STiR Tea & Coffee Industry International

Volume 3, Number 3

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60 STiR tea & coffee industry international C onsumers – especially younger ones – want their drinks personalized and un- like their parents they not loyal to any specific brand or flavor. They are ad- venturesome even avant-garde in their flavor choices. Think Maple Bacon fla- vored coffee and Meyer Lemon (not just any lemon) flavored iced tea. One trend widening a new track is flavored drops. MiO, made by Kraft, has pio- neered this segment with its introduction in 2011. Now Kraft has added Kool-Aid and Crystal Drops to its lineup. About the same time that Coca-Cola made its announce- ment about the buying a stake in Keurig Green Mountain, its Minute-Maid division announced a new product made with Minute-Maid flavors. With the rush to make footprints on this trail, flavor companies are capturing a lot of new business with the manufacturing of branded and new flavors. A study published by Research and Markets titled, "Global Flavors and Fragrance Market 2013-2018: Trends, Forecasts and Opportunity Analysis," forecasts the flavor and fragrance market will reach $2 billion by 2018. According to the press release, North America and Europe consume the most flavor and fragrance, followed by Asia- Pacific, Australia and China (APAC). What is driving this growth? Without hesitation, experts replied with a single, definitive anser: "Millennials." This demographic (young adults 18-34) love flavors and they love them in hot and cold beverages. Food television shows, with their competitive formats, entice audiences to try new tastes and experience with diverse ingredients. Culinary schools are encourag- ing students to be more creative and experimental as they flavor recipes. The Culinary Institute of America (CIA) hosts an annual World of Flavors conference, to teach a global audience of food professionals about the latest trends and ingredients from around the world. Authenticity is the goal in providing flavor characteristics. Millennials These adventuresome adults ages 18-34 are the most significant group currently in- fluencing growth in new flavor development. Flavors that first emerged in high-end confectionary and ice creams like salted caramel and chocolate chip cookie dough are FLAVOR FILLED OPPORTUNITIES Allen Flavors, Inc. R&D lab (top, above) by Suzanne Brown

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