Indulgence is defined as the opportunity to allow yourself to do something pleasurable, especially something that is not good for you, and it is usually associated with something sweet like chocolate. For most consumers, indulging in salty snacks means taking their taste buds on a journey around the world. Therefore, as always, savory brands aiming to captivate luxury palates should focus on taste.
taste trip
In a recent Mintel survey, more than 60% of consumers cited flavor as their primary purchase motivator, with the bolder the better. Well, for some people. For Gen Z, flavors from around the world are of particular interest, including tagine, adobo, masala, bulgogi, furikake, and za'atar. However, T. Hasegawa's research shows that fewer than a third of companies have increased their trials in the past year, creating a huge opportunity for brands to bridge the gap between curiosity and action. I am.
Brands should collaborate with other brands to create unique profiles and ingredient combinations that enhance the experience, Flavor House said.
“Despite their unique appeal, not all global flavors are equally well known among consumers,” the authors write.
“Brands can leverage the popularity of other established foods and flavors to generate interest and encourage trying lesser-known options like furikake.”
Beyond taste, texture can also be used as a gateway to flavor expansion and education.
“For example, by drawing parallels between the texture of flaky, crunchy toppings like furikake and other trending options such as tagines used in popular dishes such as chili crisps and elote, we can create new and familiar flavors. “It can reduce consumers' anxiety about trying something that isn't available,” the company said.
That said, consumers continue to seek out the familiar, and flavors like pickle, dill, BLT, and olive particularly resonate with U.S. consumers. Upgrading classic flavors such as barbecue and ranch with additional flavors is also popular, and “tangy” can be used to emphasize spiciness and intensity, or to describe a snack that is sour or has a uniquely sour taste. It is an umbrella term that is regularly used to represent
Salty snack brands can take it to the next level by adding familiar flavors not typically found in this space, such as mac and cheese, sweet potato, sweet corn, and pork.
And of course, incorporating sweet flavors like cinnamon can be a great way to connect with consumers, especially those who are more adventurous with sweet spiciness like hot honey or spicy maple.
Returning to the topic of indulgence, a recent Mintel study found that more than 50% of consumers consider sweet and salty combinations to express a feeling of well-being, while 44% associate cheese with indulgent snacks; 38% veered towards meat flavors.
best of both worlds
But whatever their preferences, consumers take a balanced approach when choosing snacks. Brands that weigh exotic flavors and limited-time offerings will have the widest appeal.
However, if you're targeting a specific demographic, it's wise to know what appeals to you. Millennials want bolder flavors and new ingredient combinations, while Gen Z and X are all about versatility to accommodate a wider range of combinations and applications.
Overall, the line between snacks and meals is blurring, with more than a quarter of consumers considering snacks and meals to be interchangeable. Snack brands can embrace the “girls dinner” concept across time zones, especially through combinations with better-for-you components that can balance the perception of indulgence and satisfaction.
TikTok's all-important “girls dinner” is your go-to easy meal when you want to stay home after a tiring day. The phrase was coined by influencer Olivia Maher, who posted a video in May talking about how much she enjoys the simple joy of snack-only meals. While some have criticized this trend and argued that it can lead to unhealthy eating habits, it does highlight the snacking trend and present an opportunity for the snacking sector.
better wishes for you
There is also a growing interest in flavors inspired by cooking techniques, such as salted, roasted, toasted, buttery, smoked, caramelized, grilled and spiced.
“While health concerns are often cited as the main reason for avoiding snacking, there is a growing interest in flavors inspired by bold, sweet and exciting preparations,” the authors write.
“This contradiction reflects a broader trend toward moderation that emphasizes quality, flexibility, and balance. Consumers are now indulging in snacks that soothe their taste buds and promote a sense of well-being, rather than depriving them of flavor.” We're looking for ways to do that.”
Functionality can also add value without sacrificing flavor. More than 21% of consumers are looking for snacks with health and wellness functional claims, and exploring snack innovations that deliver on this functionality means they can avoid skipping snacks due to health concerns. This can be a great way to win back lost customers.
“It's interesting how snacks can serve multiple needs and occasions and be functional in nature. But today's consumers are always looking for better. , demand for snacks with health and wellness functional claims is increasing, especially among younger consumers.Given that health concerns are the main reason for reduced snacking, functional claims have been lost to consumers. This could be the key to getting it back.
“But perhaps the real benefit lies in attracting the attention of people who are attracted to healthier snacking options and who are looking for an energy-boosting snack to replace a meal without sacrificing nutrition. It is.”
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