Compelling concepts

EUROMONITOR has interesting insight on consumer behaviour among the emerging middle class in the Middle East and Africa, where the population consists primarily of younger people. This dynamic region also has six of the world's 10 fastest-growing economies. The combination of economic and demographic growth are leading to a rapid rise in consumer spending, but the global consumer research group points out that to tap into this market, it will be essential for manufacturers to tailor products to local tastes and trends.

Tapping into trends, flavour specialist WILD has developed concepts that will allow drinks manufacturers to take part in the fast-growing Middle East and Africa market, which the company showcased at Gulfood Manufacturing in Dubai last year. This range of beverage concepts focused on the most promising segments: Carbonates, Energy & Sports Drinks, and Juice Drinks.

Carbonates still dominate the MENA beverage sector, says market research institute Canadean, which observes that carbonated soft drinks (CSD) are considered an essential part of a meal, both inside and outside the home. Across the Middle East and Africa, CSD racked up a sales volume of 31.3 billion litres in 2014, yielding a growth rate of 6% versus 2013. Within the Carbonates category, the malt flavour segment continues to perform well, according to the market research firm.

Energy & Sports Drinks are very popular among consumers in the Middle East and Africa, where Canadean projected a 2014 growth rate of 18% versus 2013 figures. The category's double-digit growth rate is driven in part by the large population of young consumers, especially for brands that tie in with sports -- particularly with football and Qatar's successful bid to host the World Cup in 2022.  There is, too, a burgeoning wellness trend across a number of markets, Canadean also has pointed out.

Juice Drinks are also benefitting from this wellness trend, especially in the Middle East, where governments are encouraging people to favour healthier options as a way to treat and prevent obesity, and more consumers are interested in a healthy and well-balanced nutrition.

Giving manufacturers further good reasons for new products, WILD's portfolio of new trend concepts and ingredients for carbonates and malt drinks offers its customers more possibilities for growth in this segment. These concepts range from classical favourites and premium varieties to regional options for carbonated soft drinks and creative concepts for malt drinks.

Fruit-based flavours new to the market as well as new approaches to traditional fruity blends characterise WILD's beverage concepts for the MEA market

Carbonated soft drink concepts focused on intensive flavours to fulfil regional and local preferences. For instance, WILD offered an innovation suited to the taste preferences of the Middle East with a combination of pomegranate and rose. The flavour expert also created sparkling premium solutions with 20% juice that feature well-known and loved Middle Eastern fruits, such as date and pomegranate. With respect to regional highlights, soft drink with a blend of citrus and mint harmoniously unites fruit and freshness. These products are also adapted to the regional sweetening level.

WILD hasn't forgotten consumers watching their sugar intake and counting their calories either. Beverage concepts that satisfy this demand, such as products sweetened with Sunwin Stevia^TM, are among the concepts that can draw more consumers to purchase low sugar drinks. This sweetening option can also be used in numerous applications such as still drinks, non-alcoholic soft drinks or nectars.

Malt drinks remain as popular as ever in the Middle East, and in general, consumers focus on the natural and healthy image of malt, and look for products with an intensive malt note. WILD's concepts and ingredients allow manufacturers to participate in this growing segment as well as differentiate their products.  Particularly developed for the Middle Eastern palate, the ingredients expert has developed concepts that feature the right compounds and ingredients for every product idea ― for high or low malt contents, plain or flavoured. The portfolio includes a broad spectrum ranging from plain and dark malt up to fruity flavoured malt beverages or innovations with juice, such as fruity apple rounded off with refreshing mint. With these solutions, even classical soft drinks manufacturers get the chance to take part in the growing malt drinks market and set new standards.

On the fast track

The new Energy Drink generation is constantly searching for new and creative flavour sensations that stand out from classical products, notes WILD. These liquid sources of energy attract many target groups and are present in different consuming situations. Not only teenagers enjoy the invigorating ingredients, the flavour innovators say; for instance, those who have to drive long distances, university students and  employees working long hour also look forward to improving their concentration capabilities.

WILD is one of the leading suppliers concerning ingredients for energy drinks worldwide, and offers a wide selection of varieties. This premier position rests on creative combinations that are designed for specific regional tastes and preferences, and are meant to inspire manufacturers to bring innovative ideas to the beverage shelves.

Addressing the demand for liquid sources of energy, WILD offers fruity and tasty options for this expanding market

Among the interesting ideas that ingredients innovator has developed for Middle Eastern tastes highlight the growing Energy + Juice segment. One a trendy version of energy flavoured with popular watermelon and oriental rose.  Other product solutions for the next generation of energy drinks with fruity and tasty options provide manufacturers the choice between varying juice contents and different exotic fruit favourites, such as guava. Another advantage for manufacturers is that these Energy + Juice varieties are in line with halal regulations.

WILD takes new concepts further with a fusion of different beverage segments, which is a hot trend in the marketplace. Combining the strongly growing energy drinks segment with the ever-popular dark malt, the fusion concept offers top notes with coffee harmoniously rounding out the taste profile of this creative energy drink. This not only supports innovative ideas and product combinations, but also offers additional sales potential.

Variety and value of juiced drinks

Developing drinks with juice content are a strength that has made WILD a leading player in the flavours arena. Recognising the growing interest among Middle East consumers for a healthy and well balanced nutrition, the taste expert showcased aromatic juiced drinks as well as classic still drinks, tasty mouthfeel products, blends of milk and juice, compelling fruit & veggie concepts and juiced drinks with a functional add-on at Gulfood Manufacturing. Natural sweeteners and an exclusive agreement with Welch Food Inc., the world's largest processor of Concord Grape, round out WILD's portfolio.

Still drinks with milk are very popular in the emerging markets, and WILD's new Milk & Juice concepts with a convincing fruity taste are a direct response to consumer demands in that beverage segment. The exotic melon mix, for example, combines favoured flavours with a special twist and brings new momentum to the market.

Mouthfeel beverages – still drinks with full body taste profile, regardless of the juice content – are extremely popular in the MEA marketplace. The response to this important category is several concepts with different compositions and combinations, including a new blend of apple, strawberry and banana.

ACE drinks, which remain high in the Middle Eastern beverage radar, need a new infusion of ideas and innovations. New flavour combinations, such as a blend of blood orange, carrot and strawberry with vitamins, and functional fruit & veggie drink with carrot and rhubarb on a yellow juice base are some of the creative inputs from WILD.

In a delicious teamwork with Welch Foods, WILD is bringing the special taste of the Concord grape to Europe, Middle East and Africa, and Concord-based products in a variety of applications that will certainly win over numerous consumers with its fruity and slightly tart taste.

Trendsetting concepts

It's all very well to anticipate beverage trends, to predict what will win new consumers over, and to take steps to increase market share in the fast-growing beverage MEA market.  Compelling new products that tap in to beverage trends and differentiate brands can widen prospects for success.  New drinks concepts from WILD make it easier for even classical soft drink makers to be trendsetters.

With this broad portfolio, manufacturers can offer unique products that are in line with the current trends on the market. There are hardly any limits concerning different formulations: the products can be completely adapted to regional specifications and offer great tastes designed to stimulate and energise the market.