Citrus flavors, such as lemon, lime, grapefruit and orange, whether alone or in combination with other flavors, have consistently remained a favorite of consumers and beverage-makers.
As citrus is a mature flavor category in most regions globally, varietals are the next evolution in creating excitement around new beverage formulations. Marketers are looking to create uniqueness to their citrus offerings and are using varietals to differentiate their product’s position from their competition.
Prices for citrus fruits, juices, ingredients and by-products have increased. The higher prices are putting pressure on citrus flavor prices and driving the development of flavors that extend the juice, which reduce the amount of juice, but provide similar flavor and mouthfeel.