Insight by Gama Compass
MANCHESTER – 19th July 2019: Coconut – whether as an ingredient or flavour – is continuing to set the pace in the food and non-alcoholic drinks industries. This month’s Insight By Gama Compass examines how coconut has achieved ‘superstar’ status, assesses its penetration across different categories, and considers some of the trends driving its ongoing popularity.
Brands across the globe are continuing to turn to coconut to headline their product launches, responding to ongoing consumer demand for ‘tropical’ flavours, ‘superfood’ ingredients and ‘clean eating’, the latest analysis by Gama can reveal. According to Gama Compass, Gama’s flagship platform for data and insights on consumer goods innovation, coconut has featured on an increasing proportion of food and non-alcoholic drinks products launched in the last five years, and that trend is continuing into 2019.
Overall, Gama’s data shows that the use of (or references to) coconut in new food and drink launches increased by 44% between 2015 and 2018, with 9.3% of launches in 2018 citing the fruit as a flavour or ingredient, compared to 6.4% in 2015. Data for 2019 shows that trend is continuing, with the percentage of new food and drink launches making reference to coconut now in double figures, according to statistics compiled for the year to date.
“As the stars align in its favour, coconut appears to be on an almost relentlessly upward trajectory, continuing to appeal to consumers through its functional and free-from credentials”, commented Gama editorial director Tom Warden. “With low-carb, high-protein dietary trends such as keto gaining traction in 2019, and ‘plant power’ still driving much functional NPD, coconut looks set to play a high-profile role in food and drinks innovation well into the future”.
Read more on trends in coconut flavours and ingredients in the next issue of Gama News.
Source: Gama Compass
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or firstname.lastname@example.org.
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