Kerry reveals consumers crave health-supporting benefits and novelty from beverages
25 Aug 2022 --- Beverages associated with health benefits, sustainability and better nutrition are soaring in popularity among foodservice consumers, according to a new analysis by Kerry.
The company’s research into foodservice beverages shows consumers are seeking flavors that they link with health and nutrition benefits, such as strawberry, lemon and mango, but are also seeking excitement and a sensory experience through newer formats like Frappuccino and bubble tea.
Examining nearly 400 limited-time offerings (LTOs) across 12 regions in Europe, the new Art of Taste and Nutrition 2022 summer analysis categorizes the top beverage platforms and flavors while examining future trends and influences worldwide.
According to the research, the top three LTO trends are as follows:
- Travel through taste: Moving beyond just a beverage, LTOs can also deliver an experience. Many outlets this year launched beverages with flavors such as mango, pineapple, passion fruit and coconut to create a tropical island experience for the senses.
- Natural refreshment: Consumers are craving a cool, refreshing beverage, with many now focusing on flavors they consider natural and local to the different European regions, such as lemon and strawberry.
- Health and nutrition focus: Consumers are looking to foodservice outlets for healthier options. Nutrition-focused LTO ranges need to deliver great taste and health benefits through fortification and healthy halo ingredients.
With European markets fully reopened this summer, Daniel Sjogren, VP and general manager for Foodservice in Kerry Europe, believes that foodservice operators will find themselves competing for consumers’ attention.
Mango, pineapple, passionfruit and coconut are all popular flavors, as well as traditional strawberry and lemon.“LTOs have returned with a vengeance and are more popular than ever. We have found that consumers are looking for exciting sensory experiences, with the rise of bubble tea and drinks that are a visual experience and shareable on social media.”
“As consumer choice continues to increase and more of their decisions of what to buy is done online, it is critical to have social media as part of any marketing strategy today. When you put new news in front of the consumers that generate interest online, your consumers become your vehicle to bring that message out to like-minded consumers,” he tells FoodIngredientsFirst.
According to Sjogren, fruit flavors continue to be the core flavor offering for summer LTOs across Europe but with two clear distinctions.
“Firstly, exotic flavors have become more prominent in consumers’ minds as they remind themselves of their favorite holiday destinations. However, consumers are also becoming more conscious of their health and are seeking out flavors aligned to their personal nutrition needs.”
“Even when consumers want exactly the same flavor from different parts of Europe, the preference of how that flavor tastes in the final product can be very different in terms of flavor strength and mouthfeel. That is why you need a balanced approach of overall flavor expertise while, at the same time, understand local differences,” he underscores.
A sustainable future
Looking toward 2023, it is clear that sustainable nutrition will continue to gain traction with consumers more concerned with both their physical and mental health post-pandemic and the health of the planet.
They are also more interested in unique menu items, with foodservice operators now having to consider not only taste but look, texture and smell to create a complete sensory experience.
“Our prediction for the future is that sustainability along with nutrition will continue to become more important as consumers look for great tasting beverages that are better for them and the planet,” Sjogren details.
“However, many operators find it challenging to deliver on these evolved trends while also being able to communicate them to their consumers in a meaningful way. At Kerry, we look forward to partnering with customers to bring our insights to life and deliver exciting new concepts for summer 2023,” he concedes.
“There won’t be a revolution in new ingredients that will lead the way in how consumers purchase their products in the foodservice channel. However, ‘my current favorite with a twist’ will be the focus area and also what will engage consumers to re-enter the category in a post-COVID era. This, coupled with a heightened awareness of sustainability and health will be more prominent in how consumers make choices next year.”
FoodIngredientsFirst recently reported that the beverage space is brimming with new iterations of spirits and ready-to-drink formats, which include launches of hybrid flavor profiles. Brands this year are focused on consumer retention, which is prominently trend-driven and health-oriented.
By Elizabeth Green
