U.S. Market for Flavors
Bold. Exotic. Healthy. Tangy. Natural.
These of just some of the traits that best describe the kinds of flavors Americans seek when shopping or eating out today. It’s not good enough to be fast and fresh – the food also needs a strong boost of flavor, enough to awake and tantalize the taste buds.
Consider the popularity of the Vietnamese hot sauce srirach, the growing ubiquity of lime flavor or the increasing presence of tomatillo in snacks and sauces. Or, look at unexpected pairings of herbs and spices, like vanilla-cardamom, or cilantro-basil, that are bolstering sauces or desserts.
But Americans still want to be healthy. It’s not enough to avoid just fat and salt; instead, we’re wary of foods that come with a long list of ingredients, artificial flavors and artificial additives. And herein lies a big opportunity for the food industry – transitioning food products to recognizable and natural ingredients, including natural flavors and spices/herbs. Shortening ingredient lists and substituting artificial and unrecognizable ingredients with natural or recognizable ingredients continues to be a winning strategy for many packaged food manufacturers.
But changing tastes and preferences poses a challenge for packaged food marketers. Natural ingredients and food additives often impart their own, unexpected flavors and properties to foods. Natural flavors also tend to suffer from limited shelf stability. As a result, many packaged food products recipes must be completely reformulated when transitioning to clean label. This transition continues to drive substantial scientific and market development in the flavor industry. Companies that have positioned to take advantage of the clean label transition have fared well, and many have done extremely well, posting low to mid double-digit growth in recent years. Other key trends include:
U.S. Market for Flavors evaluates the existing size and anticipated future growth of the U.S. flavors market, with breakdowns for the following categories of flavors: flavor additives, flavor enhancers, sugar substitutes, and spices (including herbs). Markets and market growth potential are evaluated for up to 12 categories of common center store food categories based on data for mass-market channels, corporate earnings reports, and other available data, combined with market trends and growth factors discussed above and within the report.
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