In contrast with last year’s indulgent flavor trends, beverages this year are shifting to reflect consumer interest in health and wellness. “We have noticed the beverage market is leaning more toward the ongoing flavor trends of superfruits, exotic fruits, tropical fruits and fruit-and-vegetable combinations in both non-alcoholic and alcoholic beverages,” says Alex Scott, flavorist at Gold Coast Ingredients Inc., Commerce, Calif. “As growing numbers of consumers are becoming more health conscious, beverage companies are targeting these niche markets with flavors that reflect high nutritional value and more health benefits.”

This is especially true for vegetable-based flavors, points out Douglas Rash, group vice president of global sales at Treatt USA, a Lakeland, Fla.-based division of Treatt plc. “The perception of such concepts is positive in that vegetables are seen as imparting health,” he explains. “With 55 percent of people globally making a conscious effort to eat as many vegetables as possible, the so-called ‘healthy halo’ of vegetable-based beverages makes them a hit with all types of consumers. The trend is now spreading across nearly all beverage sectors.”