The research firm noted that flavor trends vary markedly by region, and said a rising interest in superfruits was evident globally, with pomegranate leading the way, accounting for over 40% of tracked beverage launches in this space from June 2008 to May 2013.
Launches with pomegranate beat acai and lychee, with 12.5% and 12%, respectively. 'Emerging' or 'new generation' superfruits are led by guanabana/soursop, cactus/prickly pear and marula, Innova said.
Lu Ann Williams, head of research at Innova Market Insights, said: “Cactus/prickly pear is one of the emerging superfruit flavors in the North American beverage market.”
US launches over the past year included Cactus Juice and Cactus Tea from Nopal, Prickly Pear Cactus Tea from Hunter & Hilsberg and Martinelli’s Prickly Passion Lemonade juice drink, with prickly pear puree, Williams added.
'Health-giving' phytochemicals and new flavors
She said that vegetable flavors were also trending strongly, often in tandem with fruit flavors in juices, smoothies and teas; they add health-giving phytochemicals alongside a new flavor element.
Innova Market Insights research shows that the number of beverage launches featuring celery rose sixfold in 2012, while those featuring cucumber and beets doubled and kale started to feature in beverages from 2012.
Rising interest in hot and spicy flavors in the US food market as a whole has also spread through to beverages, the research firm added, leading to hot and spicy variants featuring ingredients such as black pepper and chilis, including Habanero, Jalapeno and Chipotle.