Culinology - September 2017 - 12

FLAVOR trends

All types of peppers
remain popular,
though regional chiles
enable marketers
to differentiate
products.
©Ruggiero Scardigno-stock.adobe.com

as low-sodium or low-sugar varieties supporting restrictive
diets," said David Sprinkle,
research director at
Packaged Facts.
"Marketing products as certified
organic or carrying
'free-from' labels
has become part
of several trends
that will help keep
sauces and condiments popular with
a range of influential
consumers," he said.
Premiumization in
terms of flavor profiles,
ingredient sourcing and
authentic recipes is driving
growth of the shelf-stable sauce
category. Such specialty sauces represent about 20% of the category, and have
been and are expected to continue to grow
about 5% annually in dollar sales, according
to the Specialty Foods Association. Cooking
sauces, flavored mayonnaises and hot sauces contribute the most to sales, with cooking
sauces, which provide consumers kitchen
shortcuts, accounting for about 40% of total
sales. Not surprisingly, millennials' affinity for
convenient fresh meals is driving innovation
and category growth.

The flavor shift
Research shows that ongoing multicultural
changes in the US and a desire for authentic
recipes are expanding the category with exotic flavor profiles. For Daniela Barreto, manager and chef of Brazilian-themed Estadio
Grill, Chicago, it is a combination of three
tropical fruits - açaí, passionfruit and guarana - that serves as a backdrop for her exotic
secret "Brazinha" hot wing sauce.
"Sophisticated chile pepper and fruit
combinations are quite popular," said Jean
Shieh, marketing manager, Sensient Natural
Ingredients, Turlock, Calif. "Consumer preferences are shifting from burning heat to medium/mild heat with interesting background
flavors."
Roger Lane, marketing manager-savory flavors, Sensient Flavors, Hoffman Estates, Ill.,
said that increasingly those flavors are floral.

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Culinology | SEPTEMBER 2017

"Floral notes are beginning to trend across
the sauces category," he said. "We've seen
their popularity grow in the beverage segment
with hibiscus, cherry blossom and lavender,
and all three of these flavors compliment
sauces. Their subtle flavor notes are difficult
to identify, but create a premium experience."
Judson McLester, executive chef and ingredient sales manager, McIlhenny Company,
Avery Island, La., agrees. "The subtle trend
is to merge overlying flavor trends with the
familiar, while also providing a unique tasting experience," he said. "Product familiarity
and most of all, memorable flavor delivery are
paramount considerations."

Opposites attract
With the sweet-heat trend, it's not just
sweet, as in sugar. Rather, sauces are being
formulated to have flavorful sweetness.
"This trend has been around for quite some
time, but we're seeing it combine in a more
global way," Mr. Lane said. "We're now seeing
Mexican chiles combined with agave, Indian
chiles with maple syrup and Middle Eastern
flavors with honey."
Jean Heimann, culinary scientist, LifeSpice
Ingredients, Chicago, said, "Vinegars are being bourbon barrel aged or aged with maple
to make subtle caramel notes. Floral honey,
such as buckwheat, adds a characterizing
molasses and slightly smoky flavor."
Toasted coconut is what Geo Phelps, owner, Chili Rocks, Cincinnati, uses in his CoCo
Ghost Pepper Hot Sauce. The sweetness of
the coconut helps lessen the heat of habanero and ghost chiles.
All types of peppers remain popular in
sauces, though regional chiles, often those
that are hard to find in the mainstream supermarket, enable marketers to differentiate
products beyond the hot sauce condiment.
"Aji panca from Peru, cascabel from
Mexico, urfa chile from Turkey, and even the
perennial Hatch green chile from New Mexico
- all of these have really gained momentum
this past year," Mr. Lane said. "Each of these
chiles has a unique flavor profile. Typically
adding a creamy or cheesy note works well to
temper their heat and allow their flavor to be
appreciated. Sometimes adding a sweet note
helps balance flavor, too."
"Many of these peppers impart actual flavor
rather than just heat," added Scott Walnofer,

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