With the beverage market growing in leaps and bounds, and consumers focusing their attention and buying power on health and well-being, the stage is set for growth in natural flavours, colours and functionality.
Sharon Bolel of Sharon Bolel Chemical Marketing says fruit and fruit-flavoured drinks as well as non-carbonated beverages are among the leading sectors in the beverage market boom. 'It seems the more natural and healthy – and great tasting – beverages that are introduced to consumers; the more they buy them. We certainly have a way to go before this market reaches saturation point,' says Bolel, who adds that there is no indication that consumers are willing to compromise on flavour when it comes to selecting beverages which are healthy (or perceived to be healthy).
Natural flavours for the beverage industry are, as a result, showing steady growth, which is forecast to continue. In the western European market, Food & Drink estimated the synthetic flavouring market at about R7,26 billion (€726 million) and the natural flavouring market at R5,71 billion (€571 million) in 2009 with predictions that these would grow to R7,31 billion and R671 billion respectively by 2014, showing a strong faith in the potential growth of the natural flavouring market.
Improvements in technology are feeding this growth as issues such as flavour stability are overcome by companies investing heavily in research and development.
The global flavouring market is currently valued at R51.8 billion ($7.4 billion) according to UK-based RTS Resource research house, with the beverage representing the largest consumption at a hefty R14.3 billion.
Bolel, whose company is the sole distributor of global natural ingredients manufacturer Naturex products in South Africa, says Hinotes, Naturex's top-notes, are water-soluble essences obtained from fruit through a proprietary soft cold extraction process. 'Naturex specialises in high-tech processes that allow for optimum functionality from its products and its extensive knowledge of extraction and concentration ensures the preservation of highly sensitive flavouring components of fresh fruit.' The production of Hinotes is a low temperature process that does not employ solvents, additives or processing aids, and ensures that the products are true to the natural ingredient and are FTNF (from the named fruit).
Formulators who understand the importance of delivering on increasing consumer demand for natural and healthy beverages are increasingly turning to ingredients such as Hinotes, which are available in a liquid, water-soluble form and are suitable for clear drinks as well as fruit drinks.
The Hinotes product range includes apple, banana, cranberry, guava, lemon, orange, passionfruit, peach, strawberry, and tomato. 'We will be offering this exciting and easy to use range of natural top notes to flavour houses to add to their compounded flavours as well as to beverage manufacturing companies and we anticipate a high level of interest that will reflect the sophisticated and innovative nature of this industry,' adds Bolel.
