FDBusiness.com

Consumers around the world love the taste of nature. Consequently, naturalness is generally popular, both in mature and emerging markets. Symrise has always followed this trend closely and has conducted an extensive naturalness study. It then consolidated its resulting expertise into its strategic platform CODE OF NATURE^® and developed beverage concepts that are attractively based on naturalness. Within its study, Symrise has analyzed naturalness from many different perspectives: consumer needs, expert knowledge, cutting-edge technologies, application areas etc.

The Next Dimension

One of the key dimensions of naturalness, Symrise has discovered, is Provenance, local sourcing and variants (of fruits, spices and herbs). Here it has identified strong consumer interest. Food and beverages containing ingredients with local and regional origins or fruit variants (such as Antonowka apple) are growing ever more popular. This development is based on many reasons:

1. The Next Level of Conscious Consumption

Consumers driven by conscious consumption are interested in short transportation routes, regional production, better taste and, for sure, high quality. Further, they want to be able to track the promise of “naturalness”. Being able to do so supports trust in the product. It also reassures consumers that the industry is treating its sources and resources responsibly.

2. A Welcome Variety to Mainstream

Consumers who are looking for a broader variety than offered by mainstream products seek out new or unknown tastes combined with high quality. They expect an orange from Spain to have a different taste profile than an orange from Florida. For fulfilling these needs, fruit and spice varieties play a major role, as does the diversity of taste.

Provenance Concepts

To create Provenance-based concepts Symrise wanted to first understand which key ingredients consumers associate with which countries of origin. These were the key questions Symrise asked: What are the key ingredients (fruits, spices, herbs) consumers allocate to their own country? Or which ingredients do they link to other regions in the world? Symrise’s latest representative survey covers exactly these questions.

Cornelia Weiblen, Marketing Director Beverages EAME, states: “Based on our representative survey, we have gained insights from consumers from eleven countries around the world, covering more than 30 ingredients and their perceived country of origin. We have also gained extensive knowledge about those eleven countries and their native fruits, spices and herbs. This allows us to create concepts based on consumer perceptions regarding a specific ingredient’s origin.”

Knowing the different associations of consumers in various countries towards (the same) ingredients, Symrise can also help creating a country or regional beverage range that meets the expectations of consumers in terms of local ingredients. For example, if you ask a Brazilian where to locate an orange, they might give a different answer than an Egyptian.

Symrise explores key flavor tonalities even more in detail. For example, it offers a variety of mango flavors from Asia, covering various tastes from Alphonso to Totapuri. Symrise has developed these flavors in collaboration with its team from Asia and additionally verified them with local consumers. Regional varieties are also available for apples – including European and Russian apple types – ranging from Antonovka to Topaz. All those flavor varieties are available as natural versions.

Symrise uses only the best natural ingredients – directly derived from the fruit or botanical ingredient that gives the flavor its name. They all belong to the umbrella brand CODE OF NATURE^® where Symrise has combined its expertise in botanical processing and applied all traditional and unique novel separation technologies along with its decades of experience in selecting only the finest natural raw materials.

Code of Nature^® – It stands out. Naturally.