Foraging for flavors: Curiosity in botanicals boosts demand for unexpected taste profiles

08 Jul 2019 --- Botanical-infused food and beverages are enjoying trending status on the market this year, particularly in the segments of sports nutrition and alcoholic beverages. Aside from offering a wealth of health-boosting properties, the extracts are equally desirable for their potential to elevate flavor experiences with unique taste profiles. In addition, the industry is looking to botanicals as an alternative to artificial coloring as evidenced by the increasing use of spirulina and turmeric in enriching visual appeal with vibrant greens, blues and yellows, each with its own host of health properties.

Between 2014 and 2018, the indexed number of global food and beverages tracked with a botanical ingredient climbed at an 8 percent annual growth, according to Innova Market Insights data. The market researcher pegs Latin America as a key growth market for this segment, enjoying a CAGR of 24 percent in this time frame, followed by Australasia (10 percent) and Asia (9 percent).

Innova Market Insights outlines the top market category for new botanicals-infused product launches as “Sauces & Seasonings”. “Botanicals are especially beneficial for health and well-being thanks to their high content in antioxidants, vitamins and minerals,” Julie Impérato, Marketing Manager at Nexira, tells FoodIngredientsFirst. “Their native pigment and typical taste can be also useful to add a natural color and flavorful taste. To help to meet nutrient requirements, consumers avail themselves of health claims. Superfruits and botanicals enable health claims on finished products.”

Innova Market Insights outlines the top market category for new botanicals-infused product launches as “Sauces & Seasonings”, which held 20 percent of global market share in 2018. The category is followed by “Ready Meals & Side Dishes” (14 percent) and “Snacks” (11 percent). Sports nutrition emerges as the fastest growing market category featuring botanicals, driven by growth in the botanical supplements segment, at 25 percent CAGR (Global) in 2018. The category of alcoholic beverages closely follows at 22 percent.

The health halo association with botanical ingredients is pronounced. According to a flavor survey of US and UK consumers by Innova Market Insights, one in two consumers associate floral-flavored drinks with connotations of “freshness” and herbal flavored drinks with “healthiness.”

“Classic botanicals like mint, ginger and basil are most often being used in beverages,” says Christina Witter, Director of Corporate Communications at Symrise. “What they all have in common is that they enhance the impression of refreshment through their sensory attributes. But we will see more diversity in this space. The alcohol industry is at the forefront in using botanicals and innovates unique blends, while the non-alcoholic segment still has room to grow.”

Botanicals inherently deliver key nutrients that will boost energy, promote relaxation, or uplift general well-being, notes Impérato. “They can also support targeted personalized benefits like improving gut health, enhancing immunity or heightening beauty.”

Garlic is thriving among botanical ingredients
A mainstay ingredient is garlic, which is highlighted in an Innova Market Insights analysis as the top botanical ingredient in terms of presence across market categories. Popular garlic-flavored offerings are snacks and spreads, such as Consorzio Toscano D'Avitani’s Tuscan Hard Cheese with Rosmary and Garlic (launched in Germany) and Great Value’s Roasted Garlic Mayo Spread (Canada). Spirulina is seeing ample market share as the fastest growing botanical ingredient.

Meanwhile, spirulina is seeing ample market share as the fastest growing botanical ingredient, largely due to its properties as a natural coloring agent and health benefits. The extract has proliferated across markets with 63 percent average annual growth (Global, CAGR 2014-2018), debuting across several categories in novel product launches such as Hershey’s Cookie Layer Crunch, Lovely’s vegan Honey Gummy Bears and RAUNCH Juice Bar’s Cucumbur Kiwi Spirulina drink.

Last month, coloring foods supplier GNT Group developed a new range of blue powders derived from spirulina with significantly high color intensity. The new range is available in both standard and micronized powder form and is offered with a choice of carriers, including maltodextrin or sugar. The powders are guaranteed to be trehalose-free, ensuring good levels of consumer acceptance, according to the company.

"Foraging" for flavor experiences
Flavor distinction is a notable driver of growth in this space, which seeks to pursue remarkable taste profiles outside of what is expected. “Consumers are always seeking for something new, for the next taste experience,” says Witter of Symrise.

Botanicals offer unusual combinations, notes Witter. “Here we see the trend of ‘foraging’ for flavors. Consumers already know what rosemary or thyme taste like, but what about moss or pine needles? Collecting what’s edible and using it to interpret dishes or drinks in a new way is what excites the consumers. So, when it comes to trendy botanicals we see a lot more unusual herbs and spices being used that go beyond the usual kitchen herbs.”

“Have you already enjoyed a tea or a drink with the Hibiscus ‘super flower’?” asks Impérato of Nexira. “You will see it soon everywhere. Hibiscus has seen significant growth in product launches in 2018 as this pleasant tasting and potent antioxidant moves into many mainstream health products.”

Swiss flavor house Firmenich tipped hibiscus as its “flavor of the year” for 2019, based on the growing appeal of florals and botanicals in food and beverages and the trend towards consumer curiosity in consumption. According to data from Innova Market Insights, there has been a 50 percent average annual growth of new product launches tracked with hibiscus flavor (Global, CAGR 2014-2018 YTD).

Botanicals elevate moods, feelings and emotions
Increasingly, within the trending “food as medicine” mindset, botanicals are providing consumers with ways to elevate or moderate their mood, concentration and energy levels. Panax ginseng, as an example, is believed to contribute to optimal mental and cognitive clarity, and is used in functional beverages such as Nordic-inspired drink NOA Active Herbs. Similarly, ginger root’s circulatory-enhancing and stimulating qualities are utilized for energizing effects in The Ginger People’s Ginger Rescue Shots.

Botanicals also provide food and beverage innovators with new ways of delivering products that provide sensations of calmness and relaxation, which is especially in-demand in busy consumer lifestyles. Golden Ginger’s branded Anisemint Gingerine ginger herb drops utilize a blend of ginger extract, anise and mint for refreshing throat relief. Lipton’s Nuit Tranquille tea combines the soothing properties of linden and chamomile for a similar experience.

Within the rising “food as medicine” trend, Remedy Organics, a US producer of functional wellness drinks, launched Golden Mind last month. The ready-to-drink beverage is a blend of almond milk, DHA omega 3 (sustainably sourced from microalgae), MCT oil, turmeric, ginger, maca and prebiotics. Marketed as made with certified organic ingredients, the product offers an innovative take on the ancient ayurvedic Turmeric Golden Milk.

By Benjamin Ferrer