The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2016
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Flavour is an essential tool for food and drinks producers, not only in delivering palatability but also in positioning a product or targeting a specific audience. Part Two of this 2-part report assesses trends in the types of flavours being used around the world, highlighting the ways in which flavours are used to position food and drinks and reviewing some of the key taste trends in the soft drinks, alcoholic drinks, dairy and ice cream, confectionery, snacks and sauces categories.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Flavour is far more than just a way to alter taste. Specific flavour types can also serve a variety of marketing roles, helping to position products, to target specific demographics and to add excitement or value to finished foods and drinks.
While natural flavours are in significant demand, growing use of flavouring foodstuffs in place of flavour compounds could also pose a threat in the future.
Changing attitudes to health and wellness mean that, while flavours are still important for adjusting taste in “better for you” and functional/fortified products, there is a growing emphasis on using flavour to enhance a naturally healthy image.
Flavour is also used to help direct products to the right customers. It can increase appeal to specific consumer groups (e.g. age, ethnicity, gender), target specific seasons or occasions or improve authenticity for more discerning customers.
Premiumisation is a significant theme in the modern food industry and flavour is a key part of this, with specific tastes delivering specific types of added value, whether it be in the form of authenticity, indulgence, nostalgia, escapism, etc.
Adding specificity to flavour choices is a significant focus for innovators, with type-and region-specific flavours proving highly prevalent in food and drink new product development and instantly adding value to a product’s image.
Within key food and drink categories, there are a few flavour types that have been showing particular strength in recent times, including coconut, other exotics, alcohol, vegetables, spices, herbs and florals.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.