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NPD in action: Savory Trends

Aug 2020

Savory flavors such as chili, cheese and garlic are staple favorites across the globe and are tracked in a range of different market categories. Emerging savory flavors such as Himalayan salt (+184%) truffle mushrooms (+39%) and smoked (+26%) are among the fastest growing flavors that cater to consumers preferring a more savory experience (Global, CAGR 2015-2019).  

Grefusa
Mama Cariba
The Wholesome Food
The Little Goat
Heart and Flour
Woolworths
Kibo
Violife
Pringles
Daves

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Grefusa Snatt’s Pea Snack with 3 Cheese and Olives (Spain). Baked pea snack with 3 cheese and black olive flavor, in a plastic packet. 3 cheeses and olives. Natural ingredients. Not fried. Without palm oil. Gluten free. Fiber source. Sunflower oil. Without preservatives or artificial colors. Snacks with a plus. Green Dot Certified. Recyclable packaging.

The food and beverage industry is rapidly embracing sustainability to meet environmental concerns and consumer preferences, with a notable 5% global average annual growth in launches featuring ethical claims over a five-year span from July 2018 to June 2023. This includes a spectrum of practices like sustainable sourcing and farming, the promotion of healthy eating, innovative packaging and the integration of circular economy principles.
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Over the last five years, food and beverage brands are integrating greater wellness concepts into NPD. This shift has resulted in a rise in health-focused claims, for example, sugar-free, high protein, and low/no/reduced carb options. These ten global new product launches promise to provide well-being to consumers.
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With consumers becoming increasingly aware of the potential health risks associated with artificial food colors, the demand for natural alternatives is on the rise. The use of natural coloring in food and beverages has experienced an average annual growth of +2% globally between 2018/H2 and 2023/H1. During 2022/H2 – 2023/H1, the top categories launched using natural colors are Confectionery (17%), Bakery (14%) and Soft Drinks (12%).
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Innovation in dairy products has been consistent in the last five years. Dairy-based ice cream & desserts as well as spoonable dairy yogurt are the leading subcategories, while non-dairy cheese shows the fastest growth. Global launches of dairy alternatives with plant-based claims are growing the fastest. Palm oil-free and sugar-free claims are also gaining ground. Truffle mushroom flavor shows high potential for innovation and NPD.
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Food texture is a key factor that influences what consumers like and choose to eat. The use of texturizing agents for food & beverage launches has a +3% average annual growth from the year 2018 to 2022. Bakery was the leading category for product launches with texturizing agents, but meat substitute launches show the fastest growth in the last five years. 
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Vanilla

 Jul 2023
Vanilla is a versatile and widely used natural flavor ingredient that plays a key role across various categories of food and beverages. Whether it's bakery, dairy, or dessert & ice cream, vanilla remains a popular choice for new product launches. Additionally, the global market for alcoholic beverages featuring vanilla has experienced remarkable growth, with an average annual increase of 44% from 2018 to 2022 (CAGR).
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