11th September 2021

Europe: Summer beverage market trends   


Kerry Taste & Nutrition has released its latest Art of Taste & Nutrition report providing a complete view of 2021 trends in the summer beverage market across foodservice in Europe & Russia. Looking at over 300 Limited Time Offerings (LTOs) across 12 European markets, the research reveals that for Summer 2021, strawberry has come out on top as the European coffee shop market bounces back with NPD levels close to those last seen pre-COVID-19.  The Report highlights:

Citrus Revival – Tapping into the health and wellness trend, citrus flavours not only offer the ultimate in refreshment during hotter months, but also benefit from their association with healthy, immune-boosting properties. Food and beverage products linked to immunity have been increasingly popular with consumers in the wake of the Covid-19 pandemic.

Authentic Fruit Flavours – Strawberry and mango had strong performance as preferred flavours for summer LTOs in popular iced teas and lemonade platforms, as well as in the addition of real fruit pieces and flavours in coffees. Additionally, using seasonal fruits at their freshest adds a premium touch to LTO offerings.

Comfort Factor – Following the months of uncertainty brought on by Covid-19, consumers are looking for comfort and indulgence and LTOs, particularly decadent blended ice style beverages, tap into this by providing a treat to inject fun and excitement into consumers’ days.

Elaine Druhan, Senior Marketing Manager – Foodservice, Kerry Taste & Nutrition comments on the Art of Taste findings: “As the foodservice industry continues to go through a period of momentous change, this market analysis highlights the optimism surrounding the reopening of the out-of-home sector. We’re seeing an abundance of innovation across Europe and Russia and expect to see even more in Summer 2022.

Beverage trend predictions for Summer 2022:  

Next Level Citrus – Leveraging the power of Kerry’s proprietary AI intelligence tool, ‘Kerry Trendspotter’, to uncover emerging summer beverage flavour trends, blood orange and grapefruit are poised to become more mainstream in the future both tapping into the health and wellness trend.

The Power of Social Media – The social media effect is still in full force and getting word out about LTOs on social media not only helps to drive sales from existing consumers, but also can attract new consumers through positive word of mouth including comments, likes and shares.

Platform Innovation – Emerging trends in the UK and Ireland for Summer include fresh kombucha and fruit refreshers and iced beverages which account for 94% of LTOs.

For a full copy of the pan-European report ‘Art of Taste: A complete analysis of in-market summer beverages 2021’, please visit: Link

By Caroline Calder News Share: