The Natural Revolution Continues
It should come as no surprise, but Beverage Industry’s 2008 New Product Development Survey confirms that natural ingredients will continue to lead flavor and color usage in 2008. Nearly three-quarters of the flavors purchased this year will be natural flavors, and 70 percent of the colors used in beverages will be natural colors, according to respondents.
|Ingredients used in 2007|
|Ingredient||% of respondents*|
|Vitamins, minerals, iron, colloids, etc.||46%|
|Other energy-producing ingredients||34%|
|High fructose corn syrup||33%|
|Malts, hops, yeast, extracts||18%|
Alcohol releases seem to fare best at launch, according to respondents. Wine-makers indicate an average 70 percent success rate, while distilled spirits companies say 56 percent of their products achieved expectations in 2007. Bottled water, dairy-based drinks and juice drinks follow the alcohol brands, with an average 52 percent, 51 percent and 49 percent, respectively, meeting their companies’ standards of success last year. Soft drinks were the least likely to be considered successful by their developers — slightly less than 32 percent were thought to be success stories in their launch year.
Half of respondents across all beverage categories indicated it takes anywhere from four to nine months to develop a new product from concept to consumer. Fourteen percent can turn out a new drink in three months or less, while 8 percent require more than 18 months to put the finishing touches on a new concept. About a quarter of respondents said they were able to speed their time to market in 2007 vs. 2006, but the vast majority said their development work took the same amount of time as the previous year.