Innova Market Insights will report on the latest soft
drink trends and emerging flavours at the Taste the Trend Pavilion at
the IFT Food Expo, slated to take place in Chicago between July 14 and
16, 2013. The daily live presentations at the pavilion will include one
on the topic, 'Health Drives Flavour Hits'. Healthy flavours, such as
superfruit, herbs and spices and honey, will be the next hits in the
global beverage market.
While there are marked variations in flavour trends from region to region, Innova Market Insights' report indicates an increase in the interest in superfruit the world over, with pomegranate – which accounts for over 40 per cent of the tracked superfruit-flavoured beverage launches between June 2008 and May 2013 – at the top, followed by acai (12.5 per cent) and lychee (12 per cent). Emerging superfruit include guanabana or soursop, cactus or prickly pear and marula.
“Cactus or prickly pear is one of the emerging superfruit flavours in the North American beverage market,” Lu Ann Williams, head, research, Innova Market Insights, said. She added, “Over the past year, US launches included Cactus Juice and Cactus Tea from Nopal; Prickly Pear Cactus Tea from Hunter and Hilsberg, and Martinelli's Prickly Passion Lemonade juice drink, featuring prickly pear puree.”
Williams added that vegetable flavours are have begun to feature strongly – often in combination with fruit flavours – in juices, in smoothies and in teas, adding health-giving phytochemicals, as well as a new flavour element. The number of beverage launches featuring celery increased sixfold in 2012, while those featuring cucumber and beet doubled. Kale also began to feature in the beverage market in 2012.
The increasing interest in hot and spicy flavours in the American food market as a whole has also spread to beverages. This has led to the emergence of hot and spicy beverages that contain such ingredients as black pepper and different variants of chili, including Habanero, Jalapeno and Chipotle.
While there are marked variations in flavour trends from region to region, Innova Market Insights' report indicates an increase in the interest in superfruit the world over, with pomegranate – which accounts for over 40 per cent of the tracked superfruit-flavoured beverage launches between June 2008 and May 2013 – at the top, followed by acai (12.5 per cent) and lychee (12 per cent). Emerging superfruit include guanabana or soursop, cactus or prickly pear and marula.
“Cactus or prickly pear is one of the emerging superfruit flavours in the North American beverage market,” Lu Ann Williams, head, research, Innova Market Insights, said. She added, “Over the past year, US launches included Cactus Juice and Cactus Tea from Nopal; Prickly Pear Cactus Tea from Hunter and Hilsberg, and Martinelli's Prickly Passion Lemonade juice drink, featuring prickly pear puree.”
Williams added that vegetable flavours are have begun to feature strongly – often in combination with fruit flavours – in juices, in smoothies and in teas, adding health-giving phytochemicals, as well as a new flavour element. The number of beverage launches featuring celery increased sixfold in 2012, while those featuring cucumber and beet doubled. Kale also began to feature in the beverage market in 2012.
The increasing interest in hot and spicy flavours in the American food market as a whole has also spread to beverages. This has led to the emergence of hot and spicy beverages that contain such ingredients as black pepper and different variants of chili, including Habanero, Jalapeno and Chipotle.
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