Issue link: http://read.dmtmag.com/i/491359
STiR tea & coffee industry international 63 south, extra sweet teas are in demand." Another example is mint. "Europeans love mint beverages, but in the US, mint can be polarizing," said Wilson. Da Vinci syrups, Levi Andersen, beverage product specialist experienced the popularity of mint while working with a Korean company to develop a "Double the Mint" flavoring for mocha applications. Andersen added, "A one ounce taste of mint left my mouth feeling brisk ten minutes later." Andersen has also noted the flavor, orange, is gaining popularity abroad. Torani's Ramirez agrees with Allen Flavors' Wilson regarding the regional and cultural preferences. "In southeast Asian and Middle-Eastern markets, we see a lot of movement for fruit flavors because they are used in a wide variety of mocktails." When it comes to tasting new flavors, Millenials are adventure seekers. "They gravitate toward bolder flavors," said Ramirez. Responding to this trend, Torani has recently launched a Sweet Heat Syrup that adds fiery heat from the "ghost" chile to drinks, so that drinks from Mochas to Mango Smoothies have an additional layer of lip tingling flavor," added Ramirez. Varietals are trendy as consumers have become interested in flavor origin. Speak- ing of flavors like mango or lemon, cultural differences contribute specific tastes. Ten years ago, the flavor of mango was just that…now, it is region specific. For instance, the Ataulfo mango, native to Mexico is sweet and creamy while Haiti's Francis mango is rich, spicy and sweet. Haden mangoes, which are prevalent in the backyards of Flo- ridians, are rich and aromatic. John Koch, vice president innovation and flavor solutions at Monin further illus- trates this trend. A former chef for the restaurant industry, Koch understands knows his mangos. "Depending on application, we begin with one mango flavor or puree, and then add additional varieties to create a unique blend." Pureed fruit beverages are not new to Europeans, especially French-born Pascal Boye, vice president, Routin USA. "I was raised drinking fruit-flavored waters; we did not have sodas in France at that time. "Every afternoon after school, I had a refreshing drink made from fresh seasonal fruit mixed with mineral water. In the US, flavored syrup beverages are not routine, but our goal is to change that," said Boye." In France, Routin made its name in the bar industry, but is opening new channels in coffee and tea. "We are selling Routin USA to upscale markets such as Dean & Deluca, Gracies Market and Whole Foods." The tried and true Even though global palates are embracing change, traditional flavors continue to lead. For coffee, it's chocolate/mocha, caramel, vanilla, hazelnut and almond; for tea, it's chai, green tea, sweet tea, lemon and apple. In overseas markets, Ramirez said basic coffee flavors continue to sell well. "Vanilla, caramel and chocolate/mocha flavors are best sellers around the world. In southeast Asian and Middle-Eastern markets, we see a lot of movement in fruit flavors due to their versatility in mocktails." Even in traditional flavors, profiles differ from country to country. Monin's, Koch, provides examples with the use of vanilla. "In Asia, a lighter, more confectionary style of vanilla is preferred. It's a little sweeter – like powder sugar, and the bric is a little higher." The US market is a direct contrast with a preference of bold vanilla as found in a French Vanilla. Europe prefers a subtle vanilla. A flavor not popular, at least yet, with Americans is licorice, but Koch says it's one of the most favorite in Germany. On the heels of traditional flavors, consumers thirst for tropical tastes has inspired a range of fruit and citrus choices. According to the 2013 Produce Development Out- look Study conducted by BNP Media's Market Research Division for the publication, Beverage Industry, the following top 5 are anticipated for 2014: (1) strawberry, (2) lemon, (3) vanilla, (4) chocolate, (5) tropical fruit. Costs Perhaps the biggest challenge is producing flavorings for different market channels, is cost. Quality ingredients cost more all along the value chain. Of course, that answer depends on your company's business model. One quick thought is to divide flavorings into categories such as the tea and coffee industry with prices relative to quality and market channel: commercial, gourmet and specialty.