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In full bloom: Floral flavors

Nov 2018

Although flowers such as rose, lavender and hibiscus have long been used in food products as decoration or as dried ingredients in herbal teas, food & beverages launches tracked with floral flavors are growing with a CAGR of 21 percent globally over the past five years, as reported by Innova Market Insights. Flower extracts, syrups and actual petals can be found in all kinds of products these days, ranging from tonic drinks to bakery, ice cream and convenience foods.

1. Rose Diamond Rose Drink (Germany)
2. Nexba Naturaly Sugar Free Tonic Water with Cranberry and Hibiscus Flavor (Australia)
3. Schweppes Premium Mixer Tonic Orange Blossom and Lavender Carbonated Soft Drink (Belgium)
4. Rise Raw and Organic Kombucha Drink Brewed with Hibiscus and Rosehip (Canada)
5. Activia Probiotic Dairy Shot with Raspberry and Hibiscus Flavor (Brazil)
6. Aduna Berry Bite Superfood Energy Bar with Hibiscus Superflower (UK)
7. Whole Foods Market Dark Chocolate Violet Marshmallows (United States)
8. AH Lavender and Black Pepper Waffle (Netherlands)
9. Frau Ultrafrisch Soy Bolognaise with Hibiscus Flower (Germany)
10. Haagen Dazs Limited Edition Lavender and Blueberry Ice Cream (Singapore)

8/10

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AH Lavender and Black Pepper Waffle (Netherlands). Waffles with lavender and black pepper flavor with syrup, in a reclosable plastic packet.

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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