According to the Monell Chemical Senses Center, flavor is the driver for the $40 billion global food industry. With food companies asking, “What are the new 'flavor' trends?” and, “How do you get or develop delicious flavor?” the most important questions are often the “whys” of flavor. For example, why is flavor in vogue? And, most importantly, why should the food industry care about using flavor as a business-building strategy?
Flavor always has been and always will be an important driver of eating behavior. Flavor market dynamics show that various food sectors (consumer, retailer, foodservice operator, manufacturer, grower and industrial supplier) all are interested and fascinated with flavor, although each sector faces specific challenges.