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The global natural food flavours market is expected to be driven by growing demand for natural, healthy and appealing flavours. Consumers today desire a range of flavours that are healthy yet pleasing to the palate. The demand for certain natural flavours has risen due to the introduction of novel flavoured products. Further, using natural flavours, manufacturers may make clean label claims on food products, which in turn, may attract more customers. North America, Europe and Asia Pacific are likely to be key markets.
Customers today seek a combination of optimal flavour, colour and functionality from flavoured food. Saffron and turmeric are examples of two such natural flavour and colour bearing trendsetting spice elements. Saffron flavoured desserts, beverages and processed products feature as premium products with prominent health claims. Turmeric also appears in top 10 botanicals and is popular for its anti-inflammatory and antioxidant properties. The flavour and yellow colour of the spice is extensively used in snacks, lattes, confectionaries, etc. Herbs and flowers have been employed for their distinct natural essences. Health drinks widely include flavours such as moringa and lavender while cereal and granola bars use herbs such as ashwagandha, mulethi and tulsi as additions or as natural flavours. The perceived health benefits and the growing popularity of these natural flavours have had an impact on almost all key food sectors, and are expected to boost the global natural food flavours market.
In 2017, it was reported that Firmenich would acquire Natural Flavors, Inc., a privately-held manufacturer of high-quality organic certified natural flavours. Natural Flavors offered a broad range of organic certified and natural flavour solutions to fulfil the requirements of food and beverage customers in high growth, in-demand categories.
In 2019, The Flavor Extracts Manufacturers Association (FEMA) issued GRAS approval (generally recognized as safe) for Vitosa® natural flavours, a new line of stevia products from HB Natural Ingredients. Vitosa® natural flavours were specially designed to offer unique flavour modification properties that could be used to impart, enhance or modify the flavour profile of a wide range of food and beverage and pharmaceutical applications.
In 2022, it was reported that AI was being used to design natural flavours for the drinks sector. For example, Chilean startup Frankles was leveraging algorithms and biotech to create new clean label ingredients for the beverage industry.
In 2019, it was reported that BASF strengthened its biotechnology footprint to enter natural F&F ingredients market. By acquiring Isobionics, a key player in the global market for natural flavours and fragrances (F&F), and through a cooperation agreement with Conagen, a leader in biotechnology research, BASF entered the market for natural F&F ingredients. Being recognized as a leading provider of synthetic aroma ingredients, the company broadened its portfolio with natural ingredients such as vanillin, nootkatone and valencene.
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