GNT Group Highlight Consumer Thirst for Sensory Experiences in Beverages
23 Jun 2017 --- Consumers expect more from beverages than just to quench their thirst. Ideally, soft drinks, smoothies and the like offer new drinking experiences and bursts of flavor – while suiting people’s individual lifestyles. The GNT Group has compiled five ways for food and beverage companies to meet this challenge.
According to GNT, manufacturers need to think of innovations that satisfy consumers’ thirst for variety.
Paul Collins, Director of International Sales and Marketing at GNT spoke with FoodIngredientsFirst: “The EXBERRY Coloring Foods are standardized and highly concentrated meaning that relatively low levels are required to impart a good color and as such the level of sugar contribution is not significant in most cases.”
“By using EXBERRY Coloring Foods this is adding color in the most natural way possible and as part of a holistic development can contribute significantly to the overall product experience and consumer acceptance,” he explains.
“What is important to consider is that a beverage offers a multi-sensory experience, so it’s about taste, odor, mouthfeel, acidity, still or carbonated, packaging format and of course color as the primary sensory driver (seen at point of purchase) is a key element,” Collins adds.
Multi-Sensory Experiences
Consumers’ growing wish for surprising creations is especially high in the adult soft drinks sector. Alternatives to alcoholic beverages should serve a sophisticated taste and go beyond the typical sweet and fizzy lemonades. This can be done by creating multi-sensory experiences. Since our brain connects certain flavors with certain colors, each flavor usually comes in a designated color range. Breaking this pattern by mixing up color and flavor will get customers’ attention.
Rely on Plant Power
The current high demand for naturalness holds great opportunities for the beverage industry. Plants offer exciting new flavors, for example when mixing fruit based drinks with herbs, grains or even algae. They can replace industrial sweeteners or flavorings, supporting current sugar reduction and clean label trends. And, with colors made from fruits, vegetables and edible plants, manufacturers can replace artificial colors while maintaining a great color variety in their portfolio.
DIY-Sets for Creative Beverages
People find pleasure in preparing food themselves again – mixing smoothies and pressing juices is only the beginning. DIY-sets with base mixes and matching recipes for cocktails or lemonades are highly popular as they enable consumers to be their own barkeepers. Key elements are powder bases in various colors that make it particularly easy to create customized drinks. With special micronized powders, producers can guarantee homogenous colors for any powder mix.
Deliver the Extra Benefit
People are constantly striving for self-improvement – mentally and physically. Beverages can contribute to this with dietary supplements in waters, juices or sports drinks: added superfoods like chia or hemp seeds provide extra fiber and guarana or other plant based caffeine substitutes are perfect for the occasional energy boost. A perfectly adjusted color concept can 
support the beneficial impression.
Discover the New in the Old
Consumers are very loyal to brands or products they know and trust. Plus, familiar things simply evoke positive feelings. But in order to stay competitive, manufacturers need new creations. Mixing well-known drinks of popular brands leverages new aspects in old favors. Launching special flavors or adding new colors also brings a fresh breeze to the supermarket shelves and is likely to attract new customers while pleasing the old ones.
At drinktec, held in Munich from 11-15 September 2017, GNT’s experts will be on-site at booth B1.512 to give further insights and advice on the following and many more trends.
by Elizabeth Green
