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Spicing it up: Hotter flavors

Feb 2018

Hotter flavors are on the rise. New food and beverage products featuring spicy flavors increased with a CAGR of 14.2 percent (Global, 2013-2017). However, simply adding peppers to a product is not enough, as consumers are seeking intense experiences with flavor combinations that challenge the norm and offer them more refined palates in terms of spiciness. Creativity is key to keeping consumers engaged in NPD with hotter flavors.

1.    Talanda Toasted Corn Nuts: Chili And Salted (Sweden)
2.    Sunshine Extra Spicy Chicken Pizza (Singapore)
3.    Odysea Flame Roasted Red Peppers (UK)
4.    Three Squirrels Pig's Feet With Spicy Flavor (China)
5.    Billys Chilli Cheese Pan Pizza (Sweden)
6.    New Seasons Beef With Beans Chili (United States)
7.    Jin Gong Chuan Pai Spicy Chicken Seasoning (China)
8.    Bol Moroccan Spiced Falafel (UK)
9.    Hachez Whole Milk Chocolate With Pumpkin Seeds And Chilli (Germany)
10.    Beans Family Hot And Spicy Peanuts (Taiwan)

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Talanda Toasted Corn Nuts: Chili And Salted (Sweden). Toasted corn nuts with chili and salt flavor. Naturally delicious. Roasted in Sweden.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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