Flavors of the Future - Rising stars of flavors for sports nutrition influenced by North America - Synergy Flavors
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Flavors of the Future Rising stars of flavors for sports nutrition influenced by North America
A journey of discovery Your new flavor forecast
So, what’s next? Innovation is the lifeblood of success. Nowhere As part of our ongoing flavor exploration journey,
is this more evident than in the sports and we wanted to ensure that we uncovered the stars
Which trends are set to shape the winning performance nutrition market, where savvy of tomorrow and beyond. We have divided our
flavors of tomorrow? How do we separate consumers actively seek the latest nutritional chosen flavors into four categories that illustrate
the fleeting from the enduring? What will science delivered in new and interesting formats where the flavor sits in terms of its lifecycle from
make my products stand out? These are and flavors. emerging through to global potential.
among our favorite conversations.
So, we set out to devise our hot list of the rising
stars of flavors for sports nutrition. Our journey
of discovery begins with the flavor zeitgeist,
harvesting ideas and inspiration from influential
bloggers, food writers and futurologists.
Then we benchmarked with real data such as
product launches and global search trends.
Yuzu Tart Cherry Pecans S’mores
Finally, our experts in flavor and sports Mochi Turmeric Birthday Cake
nutrition assessed and refined to create our Speculoos Cookie Dough
hot list; only those that they felt had true Matcha
potential in the market making the final cut.
Ahead of the curve, Starting to appear Regarded as normal Well established in
new to consumers and in food products or conventional in a certain regions with
generally too novel to with potential to segment and poised potential for global
be on menus. mainstream in the to work in sports appeal.
near future. nutrition.
Authors Paired to perfection
Foodpairing® uses science to analyze and determine, ginger
Alexandre Massumoto
Principal Researcher on a molecular level, the degrees and compatibility
between different ingredients.
Sarah O’Neill Marketing Manager, Carbery
Will McCormack Business Development Manager, Synergy US Reveal delicious pairings you’ve never even imagined!
Barbara McCarthy Nutrition Research Manager, Carbery
Parveen Werner Marketing Director, Synergy US
Hugh Evans Marketing Manager, Synergy UK lemon
carrot
Yuzu
IN MARKET PRODUCTS CONSUMER INTEREST
U Matcha
Matcha green tea with yuzu flavor
(USA, 2013)
Samuel Adams
American Summer
Tropic of Yuzu wheat ale
(USA, Jul 2017)
Truly Spiked & Sparkling
Lemon & yuzu flavor sparkling water
(USA, Feb 2018)
Sencha Naturals
Yuzu & ginger green tea mints
(USA, 2017)
FLAVOR COMBOS
Yuzu is a citrus fruit similar
to a small, irregular grapefruit Yuzu Is the Asian “Superfruit”
with pitted skin. It can be yellow
Seattle Bartenders Are Currently
or green depending on the degree of
ripeness. Yuzu originated from and grows wild
in Love With
in central China and Tibet. It was introduced
lemon
to Japan and Korea during the Tang Dynasty
and it remains widely cultivated there.
Yuzu Is Embraced as
The yuzu’s flavor is tart, closely resembling a Mainstay Ingredient
that of a grapefruit, with overtones of Favored for its subtle citrus flavor that is less tart
mandarin orange. It is rarely eaten as a fruit, than its counterparts, yuzu has made its way onto
though in the Japanese cuisine its aromatic apple menus across the world and has been incorporated
zest (outer rind) is used to garnish some into products ranging from alcoholic beverages to
artisan desserts. The newfound popularity of the flavor
dishes, and its juice is commonly used as a
highlights the progression of interest in Japanese
seasoning, similar to lemon in other cuisines. mint
cuisine beyond sushi and other mainstays.
Mochi
IN MARKET PRODUCTS CONSUMER INTEREST
Halo Top
Mochi & green tea ice cream
(USA, Aug 2017)
My/Mo
Strawberry mochi ice cream
(USA, Jun 2017)
Mochi, a simple pounded rice
Buono Mochi Ice Dessert
cake, has begun its journey Non-dairy mango ice dessert
to become the fusion dessert (USA, May 2018)
we’ve all come to know and love.
A traditional Japanese food, it is
typically sold and eaten during the
Japanese New Year. Nowadays, people refer
to mochi ice cream as simply mochi. However,
using the shorthand you are referring exclusively
to the dough surrounding center.
FLAVOR COMBOS
It’s perfectly soft and squishy on
the outside, but refreshingly cold
and creamy on the inside. The
textures of the mochi and the ice
Mochi bars are coming!
cream work perfectly together,
It’s hard to improve on plain ice cream, but wrapping
and every variety we tried was it in soft, spongy mochi does the trick
saturated with flavor strawberry
If you haven’t bitten into a squishy,
sweet, cold mochi, you’re seriously
missing out green tea
Mochi flavored products started to appear in late 2014
EPIC! and have increased by 300% since then mango
Tart
IN MARKET PRODUCTS CONSUMER INTEREST
Cherry Performer
Recovery-Enhancing Body Fuel
Cherry
Tart cherry juice
(USA, Mar 2018)
Bissinger’s Tart Cherry & Cocoa
Nib Crisp
Dark chocolate bar
(USA, Feb 2018)
Upruit Sparkling Tart Cherry
Cold-Brew Coffee
Cold pressed fruit and sparkling
cold-brew coffee
Tart cherries, also known as sour
(USA, Oct 2017)
cherries, are bright red when FLAVOR COMBOS
harvested and retain their vibrant
color when juiced, frozen or baked.
There are several varieties of the tart
or sour cherry: the dark-red Morello cherry and
the lighter-red varieties including the Amarelle
cherry and the popular Montmorency cherry. NEW PRODUCT LAUNCHES
The Montmorency cherry is the most popular
and owes its status to its use in baking and
other recipes. strawberry
Why Everyone’s Sweet
on Tart Cherries
blueberry
Tart Cherry Numbers of tart cherry product launches increased by
Next Superfood of 2018 87% between Q4 2017 and Q1 2018. chocolate
Turmeric
IN MARKET PRODUCTS CONSUMER INTEREST
Noona’s Little Miss
Sunshine
Turmeric Ice Cream
(USA, May 2017)
Iconic Protein
Turmeric & ginger protein drink
(USA, Jan 2018)
Turmeric is a rhizomatous
herbaceous perennial flowering
plant of the ginger family. It is
native to the Indian subcontinent Lipton Daily Support
and Southeast Asia. To make ground Turmeric, echinacea & ginger
green tea supplement
turmeric the rhizomes are boiled in water for
(USA, Nov 2017)
about 30–45 minutes and then dried in hot
ovens, after which they are ground into a deep
orange-yellow powder. Turmeric is commonly
used as a coloring and flavoring agent in Asian
and Indian cuisines, especially for curries, as FLAVOR COMBOS
NEW PRODUCT LAUNCHES
well as for dyeing.
Turmeric powder has a warm, bitter, pepper-like
flavor and earthy, mustard-like aroma.
From golden lattes to wonder drug -
is turmeric really such a super spice?
ginger
Why Turmeric is the New Superfood Turmeric flavored product launches had an increase of
51% in the last year in North America and has shown
no sign of slowing down.
lemon
Turmeric has earned its status as a superfood in recent
Starbucks is hopping on the years thanks to its active ingredient curcumin, which is
turmeric latte trend carrot known to have anti-inflammatory properties.
Speculoos
IN MARKET PRODUCTS CONSUMER INTEREST
Tillamook Special Batch
Speculoos cookie caramel
ice cream
(USA, Aug 2017)
Lidl Speculoos
Crunchy cookie spread
(USA, Oct 2017)
Zöet Speculoos Cookie Butter
Milk chocolate truffles
(USA, Oct 2017)
FLAVOR COMBOS
THE MEDIA SAYS
Speculoos is a type of spiced The Rise of Cookie Butter:
shortcrust biscuit, traditionally How Speculoos Spread Hit It Big in
baked for consumption on or the U.S.
just before St. Nicholas’ Day in the
Netherlands (5th of December), Belgium (6th of
peach
December), and around Christmas in Germany.
Speculoos are thin, very crunchy, caramelized,
slightly browned. Most significantly they have Is Cookie Butter the New Nutella?
some image or figure, often from the traditional
stories about St. Nicholas, stamped on the front
side before baking; the back is flat.
lychee
The European indulgence made its way to
North America in 2010, but has only hit the Food Trend: Why we’re loving
mainstream in 2017. passionfruit Cookie Butter
Matcha
IN MARKET PRODUCTS CONSUMER INTEREST
Häagen-Dazs
Green tea ice cream
(Mexico, Aug 2018)
Blue Print Organic
Matcha Nut
Cashew drink
Matcha is finely ground powder (USA, Mar 2018)
from specially grown and
processed green tea leaves. The Iconic Protein
green tea plants for matcha are Coconut Cream & Matcha
shade-grown for about three weeks Protein drink
(USA , Jan 2018)
before harvest and the stems and veins are
removed in processing. During shaded growth
the plant produces more theanine and caffeine.
The powdered form of matcha is consumed
differently from regular tea leaves or tea bags. Dean & Deluca Performance
It is dissolved in a liquid, typically water or milk. Matcha & espresso nutrition bar
In modern times, matcha also has come to be (USA)
used to flavor and dye foods such as mochi
and soba noodles, green tea ice cream, matcha
lattes, and a variety of Japanese wagashi
confectionery. FLAVOR COMBOS THE MEDIA SAYS
The complex taste of matcha has been
described as rich, aromatic, astringent,
and leaving a lingering sweetness. This What is matcha tea and why is it
unique taste profile has been attributed so popular?
to chlorophyll and amino acids. Three years ago, it was a challenge to find a decent cup
of matcha tea in New York. Now customers need not
walk more than a few blocks before stumbling into one
of a dozen cafés in Lower Manhattan specializing in the
mango Japanese green tea.
Behind the trends: Matcha
lychee
520% growth of matcha flavored product launches over
‘Matcha’ gets remake in U.S. market
the last four years. raspberry
Pecan
IN MARKET PRODUCTS CONSUMER INTEREST
Simple Truth
Pecan & Butter
Almond dessert
(USA, Feb 2018)
Nada Moo!
Mmm... Maple Pecan
Dairy-free frozen dessert
(USA, Jan 2018)
Häagen-Dazs
Bourbon Praline Pecan
Ice cream
(USA, Apr 2017)
NEW PRODUCT LAUNCHES
FLAVOR COMBOS
402% growth in pecan flavors for ice cream products
Pecans are native to North between Q4 2017 and Q1 2018.
America; the nuts were
What to expect for fall 2018:
propagated by Native Americans
• Increased mentions on breakfast menus,
as far north as Illinois and the
particularly in breakfast starches such as pancakes
southern part of Iowa. Once people had and waffles
pecans, they started using them for baking. The • Continued use in sauces atop desserts
earliest printed pecan recipes began popping up • Toasted pecan flavoring, namely in coffee
in Texas cookbooks in 1870s and 1880s. beverages
S’mores
IN MARKET PRODUCTS CONSUMER INTEREST
Post Frosted S’mores Bites
Shredded wheat cereal
(Mexico, Mar 2018)
Leclerc Choco Max
S’mores flavored chocolate
coated chewy bars
(Mexico, Feb 2018)
Nice!
S’mores flavored chewy
granola bars
(Puerto Rico, Jan 2018)
THE MEDIA SAYS
Duncan Hines
Funtastic S’mores
Microwave cake mix
(Mexico, Jan 2018)
RELATED GOOGLE SEARCHES
“Who invented s’mores?”
S’more is a traditional night-
time campfire treat popular in “How to make s’mores in the oven?”
the United States and Canada,
consisting of a fire-roasted “S’mores frappuccino”
marshmallow and a layer of chocolate
sandwiched between two pieces of graham “S’mores dip recipe”
cracker. In the United States 10th of August is
the National S’mores Day. “S’mores bars recipe”Cookie
IN MARKET PRODUCTS CONSUMER INTEREST
Dough
Ben & Jerry’s
Cinn-Dough-rella
Cinnamon bun dough
ice cream
(USA, May 2018)
Ben & Jerry’s
Chip off the Dough Block
Peanut butter cookie dough
ice cream
(USA, May 2018)
Ben & Jerry’s
P.B Dough-ble
Chocolate
Chocolate chip cookie
dough ice cream
NEW PRODUCT LAUNCHES
(USA, May 2018)
THE MEDIA SAYS
Cookie Dough flavor started its
journey to mainstream favorite
when Ben & Jerry’s launched their
legendary Chocolate Chip Cookie
Dough ice cream in 1984 - the result of
Ben & Jerry’s Just Dropped Three
a call out to customers to suggest new flavors Brand-New Cookie Dough Flavors
for them to try. Today, it still ranks in their top It only makes sense that Ben and Jerry, the guys
5 best selling variants. Ready-to-eat gourmet known for their chunk-filled ice cream, are the ones
behind cookie dough ice cream. As the story goes, an
Cookie Dough is widely available in a range of
anonymous fan sent in a suggestion to make the flavor
sub-flavors through supermarkets, specialist back in 1984, and decades later, it’s one of their most
stores and dough shops. The internet is a awash popular flavors. This summer, the brand is upping the
with recipes for homemade protein shakes and ante with three new cookie dough flavors, available in Cookie Dough was one of the top flavors for ice cream
smoothies in this nostalgic flavor. scoop shops now. in 2017 with 33 new launches.Birthday Cake
IN MARKET PRODUCTS CONSUMER INTEREST
Tastykake Birthday Kake
Flavored Kake Chips
(USA , Jan 2018)
One
Birthday cake flavored
protein bar
(USA, Apr 2018)
Quest Bar
Birthday cake flavored protein bar
(USA , Mar 2018)
On Cake Bites
Birthday cake flavored
protein snack NEW PRODUCT LAUNCHES
(Mexico, Mar 2018)
THE MEDIA SAYS
Celebratory Flavor: Birthday cake-
Consumer’s desire for nostalgic
flavored products highlight its new
flavors continues to grow.
Despite birthday cake flavor
role as a standalone flavor
being somewhat esoteric in nature, Implications - Following in the same vein as everything
bagel in becoming a flavor in its own right, birthday
it has become a popular staple of
cake is now an mainstream flavor offered in a variety
hard candy and other confectionery in of food and beverage categories. This shift highlights
recent years. Birthday Cake flavor is perfectly the comfort in familiar experiences such as shared Birthday cake started to appear as a flavor around
positioned to appeal to consumers with a celebrations and the ability to evoke the positive 2013 but has reached its peak only in late 2016: 10 new
sweet tooth looking for unique flavors that are connotations of such events in exciting new flavor launches in Q4 2016. Latin Americans are trying the new
youthful, fun and celebratory. offerings. flavor with 2 launches published in the last few months.flavorsofthefuture@synergytaste.com Product images sourced from Mintel Global New Product Database (GNPD). Carbery Group has compiled this brochure for information purposes only. Information contained in this brochure has been compiled with the utmost care using sources and resources classified as reliable. All statements and information made in this brochure are for information purposes only and completely without obligation. Carbery Group assumes no liability for any losses or damage resulting from the trust, reliance or dependence on the published information contained in this brochure by any party.
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