Page 7 - Ameft Journal 2021-III

want to live life to its fullest and want to treat and indulge themselves more. A new drinking culture is evolving that breaks with established rules and norms of what to drink (or not to drink), when, how and together with what kind of food. And people are curious and more than ready to (Source: Symrise) discover novel eating and drinking experiences. That’s why lots of eccentric hybrids are popping up! Fun and playfulness are still driving beverage innovation by the use of unusual pairings of flavors, ingredients or category. It needs to be understood that these FOCUS BEVERAGES trends have existed before the coro- navirus pandemic already. But the coronavirus pandemic has accelerated change and boosted existing consumer needs, wants and wishes. *Source: Symrise Proprietary Consumer Study, 2020 (KSA and UAE) (Source: Symrise) With ice cream, life tastes better. The ice cream market is far from fro- zen as Global date predicts that it will increase plus three in value over the next four years expected by 2025 in Middle East & North Africa (source Global data). The growth continued during the pandemic as consumers have been looking for relaxing and treating themselves at home: Ice cream has delivered the perfect solu- tion to feel reassured and at the same time escape and indulge! Even if the big players and brands remain the same, we see smaller play- ers entering the market with a unique offer. Those new products attract con- sumers as they are meeting demands which producers still need to fulfil. With vanilla ice cream, life tastes even better The queen of spices continues as the most popular and launched flavor on the ice cream segment. Whether it comes with a vanillin signature, a more rummy profile or a phenolic taste, the variety of vanilla flavors take consumers www.ameft.com on different taste journeys. Symrise has always pioneered in va- nilla taste with the synthesis on vanil- lin back in 1874 in its headquarters in Holzminden (Germany). Since then it has continued on its vanilla journey and has been continuously develop- ing inside out knowledge of this spice. The queen of spices continues as the most popular and launched flavor on the ice cream segment. Whether it comes with a vanillin signature, a more rummy profile or a phenolic taste, the variety of vanilla flavors take consumers on different taste journeys. With its footprint in Madagascar and full control of supply chain, it can offer a variety of labeling options to differ- entiate products on the market. This relates to organic certified or sustain- able solutions through rainforest alli- ance certification. Symrise understands that the young- er generation is looking for new ad- ventures in vanilla. Symrise has been working hand in hand with creative Millenials to design vanilla tastes with an edge. Its flavorists have created an exciting range of flavors to modernize vanilla profile with smoked, floral or fresh notes. Ice cream continues to reign life, no matter what One of the fastest growing demands relates to better-for-you food and drink products with a natural and bal- anced level of sweetness. Ice cream follows this trend as well as the market has seen blossoming sugar reduced products with an impressive +20 % of ice creams launched with a no added (Source: Symrise) AMEFT 3 2021 7