TASTES OF TOMORROW Functional ingredients and diverse flavors highlight 2022 trends By Martín Caballero Things can change fast in the beverage industry. Case-in-point: just a few years after popping up on the RTD scene, ashwaghanda has gone from niche functional ingredient to having its own SKU of Smartwater, complete with a Gal Gadot-starring media campaign. Maybe that’s a credit to the herb itself, but it’s also an indicator of how much marketers have channeled consumer attitudes towards ingredients touting betterfor-you claims or functional benefits: if there’s a chance it can help them, they’re willing to give it a shot. That’s good news for the flavors and ingredients industry. After a second year of riding the COVID-19 roller coaster, consumers are fi nding room to fit a broad assortment of beverages into their lives, whether its products promising immunity support or those simply offering a tastefi rst flavor experience. Suppliers are fi nding opportunities to innovate within that mix, but also chances to go beneath the surface on some of the key issues influencing purchasing decisions, including factors like sourcing integrity and climate impact. For our annual look at the flavor and ingredient trends that will shape the year ahead, BevNET spoke with suppliers and brands across the industry to glean insights on the top three trends set to shape the future of beverage innovation in 2022 and beyond. These responses have been edited for space and clarity.
52 BEVNET MAGAZINE – JANUARY/FEBRUARY 2022
Applied Food Sciences Brian Zapp, Director of Marketing
Plant-Based Protein Snacks, baked goods, gummies, juices, cold brew coffees, and meal replacements top a long list of products with protein-related claims. Yet while animal-based protein sources like whey and casein are the most prominent, consumers are showing a clear interest in plant-based alternatives. As a result, grocery sales of plant-based foods that directly replace animal products grew 27% in the past year, reaching $7 billion (SPINS retail sales data, April 6, 2021). One of the most attractive ingredients in this area is hemp heart protein, which can produce more than 70% protein, complete with all nine essential amino acids.
Premium Functional Energy Marquee brands like Bang, CELSIUS, Reign, C4, GFuel, A-Shoc, Gamer Fuel, and others are ushering in the segment and showing growth that the energy category has not seen in decades. What do they all have in common? Premium, more functional ingredients! Bursting onto the scene here is guayusa, a uniquely different kind of energy ingredient with naturally occurring caffeine and an unusual antioxidant makeup that provides a focused energy experience for enhanced mental performance with fewer “jittery” feelings.
Immunity & Wellness These days, it is no surprise that immune health is on the top of consumers’ minds. As a result, we have seen a particular interest in our organic vitamin C extracted from organic acerola cherries. But why the push for organic when brands have been successfully fortifying with synthetic vitamin C for decades? The companies we work with are constantly trying to push the envelope with their ingredients to show trust and transparency on their label. Organic certified ingredients support their efforts, and organic vitamin C from acerola, which contains 70 times more vitamin C than other fruits and vegetables by weight, is proving to be an excellent solution.
