Health and wellness remain a prominent trend across all categories and as the war against sugar rages on, companies are offering new products with alternative flavour profiles.
Public Health England (PHE) has released a plan that hopes to reduce sugar by 20% across nine different categories including; breakfast cereals, yogurts, biscuits, cakes, morning goods like croissants, puddings, ice creams, confectionery and sweet spreads by 2020. PHE offer recommendations around reducing portion size, reformulation and offering healthy alternatives as strategies to reduce sugar content. Companies that have launched healthier options in effort to reduce sugar content have moved away from naturally sweet innovation and are launching products with flavour profiles that are naturally less sugary. (Mintel, 2017)
Looking at the below chart it can be seen that there has been a significant increase in the number of products launched with a savoury profile (light purple).
Some innovative flavours can be seen emerging in categories that would typically see sweet profiles;
- Suja Hibiscus Ancho Chile Drinking Vinegar launched in the US, with a sour and floral flavour.
- Arla Protein Greens Pear, Cucumber and Honey Flavoured Protein Yogurt launched in Finland, with cucumber the dominate flavour.
- Kashi Basil, White Bean & Olive Oil Savoury Bars launched in the US.
Consumers are willing to experiment with flavour, and this is where producers have the opportunities to innovate around unique flavour combinations while also reducing sugar content meeting desire for reduced sugar options.