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Look East: Middle Eastern and African flavors

Jan 2019

The “Adventurous Consumer” is pegged to be 2019’s biggest trend by Innova Market Insights, driving food operators and suppliers to launch new, exciting ethnic product varieties. African and Middle Eastern flavors are predicted to have a bright future as they offer fresh, wholesome and aromatic notes. Herbs & spices are the stars of the show from cumin to chili and sumac.

Just Spices In Minutes Hey Babibi Ras El Hanout Chicken with Vegetables (Germany).
Koikeya Potato Chips with Hot and Sour Harissa Beef Flavor (Japan).
Cauldron Ready to Eat Middle Eastern Falafels (UK).
Rubicon Street Drinks African Inspired Bissap Still Hibiscus and Ginger Drink (UK).
Lesieur Turkish Kebab Sauce with Cumin (France).
Numi Organic Moroccan Mint Tea (Denmark).
Marks and Spencer Middle Eastern Inspired Squash and Bean Stew (UK).
Sealord Smokey Harissa Tuna (New Zealand).
John West Light Lunch Moroccan Style Salmon Salad (Jordan).
Enjoy Life Lentil Chips with Moroccan-Style Spice (Canada).

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Just Spices In Minutes Hey Babibi Ras El Hanout Chicken with Vegetables (Germany). “Ras el hanout is one of the most complex spice blends of North African cuisine. Open the bag, mix in, and go. Turmeric and ginger give Arabic-exotic flavor. Some cane sugar and anise give wonderful sweet notes.”

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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