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Beyond the cup: Coffee & tea flavors

Nov 2018

There is ample space for innovation and differentiation using tea and coffee flavors in the food and beverage market. We see tea and coffee flavors cropping up in several categories beyond hot drinks, including ice cream, sweet biscuits and beer. A focus on indulgence is likely to be a key focus in the foreseeable future.

1. Wild Ophelia Chocolate Coffee Bites Sea Salt Caramel Latte 41% Milk Chocolate (US)
Nestle Kitkat Wafer Fingers In Green Tea Confectionery (Vietnam).
3. Hampton Cup O Cookies Assorted (Indonesia)
4. Master Gao Jasmine Tea Lager Beer (China)
5. Glendee Coconut Chips: Roasted Coffee (Thailand)
6. Haagen Dazs Story Time Alices Tea Ice Cream With Cookies (Japan)
7. Nova Choc Oh Late Sugar Free Premium Dark Chocolate With Espresso (South Africa)
8. True Fruits Matcha, Ginger, Kale, Pear, Spinach, Banana And Apple Green Smoothie (Austria)
9. Kaldi Coffee Financier (Japan)
10. Mildura Mocha Cream Filled Cookies (Malaysia)

9/10

Picture Click to Enlarge

Kaldi Coffee Financier (Japan). Coffee cake in a plastic tray, held in a 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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