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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.

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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