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Kerry has released its winter 2023 Art of Taste & Nutrition: Festive Edition research report, providing a comprehensive analysis of 250+ new winter beverage launches across 14 European markets. It explores key trends in seasonal flavours and formats, offering valuable insights for foodservice operators preparing for the 2024 festive season.
The report delves into emerging trends and influences, highlighting approaches to reduce sugar content, enhance sustainable nutrition metrics, and innovate cost-effectively. These strategic insights aim to guide product innovators towards a 2024 festive beverage line-up that not only captivates customers but also aligns with evolving public health concerns regarding sugar intake.
Amid rising pressure to regulate and reduce sugar content in consumer products, companies are grappling with the challenge of reformulating without compromising the indulgent experiences consumers crave during the festive season. The report emphasises the need for foodservice product developers to address growing public health concerns about sugar intake while meeting the demand for tasty treats.
The report sheds light on key trends observed during the 2023 festive season, showcasing how beverage creators are adapting familiar offerings to introduce new, sophisticated flavours. Notably, the addition of warming winter spices, including cardamom and gingerbread, has gained prominence. Seasonal indulgences, such as flavoured hot chocolates, mochas and frappés, continue to feature prominently on menus.
Surprisingly, despite the traditional preference for winter-warming beverages, there has been a 7% year-over-year increase in the launch of iced beverages, constituting 23% of all festive season new-product launches.
The Benelux and German markets lead in iced beverage launches, accounting for 50% and 45%, respectively. This trend signals a shift towards the incorporation of cold beverages as a year-round menu item.
Daniel Sjogren, VP of Food Service for Kerry Europe, said: “Our research shows that the shift toward simultaneously enhancing both indulgence and nutrition has influenced menus across Europe this festive season, and in fact far more noticeably than ever before. With many foodservice operators still searching for ways to translate these trending recipe advances into their menus, for the time being this trend is being driven predominantly by leading innovators.”
He continued: “The big challenge for foodservice beverage product developers going forward is maintaining appealing, indulgent beverage flavours while also reducing sugar and calorie content. These sugar-reduction efforts will pay off decisively by also improving sustainability credentials and success in this area. This is particularly helpful in reaching the mainly younger consumers who prioritize sustainability as a key purchase driver."
Kerry's top three trends
In Winter 2023, a discernible trend in the beverage landscape centres around seasonal products, strategically designed to offer consumers a nuanced experience while simultaneously driving foot traffic to foodservice establishments.
Flavour evolutions: Consumers express a preference for novel and adventurous flavours, yet remain cautious about financial investments in untested options. Avoiding overtly unconventional choices, they gravitate toward familiar tastes presented with a refined twist. To address this, the report states that "brands are using well-established tastes but getting creative with naming to convey a more exotic and seasonal offering. For instance, instead of simply calling a flavour “orange” the flavour profile has evolved to “mandarin” or “clementine”. This has the bonus effect of making the product seem more premium."
Warming seasonal flavours: As temperatures decline, the demand for warm beverages intensifies. Foodservice operators respond by introducing warming winter spices and rich, indulgent brown tones. Traditional festive spices such as cinnamon, cardamom and gingerbread take centre stage, complemented by opulent notes of caramel, chocolate and toffee.
Delightful indulgence: Recognising the stress associated with the holiday season, brands are strategically positioning themselves to provide a serene, "feel-good" respite for customers. This is reflected in the increasing popularity of flavoured hot chocolates, mochas, and frappes—an invitation for consumers to indulge in a moment of self-care. Accompanying these offerings are elevated toppings, featuring flavoured creams, delectable sauces, and tasteful biscuit and chocolate inclusions, lending an air of sophistication and festive charm.
