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Classic Appeal: Vanilla expansion

Mar 2019

While vanilla flavor is commonly seen in classic favorites such as desserts and ice cream, bakery, and dairy products, it is also moving to other market categories such as soft drinks, snacks, alcoholic beverages, and ready meals. Vanilla is gaining attention for its flavor-enhancing properties and for its different origins; Mexican, Madagascar Bourbon, and Tahitian vanilla claims are increasingly highlighted on products.

Red Rock Deli Popcorn Salted Caramel and Vanilla Bean (Australia)
Kookie Cat Vanilla Choc Chips Cashew and Oat Cookie (UK).
Sahale Snacks Pomegranate and Vanilla Flavored Cashews Glazed Mix (Costa Rica)
Sadlers Mud City Chocolate and Vanilla Stout (UK)
Starbucks Vanilla Bean Macchiato Coffee (Belgium)
Be and Cheery Vanilla Flavored Beef Fillet (China)
Acecook Super Cup 1.5 Bai Vanilla Creamy Seafood Flavored Instant Ramen Noodle (Japan)
Lindt Creation Vanilla Macaron Milk Chocolate (Brazil)
Great Value Honey, Almond and Vanilla Cream Cheese Spread (US)
Wild Friends Collagen Peanut Butter with Vanilla Flavor (US) Collagen peanut butter with vanilla flavor, in a 283g plastic jar

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Red Rock Deli Popcorn Salted Caramel and Vanilla Bean (Australia). Salted caramel and vanilla bean flavored popcorn in a 96g plastic packet. Natural flavors and colors. No added MSG. Gluten-free.

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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