FLAVOURS & TRENDS Healthy lifestyles: an all-
natural taste adventure Austria Juice is one of the most important producers of high-quality food and beverage ingredients, and develops customised beverage concepts in close co-operation with its customers.
hile health and well-being have never been as high on the list of values of global consumers as they are now, the hit list of drinks has also changed in recent years. More than ever, alcoholic drinks are replaced by alcohol-free or, at least, alcohol-reduced alternatives. Mocktails, for example, are the non-alcoholic successors to cocktails, and juices made from a wide variety of fruits and berries are the main players in their preparation. But that’s not all; consumers all over the world are not only looking for healthy ‘free-from’ drinks, but also for drinks that can promote their healthy lifestyle. Now, they search for holistic solutions that help them to change their lifestyle in all areas of life. The ingredients in food and drinks should be natural and ideally organic, the production sustainable, the taste unique and surprising with the ‘wow effect’ – the value for the body or mind should be targeted and clear.
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In general, there is an enormous potential in juices, smoothies and mixed drinks made from juices from teas or functional water for meeting the needs of modern consumers that are trying to holistically improve their health. Juices can play an important role with their valuable ingredients and tasty flavours, as well as in combination with supplemented minerals and vitamins, to mention a few possible complementary ingredients.
One success factor for beverages is the new taste experiences. Taste experience is a continuous megatrend that is impressively shaping the food and beverage industry. It’s about pure consumer experiences, taking the consumer on an adventure triggered by sensory, visual and haptic experiences. Unusual, spicy or exotic flavour combinations, which, especially in times of Covid-19 and travel restrictions, conjure a bit of travel flavour into the glass at home, ensuring new taste adventures. On the other hand, in this time of uncertainty, consumers look out for nostalgic and umber flavours because they
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provide a feeling of cosiness and a sense of security. Ingredients and flavours that consumers consider to have a positive impact on their health, like some botanicals and herbs, will stay on the rise. So, the possibilities for using the finest flavours and extracts, as well as fruit and vegetable juices, are diverse in terms of taste and concept.
The new generation of tea
With the rise of functional drinks and water, as well as the increasing popularity of botanicals as an ingredient in beverages, it is a logical consequence that ready-to-drink tea is moving into focus. From hot-brew to cold-brew, the drink is conquering the supermarket shelves and the hearts of consumers. Tea has advanced from a traditional drink to the trendy drink it is today – tea is primarily intended to contribute to a healthy and mindful lifestyle, and in addition to that, it also scores with a good taste. Tea consists primarily of water and plant-based ingredients, which suits the health-conscious and often also the figure-conscious consumer. A major trend towards cold-brewing can be observed for all types of tea. For a stronger taste, tea is increasingly being poured cold as a cold-brew. In general, cold infusion has several advantages over hot-brewed tea. The most important are:
sensory stability across batches
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