Melon simultaneously fits the criteria of being both new and exotic, while still comfortably familiar to consumers, says the manufacturer and supplier of flavours.
The idea of evoking positive emotions with beverages also continues to grow, with other popular flavours leaning towards nature and natural ingredients. Blossom, sophisticated ‘mocktails,’ and concepts evocative of home grown gardens are also trending in beverages.
Douglas Rash, Treatt
Suited particularly well to adult, children and sports drinks markets, such melon and melon derivatives are ‘fun, exotic and naturally low in sugar,’ explains Treatt.
Consumers like melon for its light flavour and refreshment value. Most important, however, is that it gives consumers new experiences – but without digressing too far from the familiar.
For example, different varieties of melon can be explored, such as honeydew. Alternatively, melon pairings can be used to create different taste profiles.
“Pairing has been prevalent in the past, combining passionfruit with orange, for example,” Douglas Rash, group vice president global sales, Treatt, told BeverageDaily.com
“What we are seeking to do is offer new flavour experiences, leveraging a familiar concept. So, for example, ‘melon’ is a familiar concept, as many consumers are familiar with watermelon. However, we want to introduce customers to new varietals of melon. By doing so, they can experience new flavours, yet not stray too far from watermelon with which they are familiar.”
Melon is not restricted to any one beverage category, working well across various drinks, he added.
“Trends in beverages tend to apply across most segments. Melon is trending in new product launches ranging from spirits, to juice-based beverages, to sparkling waters.”
Health and wellness
The current flavour trends are ones that appeal to health conscious consumers, or offer a new flavour experience.
Evoking positive emotions - such as nostalgia or tropical beaches – are increasingly important attributes, said Rash.
“Both are natural extensions of the health trend, towards products that enhance mood and wellbeing,” he said.
Blossom, for example, draws strongly on emotions: reminiscent of purity, spring and romance.
This trend could develop to see blossom blended with herbs, spices or fruit flavours.
Meanwhile, Grandma’s Garden is a concept that draws on nostalgia. It can evoke the idea of nature with notes of rose, violet, hibiscus, lime flower and mint among others.
Part of its success comes from consumers’ ideas of sustainability and social responsibility, and the return to nature away from technology and fast paced modern lifestyles.
Summer mocktails are an added-value concept, building the beverage into something more sophisticated. Flavours include blackberry lavender lemonade and sparkling rosemary limeade, along with non-alcoholic Gin & Tonic or Virgin Mojito (alcohol free mojito).
Natural ingredients continue to be popular with consumers, with interest still rising.