Givaudan, the global leader in flavours and fragrances, today announced new developments enhancing its industry-leading trends programme, FlavourVision, coinciding with its 10th anniversary. The new FlavourVision edition reveals seven key consumer trends from Crafted Identities to Risk Aware and Human Connection. These trends are brought to life with over 250 market examples including a fresh take on how health, identity, and enjoyment are translated into eating and drinking experiences, providing clarity and guidance for our customers as they ideate new products and concepts, wherever they are in the world.
Furthermore, it includes an interactive digital platform allowing for dynamic consumer trends to be tracked. A global network of cultural researchers have captured and shared great market examples from a dozen cities, with more being added daily. “These developments represent a significant step forward for our customers offering greater granularity of insight,” says Marissa Barnes, Global Marketing Head. “They need ideas that are relevant and actionable to take a future focused approach to product development. With FlavourVision we link consumer trends to the most pressing food and beverage challenges, and to our flavours and technical solutions. We connect the ‘wow’ with the ‘how’ for our customers in an effective, user-friendly way.”
The novel digital platform allows Givaudan to conduct virtual TrendTreks with customers, so they can find out about the latest trends in each market. Customers can see what’s on the menu at the newest local restaurants, view the most up to date food and drink products on the shelves in local stores and find out about what is in vogue locally such as vegan rainbow lattes in coffee shops in North America or Stoyn “sculptural” ice cream from Russia, an all-natural ice cream shaped as pop cultural icons that entertains the senses with flavours and the brain with shapes. Pictures, comments and videos of these experiences are uploaded onto the platform and can be shared with audiences in real time, around the world, allowing them to experience the TrendTrek virtually. “We are really excited by the new platform which allows us to see the day-to-day development of these trends at street level in regional markets across the world. This will allow us to give our customers both a top down view of the major trends influencing the market, complemented by an understanding of how this is playing out locally,” Barnes continues.
Givaudan works closely with customers to turn vision into reality, decoding the trends and drawing on the latest ingredients and flavour technologies to generate successful innovations which connect with consumers and their needs.
FlavourVision is founded on over 70 global drivers of change based on independent survey data from 33,000 consumers in 25 markets articulating changes in society, politics, economics, environment and technology and their implications for consumer attitudes and behaviours. It gives customers the most comprehensive and in-depth analysis of consumer food and drink trends available in the market.