Flavorchem taps citrus-immunity associations with “sophisticated” flavor line launch
24 Mar 2022 --- Flavorchem is harnessing citrus’ health halo in a new line of six “true-to-fruit” flavors. Featuring more unusual varieties like yuzu and key lime, the Citrus Vacation collection is positioned as being especially appealing for F&B with immunity positionings.
“Consumers often associate citrus fruits as being high in vitamin C, and this better-for-you connotation links to improved immune function, digestion and increased energy in the minds of consumers,” Rebecca Shurhay, marketing analyst at Flavorchem, tells NutritionInsight.
The line features Fresh Calamansi Lime, Fruity Kumquat, Juicy Blood Orange, Sweet Tangerine, Yuzu Citrus and Zesty Key Lime flavors.
While initially developed for beverages, they can be optimized for any F&B application, including teas and confectionery.
“Citrus flavors, more so than any other flavors, need to be processed in different ways to be suitable in different applications,” observes Niki Hernandez, R&D manager and senior flavorist.
Citrus Vacation flavors are vegan, kosher, non-GM, and can be labeled as “natural” on an ingredient statement.
Harnessing immunity and energy associations
Flavorchem cites the COVID-19 pandemic as a key driver of citrus demands as consumers turned toward immunity-friendly F&B.
Notably, F&B launches featuring both a citrus flavor and an immune health claim grew 21% from 2018-2021, notes Flavorchem.
“Benefiting from its refreshing character and association to perceived health benefits like improved immunity and energy, the popularity of citrus in beverage maintains steady momentum with around 33% of all flavored beverage launches globally featuring a citrus flavor,” says Shurhay.
She adds that orange juice sales increased by 46% in the four weeks ending April 11, 2020, as consumers sought “an immediate immune boost” from a vitamin C-rich citrus fruit.
ADM has also been developing “signaling ingredients,” noting that citrus flavors can help trigger almost immediate feelings of well-being.
Innova Market Insights has previously highlighted that energy and alert claims within citrus flavors are also proving popular.
Orange, lemon, and lime are the top flavors in beverages, while blood orange and grapefruit is showing growth.
Complex profiles on the rise
While already a favorite, citrus flavors are evolving to more sophisticated varietals, according to Flavorchem.
Innova Market Insights’ data shows 75% of global consumers want to try new flavors as brands are developing more complex citrus flavor profiles.
“More exotic citrus flavors like yuzu, kumquat and blood orange are taking off as consumers embrace a sense of exploration and travel via their taste buds while familiar favorites lemon and lime are getting a fresh twist as well,” says Shurhay.
She notes that lemon and orange still top consumers’ most wanted flavors, comprising nearly 50% of all global bakery and confectionery launches since 2020, notes Shurhay.
In the culinary category, sauces and seasonings comprised the majority of citrus flavors as brands are including citrus flavors in new launches like marinades, spice blends and dressings, she continues.
By Katherine Durrell, with additional reporting by Andria Kades
