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Vanilla: A classic with a modern twist

Sep 2017

Vanilla is one of the most classic and dominating flavors in categories such as Ice Cream, Cookies and Yogurts. Although vanilla is a widely established flavor in some market categories, in others it is still emerging or keeps gaining grounds. Looking at today’s categories where the use of vanilla flavor is growing the fastest results in great modern product profiles starring vanilla.  

Proper Corn Popcorn With Sweet Coconut And Vanilla Flavor (Germany)
Starbucks Frappuccino Vanilla Flavored Iced Coffee Drink (Spain)
Stonyfield Organic 100% Grassfed Whole Milk Yogurt: Vanilla Yogurt (US)
Gerber Graduates Lil' Vanilla Wheat Biscuits For Toddlers From 12 Months Onwards (India)
Beanies Very Vanilla Flavored Ground Coffee (South Africa)
Shokomonk Weibe Schokolade Mit Erdbeere Und Bourbon Vanille: Premium White Chocolate With Strawberry And Bourbon Vanilla (Germany)
Sancor Bebe 3 Leche Modificada Uat Para Ninos Sabor Vanilla: Vanilla Flavored Uht Modified Milk For Children From 2 Years Old (Argentina)
Chocolaterie Beluga Belu Choco Spread: White Vanilla Caramel (Germany)
Olly Nourishing Velvet Smoothie Mix With Velvet Vanilla Flavor (US)
Nush Cashew Milk Dairy-Free Yogurt: Vanilla (UK)

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Stonyfield Organic 100% Grassfed Whole Milk Yogurt: Vanilla Yogurt (US). Vanilla flavored organic yogurt made with whole milk from 100% grass-fed cows. The spoonable yogurt from the Maple Hill Creamery family of farms is gluten-free, kosher and non-GMO.

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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