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Vanilla is now not so vanilla

Jun 2017

The universally loved flavor of vanilla is increasingly being applied in new market territories. There is growing differentiation in the flavorings market, with recent examples including whipped vanilla, vanilla cheesecake and spiced vanilla. Vanilla is also being teamed with other ingredients, resulting in some new and interesting flavor combinations.  

Morlife Spiced Vanilla Flavored Tumeric Latte Powder (Australia).
Trident Twist Goma De Mascar Sin Azucar Con Centro Liquido Sabor Artificial A Menta Y Vainilla: Sugar-Free Chewing Gum With Mint And Vanilla Flavored Liquid Center (Mexico).
Nomadic Coconut And Vanilla Chai Exotic Yogurt Drink (UK)
Kookie Cat Vanilla Choco Chip Cashew And Oat Cookie (Belgium).
Gooddrink The A La Mangue A L'hibiscus Et A La Vanille: Mango Tea Beverage With Hibiscus And Vanilla (Canada).
Woolworths Carb Clever Coconut And Vanilla Flavoured Granola (South Africa).
Kind Madagascan Vanilla Almond Bar (UK).
Mcvities Digestives Vanilla Cheesecake Creams Biscuits (Malaysia).
Acapulcoco Agua De Coco+ Leche De Coco Cafe Vainilla: Coconut Water With Coconut Milk, Coffee And Vanilla Flavor (Mexico).
Bpi Sports Bulk Muscle Anabolic Mass Gainer With Whipped Vanilla Flavor (Netherlands).

8/10

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Mcvities Digestives Vanilla Cheesecake Creams Biscuits (Malaysia). Cheesecake inspired vanilla flavor cream filling sandwiched between two McVities Digestives biscuits.

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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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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