Page 6 - Ameft Journal 2021-III

F FO OC C U US SB BE EV VE ER R A A G G E ES S Symrise studies sensorial preferences and emerging needs Constantly providing the beverage companies with the timely innova- tions they need to stay ahead of the curve, Symrise have done a consumer study in the United Arab Emirates as well as Kingdom of Saudi Arabia. The COVID 19 repercussions in the food segment include the consumers’ rapid shift of habits and the emergence of new needs and preferences. The study observes how people spent more time in their homes than ever before- e.g. either exercising more or moving less than before, working, socializing less, snacking differently and commuting less. As a result, consumers developed a lot of different new habits: Healthy eating, a trending habits Health and wellbeing have become more important than ever. Consumers are searching for healthier nutrition to keep body, mind and immune system 6 AMEFT 3 2021 strong. Fear of infection and a lack of vaccine drive tend to more immune system boosting diets and personal health conscious consumption. A cut on sugar, changing sensory preferences Also the sugar taxation on juices and the previously introduced taxation on Carbonated Soft Drinks and Energy Drinks in KSA, UAE and other GCC mar- kets led to an increased demand for sugar reduced products. One of the fastest growing demands relates to better-for-you food and drink products with a natural and balanced level of sweetness. Symrise has done a deep dive into consumption behaviors and focused on revealing the diversity of sensorial preferences. It has con- ducted studies to guide the develop- ment of new taste solutions that meet the latest consumer taste preferences. (Source: Symrise) The resulting solutions balance the taste of a reduced sugar level from cookies to cocktails while keeping a maximum level of indulgence in differ- ent ways, for different consumers. The incoming nutritional classification in KSA and traffic light labeling in the UAE will help consumers to navigate their purchase. “The desire for a healthy weight and more natural sweetness in products has led to an increasing num- ber of people looking for sugar-reduced products. These should taste good and, ideally, contain fewer calories,” says Dr. Dariah Lutsch, Sensory & Consumer Insights Research Manager of the Fla- vor Division at Symrise. “A purchase simulation shows that 75 percent of consumers would choose reduced- sugar versions within nearly all prod- uct categories”, adds Lutsch. This refers to a study on sweet taste perception in Europe, Africa and the Middle East Symrise has recently carried out. Something more than the sugar factor Besides sugar reduction, consumers are also looking for products that sup- port their physical and mental wellbe- ing e. g. better sleep or gut health. Berries elevate health experiences and consistently score well on in- novative directions. Consumers are showing an increased preference for more natural and botanical flavors and specifically highlight ginger, gin- seng and green tea for their health properties.* Personalization and customization are trending with a seismic shift to- wards more mature hyper-personal offerings for the mass market. The juice category has uniquely positioned itself in terms of its ‘good for you’ halo, to cater for these needs. ‘Clean’ has become the new norm in beverages with simpler ingredient lists and simpler no nonsense healthy options. Consumers* were found to relate lemon and green tea as having antioxidant properties.* Novel eating and drinking experiences At the same time consumers now www.ameft.com