Sour Flavors Boost Popularity of Vinegars, Marmalades
As the debate about the health effects of sugar continues, consumers are moving away from sweet products and shifting toward sour flavors according to a new report from Mintel. Of all sweets launched with “sour” in the product name globally between 2011 and the year to date, more than two-thirds (43 percent) have been launched in the last two years alone. Sour marshmallows are particularly popular, jumping from almost zero launches in Europe a few years ago to 15 percent in the first nine months of 2015.
Drinking vinegar has also become popular due to health concerns, as it is believed to help improve digestion, dissipate blood stasis, and detoxify the body. Most of the launches in the category are still based in Asia, but the US did see a 50 percent year on year increase in 2014 of new drinking vinegar products.
The increase in sour flavors may also lead to a resurgence in marmalade, which is currently only a top spread choice for 16 percent of 16-24 year olds in the UK. Using the term "sours" on packaging rather than marmalades could make them more popular for consumers under the age of 30.
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