OLFACTORY STIMULATION

The full effect of Covid on taste and olfactory functions is still not fully understood. However, estimates suggest that around 60% of those who contract Covid suffer from smell or taste impairment, with around 60% of those cases experiencing smell and taste loss beyond four weeks. But for many, the effects last much longer. One in 20 cases are thought to suffer the symptoms for eight months or more.

It's hard to overstake what being locked out of a vast part of how someone sensorially experiences the world, is like for those that are suffering from the after-effects of Covid. And for those that have had their sense of smell and taste dulled, flavours that are highly salty, highly sweet, or highly spicy are easier to experience and register and are therefore infinitely appealing. What does the future hold for bold flavours?

With Covid seemingly with us for the foreseeable, many more consumers will suffer sensory loss. So it stands to reason that the demand for powerful, spicy flavours will only increase. Mexican drinks, from tequila to ranch water, are currently growing in popularity, so expect more Mexican takes on the hot and spicy trend to migrate to other markets. Conversely, localised takes on heat and spice will also ramp up, as brands look for ways to tap into local tastes and flavours that go with specific cuisines.

For as long as Covid is with us, tastes may be dulled, but the future is spicy.

Autumn 2022

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