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NPD in action: Colors

May 2021

Driven by social media and the influence of the COVID-19 pandemic, consumers are seeking ways to share positive experiences to communicate with the outside world. Colors prove to be good carriers of visual appeal as a sensory attribute. Another big trend is the use of natural colors, or no artificial colors, with natural foods such as turmeric/curcumin and beetroot.

Magnum
Hershey's
Abundance Asian
Weightwatchers
Fynoderee
Project 7
DY Nutrition
Danone
Campi
Multipower

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Magnum Limited Edition Inferno Ice Cream (Italy). Three packets of red raspberry ice cream 8% covered with dark chocolate 25% and pieces (2.5%) of salted sugar, held in a carton box. Limited edition. 928kj/222kcal per 90ml. Rainforest Alliance Certified cocoa. Ingredient list includes: colorings (E153).

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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