NPD in action: Natural Flavors

For many consumers, ice cream and desserts are for moments of indulgence. The traditional way to boost the experience of indulgence - with innovative flavors and textures - is still a popular strategy for many brands. Beyond pure, lavish indulgence, an intensified focus on health continues to boost product development for moments of ‘guilt-free indulgence’.

As 2021 is approaching, Innova Market Insights releases its Top Ten Trends for 2021. “Transparency Triumphs” leads the list, underscoring brands upping their transparency game to meet evolving consumer demand. Other key trends expected to dominate the food and beverage industry in 2021 are “Plant-Forward”, “Tailored to Fit”, “New Omnichannel Eating” and “In Tune with Immune”.

With traceability of ingredients increasing product transparency and consumer trust, food & beverage products are increasingly carrying claims related to traceability. The number of global food and beverages launches with a traceability claim is growing, with an average annual growth of +30% (CAGR 2015-2019). Traceability claims are especially found in the Fish, Meat and Eggs market category.

Organic and fair trade claims, and storytelling in particular, are increasingly used in chocolate applications to communicate transparency to the consumer. Besides red velvet, ruby chocolate and salted caramel, more exotic flavors are upcoming across a variety of chocolate applications, including matcha tea, cherry blossom and acai. Alcoholic drinks and sports nutrition are the fastest growing categories in which cocoa is used.

Being conscious of your protein intake isn’t exclusively for professional athletes anymore. Food & beverage launches with a high/source of protein claim have increased with +20% over the last 5 years (Global, CAGR 2015-2019). While certain market categories, such as Dairy, are naturally high in protein, the use of added proteins is witnessed more frequently in other categories as well, such as Snacks.

Innova Market Insights highlighted “Tapping into Texture” in their Top Ten Trends for 2020. Consumers are increasingly recognizing the influence of texture on food and beverages, allowing a heightened sensory experience and often a greater feeling of indulgence. “Fluffy pancakes” are just one of the many texture-based food trends out there. Products with a combination of textures, like a mix of crunchy and creamy, are increasingly seen.