Trend hub
Functional positioning is setting the flavor agenda, and premium citrus is where the differentiation is happening.
What are the current beverage flavor trends?
Two things: the active ingredient now picks the flavor before marketing gets a say, and plain lemon-lime is losing ground to yuzu and other citrus with a story behind it.
The big change in drinks is that the flavor no longer gets chosen first. The functional ingredient goes in, and the flavor works around whatever that ingredient tastes like.
Function decides the flavor. A hydration drink, a nootropic drink and a fiber drink each have a different bad taste to deal with, and that narrows the options before anyone does consumer research. Citrus, tart berry and salted flavors dominate because they have something in common with a bitter, salty base instead of fighting it.
Better citrus is replacing plain citrus. Lemon-lime is a commodity. Yuzu, calamansi, blood orange and bergamot come with a story and support a higher price — at the cost of being far less stable in an acidic drink.
Sugar reduction sits behind almost every reformulation. Taking sugar out changes the flavor, not just the sweetness, so most of these projects end up needing a different flavor rather than the same one adjusted.
Botanicals and tea are growing in sparkling and canned drinks — elderflower, hibiscus, matcha, yuzu-ginger — positioned as grown-up and alcohol-free.
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