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WITH the citrus-based alcohol market forecast to grow to USD4,466.92 million by 2029i, it’s time to refresh the product mix with newer flavours. Standalone or paired with other essences, citrus can add more than just tang and zest to beverages. Asian citrus varietals especially offer innovators a long list of taste possibilities. Beverage developers can find more information in the following interview with Zona Negri, Director of Product Marketing, Flavors, APAC for ADM.
Zona Negri, Director of Product Marketing, Flavors, APAC, ADM
Citrus never goes out of style in F&B. Why is it becoming popular especially for alcoholic beverages?
There are several reasons why citrus flavours have maintained their popularity.
Firstly, citrus flavoured products are known for their refreshing taste, especially in beverages! Citrus flavours deliver much more than just refreshment. Our ADM Outside VoiceSM “Unfolding Citrus” study has shown that most consumers have strong emotional connections to citrus flavours, ranging from comfort that they associate with calmness, to delivering invigoration and excitement.
Secondly, today’s consumers are shifting towards healthier lifestyles with more intention and mindfulness, and citrus can provide a ‘health halo’ to foods and beverages. Citrus fruits are rich in Vitamin C – a powerful antioxidant nutrient that consumers associate with support for immune function. To this extent, beverages containing citrus flavours may be perceived by some consumers as a healthier option.
Thirdly, citrus is a highly versatile flavour tonality. Accounting for nearly 30% of new product launches globally, it continues to dominate across F&B categories, including alcoholic beverages. Citrus flavours can be the essence and soul of a product or can be used in combination with other flavours and/or botanicals to deliver new and unique flavour experiences.
Citrus flavours are tangy, juicy and zesty – these sensory cues can be dialled up or down to suit various alcoholic beverages and different consumer taste palates. Citrus is also the ideal flavour to create refreshing and sophisticated tastes for the fast-growing non alcoholic beverage category, catering to the needs of the sober-curious consumer.
What sources of citrus are trending for this beverage segment?
In our culturally diverse Asia-Pacific region, there is a wonderful variety of awareness and curiosity among different consumer segments with regards to different citrus fruits. Across APAC, Mandarin, Lime and ‘red’ citrus fruits are gaining momentum as the next generation of flavours. Specifically, interest for lime varietals such as Tahitian Lime, Key Lime and Finger Lime is growing and has sparked strong curiosity among Asian consumers. This includes the growing interest in Asian Citrus Varietals, such as Yuzu, Calamansi and even Tangelo.
ADM takes a forward-looking view of emerging flavour trends to support our customers with the next wave of citrus taste experiences. To meet the on-trend citrus tastes of tomorrow, we are bursting with excitement about our new Asian Citrus Signatures Flavour Collection launching soon in Asia-Pacific.
Are there specific alcoholic beverages where citrus as an ingredient would work better than in others?
The citrus flavour is a highly versatile tonality and can be used in a wide range of alcoholic beverages, including beer, cocktails, spirits and hard seltzers like Chu-Hi (a popular Japanese alcoholic beverage). Citrus is also the ideal flavour tonality to create refreshing and sophisticated tastes for the fast-growing non-alcoholic beverage category.
Many consumers are intrigued by beverages with citrus notes since they are perceived as uplifting, refreshing and energising. For different target consumers, it is essential to consider how citrus could maximise connections and meet consumers’ expectations. ADM’s Outside VoiceSM “Unfolding Citrus” study also revealed how different consumers’ goals and needs can be supported through various citrus taste experiences and narratives in eight markets across APAC. This global study also includes North America and Europe.
In the range of citrus flavour nuances, what would be the favourites for the alcoholic beverage segment?
Today, consumers are more open to flavour exploration and the alcoholic beverage segment is an area for brands to push the limits of innovation. Discovery grounded in familiarity has been an important theme that has emerged, as 42% of consumers globally say that they are more likely to try new flavours when paired with familiar flavours in alcoholic beverages, according to Mintel. For instance, taking inspiration from mixology trends and adding smoke and spice to citrus icons, i.e., charred orange or charred blood orange.
Orange and lemon, the all-time favourite classic citrus icons, can be re-imagined through varietal twists. For example, in the Valencia Orange, the orange flavour character is elevated with subtle woody and floral nuances, that elevates the perception of efficacy and juicy goodness. In the case of Blood Orange, the orange profile is playfully twisted with raspberry fruitiness and a touch of violet, delivering an expressive and vibrant citrus taste. This further highlights the opportunities for new beverage launches to leverage citrus as an anchoring flavour or to provide familiarity with subtle intriguing twists.
Authenticity remains key to any flavour creation. Our flavourists understand the sensory nuances of citrus flavours and leverage our proprietary citrus technology Corefold™ to empower authentic, bold and vibrant citrus tonalities so beverage manufacturers can deliver true-to-fruit flavour profiles.
As a component in alcoholic based beverages, does citrus have functions aside from flavour?
In addition to prioritising physical health, today’s consumers are taking a closer look at their emotional well-being. In fact, our research finds that 84% of consumers view physical and emotional well-being to be equally importantii. Citrus flavours evoke a very positive sentiment with consumers and are often viewed as ‘better-for-you’ because of their perceived associations with positive nutrition and health.
Consumers buy the idea of better versions of themselves, so citrus flavours play a key role in creating an emotional connection with consumers through specific taste experiences. Bold, vibrant flavours are important to create joy, sensory engagement and memorable experiences – key benefits sought after by alcoholic beverage consumers. For example, ADM’s Outside VoiceSM Unfolding Citrus study found that consumers across APAC recognise the benefits of citrus flavoured beverages to include simplicity, optimism (being fun and bright), followed by affability (easy to share with others) and safe (familiarity).
Sophistication and “craftmanship” are also common narratives in the alcoholic beverage category which are ideal platforms for citrus flavours to provide unforgettable sensory encounters.
In alcoholic beverages, citrus is used as the key signature flavour, or combined with other botanicals (Photo © Igorr | Dreamstime.com)
What else should makers of alcoholic beverages need to understand about citrus?
Citrus can elevate a brand’s narrative of craftmanship, creating new opportunities to tell new stories. Refreshment is a key narrative for citrus, yet there are many more rich tales to tell. Each consumer demographic is unique, and ADM’s Outside VoiceSM “Unfolding Citrus” study revealed that in-depth citrus narratives can be leveraged to connect with different groups of consumers, and the taste experiences they seek.
For example, the China Sugar Mandarin is a fruit that originates from Guangdong, China. Chinese consumers have always considered the fruit as a traditional symbol of good fortune. Its vivid orange to red hue is understood to be an auspicious colour and its circular shape symbolises good luck, wealth and fertility among locals. Telling this story can evoke a sense of comfort, grounded in cultural pride and heritage as well as nostalgia. On the flip side, the Australian native Finger Lime would have a very different story, one of ancient wisdom and culture but also sophistication and exoticism.
Tell us about the citrus ingredients from ADM. What’s in the portfolio?
Consumers crave authentic citrus flavour profiles—from classic orange to sophisticated yuzu. At ADM, we are excited about our wide variety of citrus solutions, built from our unmatched portfolio of citrus flavouring ingredients.
ADM’s citrus ingredients span across orange, lemon, lime, grapefruit, mandarin, and varietals like Bergamot, Yuzu, Kaffir Lime and more. Flavourists at ADM leverage our extensive portfolio of citrus ingredients and proprietary technology to craft citrus flavours tailored for consumer tastes and preferences. We also provide custom flavour systems to deliver what consumers are looking for. Our citrus solutions are powered by our formulation expertise and unmatched portfolio to provide brands an edge across all applications. We have a unique set of citrus extraction and distillation techniques with the highest capacity serving the market.
Apart from alcoholic beverages, we provide citrus flavours for different applications including non-alcoholic beverages, confectionary, baked goods, ice cream treats and culinary products.
What’s trending in terms of citrus flavour combinations?
In the alcoholic beverage segment, we are seeing citrus flavours used as the key signature, as well as in combination with botanicals, spices and fruits to create new and exotic experiences.
Interestingly, what’s trending when it comes to citrus flavour combinations is seemingly opposing flavours that can produce a great combination and create an unexpected, exciting sensory experience for consumers. For instance, citrus fruits like lemon pair exceptionally well with botanicals such as thyme, basil, rosemary and mint.
ADM helps brands create new and innovative offerings designed to meet consumer demand with a curated portfolio of solutions including flavours like citrus, fruits, spices, botanicals and functional extracts.
ii ADM Outside Voice℠