Citrus Golden Berry Citrus Shortbread
Milk Chocolate Orange White Chocolate Macadamia Clementine Lime
Dark Chocolate Lemon Praline Chocolate Peanut Mandarin Kiwi Yuzu Espresso
Pecan Blood Orange Dessert Chai
Vanilla Herbs/ Berry Pistachio Blue Raspberry
Dairy Banana Split
Nuts Botanicals Cranberry
Custard Wild Cherry Turmeric
Peppermint Blueberry Caffè Latte Soft Cheese
Hazelnut Blackcurrant Butter Apple Pie Provenance
Almond
Rosemary
Lemon Baklava Prune
Thyme
Coconut
Sour Cream of Cacao
Caramel Meringue Madeleine Anise
Dessert Alcoholic Notes Eclair Peanut Butter
Salted Caramel
Tiramisu
Passionfruit/ Chilli Cognac Alcoholic Notes
Toffee Caramel
Crème Brûlée Maracuja Mojito Herbs/ Limoncello
Cinnamon Punch Botanicals Mulled Wine
Berry Pineapple Lavender
Strawberry Tutti Fruity Rum Gin
Green Tea Sage Whiskey
Raspberry Gingerbread
Banana Mint
Cola Speculaas
Apple
Kerry Marketing Insights Taste Programme 2021.
Sweet includes Candy, Confectionery, Cookies, Desserts, Bars, Cereal, Sweet Baked Goods, Spoonable Yoghurt, etc. © Kerry 2021
“THE TASTE CHARTS ASSIST Matthew
May
OUR CUSTOMERS TO
MAKE DECISIONS BASED
ON STRONG MARKET Director of Bakery, Europe & Russia
INTELLIGENCE.”
How are you using the Taste Charts? What is your forecast for 2021? Why?
We use the Taste Charts in combination with It is envisaged that comforting and nostalgic
Kerry’s proprietary consumer research tools to flavours will be important. Our customers will
help our customers develop new products with need to innovate to drive growth so fewer
flavours that are relevant to their target market. mainstream flavours will also be important.
This approach enables us to take them on a Organic will be an important factor to consider in
journey, starting with the view of the global certain areas of Europe.
regions and then ultimately narrowing it down The key flavours in bakery will remain the
to a local level. mainstay. Nut flavours, particularly hazel and
almond will still be key, however praline is
How does it benefit our customers? showing good growth.
The Taste Charts assist our customers to make Citrus also remains strong with orange and
decisions based on strong market intelligence, lime blossom, mandarin, tangerine, clementine,
therefore speeding up development time grapefruit, yuzu and kumquat seen as a natural
and increasing the likelihood of achieving expansion of the traditional lemon and
consumer preference. orange flavours.
© Kerry 2021
20 2 1 E UROPE & R USSIA TASTE CH AR TS
Snacks
Mainstream Key Up & Coming Emerging
Chilli Meat Dairy Herbs/ Cumin Herbes de Parsnip Maple Syrup
Sweet Chilli Ham Gouda Botanicals Italian Provence Meat Ginger
Peri Peri Chilli Chicken Brie Coriander
Bacon Butter Basil Greek Gyros Chilli Lamb
Dairy
Alliums Cream Oregano Green Chilli Duck
Onion Tomato Hamburger Blue Cheese
Rosemary Guacamole Habanero Chilli
Goat Cheese
Caramelised Ranch
Onion Salsa Red Curry Yoghurt Cherry Pepper/ Fig
Meat Seafood
Paprika Pimento Date
Dairy Sausage Chinese Lemon Prawn/Shrimp
Sour Cream Beef (Steak) Sriracha Crab
Cheddar
Barbecue Truffle Honey Gochujang
Pork
Smoke Pickled Red Texas Barbecue
Green Pepper Mustard Onion
Wasabi Vinegar
Prosciutto Balsamic
Kerry Marketing Insights Taste Programme 2021.
Snacks include Chips, Popcorn, Meat Snacks, Puffed Snacks, Tortilla, etc. © Kerry 2021
“WE NEED TOOLS THAT Xavier
Herrera
MAKE IT EASIER FOR
PEOPLE TO ALIGN, SUCH
AS THE TASTE CHARTS.” Senior Account Manager & Beverages Lead, Southern Europe
How are you using the Taste Charts? What is your forecast for 2021? Why?
I use Taste Charts to brief my clients and My prediction for 2021 - and indeed the next
colleagues on the right taste profiles for projects number of years - is that we will witness a growing
and promotions, but also as a source of news demand for food and beverages with better
and trends to inspire innovation. nutritional values and added functionality. These
With more people working remotely, we need products will need to be clean with simple and
tools that make it easier for people to align and trusted labelling, and environmentally friendly.
make choices, such as the Taste Charts. Wellbeing is a major trend that underpins the use
of functional ingredients in balance with flavour
How does it benefit our customers? profiles, such as botanicals that are recognised
by the consumer for their perceived benefits.
The Taste Charts help to speed up the timing of Consumers will not compromise on taste and will
new product development projects, as well as also seek naturality in products.
define flavour life cycles and trendy ingredients.
They give clarity on the best performing flavours
and ingredients by end use market and advance
what is up-and-coming in other categories for
those who seek to innovate.
© Kerry 2021
20 2 1 E UROPE & R USSIA TASTE CH AR TS
Savoury
Mainstream Key Up & Coming Emerging
Tomato Black Pepper Harissa Citrus Seaweed Carnitas Greek Gyros Mushroom
Lemon Oyster
Dairy Smoke Dairy Orange Ratatouille Al Pastor Pineapple Summer Truffle
Cream Buttermilk Funghi Porcini
Cheddar Allium Parmigiano- Cinnamon Kimchi Pho Citrus
Yuzu White Truffle
Butter Reggiano
Herbes de Paprika Miso Dairy Bergamot
Provence
Mozzarella
Skyr Alcoholic Notes
Meat Massala Brandy
Chicken Spanish Ginger Fermented Fish
Lemon Seafood Wine (Barolo)
Beef
Coriander Sauce Curry Shrimp Sauce Beer
Chipotle Mushroom Hollandaise Sauce Rogan Josh Crab Mirin
Olive Soy Sauce Mojo Cherry Pepper/
Tom Yum Sourdough Pimento
Barbecue Remoulade
Cooking Tom Kha Ponzu
Character Meat Plum Roasted Garlic
Grilled Pork Chow Mein Parsnip Smoke Lingonberry
Chargrilled Lamb Maplewood
Roasted Bacon Lime Leaves
Toasted
Kerry Marketing Insights Taste Programme 2021.
Savoury includes Meats, Meals, Appetisers, Sauces, Dips, Dressings, etc. © Kerry 2021“WE USE THE TASTE Brian
O’Connor
CHARTS TO DEVELOP AT
LEAST ONE CONCEPT
THAT PUSHES THE Development & Application Chef II, Europe & Russia
BOUNDARIES.”
How are you using the Taste Charts? What is your forecast for 2021? Why?
When looking at customer innovation briefs, Flavour profiles and cuisines that might have been
we use the Taste Charts in combination with considered exotic will become more acceptable.
emerging cuisines to develop at least one Fermentation will continue to be big, due to the
concept that pushes the boundaries. We also use interest in gut health and immunity as well as the
them to understand what flavours can appeal to fact that people are now experimenting in the
a wider audience while still offering something kitchen. Food provenance will also continue to be
new and interesting. important to consumers.
Plant-based food is unstoppable at the minute,
How does it benefit our customers? and I think we will see a good mix of meat
The Taste Charts give our customers confidence substitute-based concepts as well as completely
in the development process and allow them to vegetable-based dishes.
clearly see what flavour profiles are becoming For the vegetable-based dishes, cuisines that
more mainstream. This allows us to spend more already have a strong plant-based heritage, such
time on co-creation. as Indian and Middle Eastern, will be big. There is
a credible fragmentation of the market as we see
a vegetarian focused approach emerge.
© Kerry 202120 2 1 E UROPE & R USSIA TASTE CH AR TS
Beverages
Dairy & Hot
Mainstream Key Up & Coming Emerging
Berry Banana Herbs/ Chai Desserts Green Apple Berry Desserts
Strawberry
Peach Botanicals Cinnamon
Crème Brûlée
Hawthorn
Buckthorn Muffin
Raspberry Peppermint Custard Juniper Berry Red Velvet
Herbs/ Fennel Berry Apple Cinnamon Lemon Zest Cake
Milk Chocolate Lemongrass Fudge Chicory Bean Brownie
Botanicals Forest Berry
Popcorn
Vanilla Chamomile Red Apple Blueberry Herbs/ Herbs/ Grape
Citrus Mint
Citrus Botanicals Speculaas Botanicals
Coconut Turmeric Basil Floral
Lemon Caramel Lime Honeycomb Coriander Rose
Orange Passionfruit/ Bergamot
Lychee Lavender
Salted Caramel Maracuja Cookies & Pomegranate
Ginger Hibiscus Verbena Cream
Nuts Pineapple
Mango Hazelnut Gingerbread Nuts Peanut Butter
Almond Toasted Cappuccino Walnut
Marshmallow Pistachio
Green Tea
Kerry Marketing Insights Taste Programme 2021.
Dairy & Hot Beverages include Tea, Coffee, Nutritional Beverages, Shakes, Hot Cocoa, etc. © Kerry 2021“TASTE CHARTS ARE Marc
Lejeune
MY MAGIC WAND TO
LEVERAGE MARKET
TRENDS AND FIND Business Development Sweet & Beverage Taste, Europe & Russia
INSPIRATIONAL IDEAS.”
How are you using the Taste Charts? What is your forecast for 2021? Why?
In front of customers I often feel like a The pandemic has elevated the quest for
fortune-teller, peering into a crystal ball to new experiences and fun, but also authentic
discover what the next market success story and natural solutions which resonate with
will taste like. Taste Charts are my magic wand functionality and connection.
to leverage trends across seasons, products, Lemon, red fruit, vanilla, coffee will continue
and markets to find inspirational ideas that fit to be popular, but I imagine that consumers
with what our customers want. will expect ingredients that tell a story about
sustainability and provenance. These tonalities
How does it benefit our customers? might be paired with botanicals such as turmeric,
The Taste Charts deliver great knowledge and pepper and pink peppercorn to enhance
insights for those looking for innovative new sensations, complexity and naturality.
tastes that deliver complexity and uniqueness or
add a specific signature to product developments.
They reflect insights from launches across various
categories, as well as mainstream product
tonalities which remain a must have. Emerging
flavours are also introduced, and they tell a story
about how these new trends have developed.
© Kerry 202120 2 1 E UROPE & R USSIA TASTE CH AR TS
Beverages
Water & Cold
Mainstream Key Up & Coming Emerging
Citrus Berry Pear Citrus Floral Pink Lemonade Red Tea Birch
Orange Strawberry Grapefruit Cherry Blossom
Sweet Orange Red Raspberry Carrot Lime Rose Alcoholic Notes White Tea Stracciatella
Lemon Blackcurrant Clementine Gin
Berry Black Cherry Whiskey Herbs/ Acerola
Lemon-lime Sicilian Blood
Mango Blueberry
Orange Vermouth Botanicals Melon
Cola Cranberry Herbs/ Cocktails Tarragon
Sicilian Lemon
Pineapple Botanicals Sage Citrus
Apple Banana Kiwi
Passionfruit/ Elderflower Chamomile Basil Orange Blossom
Tutti Fruity Maracuja Coconut Coffee Citrus Thyme Calamansi
Red Cherry Rosemary Kumquat
Hibiscus Yuzu
Mix Fruit Ginger Pomegranate Cream Soda Chinotto Orange
Saffron
Elderberry
Peach Watermelon Berry Ginseng
Herbs/ Cinnamon White Peach
Vanilla Botanicals Juniper Clove
Mint Loganberry Hop
Cucumber Buckthorn Liquorice
Rhubarb
Red Grape
Kerry Marketing Insights Taste Programme 2021.
Water & Cold Beverages include Alcohol, Beverage Enhancers, Water, Soft Drinks, Juices, Smoothies, etc. © Kerry 2021“FOCUSING ON WHAT IS Mark
Allen
HAPPENING IN OTHER
REGIONS AND CATEGORIES
IS IMPORTANT.” RD&A Senior Manager, Europe & Russia
How are you using the Taste Charts? What is your forecast for 2021? Why?
We use the Taste Charts when developing The combination of clean label, halo ingredients,
products to ensure we are meeting customer and components with functional benefits will
needs, whether they want to make products continue to trend in 2021. An example would this
with more traditional flavours or leverage be the association between Guarana and energy.
up-and-coming trends. This consumer need has been around for a while
but has been amplified due to the pandemic. We
How does it benefit our customers? are seeing consumers seeking new ingredients
The Taste Charts help to determine what our under the wellness trend all the time and I think
customers may be looking for. Some customers this quest will continue.
are interested in mainstream flavours, often
with a twist. Others are interested in using
emerging flavours and being first to market
with new concepts.
They help us to align the ideas to key trends in
their region and market. Many customers are
keen to prove that concepts will have an impact
both at a local level and further afield.
© Kerry 2021Creating a world
of sustainable
nutrition
As the world’s leading Taste & Nutrition company, by 2030, we
will reach over two billion people every day with sustainable
nutrition. Through our company goals and innovative solutions,
we’re committed to a sustainable future: better for people,
better for society and better for planet.
In a holistic approach to taste, we seek to balance our customer
requirements with consumer insights and leverage our portfolio
of technologies to look for the most sustainable solutions
without compromising taste.
We are committed to be the most sustainable
taste business in the world.
© Kerry 2021We’re here to help you on your taste journey.
Contact us to start your next innovation.
Learn more at Kerry.com
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