Natural Products Insider

JAN-FEB 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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12 INSIDER January/February 2019 infl uenced the choice. In 2017, Pantone selected "Greenery" as the color of the year because it symbolized the reconnection people seek with nature, one another and a larger purpose. Unicorns and purple will continue to trend well into 2019, but if Living Coral lives up to its hype, mermaids and muted shades of Nemo may be seen hitting the retail stores soon. What's on Tap for Innovative Flavor Trends The global food fl avors market reached $13.17 billion in 2017 and is expected to hit $20.11 billion by 2025, according to Allied Market Research. Artifi cial food fl avors accounted for more than half of the total market segment in 2017; however, rising demand for unusual fl avor combinations, unique and exotic fl avors, and the desire for healthier alternatives are predicted to grow the natural fl avors sector by a CAGR of 9 percent over the forecast period. The popularity of ethnic foods with U.S. consumers has been on the upswing for nearly a decade, with Americans moving out of their comfort zones to explore bolder fl avors and more culturally diverse foods, opening the doors to endless fl avor options for food product developers and brands. According to Technomic's "2017 Flavor Consumer Trend Report," 65 percent of consumers like trying new fl avors from time to time, but only 16 percent of consumers actively seek out new fl avors. Baby Boomers show a greater tendency to forgo new fl avors, while Millennials and Gen Xers drive demand for unique fl avor. Differing attitudes ring particularly true for spicy, bold and ethnic fl avors, with Millennials twice as likely as Boomers to order ethnic foods at least once a week. Culinary Visions Panel's 2019 Forecast revealed consumers are expanding their appetites and embarking on a deeper exploration of Latin American, Asian and Mediterranean foods containing ingredients and fl avor profi les from Ecuador, Peru, Brazil, Korea, the Philippines and Morocco. Alex Wendling, president of Custom Flavors, a division of Custom Ingredients, agreed, noting a recent trend toward destination fl avors such as Tahitian Vanilla or Philippine Mango. "The late Anthony Bourdain, among others, brought the exotic foods of the world to everyone's living room, and now consumers demand those fl avors be available in their grocery store," he noted. Wendling also said growing interest in improved nutrition has resulted in a strong push for fl oral and berry fl avors that align with phytonutrient-rich foods such as hibiscus or lingonberry. Growing interest in Israeli cuisine also has led to increased fl avor innovation from Lebanon, Syria and Turkey, according to Technomic, which noted sauces such as s'chug, pomegranate molasses, toum, labneh and tahini are fi nding new and innovative applications, as well as ingredients including urfa, lavash and schmaltz. Philip Caputo, marketing and consumer insights manager at Virginia Dare, said consumers' adventurous taste buds will lead them to Indian-inspired fl avors in 2019. "Consumers love pairing the familiar with the exotic, and Indian fl avors are an area we see benefi ting from this," he said. "Look for hybrid fl avors like cardamom mocha, cardamom white chocolate, chai caramel, chai molasses, garam masala gingersnap, maple cumin and maple curry spice blend." Caputo also said interest in familiar fl avors such as banana and maple is expected to grow in upscale applications, including craft beer, ice cream, coffee and fl avored spirits. Furthermore, rising popularity of plant-based eating has put oat milk in the spotlight as an alternative to almond and soy milks. "Considering this trend alongside the continued popularity of overnight oats and a general move toward increased fi ber intake, we expect toasted oat to grow as a fl avor in shakes, cereals and more in 2019," he said. Synergy Flavors Inc. identifi ed yuzu, a citrus fruit that grows wild in central China and Tibet, as an upcoming ingredient. Other emerging, growing and mainstream fl avors trending this year will include tart cherry, speculoos, matcha, dragon fruit, tiramisu and tres leches. Herbs and botanical ingredients such as ginseng, turmeric, ginger, lavender, moringa and elderfl ower have taken root as popular ingredients in food and beverage products over the past few years—not only for their health benefi ts, but also for the fl avors they impart. This year is no different. Firmenich named hibiscus as the 2019 "Flavor of the Year" based on the growing appeal of fl orals in food and beverages, and the trend toward curiosity in consumption. Food & Beverage: Colors & Flavors

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