Summer Drinks Trends Evoke Childhood Nostalgia
04 Aug 2015 --- Mouth-watering melon types; pure and simple blossom; home grown garden goodies, like herbal apple; and sophisticated ‘mocktails’: this summer’s hottest drink trends, as revealed in the latest independent research from flavor and fragrance supplier Treatt.
Melon and melon derivatives, for example, are fun, exotic and naturally low in sugar. Appealing to the adult, children’s and sports drinks markets, Melon Plus offers a light flavour and enhanced refreshment with concepts such as honeydew that offer new flavour experiences, without straying too far from the familiar. Many of these melon concepts pair well with other fruit flavours such as citrus.
Blossom represents a natural extension of the health trend towards products that enhance mood and wellbeing. This concept draws feelings of purity, spring and romance, encouraging a positive emotional consumer response. With a variety of fruit blossoms to choose from, the trend could evolve to see blossom notes inspiringly blended with herbs and spices or fruit flavours.
Traditional, local and home-grown flavours have also become popular. Grandma’s Garden is a flavour concept which brings nostalgic feelings associated with nature. The trend reflects the behaviour of consumers that are influenced by social responsibility and sustainability and that are seeking to make the most of natural resources, away from the fast pace of technically orientated modern lifestyles. Notes likely to feature prominently in this concept include rose, violet, hibiscus, lime flower and mint.
With more people opting for non-alcoholic drinks in today’s responsible drinking climate, Summer Mocktails are light, low-sugar and made from innovative, tasty flavours, providing an upmarket alternative to mainstream soft drinks. These flavours offer the opportunity to develop added-value and sophisticated beverages, such as ‘mocktails’ like Virgin Mojito and non-alcoholic Gin & Tonic, or summer favourites like Blackberry Lavender Lemonade and Sparkling Rosemary Limeade.
“A new and invigorating flavour experience is fast becoming a major driver in the success of products and this represents a significant opportunity to differentiate beverage products,” comments Douglas Rash, Group VP – Global Sales at Treatt. “The flavour concepts that we have identified show that consumers are increasingly choosing drinks products that use natural ingredients. The analysis also identifies preferences beyond 2015, which will define the beverage market in years to come.”
He continues: “Using trend data, we can ensure that our R&D efforts are aligned with the market to create unique products, and then leverage our applications expertise to demonstrate how our portfolio of 100% natural flavour ingredients can add value to ensure the success of brands in the marketplace.”
The custom analysis for Treatt was conducted by RTS Resource Limited who analysed and interpreted food and drink trends on a global basis, as well as wider consumer trends to forecast the decisions that consumers are likely to make in the future.
