As consumers face new challenges during the COVID-19 pandemic, we are seeing a resurgence of interest in flavors that are familiar. This means a renewed interest in classic flavors for each region of the world like garlic, onion, teriyaki and Sichuan. Consumers are looking for comfort and convenience, and food is a source where they are turning.

What are ‘Classic Flavors?’

We asked what ‘classic flavors’ means to several of our regional trend experts. This is what they said:

U.S. PERSPECTIVE: Classic U.S. flavors include garlic, onion, salt & pepper, buffalo, cheddar cheese, ranch, and barbecue and may have added claims such as cracked, roasted, toasted, slow-cooked, or fried to add depth to flavor descriptions.

EUROPE PERSPECTIVE: Brands are incorporating familiar flavors alongside more adventurous options; such as Japanese range of sauces featuring the familiar (teriyaki and katsu) alongside the more unusual (nanbanzuke and tonakatsu).

ASIA-PACIFIC PERSPECTIVE: The growth in premium flavors are expected to continue to grow in Asia as consumers are attracted to “real ingredients” in foods such as instant noodles.

What we are reading:

 
SECURING THE FUTURE
classic flavors breakfast

The Food People [Published March 26, 2020]

This article discusses a resurgence in nostalgia and comfort of home-cooked meals, classic flavors and dishes. Many consumers are turning to technology to learn new cooking methods and skills, using staple ingredients and flavors. More families are also becoming conscious consumers of their food waste while re-purposing and creating memories with each other.

 
WALKERS TEAMS UP WITH RESTAURANT CHAINS FOR TASTE ICONS CRISPS RANGE
classic flavors crisps

Abbie Dawson, The Grocer [Published April 2, 2020]

A popular crisps company teamed up with U.K. restaurants to create a ‘Taste Icons’ line of crisps that feature popular dishes from favorite restaurants. The crisps also include a coupon for the restaurants once COVID-19 measures are redacted, as a way of helping those restaurants affected and giving customers a taste of their favorite meals. The flavors include Yo Katsu Curry, Nando’s Peri-Peri Chicken, GBK Classic Cheeseburger, Las Iguanas Chilli Con Carne and Pizza Express American Hot Pizza.

 
US PACKAGED FOODS GROWTH EXPECTED TO ‘FAR EXCEED’ EXPECTATIONS
classic flavor

Sam Sosland, Food Business News [Published February 26, 2020]

According to research firm Credit Suisse, it is projected that U.S. packaged food companies’ retail sales will grow by as much as 15% to 30% between March and May 2020. These packaged foods are likely filling the role of comfort for consumers, with classic flavors and foods that they have come to know, love and prepare.

 
NORTHERN MONK AND AUNT BESSIE’S TEAM UP FOR ‘ROAST DINNER’ BEER DUO
classic flavors beer

Abbie Dawson, The Grocer [Published April 14, 2020]

Two staple U.K. foods – Yorkshire pudding and roast potatoes – have been combined with a staple alcoholic beverage – beer – to develop a new product capitalizing on classic and nostalgic flavors.

To read more about recent food trends and insights, we recommend this page: food trends.

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