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 IN MARKET PRODUCTS CONSUMER INTEREST U Matcha Matcha green tea with yuzu flavor Yuzu (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 to Japan and Korea during the Tang Dynasty lemon 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 mint seasoning, similar to lemon in other cuisines. cuisine beyond sushi and other mainstays. IN MARKET PRODUCTS CONSUMER INTEREST Halo Top Mochi & green tea ice cream Mochi (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 IN MARKET PRODUCTS CONSUMER INTEREST Cherry Performer Recovery-Enhancing Body Fuel Tart Tart cherry juice Cherry (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 IN MARKET PRODUCTS CONSUMER INTEREST Noona’s Little Miss Turmeric 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 turmeric the rhizomes are boiled in water for green tea supplement (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. IN MARKET PRODUCTS CONSUMER INTEREST Tillamook Special Batch Speculoos cookie caramel Speculoos 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 December), and around Christmas in Germany. peach 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 IN MARKET PRODUCTS CONSUMER INTEREST Häagen-Dazs Green tea ice cream Matcha (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 before harvest and the stems and veins are (USA , Jan 2018) 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 IN MARKET PRODUCTS CONSUMER INTEREST Simple Truth Pecan & Butter Almond dessert Pecan (USA, Feb 2018) Nada Moo! Mmm..