Some products want to be perceived as better-for-you or natural and use flavor as a mechanism to communicate their intended position, even though many flavors aren’t relegated to a specific category or product type.
In the “sexier citrus” category, blood orange has become relatively mainstream, though we at Imbibe would still classify it as more dynamic and sexier than a traditional orange flavor. Flavors we are tracking (and you should be, too) in this grouping include yuzu (which has seen 49% growth as a Google search term in the past 18 months), key lime (49% growth), calamansi (49% growth) and kumquat (22% growth). Other true-to-fruit flavors on our radar because of increased sample requests and/or product launches include guava, persimmon and fig.
