Strawberry tops the European chart in Kerry’s summer beverage market trends

02 Aug 2021 --- Citrus and authentic fruit flavors saw a revival this summer, as highlighted in Kerry’s latest “Art of Taste & Nutrition” report. The analysis details this year’s top trends in the summer beverage market across foodservice in Europe and Russia. 

Looking at over 300 Limited Time Offerings (LTOs) across 12 European markets, the research reveals that strawberry has come out as the top drink  flavor during summer of this year, as the European coffee shop market bounces back with NPD levels close to those last seen pre-COVID-19.

“As the foodservice industry continues to go through a period of momentous change, this market analysis highlights the optimism surrounding the reopening of the out-of-home sector,” comments Elaine Druhan, senior marketing manager – Foodservice, Kerry Taste & Nutrition.

“We’re seeing an abundance of innovation across Europe and Russia and expect to see even more in Summer 2022.”

Limited time offerings in spotlight
LTO beverages are a sure-fire way for foodservice brands to reinvigorate their menus, generate brand awareness, attract new consumers and drive sales, stresses Aileen Dowd, foodservice marketing executive at Kerry.

Citrus flavors not only offer refreshment during hotter summer months, they are also associated with healthy, immune-boosting properties.According to Kerry Taste and Nutrition’s Art of Taste, the top LTO trends include:

• Citrus Revival
  Tapping into the health and wellness trend, citrus flavors not only offer refreshment during hotter months, but are also associated with healthy, immune-boosting properties. Food and beverage products linked to immunity have been increasingly popular with consumers in the wake of the COVID-19 pandemic.
  
  
• Authentic Fruit Flavors
  Strawberry and mango had strong performance as preferred flavors for summer LTOs in popular iced teas and lemonade platforms, as well as in the addition of real fruit pieces and flavors in coffees. Additionally, using seasonal fruits at their freshest adds a premium touch to LTO offerings.
  
  
• Comfort Factor
  Following the months of uncertainty brought on by Covid-19, consumers are looking for comfort, indulgence and LTOs. “Particularly decadent blended ice style beverages tap into this by providing a treat to inject fun and excitement into consumers’ days,” Kerry details.

Beverage trend predictions for next year
In Kerry’s report, beverage trend predictions for Summer 2022 include: 

Next Level Citrus
Leveraging the power of Kerry’s proprietary AI tool “Kerry Trendspotter” to uncover emerging summer beverage flavor trends, blood orange and grapefruit are poised to become more mainstream in the future both tapping into the health and wellness trend.

The Power of Social Media
The social media effect is still in full force and plays a key role in spreading information about LTOs. This 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.

Platform Innovation
Emerging trends in the UK and Ireland for Summer 2021 include fresh kombucha and fruit refreshers and iced beverages account for 94 percent of LTOs.

Edited by Benjamin Ferrer

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