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Flavours & fragrances


With a continued shift towards wellness across the industry, it’s no surprise shoppers are searching for food and beverages that ‘taste’ healthy too. According to Flavorman’s 2023 Beverage


The latest elixirs T


he beverage world has changed significantly in recent years. Brightly coloured, sugary sodas are out, while functional drinks such as kombucha and immunity-boosting ginger shots are in. At least, that’s the verdict from Flavorman’s latest Beverage Trend Report, which analyses flavour and technological trends across the market. According to the beverage developer, drinks preferences this year indicate a shift away from “Covid-19’s challenging years” towards a “future of simplicity, functionality, environmental consciousness and authenticity”. The report adds that with new beverages hitting the shelves every day, “shoppers are


shifting towards products with more natural components and colouring”. Whereas last year’s consumers “wanted bolder ingredients for nostalgic flavours with guilt-free indulgence”, this year “we’re seeing a shift to a more balanced, health- conscious trend”. Brands are eschewing artificial flavourings and colourings, replacing added sugars with natural fruit sugars, and developing drinks that marry flavour with functional benefits. Flavorman isn’t the only one noticing this shift in the market, “70% of consumers are looking for functional benefits in their drinks, such as immune boosting benefits, energy, protein, et cetera,” says a spokesperson for the California-based brand


Trend report, citrus flavours are on the rise, along with floral and botanical ingredients that link functionality and flavour. Abi Millar talks to leading brands to find out more.


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Ingredients Insight / www.ingredients-insight.com


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