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Flavor creativity: NPD in action

Aug 2017

Flavor innovation is ever-evolving as food and beverage manufacturers strive to produce the next big flavor hit, with inspiration behind new flavor development coming from a wide variety of sources. Flavor combinations are indeed becoming more complex. In addition, unique applications of ingredients are being used for their health benefits, resulting in some novel flavor profiles.

Asda Extra Special Woodfired Carbonara Pizza (UK).
Private Selection Creamy Matcha Tea Vinaigrette (US).
Chocolaterie Beluga Belu Choco Spread: Espresso Orange (Germany).
Les Siphones Creme Fleurette Fouettee Sirop Saveur Pop Corn: Whipped Cream With Popcorn Flavored Syrup (France). Whipped cream with Monin popcorn flavored syrup, in an aluminum bottle. Easy and chic.
Dreaming Cow Lush Grass Fed Yogurt Drink With Lemon, Passion Fruit, Carrot And Pumpkin Flavor (US).
Stop and Shop Limited Time Originals Limoncello Inspired Cake Mix: Extra Moist Lemon (US).
Cadbury Dairy Milk Marvellous Creations Spider Choc Lemonade In Dairy Milk Milk Chocolate (Australia).
Wilde Boldr Maple Uncured Bacon Blueberry Slow Roasted Turkey And Uncured Bacon Bar (US).
Zumo Juice Co Mango Manzana Con Agua De Mar: Mango And Apple Juice With Sea Water (Spain).
Pops Chilly Mango Ice Popsicle: Mango And Chilli (UK).

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Dreaming Cow Lush Grass Fed Yogurt Drink With Lemon, Passion Fruit, Carrot And Pumpkin Flavor (US). Grass fed yogurt drink with lemon, passion fruit, carrot and pumpkin flavor. Whole milk yogurt straight from our own 100% pasture raised barn free cows. Made with milk from happy cows not treated with hormones.

According to Innova Market Insights’ “Top Trends in Flavors for 2024”, “Floral fascination” leads the list, implying the shift toward wellness and sustainability and the demand for healthier products. Other flavor trends expected to influence consumers’ taste are “Indulge in Imagination,” “Vintage Vibes and Modern Bites,” Local Delights” and “Savor the Contrast.”
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Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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