Why You Should Experiment with Savory Flavors in 2021

After a sweets-filled 2020, with sales increases in candy,[1] sweet baked goods,[2] and ice cream[3] as well as an explosion in home baking,[4] it surprised and delighted us to see so many signs pointing to savory in 2021 and beyond.

Savory, most often aligned with the nearly indescribable meaty taste of “umami”, is defined as “having a spicy or salty quality without sweetness”.[5] A hankering for savory, or umami, is inherent. When receptors in the taste cells of the tongue pick it up,[6] the body is satisfied in a sense, because “umami is the taste of protein” and signifies the presence of amino acids, something it intuitively welcomes as good for the body to consume.[7]

The anticipated growth in savory options is driven by several factors: the increased use of plant proteins, adventurous palates,[8] a global obsession with fermentation (which enhances the umami flavor profile),[9] the sugar reduction trend,[10] and the culinary practice of producing unexpected pairings that counterbalance or dramatically subdue sweetness. We see the following examples in the marketplace:

A bowl of black sesame ice cream


  • Savory oatmeal recipes, e.g., Oatmeal With Bacon, Cheese and Jalapeños[11]
  • A 3% increase in savory snack claims plus anticipated growth in snacks with global flavors[12]
  • Savory snack bars leveraging ancient grains[13]
  • Black sesame ice creams and lattes[14]
  • A rise in “hot honey recipe” searches[15]
  • The 2019 proclamation that “Fish Sauce Caramel Is the New Salted Caramel”[16]
  • The “emerging flavor combination poised to gain traction in the years ahead: sweet and umami”[17]
  • An anticipated “deep dive into umami” amongst chefs[18]
A glass of orange juice accompanied by ginger and powdered turmeric


  • Juice shots, with “many offering more savory combinations like turmeric and ginger”.[19]
  • Cocktails involving mushroom-infused whiskey, beef stock, and lamb-fat washed brandy[20]
  • A resurgence of Cynar, an artichoke-forward digestif[21]
  • A proposed Strega-flavored kombucha concept – where the popular fermented beverage is infused with an Italian herbal liqueur[22]
  • The “Poochie Colada”, a kale, broccoli and coconut water concoction designed for dogs at London bar, Smith & Whistle[23]


  • Copaiba, an essential oil (akin to CBD oil), with an “earthy, woodsy flavor”[24]

Based on the above, we find savory a territory ripe for experimentation and encourage you to leverage it via innovative pairings (especially savory plus sweet), global flavor expansion, kicking up the herbs, spices and heat, and riding the fermentation wave.

[1] “Latest IRI data offers insight into how COVID-19 is impacting candy sales”, Candy Industry, 10/26/20
[2] “State of the Industry 2020: Consumers indulge in comforting sweet goods”, Snack and Bakery, 6/29/20
[3] “Ice cream sales are up with more people at home, but deodorant sales are down”, CNN, 7/24/20
[4] “Consumers seen upping their home baking game”, Food Business News, 4/14/20
[5] Merriam-Webster.com
[6] “Love Salty and Sweet Flavors Together? Thank Your Ancestors for It”, Eater, 5/02/18
[7] “Decoding the Science of Taste”, IFT, 5/01/16
[8] “The science of savory”, Food Business News, 7/20/15
[9]  Chef Dan Follese, JT Mega Director of Culinary Development
[10] “Trendspotting in beverage flavors”, Beverage Daily, 12/11/20
[11] “8 sweet or savory oatmeal recipes to recharge your morning routine”, The Washington Post, 1/06/21
[12] “Review: 2020 Food Trend Predictions”, Kalsec, 2020
[13] “Ancient grains and forgotten crops: the food of the future?”, Food Navigator, 11/27/20
[14] “2021 Top Food Trends Lists”, Global Food Forums, 12/19/20
[15] “7 Food Trends That Will Reign Supreme in 2021”, PureWow, 12/15/20
[16]  Taste, 11/06/19
[17] “What we’ll be eating in 2021, according to robots”, Food Business News, 10/29/19
[18] “Top Flavors Driving Menus in 2021”, 11/13/20
[19] “Trendspotting in beverage flavors”, Beverage Daily, 12/11/20
[20] “Whiskey-Spiked Beef Stock? The Unexpected Appeal of Savory Cocktails”, Wine Magazine, 4/24/20
[21] “Flavor of the Week: Cynar ‘every bartender’s bitter secret weapon’”, Restaurant Hospitality, 2/10/20
[22] “Sensient talks flavor innovation and identifies adventurous and conversation-worthy flavor trends”, Food Navigator, 12/11/20
[23] “Dogs Get Their Own Cocktail Menu at This London Bar”, Food & Wine, 4/04/18
[24] “Food trends that are about to take over 2021”, Mashed, 11/12/20

Considering a Subscription Model? Here’s What You Need to Know.

These days, there are a lot of options to subscribe. We can now sign up online for boxes, services, streaming media, etc. But outside of the seemingly indispensable Netflix and Amazon Prime or the novelty of IPSY, what are we really sticking with? It turns out, not a whole lot.

According to analysts, customer churn is significant, with nearly 4 in 10 subscribers hitting ‘Cancel’ – and typically within the first 3 to 6 months. For items like meal kits, the numbers are even worse.[1] For a business model designed to drive loyalty and deliver recurring revenue, something feels off. And yet, with all of the COVID-19 restrictions, the timing actually feels right. But which type should you pursue? Here’s a place to start:

  1. If you have a commodity product, and/or a particularly high rate of repeat purchase and the margins to afford financial incentives that help customers save time and money, you may be a candidate for an auto-renewable subscription model. Think: MyPanera+Coffee or Katz’s Delicatessen ‘Katz’s Classic’
  2. If you have a dynamic, in-house expert with a sizable social media following, fan base or other form of street cred (or access to influential partners), AND you excel at being first-to-know or at least agile enough to quickly execute on trends, you may be a candidate for a curated subscription model. Think: CrateChef or Hot Ones Subscription Boxes
  3. If you offer an in-demand service, have the means to provide substantial, ever-changing content, activities or events, OR have an offering where ongoing education encourages usage, you may be a candidate for an unlimited access subscription model. Think: DashPass or NYT Cooking

After determining the appropriate model – as well as basic logistics like pricing, product, supply and distribution – your next step is to acquire and retain a subscriber base. As you move past the initial development phase, let us provide you with recommendations on how to execute:

Leverage existing customers, they are your lowest hanging fruit. They can help you vet ideas, optimize offerings and are cheaper to enlist. Nike Adventure Club, a kid’s shoe subscription service, initially tested the viability of their concept with 10,000 families from their existing database.[2]

Market your offering: to monetize you’ll need to attract new users. The majority of MyPanera+Coffee’s initial sign-ups were driven by digital outreach.[3]

Capture subscriber behavior and use it to personalize offerings and messaging. The more you know, the better you’ll get at satisfying them. Marathon subscribers expect the experience to be “more tailored over time.”[4] Coffee subscription company, Bottomless, uses predictive analytics to determine the precise moment for auto-shipment.[5]

Remove the work. Insiders have coined the term “subscription fatigue”, and it happens when consumers find the process too much work, for example:[6]
• Having to answer too many questions in order for an offer to be curated
• Having to routinely make choices about what will be delivered
• Pausing deliveries
• Having to deal with shipping issues

Consider partnerships. Collaborate on offerings, invite special contributors, etc. Give subscribers more variety and expand your reach. Magazine subscribers were delighted to learn that celebrity chef Marcus Samuelsson would serve as brand advisor and guest editor for Bon Appetit.[7]

Rethink frequency. Subscribers tend to cancel when they notice the deliveries piling up or realize they haven’t had time to use the access or service they’ve paid an advanced fee for. These are the instances where monthly cadence – a standard in subscription models – can be overkill from both a practical and emotional standpoint. When this is the case, hold fast to the old marketing mantra: Fewer, Bigger, Better.

Master the unboxing. Heighten anticipation of delivery and discovery. In addition to a great offering, make sure it’s packaged in a protective, beautiful and sustainable way.

Foster community. Connect subscribers to each other to provide peer reviews and recommendations, share experiences, contribute content and recruit new members.

In summary, the best subscription models will seek to understand and improve the customer experience from end-to-end.

[1] “Thinking inside the subscription box: new research on e-commerce consumers”, McKinsey & Company, 2/18
[2] “Nike’s first shoe subscription, two years in the making, is here”, Fast Company, 8/12/19
[3] “Seeing Success With Coffee Subscriptions, Panera Wants to Be More Like Netflix”, Adweek, 7/27/20
[4] “Tips For Running A Successful Subscription Business”, Forbes, 1/19/20
[5] “A year ago, this company has 750 customers. Today it has 6,000”, CNN, 10/23/20
[6] “The status of subscription boxes”, NRF, 4/01/20
[7] “Bon Appetit Names Marcus Samuelsson as Advisor, Guest Editor”, Fashion Week Daily, 8/17/20

Questions, comments or want to learn more? Let's connect! weshouldtalk@jtmega.com

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