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NPD in action: Natural Flavors

Jan 2021

With consumer preferences shifting toward cleaner living lifestyles, artificial flavors are often criticized. More and more artificial flavors are being substituted with natural flavors, which has resulted in a large variety of natural flavors among the latest product launches. Emerging natural flavors include natural garlic flavor, natural ginger ale flavor and natural salted caramel flavor.

Botanic Lab
Balis
Hema
Red Rock
Smirnoff
Bubba
ONLi
Tasty
Signature
Mr Kipling

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Botanic Lab Yin Yang Yuzu Green Tea, Yuzu and Bitter Orange Botanical Tea Drink (Ireland). Green tea, yuzu and bitter orange botanical tea drink with fruit juice, botanical extracts, natural flavors and sweeteners, in an easy-to-open aluminum can. The perfect equilibrium. Refined sugar free. No artificial flavors. No artificial sweeteners. Suitable for vegans. Green Dot Certified.

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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