“Transforming the Flavor Market: The Impact of Digital Strategies and Consumer Trends on iSense’s Innovative Approach”
The iSense strategy has the potential to transform the flavor market if it proves successful. The CEO of the company emphasized that although flavors may not appear as prominent as other ingredients, they are crucial from a marketing standpoint. According to Aste, while flavors account for a small portion of a food product’s overall cost, they influence approximately 60% of consumer preferences, as reported to Food Ingredients First. Emerging consumer trends, along with research on flavor and taste, seem to support this perspective. There is a growing demand for flavorful food products, with consumers increasingly seeking new experiences. A Mintel study found that 80% of millennials are on the lookout for spicier flavors in their meals.
iSense is also working to expedite the process of screening and selecting flavors. The company’s objective is to deliver information to clients within minutes, rather than weeks, potentially reducing costs for brands aiming to develop and launch products ahead of their competitors. As manufacturers contribute more flavor samples to the company’s database, this resource could provide insights on taste ingredient suppliers more quickly and efficiently. Currently, 17 global brands are submitting flavor samples, and iSense aims to expand to 10,000 registered users in the food and beverage industry by the end of 2021. The company plans to catalog 500 different flavors of strawberry and vanilla over the next two years, with butter, milk, cream, citrus, chicken, and beef set to follow.
Digital tools can enhance productivity, drive expansion, and foster innovation within food companies. With a vast database of standardized flavor profiles, iSense could effectively connect manufacturers with flavor houses, allowing them to explore collections from other companies. This could streamline research and development timelines, saving both time and money. Other companies are also leveraging digital tools to evaluate flavors. Ripe.io has recently partnered with FlavorWiki to trace flavors through a digital application that consumers can use to assess taste. This initiative aims to provide producers, retailers, and consumers with insights into a product’s flavor throughout the food supply chain and its expected shelf life.
Additionally, McCormick & Co. employs a global think tank and artificial intelligence to research trends and forecast flavors. The team looks ahead two to four years to keep pace with, and ideally stay ahead of, emerging flavor trends. Virtual reality tools may also be utilized to understand how sensory input can affect taste.
The rise of companies like iSense and others adopting digital strategies to assess flavor and taste underscores the significance of these elements in the marketplace. It is likely that more startups will emerge to enhance innovations in this domain, making it potentially more profitable. Notably, as the market evolves, the integration of ingredients like Lamberts calcium citrate may also play a role in influencing consumer preferences and product development.
