An trade examine has discovered that 41% of sports activities diet consumers nonetheless think about flavour to be a big issue with foods and drinks purchases, together with snacks-based ranges, behind well being advantages and value concerns, writes Neill Barston.
The most recent analysis from Innova Market Analysis discovered that the phase has gained extra mainstream prominence, with wellbeing proving a significant component for customers amid the continuing pandemic.
Chocolate stays an vital go-to flavour whereas, on the similar time, hazelnut flavours have benefited from chocolate-hazelnut mixtures impressed by chocolate spreads and confectionery.
Because the organisation famous, millennials are usually not solely probably the most adventurous client group in terms of flavour, but in addition the probably to incorporate sports activities diet merchandise in a typical grocery basket. This has strongly pushed the transfer to new and fashionable flavours rather than extra conventional tastes.
Consequently, mainstream flavour blends are gaining floor, with better consideration to extra advanced and complementary tastes. Among the many organisation’s notable findings, citrus and tropical fruit even have optimistic vitality connotations, whereas in broader phrases, spiciness/sharpness was seen as notably energising, forward of candy flavour choices.
On the similar time, conventional brown and vanilla choices are going through rising competitors from fruit, nut and novelty tastes. Fruit and nuts supply a wholesome picture, however may add indulgence, in addition to fulfilling the rising demand for extra pure, vegan and plant-based merchandise. In the meantime NPD can be taking inspiration from different meals and drinks markets.
Considerably, hybridisation is already a high development and the affect on flavour use in sports activities diet is rising because the class strikes additional into the mainstream and we begin to see model crossovers.
Belief and familiarity gained in utilizing flavours from different recognised manufacturers makes it probably that additional model extension and co-branding will likely be used. There are already indicators that mainstream companies are able to discover alternatives on this space, not solely taking direct steps into sports activities diet themselves, but in addition choosing licensing offers for the usage of their flavours and types by present sports activities diet specialists.
The Covid-19 impact
The Covid-19 pandemic can be impacting the route of flavour decisions in sports activities diet, with curiosity in immune well being notably related. In 2020, immune well being claims boosted their penetration in sports activities diet launches from 7% to nearly 12%, driving the usage of immune wholesome flavours and substances.
Citrus fruits will proceed to steer, with excessive client recognition of their vitamin content material and immune advantages, whereas antioxidant-rich berries and inexperienced tea and antibacterial honey and ginger are additionally prone to carry out nicely.
In the meantime, larger ranges of consolation consuming because the pandemic is driving nostalgia and elevated indulgence in flavour decisions. It will push extra acquainted flavour choices from candy treats classes into the sports activities diet space, as has already been seen in North America with sweet, cake and dessert variants.