Beverage NPD blossoms with international flavors, wellness ingredients and “sensorial surprises”

21 Sep 2020 --- The beverage space is brimming with new international flavor combinations, wellness-elevating functionalities and “sensorial surprises.” Suppliers share insights with FoodIngredientsFirst on burgeoning cross-category trends alongside new formulation opportunities in low- and no-alcohol drinks for conscious consumers.

Meanwhile, as the COVID-19 pandemic continues to shift the needle on consumption habits, consumers are now paying closer attention to immunity-boosting ingredients and premium NPD.

“We have seen a growing trend in beverage premiumization over the past couple of years that shows no signs of slowing down. There is a huge demand for unique flavor twists all the way from herbs, spices and floral flavors through to exotic fruit flavors,” says Lamia Gaman, applications manager at Treatt.

Click to EnlargeAsian citrus with the flavors of yuzu, calamansi and kumquat are also becoming increasingly popular.Janka Reke, strategic marketeer for beverages at Kerry Europe & Russia, agrees: “Premium functional beverages with quality science-backed ingredients are in high-demand, as consumers are looking for ingredients they can trust. 

She underscores that key themes include the increasing demand for cross-continental flavor inspiration. “For a few years now, we have been seeing an increasing global influence on European flavour launches.” 

“Asian citrus with the flavors of yuzu, calamansi and kumquat are also becoming increasingly popular. In the last year, we have seen a rise in botanical extracts and flavors with perceived health benefits such as ginger, turmeric and ginseng.

There has been an increase in blurring between beverage categories, which will heavily impact the category in the years ahead. Claudius Kohrt, marketing director at Symrise, details: “For instance, we can formulate coffee with vitamins, beer with ginseng, matcha wine, or lemonade with kombucha.”

He further highlights the appeal of contrasting flavors and textures, as well as changing colors and textures to create “sensory surprise.” “Examples of this include combinations of solids and liquids, soft and hard, sweet and savory. There is also an appeal in beverages that transition from flat to sparkling, or those that change from transparent to colorful when in contact with air.”

Among other emergent trends, alcoholic beverage manufacturers are tapping into the low/no alcoholic space. “Non-alcoholic beverage manufacturers are entering new territory with premiumization and/or adding functional ingredients,” says Reke.

“On the back of hard seltzers’ success in the North American market, this summer has seen hard seltzers successfully introduced to the UK. A burgeoning number of new product launches, as well as established brands like White Claw, continue to hit the supermarket shelves,” Gaman highlights.

Drinkable wellness
The beverage space is continually evolving and innovating, Gaman at Treatt remarks. “As a result of COVID-19 and the impact that it has had on consumer habits, we are seeing a shift towards what is being termed ‘in-speriences.’” 

Treatt defines “in-speriences” as NPD created in response to consumers who are looking to recreate the out-of-home experiences that they would have typically found in their local bar or coffee shop.

Click to EnlargeAmong other emergent trends, alcoholic beverage manufacturers are tapping into the low/no alcoholic space. When shopping during the COVID-19 pandemic, consumers are searching for beverages that offer them not only hydration but other added benefits, whether that is a mood-enhancing, energizing or immune-boosting effect.  

“As a result of this, innovation is flourishing within the functional beverage space. New products are using ever more diverse natural ingredients designed to offer the consumer these functional benefits,” says Gaman at Treatt.

“While these types of beverages are not new to our market, they have been on the fringe, normally only available at specialist health stores. However, we are seeing a shift to more of these beverages becoming mainstream, making it to our supermarkets and occupying substantial shelf space.”

Kohrt at Symrise, notes: “Fear of infection and a lack of a vaccine drive trends to more immune system boosting diets and personal health conscious consumption. Nutrition has become vital to support the body and mind in many different ways. This applies to emotional well-being and treating yourself with healthier alternatives.”

Herbs and other botanical ingredients, which are associated with calming benefits, can appeal to stressed consumers who are seeking new solutions that support mental well-being, Kohrt explains. “Examples of this include lemon balm, thyme, rosemary, sage, spearmint, oregano and juniper,” says Kohrt.

In line with the maturing consumer demand for plant-based beverages and fortification, Kerry is now offering complete plant-based proteins and vegan proteins that are suitable for clear low-pH beverage applications. 

“When it comes to functional beverages, consumers would like to see products with added benefits but without compromise on taste – especially when it comes to dairy alternatives,” highlights Reke at Kerry.

“We have a complete range of ingredients for non-dairy, from oat bases suitable for beverage manufacturing to clean label texturant systems and non-dairy flavors. Responding to the up-and-coming trend around digestive health and fermentation, we have also recently launched our fermented tea vinegars.”

Predicting beverage trends
Symrise currently leverages an in-house intelligence tool called TrendScope to elevate product marketability. “We have developed and used this special trend research presentation for over ten years to identify current and upcoming consumer trends that are shaping tomorrow’s drinking culture,” says Kohrt.

“Within TrendScope, we illustrate how one can translate trends into products and fuel product innovations on the shelf. It enables us to provide valuable insights to identify flavors and ingredients with future potential. Our next update version will be available by the end of this year.”

Through its research, Symrise has identified a sustained trend leaning toward authenticity, naturalness and sustainable raw materials from mother nature. Meanwhile, the supplier is focusing on developing new extractions technologies to bring impact, long-lasting multidimensional flavor solutions.

Symrise also will be working on several projects to respond to current market developments including a range of 100 percent from-the-named-fruit derived flavors, a natural Halal collection as well as a range of natural botanical extracts. 

By Benjamin Ferrer

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