Flavor trends are cyclical in nature. In times of economic uncertainty consumers yearn for the familiar. While companies are still exploring trendy flavors based on superfruits and other exotics, consumers find comfort in staples, such as vanilla and chocolate. Traditional custards and fruits, such as apple and blueberry, also are filling pastries and pies across America.

According to Flavor Trends, a study published in September 2008 by Frost & Sullivan, “emotions are playing a vital role in flavor choices.” While consumers' emotions might be drawing them to familiar childhood flavors, other factors are involved. The increasing ethnic diversity in the United States and consumers' sophisticated flavor palates create opportunities for familiar flavors with a twist. Some examples of this as cited in the Frost & Sullivan study include white chocolate with cranberries or Tahitian vanilla with honey.

Flavor companies also report increased interest in combination flavors. GSB & Associates, Inc., Kennesaw, Ga., often receives requests for fusion flavors that combine a bit of exotic appeal with a familiar favorite, such as white chocolate strawberry, raspberry rose, or a holiday cranberry chestnut, says Olivia Noland, marketing manager.

America's shifting demographics also impacts flavor development. A traditional food therefore can present a significantly different flavor profile depending upon the ethnic origin of the consumer. Nostalgia might mean Asiago bread to one and a vanilla cupcake to another.

Not just plain vanilla

Vanilla is a retro trend, or comfort food flavor, notes Dan Fox, sales manager, Nielsen Massey Vanilla, Waukegan, Ill. “I tell people to close their eyes, think of their grandmother's kitchen and the soft, creamy smell they remember as vanilla,” he says. That's Madagascar Bourbon vanilla, which is especially suited to rich foods such as ice cream and buttercream. Also of interest is Tahitian vanilla with its floral, almost cherry-like aroma. “It is completely unique, but extended baking times and temperatures will diminish the flavor's delicate nuances,” he adds.

Vanilla helps enhance other flavors, including rounding out the harsh, bitter notes common to some chocolate applications. It also can enhance fruit flavors and sweetness, while reducing some tartness. For instance, pure vanilla helps cut the acidity level of fruit preps, especially highly acidic superfruits, such as açaí or pomegranate, without detracting from their functionality.

Independent tests demonstrate that consumers trying a product with and without vanilla would perceive the one with vanilla as sweeter. Reduced calorie or reduced sugar products benefit from the addition of vanilla to enhance the sweetness perception.

Bakers can use pure vanilla extract in products processed at lower temperatures, such as cakes, which rarely exceed 210°F internally. The aromatic components within vanilla extract are volatile at temperatures above 280°F. Cookies baked at higher temperatures burn off the flavor volatiles, which is why cookies are so aromatic during baking. Vanillin extracts or artificial flavors usually are used for baking applications, or a stronger, two-fold extract to retain the volatile components.

Chocolate's comfort appeal

Another flavor that never says die is chocolate. “While chocolate and cocoa items are definitely seen as a comfort food, in some cases they are better described as affordable luxuries,” says Adam Lechter, product services and development manager, ADM Cocoa, Milwaukee.

Cocoas are used in cookies, cakes, donuts, fillings and coatings. The whole range of cocoa powders from natural cocoa to highly alkalized cocoa powders are used in bakeries, depending on the application and the desired final appearance and flavor profile. Alkalized cocoas will deliver darker color and more intense cocoa flavor.

With its popularity and ability to blend well with other flavors, chocolate serves as an ideal medium for innovative flavor combinations. Sweet heat combination flavors are an increasingly popular flavor trend. For example, GSB & Associates offers a chocolate chipotle flavor that can be applied to chocolate sauce and icing.

Trendy superfruit flavors

Traditional might be back in style, but superfruits and exotics continue making market impressions. Açaí, mangosteen, dragonfruit and Goji flavors are enticing, but also highly volatile in nature and flash off during baking. Superfruit flavors work best in icings or toppings that do not require heating, says Eugene Buday, president, GSB & Associates. Used in an icing or a glaze, a superfruit flavor can offer exotic appeal without heavily impacting the price point of the finished item, as opposed to a pie filling, which needs to incorporate a higher level of real fruit flavors and fruit particulates.

The fat used for icings containing superfruit flavors should be as bland in flavor and aroma as possible in order for the fruit flavors to come through. An oil-soluble flavor should be used for icings with a high fat content and a water-soluble flavor should be selected for lower fat content icings. Generally speaking, when other flavor ingredients are used, such as fruit or nut bits, it is best to use a flavor that enhances these other ingredients and isn't overbearing.