McCormick & Company Incorporated, a global leader in flavor, unveils its McCormick Flavor Forecast 2013. Now in its thirteenth year, the report is an annual spotlight on the emerging trends that the company expects to drive in terms of flavor innovation over the next several years.
Industry News | December 6, 2012
McCormick Unveils its 2013 Flavor Forecast
"Through the Flavor Forecast, McCormick leads the way in identifying flavor trends that serve as catalysts for innovation in many favorite retail brands and restaurant menus, including our own products," says Alan Wilson, chairman, president and CEO of McCormick. "With our global team of experts – spanning consumer and industrial segments in more than 100 countries – McCormick has a unique capability of identifying new and emerging trends on a global scale."
"At McCormick, it's our passion for flavor that helps us deliver such a strong track record of identifying the trends consumers will come to love," adds Wilson. Past reports have helped move once unfamiliar ingredients and trends into mainstream popularity. When chipotle was featured in the Flavor Forecast 2003, it was virtually unknown in the broad consumer marketplace. Since then, U.S. menu items mentioning chipotle flavor have increased by a staggering 214 percent. The trend of infusing foods with cocktail-inspired flavors appeared in the 2008 Flavor Forecast. About 3,000 new grocery products have been launched since then featuring a variety of flavors like whiskey, ale, bourbon, brandy, and more.
The much-anticipated Forecast report is created by a team of McCormick chefs, sensory scientists, dietitians, trend trackers, marketing experts, and food technologists from around the world. In its second year as a global report, the Flavor Forecast showcases trends and flavors taking root in cultures spanning Asia, Australia, Europe, Africa, Latin America, and North America.
With the Flavor Forecast 2013, McCormick has identified five trends that the company believes will drive new product development and innovative menu additions over the coming years. Ten accompanying flavor combinations illustrate how these trends are coming to life through taste.
"Around the world, we're seeing a fascinating collision of tradition and innovation. Authentic, real ingredients are still at the core – though now they're being enjoyed in unique, updated ways that reflect a much more personalized approach to cooking and eating," says McCormick Executive Chef, Kevan Vetter.
One leading trend featured in this year's Flavor Forecast is "Global My Way," which describes how people are discovering formerly "ethnic" ingredients beyond their traditional uses, incorporating those flavors into everyday eating. "Don't be surprised if in the next few years Japanese Katsu, a tangy cross between BBQ and steak sauce, and cajeta, a Mexican caramel, gain the broad appeal that once-regional tastes like Asian hot chili sauce have achieved," says Vetter.
In addition to "Global My Way," following are the five leading global food trends with 10 flavor combinations featured in the McCormick Flavor Forecast 2013:
-No Apologies Necessary – Diving headfirst into sumptuous flavors to enjoy the gratification of a momentary escape
-Decadent Bitter Chocolate, Sweet Basil, & Passion Fruit – An intensely indulgent combo that delights all the senses
-Black Rum, Charred Orange & Allspice – An instant tropical getaway, this sultry collision balances richness and warmth
-Personally Handcrafted – A hands-on approach showcasing the very best of ourselves
-Cider, Sage & Molasses – Rustic and comforting, this combo brings natural goodness to every meal of the day
-Smoked Tomato, Rosemary, Chile Peppers, & Sweet Onion – Smoky, sweet, and spicy flavors energize handcrafted ketchup, sauces, jams, and more
-Empowered Eating – Creating health and wellness harmony through a highly personalized, flexible approach
-Farro Grain, Blackberry & Clove – Healthy ancient grain rediscovered with powerful hits of fruit and spice
-Market-Fresh Broccoli & Dukkah (blend of cumin, coriander, sesame and nuts) – Satisfying flavors and textures, mixing unexpected varieties of broccoli with Middle Eastern spice blend
-Hidden Potential – A waste-not mentality, uncovering the fullest flavors from every last part of the ingredient
-Hearty Meat Cuts, Plantain & Stick Cinnamon – A new take on meat and potatoes, these ingredients inspire creative approaches that unlock their full flavor potential
-Artichoke, Paprika & Hazelnut – Ingredients you thought you knew invite new explorations, unleashing their deliciously versatile starring qualities
-Global My Way – Discovering the unlimited flavor possibilities of global ingredients, beyond traditional roles in "ethnic" cuisines
-Japanese Katsu Sauce & Oregano – Tangy flavors of BBQ and steak sauce create the next go-to condiment
-Anise & Cajeta (Mexican caramel sauce) – Sweet, rich delight transports desserts and savory dishes to new places
 Mintel Menu Insights, US, All dining types, Q2 2004-2012 – 244 mentions in 2004, 767 mentions in 2012
 Innova Market Research Database, US Food and Beverage Categories, Jan. 2008-Jun. 2012