Most beverage marketers and formulators probably wish they had a crystal ball that could predict the newest flavor or ingredient trend to hit the beverage market this year. While such guarantees of a sure-fire ‘hit’ are not possible, many beverage formulators contend that by examining the trends that shaped the beverage market in 2007 and taking those trends to the next level, it is possible to get an idea of what to expect to see on beverage aisle shelves in 2008.

In fact, many of the overarching trends in 2007—antioxidants, health and wellness and indulgent and exotic flavors—will continue to drive the beverage market this year, formulators say.

One of the biggest flavor and ingredient trends to impact beverages in 2007 was the emergence of superfruits, and
while fruits from South America and Asia, such as açaí, mangosteen and goji berry, became more mainstream this past year, Scott Mortensen, senior marketing manager, Global/North America Beverages, International Flavors and Fragrances (IFF), foresees exotic flavor profiles sourced from Africa becoming the next superfruit frontier.

“If you look at some of the indigenous fruits of Africa, some of them are really interesting and exciting. Baobab, for instance, which is the fruit of the baobab tree, has almost a lemonade type profile. There’s also the Morella, which is part of the mango family, which has a sulfur, tropical character and the guavadilla, a yellow fruit commonly known as yellow passionfruit, that has an aggressive, tropical type flavor with some nice peachy notes to it,” he says.

Mortensen points out that many of these fruits are high in vitamin C, potassium and other nutrients that could add a health profile to beverages. And with increasing public attention and news coverage of African culture, politics and social issues, many formulators believe US consumers’ interest in African flavors and foods will only continue to grow.
Givaudan is looking to the next generation of antioxidant-rich superfruits by creating new flavors inspired by fruits such as yuzu, acerola and the complex, nutrient-packed Schizandra berry, a naturally energizing fruit from China, says Philana Berry, beverage marketing director at Givaudan.

“Just a few years ago, consumers were happy to have products on the market that were better-for-you and tasted great. Today, the level of consumer sophistication is at an all-time high and great tasting products that support healthier living is simply the baseline,” Berry remarks. “In addition, consumers crave new and distinctive taste experiences and now, more than ever, consumers want to experience something exciting and innovative.”

Mastertaste, a global flavor manufacturer and a division of Kerry Group plc, recently launched NutraFlavors,
a line of flavors made from superfruits, that offers not only an excellent overall flavor profile and flavor impact, but also
delivers high levels of valuable nutrients as an integrated part of the flavor system, according to Markus Eckert, Ph.D., vice president of technical for flavors, Mastertaste. For instance the cranberry and grape flavors
contain unsaturated fatty acids, such as omega-3 and omega-6 fatty acids, derived from the seeds.

NutraFlavors opens the door for manufacturers to make potential health-related label claims on finished beverages without having to add extra supplements, such as omega-3 from fish oil. Eckert says NutraFlavors can be incorporated into a range of beverages and Mastertaste is currently working to expand the flavor line to include vegetables, spices, teas and herbs.

Another flavor trend expected to grow in 2008 is varietal flavors, such as Meyer lemon or Valencia oranges, rather than generic fruit flavors. This trend also will extend into the tea and coffee categories, where segmentation by region will become more important, notes Mortensen. For instance, consumers will seek out a Sumatra coffee or a Guatemalan coffee and in the tea category, consumers will begin to classify tea by its origins, such as Chinese green tea or Indian green tea.

“Consumers are becoming more discerning in their choices and in their palates and they’re noticing the different flavor profiles,” Mortensen notes.

And despite the surging health and wellness trend, formulators also expect indulgent flavors to remain popular as consumers look to beverages as a reward or escape. In fact, Mortensen suggests that carbonated soft drink manufacturers might start experimenting with premium or indulgent flavors to enliven the CSD category.

“I think we might see some CSD products incorporating dessert notes, such as coffee, chocolate or creamsicle notes. For some consumers, a carbonated soft drink is a reward, or something they reach for to provide a moment of escape or nostalgia,” he notes.

The demand for functional beverages that deliver specific health benefits or remedies is expected to only get stronger in 2008. Besides antioxidants, glucosamine-fortified foods and beverages are expected to be in increasing demand as aging baby boomers with active lifestyles seek ways to manage joint pain, according to Brent Rogers, technical services manager, Cargill Corn Milling North America.

Rogers notes that glucosamine is being added as a functional ingredient to sports drinks, functional waters and RTD teas as well as juice drinks, such as the new Elations juice drink containing 1,500 milligrams of glucosamine and 1,200 milligrams of chondroitin, which research also has shown to help joint function. Cargill markets Regenasure glucosamine, a Generally Recognized as Safe (GRAS) ingredient produced from a vegetarian source.

The demand for alternative sweeteners also is expected to grow as consumers shy away from the controversy surrounding high fructose corn syrup and its link to obesity. Datamonitor’s Productscan Online found that 146 new food and beverage products claiming to be HFCS-free were launched in 2007. Many R&D professionals predict that 2008 will bring about an increasing variety of beverages containing natural sweetener alternatives to fit within the organic and natural movement. The natural herb stevia, which is not yet approved for use as a sweetener, is popping up in a number of products, such as Zevia, a natural sugar-free alternative to diet soda, and Health Cola, a carbonated soft drink made with natural ingredients, such as kola nut extract and cocoa bean extract. Zevia combines stevia with the natural bulk sweetener erythritol, another ingredient that could see increased demand this year as it’s a naturally-derived sugar alcohol.

cargill.com • givaudan.com • iff.com • mastertaste.com

 From Beverage World January 15, 2008