As the festive season draws ever closer, people are hunkering down and seeking cozy flavors this winter. Classic flavors, such as ginger, continue to be a key focus of the industry as consumers turn back to nostalgia and their family traditions. However, consumers’ newfound interest in sustainable products also spills into this space, with organic and naturality being key flavor themes.

“The topic of naturalness is playing an increasingly important role in the development of food and beverages. As consumers are more concerned than ever about what they eat and drink, the naturalness of products plays an important role when making the decision to purchase goods. In addition to naturalness, it is also important that the raw materials are from 100 percent plant-based sources,” explains Elke Müller, Product Manager at Döhler.

There is always an overlap between flavorings and broader trends in the food industry, notes Ségolène Partamian, Marketing and Communication Manager at Aromatech. As consumers have become more aware of the impact of their diets, organic and plant-based offerings have flourished. Aromatech is promoting its organic products, while also creating those adapted to the growing plant-based market.

Ginger for warmth and indulgence
During the cold winter weather, consumers tend to choose flavors that evoke a feeling of warmth and indulgence, according to Florian Buttmann, Product Management Ingredients at WFSI – ADM Nutrition. “In addition to Christmas favorites like cinnamon, ginger is also a very popular flavor. Many people find the flavor profile of ginger tasty and see it as a beneficial ingredient.”

He continues that the taste profile of ginger is ideal for all kinds of flavor combinations. “Ginger is loved for its spicy, juicy and refreshing flavor. From jellies to hard-boiled candies, ginger is a popular flavor direction which can always be interpreted in a new and tasty way. Ginger’s flavor profile varies considerably when combined with different fruit flavors – finely balanced nuances make all the difference. The already broad portfolio of flavor innovations is continuously expanding. The newest additions are fruity hard-boiled candy flavors combining lemon, raspberry, cherry or pomegranate with ginger.”

Müller also highlights ginger as a key flavor thanks to its “warming nature.” She notes that this, in addition to other festive favorites like cardamom and cinnamon, may be used to spice gin as new winter editions of alcoholic beverages are pioneered. Other key sectors for Christmas flavors are chocolate confectionery, bakery products, dairy products and desserts.

Kevin Bangratz, Marketing Researcher at Prova, echoes that some alcoholic notes are also expected to hit the shelves this winter, as it is the case for cream liqueur. Hot beverages are also popular tastes as people are trying to warm up in this period of the year. Tea, coffee or mocha are among trendy tastes for winter.

He adds that consumers may wish for foods that are in accordance with the variations of their mood and their state of mind. This is the reason why seasonal flavors are more popular, particularly during snowy winter days, when people need to warm up by eating comfort food with pleasing flavors. “In cold months, some pastry-inspired flavors are particularly popular, such as cheesecake or pecan pie.”

Bangratz also flags the “swavory trend” – a blend of sweet and savory – as one of the most notable themes pegged for success in 2020. “Therefore, we think that flavors such as salted caramel will probably be among the trendiest notes this winter. We have also noticed that nuts are seasonal-dependent. Indeed, for winter, the number of new products launched with a hazelnut flavor increases significantly. As consumers tend to head towards more sophisticated tastes, we can suppose that hazelnut praline will be a popular taste this winter.”

Meanwhile, chestnut, fig, spiced pumpkin and frankincense are all key natural tastes to come this year, according to Partamian. She also notes that cocktails, mandarins, chai, speculoos, gingerbread, sparkling wine, hot wine, truffle, salmon and scallops are all other significant seasonal flavors.

Regional differences
According to Bangratz, winter flavors are essentially regional-dependent, notably because some countries give more importance to winter days than others. This is echoed by Müller, who points out that as winter is synonymous with the holiday season in many countries, traditions play a strong role. “This means that classics such as speculoos, cinnamon, almonds, marzipan or orange are among the most popular flavors,” she adds.

Partamian notes that as cultures and religion shape ways of life, regionality is key this season. Different geographic demographics may be looking for healthy, exotic, traditional or natural foods to varying extents.

Specifically, Bangratz says that in the US, limited edition innovations hit the shelves for the Christmas period as consumers are highly sensitive to seasonal tastes. Spicy notes are popular in this season, such as cinnamon, eggnog and gingerbread.

“Canada can also be a source of inspiration for winter flavors. Typically, maple taffy is the kind of food Canadian people eat during the winter. Thus, it is perfectly possible to use the taste of maple in various products with a seasonal positioning,” he adds.

Bangratz continues that Europe is split between regional specialties. Concepts surrounding lebkuchen, zimtstern or stollen are inspired by Germany’s emphasis on the holiday season. He also mentions Italian panettone, British mince pies and Spanish turrón as other regional desserts. “Regarding France, chocolate truffle or glazed chestnut would be perfect for Christmas. The taste of champagne could fit very well for the New Year celebration. Finally, frangipane is reminiscent of the traditional King Cake, consumed at the beginning of January.”

Müller also notes that varying climates also influence regionality during winter. “On the one hand, they depend on different regional traditions, such as national holidays, but on the other hand, these differences depend on the length and intensity of winters. Additionally, product properties, such as ripeness, bitterness or sweetness, can differ from country to country,” she concludes.