current
Flavor & Format Innovation
The nutrition market is experiencing a surge in demand for novel flavors and formats to maintain consumer engagement.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
With a plethora of products already available, brands are increasingly relying on flavor and format innovation to capture consumer attention and drive sales. The report notes that "Flavour innovation is always in vogue, in fact 69% of European consumers say they are interested in new and novel flavours." This demand for novelty extends to formats as well, with consumers seeking new and convenient ways to consume nutritional products. This trend is driving experimentation with exotic flavors, unique flavor combinations, and innovative delivery mechanisms.
Context Signals
High number of SKUs in the European nutrition market (11,895 across 599 brands)
Growing popularity of tropical flavors
Increasing entry of non-nutrition brands into the category
Edge
Hyper-personalization of flavor profiles based on individual preferences
Cross-category collaborations to introduce unexpected flavor combinations
Development of sustainable and functional packaging formats
