Kerry: “Gingerbread is clear winner in festive beverages for 2020”

17 Dec 2020 --- Kerry has released its “Art of Taste” report providing a complete view of 2020 trends in the festive beverage market across foodservice brands in the UK and Europe.

Flavor highlights include gingerbread, marshmallow and salted caramel, according to the taste and nutrition company. These flavor trends point to the desire for premium indulgence and nostalgia during challenging times.

Looking at around 100 Limited Time Offerings (LTOs) across seven European markets, the research reveals that gingerbread is the top flavor across the board, with salted caramel jumping from third to second place. 

The top three festive LTO trends for 2020 are:  

• Premium Indulgence: Hero beverages, often bakery-inspired, elevate indulgent drinks to premium status with richer taste profiles and more complex flavor pairings. 
• Sweet Nostalgia: In times of uncertainty, beverages inspired by traditional flavors bring familiarity and comfort to consumers. Gingerbread is the leading flavor in the festive flavor category across the UK, Ireland, Germany, Netherlands, Poland, Russia and Sweden. In the UK and Ireland, eggnog and marshmallow made their top five debuts in 2020.
• Vegan Influencer: Vegan and dairy-free indulgence continues its popularity with many outlets offering plant-based milk and vegan alternatives to festive beverages. 

A category leading on “momentous change”
Speaking to FoodIngredientsFirst, Melissa Muldowney, global strategic marketing director for savory, says: “Beverage applications are an easier, lower-barrier way for foodservice providers and consumers to experiment with different flavors.”

Gingerbread tops the charts across Europe in Kerry’s “Art Of Taste” report.Snacks, sweet baked goods, candies and chocolates are other products that can lead to innovation. All of these are considered indulgent snacks, and Kerry projects that “snackification” will be a leading trend in how winter flavors are tested by the public, she explains. 

“It’s vital that product developers keep an eye on newly emerging and trending flavors and are ready to respond quickly,” Muldowney asserts. 

As the foodservice industry goes through a period of momentous change, this market analysis highlights the opportunities that exist for foodservice operators to unlock consumer demand during this unprecedented season. 

Karl Buiks, vice president for foodservice, marketing and strategic planning, says: “We’re able to share the findings of this in-depth research and make predictions for the future development of Festive Beverages for the 2021 festive seasonal period.” 

Seasonal delights
“Available from the beginning of November, festive LTO beverages frequently appear on menus, and they remain popular with consumers around the world,” notes Conor Keville, foodservice assistant marketing manager at Kerry.

“Given the opportunity, the seasonal festive beverage market continues to deliver for foodservice brands, we wanted to help our customers understand the favorite festive flavors and growing trends and, in turn, be able to evolve their businesses to meet consumers’ changing expectations.”

Back in the summer, Kerry revealed that 47 percent of consumers would be seeking a twist on traditional festive offerings this winter. In line with this, Kerry unveiled a range of beverage concepts, which included botanical ingredients such as cardamom, cinnamon and rhubarb, designed to boost NPD.

What’s in store for 2021?Earlier this year, Kerry revealed 47 percent of consumers would be seeking a twist on traditional festive beverages.
Festive beverage trend predictions for the 2021 festive season are: 

• The Power of Social Media: Getting the word out about LTOs on social media not only helps to drive sales from existing consumers but also can attract new consumers through positive word of mouth, including comments, likes and shares. The more “Instagrammable” LTOs are with decorative toppings, colors and other USPs, the more awareness can be driven. 
• Brand Partnerships: Leveraging the power of iconic brands help LTOs perform well on taste and have strong pre-existing consumer awareness. 
• Comfort & Nostalgia: A key trend for 2020 given these times of uncertainty, comfort and nostalgia looks set to continue well into 2021. Delivering familiarity and warmth with flavors such as eggnog, marshmallow and the continued dominance of gingerbread.

“For winter, the comforting trend is mostly associated with more indulgent seasonal flavors, such as caramel and honey, that tend to be popular in the colder months,” adds Christina Matrozou, marketing manager for taste in Europe.

Last month, FoodIngredientsFirst reported that the COVID-19 pandemic would significantly affect the format and essence of flavor profiles in 2021 and beyond. In line with this, consumers are expected to foster a practice of exploring exotic flavors and cuisines as they try to escape “pandemic fatigue.”

By Elizabeth Green