1. Tomorrow’s Seasonings Dave Titman & Ian Craddock McCormick Europe

2. Content: - McCormick's Annual Flavour Forecast - Forecast Drivers - Flavours for 2011

3. How Important is Flavour To McCormick?

4. We’ve had 11 years of Flavour Forecasts…

5. Culinary Drivers – Appetite for discovery and variety – Pull of memories & emotions – Need for indulgence – Need for “Safe Adventure” Sensory Drivers – Taste (5 Basic) – Flavour & aroma – Texture & mouthfeel – Visual – colour & texture “Flavour Pairings” were introduced in 2007…

6. …and the concept’s continually evolving.

7. It flows from our passion for new and exciting flavours. …but how do we know what will interest the general consumer?

8. Health Convenience Pleasure The Hypochondriac Factor More information More evidence for claims ‘Food plus’ ‘Food minus’ The Sensory Experience More fun & entertaining More ethnic & exotic tastes More premium & indulgent Guilt-free Indulgence (low & light without compromising on taste & texture Convenience Plus (Convenience with restaurant quality and entertainment value) Efficient Nutrition (Fast but nutritious and healthy) The Time Factor More individual control More control over time and quality of preparation Source: Datamonitor We Consider The Classic “Megatrends”…

9. …and a whole range of other factors that affect food choice…

11. But To What Extent Can We Predict “Liking”?

12. The challenge of cross cultural flavour forecasts… To gain a wide acceptance, products must satisfy innate preferences and/ or become interwoven into a community or culture. Most determinants of human food choice fall in the domain of psychology and either direct or indirect cultural influences

13. Genuine trends will span borders

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16. 16 Butter Beans & Oregano Tomato & Turmeric Coconut & Chive Coriander Leaf & Fennel Cinnamon & Hazelnut

17. But have the simple salt & pepper pots had their day?!!

18. 18 Thank you