Out of the Cold FROZEN TRENDS - Foodarom
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❯ DESIGN TRENDS
❯ DESIGN TRENDS
changes in seemingly opposite
FROZEN TRENDS directions. He highlights that
“2020 will bring indulgence to
the next level.”
Out of the Cold “Experience will be the primary
criterion, and secondly, healthy
options will rise in popularity,
featuring high-protein, low-sug-
ar, organic and vegan choic-
Frozen NPD sees plant-based desserts, naturalness es, sometimes with branched-
chain amino acids (BCAA),” he
and limited edition flavors as top trends. explains. “The same product may
feature more than one of these
characteristics. Both of these di-
by Elizabeth Green vergent approaches will apply
to the same, rapidly changing
segment. Mane embraces both
T
he dessert category is often 2015 to 2019). Additionally, there er survey conducted by Inno- dimensions: our premium nut
driven by indulgence and has been a 10% global growth va Market Insights. The market paste solutions and various car-
is expected to be no differ- of food and beverages tracked research suggests that US con- amel flavorings will meet ‘expe-
ent in 2020. Notably, premium with an ice cream flavor (2019 sumers may be prioritizing other rience’ needs for a unique iden-
ingredients and unique sensa- vs. 2018). factors such as nutrition. There tity and sensations.”
tions are touted as being the top Additionally, desserts and ice has been a 45% average annu-
three drivers in the frozen flavors cream NPD free from animal-de- al global growth in dessert and Naturally Strong Positioning
space. With plant-based claims rived products are in line with ice cream launches with a ve- In the frozen flavors segment,
also high in the stakes, “greener” Innova Market Insights’ number gan claim (CAGR 2014 to 2018). “naturalness” used to be a po-
and more planet-friendly ingre- two trend for 2020: “The Plant- Last year, US start-up Perfect sitioning in and of itself, he as-
dients are making their way to Based Revolution.” The market Day launched its limited-edition serts. “However, naturalness has
frozen dessert aisles, with con- researcher highlights a 68% av- vegan and lactose-free ice cream become much more common-
sumers frequently opting for erage annual growth in glob- made with flora-based dairy place. Experience-oriented of-
ice cream variants made with- al food and beverage launch- protein. This marked the first ferings, high-protein ice cream
out animal-derived ingredients. es with a “plant-based” claim time that the company – which and even children’s products
According to data from Innova (CAGR 2014 to 2018). specializes in the research, de- now all have natural claims and
Market Insights, there has been Moreover, ice creams are di- velopment and production of clean labels: naturalness is eve-
an almost 50% average annual versifying to include a variety animal-free dairy – released a rywhere. Dairy and non-dairy ice
growth in vegan desserts and of health claims, from low-cal- vegan-friendly product for con- creams are becoming increas-
ice creams launched over the orie and high-protein to other sumers. ingly difficult to differentiate. Po-
past five years. The market re- clean label varieties. Only 44% Additionally, US plant-based sitioning, tonalities and quality
searcher has also tracked a 57% of US consumers consider flavor dairy brand Eclipse Foods de- are now alike,” he comments.
average annual growth of glob- to be the main influencer when buted an ice cream partnership Meanwhile, Natalie Drake, Cat-
al food and beverages tracked buying desserts and ice cream, with OddFellows in New York egory Manager at Synergy Fla-
with an ice cream flavor (CAGR according to a 2018 consum- City and Humphry Slocombe vours, says that in Europe, the
in San Francisco. Eclipse says it general trend for plant-based
“uses a blend of plants to rep- desserts is split between two
licate milk on a molecular lev- key themes: “as good as dairy”
el, creating a dairy replacement and “naturally healthy.”
that tastes, feels and functions “As good as dairy is the idea
just like conventional dairy.” As that consumers still demand
consumers increasingly turn to- the great tasting products seen
ward alternatives to traditional in the dairy space when shop-
dairy, the company’s ice cream ping for plant-based foods,” she
taps into a variety of trends, in- notes. “On the other hand, many
cluding clean label, vegan and manufacturers are playing on
free-from. the natural health credentials
In this spirit, many big play- of plant alternatives with an in-
er brands including Ben & Jer- creasing number of products
ry’s, Gü, Magnum and Cornetto in this space with claims such
launched plant-based versions as ‘raw’, ‘organic’ or with add-
of their most popular dairy prod- ed macronutrients such as pro-
ucts. For Dr. Jean-François Pel- tein,” Drake explains.
› ccording to data from Innova Market Insights, there has
A letier, Category Director for Innova Market Insights’ “Ma-
been an almost 50% average annual growth in vegan des- Dairy in Europe, Middle East cronutrient Makeover” trend
serts and ice creams launched over the past five years. and Africa (EMEA) at Mane, fro- spotlights attention being paid
zen flavors will undergo various to changing perceptions of ma-
14 THE WORLD OF FOOD INGREDIENTS MARCH 2020
cronutrient content and bal- they have not already. “These
ance, across food and drinks types of products lend them-
as a whole. Typically, “one ma- selves equally well to flavorings
cronutrient at a time” is in con- with a healthy vibe as they do
sumer focus, with low-/no-sug- the more indulgent versions,”
ar currently leading as the claim notes Noémie Loiselle, Market-
with the strongest influence on ing Director at Foodarom. “Sim-
purchasing decisions in a 2019 ilarly, products with added ben-
consumer survey (UK, the US, efits will be increasingly present.
Spain, France, Brazil, Germa- Whether it is in terms of add-
ny, Mexico and China). ed proteins, probiotics or vita-
mins, consumers are now de-
Plant-Based Indulgence manding additional functions
“All the indulgence, without the for the products they consume,”
dairy is the general theme that she states.
we are seeing,” Drake contin- Moreover, products must look
ues. While many consumers are appetizing to be posted on In-
choosing plant-based options, stagram, which Loiselle stress-
manufacturers don’t want them es as key pillar for food shar-
to feel like they’re missing out, ing experiences. “This is seen
she explains. in the combinations of textures
“Indulgent profiles such as and colors. For example, blue
chocolate, caramel and fudge spirulina and butterfly pea are
tend to be the go-to flavors for both trending. All kinds of in-
plant-based frozen desserts. clusions and multiple layers will
It could also be the case that take the place of honor,” she
these indulgent profiles help says. “Flavors such as dragon
to round off the flavor of the fruit and ube are becoming in-
complex plant-based ingredi- creasingly popular due to their
ents,” says Drake. bright, flashy colors.”
While many manufacturers
have taken the “as good as dairy” Frozen Florals Trending
approach, health also plays a vi- In the spirit of all things plant-
tal part with brands leveraging based, lavender hybrids are
lower sugar claims, or even us- expected to trend as hybrid
ing fruits and vegetables such flavors. For example, taste com-
as bananas and avocado to in- binations of blueberry-laven-
crease fiber and reduce fat. der, lemon-lavender and ber-
For Dr. Pelletier, so-called “ex- ry-lavender will all make waves
perience” products must have in 2020, Loiselle reveals. “The
premium flavors and provide strawberry-hibiscus duo will also
unique sensations and enjoy- gain popularity, as will rose fla-
ment. “In EMEA, nuts, caramels vors combined with raspberries.
and maple are expected to do Under the radar, we will see fla-
well. Our latest developments vors endorsed by travel. Car-
in indulgence flavor profiles damom combined with man-
have resulted in luscious, high- go or pistachio seems to be an
ly satisfying flavor combina- increasing interest from prod-
tions: butterscotch with maca- uct developers,” she comments.
damia, maple pecan ice cream, “Innovation in the dessert aisle
or simply, rich caramel with ton- is appealing for many. However,
ka,” he reveals. millennials are the greatest fans
Meanwhile, plant-based des- of innovation. They are adven-
serts “will likely differentiate fur- turous and curious, with high
ther with consumers who want standards. And they’re ready to
their favorite indulgent dairy try unique and unusual combi-
desserts in a plant-based ver- nations,” Loiselle adds.
sion,” says Anne Sinha, Glob- Sinha agrees that floral notes
al Strategic Segment Lead for are taking center stage. “We see
Protein, at CP Kelco. a lot more flavors such as flo-
A lot of frozen desserts that rals, exotic fruits and bold and
are already available on the warm spices, such as cracked
market will be joined by their black pepper, pink peppercorn
vegan counterpart in 2020 if and even chili,” she notes.
MARCH 2020 THE WORLD OF FOOD INGREDIENTS 15
❯ DESIGN TRENDS
❯ DESIGN TRENDS
Graham Kingston, Managing According to Loiselle, “limit-
Director of Pecan Deluxe Candy, ed-edition flavors are an excel-
details, “We have seen a hint of lent way to interest consumers
floral flavors combined with fruits who are increasingly demand-
such as lavender, rose, hibiscus ing in terms of taste adventure.”
and cherry blossom.” This is notably a key element of
Innova Market Insights’ “Brand
International Influence Unlimited” trend of 2020. Edi-
Ethnic-inspired flavorings tions produced in limited quan-
will also be in the limelight to tities instill a sense of urgency
“quench consumer thirst for ex- to buy in consumers, muses Loi-
otic adventures,” according to selle. “North America is proba-
Loiselle. “More exotic and ethnic bly the top location where lim-
flavors that pair well with coco- ited-edition flavors are not to
nut and almond milk bases are be missed; just look at the en-
likely to pop up more frequent- thusiasm for pumpkin spice – it
ly,” Sinha adds. causes a frenzy!”
› here has been a 57% average annual growth of global
T Kingston highlights the grow- Loiselle further highlights that
food and beverages tracked with an ice cream flavor (CAGR ing popularity diversified for- “this phenomenon seems to be
2015 to 2019), according to Innova Market Insights. mats next to the boom in inter- migrating towards the Europe-
national flavors in the US market. an continent.” Seasonal flavors
“Flavors inspired by churros and are comforting for consumers
mangonada, and formats such since they mark the passing of
as Japanese mocha and Indian the seasons and traditions. Com-
Kulfi are trending,” he reveals. binations such as key lime pie,
“We also note a growing pop- strawberry shortcake and lem-
ularity of Thai-rolled ice cream, onade will signal the arrival of
in parlors opening throughout warmer weather, she states.
the US. Enhancing the sensory Katharina Schäfer, Product
experience of eating ice cream Manager at Hydrosol, says,
is important to consumers. This “There are many portioned des-
can be achieved by adding mix- serts coming onto the market
ins and inclusions for contrast- like the classic tiramisu, apple
ing textures.” crumble and salted caramel fla-
vor and of course, mini cheese-
Seasonal Dessert Flavors cakes. Globally, we see the suc-
Cookie dough has been a pop- cess of protein claims in dairy
ular flavor in the dessert space. and alternative dairy ice cream
Jenny Baillie, Business Develop- is crossing into protein-rich nov-
› In the frozen flavors segment, “naturalness” used ment Manager at Pecan Deluxe elty frozen desserts such as ice
to be a positioning in and of itself. Candy notes the trend is lead- cream sandwiches and ice pops.”
ing to reproductions of pop- For Schäfer, the main trend
ular favorites with low-calorie in the plant-based and dessert
and healthier alternatives, such space is indulgence, which can
as plant-based products with be expressed by specific flavors
cookie dough and salted cara- or textures. “Products such as ve-
mel flavors. “The challenge is to gan ice cream are coming onto
reproduce the flavor character- the market with dessert flavors
istics to give maximum ‘punch’ and an extra creamy mouth-
with a reduced range of ingre- feel,” she explains. “Plant-based
dients,” she says. alternatives like almond-based
During winter, Christmas fla- pudding or vegan ice cream are
vors continue to inspire UK su- also of interest in the foodser-
permarket ice cream and dessert vice sector.”
NPD, with candy cane, mince “The same applies to bold
pie and fruit cake varieties ap- flavors that offer something
pearing, states Baillie. unexpected and new like sweet
Meanwhile, these flavor and savory combinations for
trends are growing prominent seasonal indulgence,” Schäfer
in cheesecakes – from classic concludes.t
New York Style to more indi-
› nhancing the sensory experience of eating ice
E vidual and indulgent flavors like Elizabeth Green is the Deputy
cream is important to consumers. gingerbread, cinnamon, dark Editor of FoodIngredientsFirst.
chocolate and salted caramel.
16 THE WORLD OF FOOD INGREDIENTS MARCH 2020
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