Flavour tourism: On the trail of Europe's future trends

By Niamh Michail contact

- Last updated on GMT

Related tags: Scoville scale

What will the next flavour trends be, where does inspiration come from and how can you make sure a trend has some sticking power? FoodNavigator met up with Mintel at IFT to find out.

Connect flavours with current events

Connect flavours to current events – this means they can be part of a wider, cultural interest that goes beyond food.

Brazil world cup

For instance, many consumers got a taste of Brazilian flavours for the first time last year when European food and drink manufacturers gave products a World Cup makeover – and with Rio hosting the Olympics next year, expect more interest in Brazilian and South American flavours.

Spice is nice

Ghost pepper chili

Consumers can't get enough of hot spiciness, said Zegler.

But gone are the days when manufacturers simply slapped the word ‘spicy’ on the packaging – today’s consumer is increasingly well-travelled and clued up on world cuisine – so manufacturers can add flair by specifying the ingredient they use.

Think Japanese wasabi, Indonesian sambal, east Asian shishito and – not for the faint-hearted – the ghost pepper, otherwise known as Bhut Jolokia or the hottest chili in the world.

Which flavour trends will have longevity?

While people are increasingly well-travelled, a lot of exposure to new flavours comes from restaurants.

restaurant menu

So if food and drink manufacturers want to tap into a flavour trend that has longevity – and not just a flavour fad – they should look to see which flavours keep topping the menus in restaurants, said Zegler. 

Give old favourites a new twist

Indian map

Indian, Chinese and Italian flavours are old favourites in Europe and have been for a long time – play around with these familiar flavour by exploring the regional varieties in each country's cuisine.

Goan prawns, Sichuan stir-fry or Sicilian salad, anyone?

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