Trends, Opportunities and Innovations

Innovation in beverages is being driven by an increased demand for natural and healthier products, also referred to as “clean label” products with no additives or preservatives.

Consumer demand for these products has also created opportunities for juice manufacturers who have been able to respond by introducing new products with strong health credentials and also exotic fruit blends which deliver indulgence and luxury. Health is no longer a trend, it is a must have.

As consumers look for new and better ways to help the planet, more and more companies are developing products to help eco-conscious shoppers be more “green”. Juice companies have been particularly innovative in sustainability efforts. Capitalising on the use of natural fruit as a key juice ingredient, many companies have taken the opportunity to make juices and beverages better for people and planet. But they still are continuing to experiment with unique flavour innovations.

As a result of the downturn in the global economy, producers are shifting away from so called superfruits back to more local fruits, so called “Heimische Fruechte” or “Garden Fruit”. In a recession consumers can become nostalgic in wanting to remember the good old days, but this doesn’t necessarily mean that new exotic fruits are no longer appealing to consumers and it is expected that consumers will revert to the adventure of trying new flavours. Using so called superfruits and new exotic fruits as a top note on various products will remain an important marketing tool for added product value.

Last but not least “reduction” seems to be important in 2011. Especially the reduction of sugar and fructose syrup (HFCS) in food and drinks will be an important trend. Reducing the use of fructose syrup (HFCS) will be a main point of discussion next year, as the use of this cheaper sugar substitute is criticised.

The use of Stevia, after European approval, will become important to lower the sugar content of products in a natural way.

Additionally reduction on packaging and renewal of “old” products are coming to the fore as important trends. Reducing packaging will allow producers to emphasize on the natural ingredients and uniqueness of the product rather than packaging itself whilst contributing to the environment. Renewal of “old fashioned” products can be addressed as a retro-trend with nostalgic feelings to the past.

In line with the above, Passina is developing products that fit in with these trends. In the course of 2011 we will present you samples of products reflecting today’s opportunities.