Trial is often a hurdle with innovative products, and for flavor and ingredients it’s the biggest challenge.
Opportunity lies just after, as consumers tend to seek out flavors that really win them over. Brands can look to captivate consumers by creating products that balance innovation and novelty with flavors, ingredients and formats that also call on the familiar.
New flavors need a trusted element to really launch. Pairing with a familiar flavor, trusted brand or even retailer are all options. Sweetness is another, and it’s often useful for flavor profiles that might otherwise be too strong, like lavender, which pairs nicely with a far more familiar (and sweeter) ingredient, honey.
BRAND AND MOMENTUM ARE A WINNING COMBINATION
Once consumers find a flavor they like, they keep seeking out that flavor or ingredient. They’re also looking to brands to help create a sense of safety and confidence in new-to-them flavors.
MILLENNIALS ARE THE GO-TO
Millennial consumers are by far the most interested in specific flavor concepts. Their loyalty is driven by brands they like and by specific beverage formats they enjoy. Flavor and ingredient innovation should look to functional benefits to help shape innovation while emphasizing strong brand stories.
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Current and emerging trends in Non-Alcoholic Beverages
Which factors are capturing consumer attention in Non-Alcoholic Beverages
What flavor categories are leading in Non-Alcoholic Drinks
The importance of taste in Non-Alcohoic beverages
What consumers are interested in flavor exploration and taking risk on flavors
*Unless otherwise noted, the base for all survey data in this report is 2,000 internet users aged 18+. Source: Kantar Profiles/Mintel, February 2023.