Through recent proprietary consumer research, ADM discovered that different citrus varieties can fill gaps in consumers’ flavor experiences.
ADM has reported the results of recent consumer research on global preferences regarding citrus fruits.
As consumer needs and requirements evolve over time and in different regions around the world, so do tastes and preferences.
Through recent proprietary consumer research, ADM discovered that different citrus varieties can fill gaps in consumers’ flavor experiences, providing the exciting flavor or refreshing juicy flavor they crave.
From the familiar to the new, ADM’s Unfolding Citrus study demonstrates the broad formulation possibilities available to citrus flavors.
In the Asia Pacific (APAC) region specifically, market research shows that the citrus flavors segment will achieve a CAGR of 4.21% over the period 2022-2027, making it the region with the greatest growth potential for citrus compared to EMEA. Africa (EMEA) and North America.
The Asia Pacific market is incredibly diverse, with different preferences to be recognized between country and beverage category
-Zona Negri, Product Marketing Director, Asia Pacific, ADM
“What we continue to discover through our Unfolding Citrus study is that the opportunity for citrus is limitless,” said Zona Negri, Product Marketing Director, Asia Pacific, ADM. “Whether it’s reviving classics or highlighting the distinctive aroma and flavor nuances of new citrus, consumers are looking for products infused with citrus flavours, and brands that respond now will appeal to a wider consumer audience.
For the Asia Pacific region, citrus flavored products are booming, with the Unfolding Citrus study indicating consumers in this region are eager for a stronger, more refreshing taste. In fact, across the Asia-Pacific region, participants shared a high preference for bold, bright citrus flavours.
“At the same time, the aroma of the citrus offerings is as important as the flavor of this region,” Negri said. “Building products, especially beverages, with authentic aromas that enchant the senses is crucial for consumers in the Asia-Pacific region when experimenting with familiar flavors and when branching out into new varieties.”
At the same time, the aroma of citrus offerings is just as important as the flavor of this region
-Zona Negri, Product Marketing Director, Asia Pacific, ADM
Interest in “core” citrus icons such as lemons and oranges remains high in the Asia-Pacific region, and survey results also show a marked increase in appetite for tangerines and “red citrus” – pink, ruby red grapefruit and blood orange – as well as lemons. This divide is exacerbated by consumers in the Asia-Pacific region being fascinated by the provenance of citrus fruits, seeking local as well as exotic varieties at the same time.
“There is an opportunity in the Asia Pacific region to reimagine all-time favorite citrus tones, while also bringing new citrus experiences to the forefront,” Negri said.
Notably, 63% of consumers in the Asia-Pacific region purchase beer, cocktails (including low- and no-alcohol offerings), ciders, spirits and hard soft drinks, including Chu-Hi (a popular Japanese alcoholic drink).
Consumers in this sector tend towards exploration and new experiences, representing a great opportunity for expressive, bold and aromatic citrus profiles. Think ready-to-drink (RTD) Mandarin Soju or Hyoganatsu cocktails or non-alcoholic lemon mulled wine.
Flavored and functional waters, energy drinks, RTD teas, and carbonated soft drinks (CSDs) are also prominent and fast-growing beverage categories for consumers in the Asia-Pacific region looking for bright, lively and fresh flavours.
These categories have already begun to meet the expectations of the changing tastes of consumers, which is evident in the launch of Yuzu flavored energy drinks, Dekopon flavored soft drinks, Assam Lemon flavored RTD tea and more.
“While there are overarching trends within this region and across all beverage categories, each country and market surveyed in the Asia-Pacific region demonstrated different needs, attitudes and perceptions,” Negri said. “From Indonesia to the Philippines and from China to Australia, there are distinct differences in citrus varieties and colors that arouse consumers’ curiosity in beverages.”
Study of citrus ADM
For example, Indonesia is one of the largest beverage markets in Southeast Asia, and Unfolding Citrus research shows that Indonesian consumers have a good awareness of different citrus varieties, with many showing great enthusiasm for citrus-flavored beverages.
While Indonesia is dominated by lemon, there is an opportunity to explore orange (jeruk), blood orange (jeruk manis), key lime and even mandarin, providing consumers with familiar yet sophisticated citrus profiles. Lesser-known citrus flavours, such as calamansi and clementine, also hold potential for future innovation.
Like many other countries in the Asia-Pacific region, Chinese consumers are curious about citrus-flavored beverages other than orange, lemon, tangerine and lime, and seek to reinvent these familiar flavors, as well as new experiences. “Red Citrus” represents what the next generation of popular citrus drink flavors in China could be.
The survey results also show that interest in “citrus provenance” exceeds awareness levels, indicating a desire for storytelling and emotional connections with the purchase of beverage products. This includes emerging Asian citrus varieties, such as Assam lemon, calamansi, and kumquat, to name a few.
We took what we learned from this study and combined it with our citrus experience and techniques to deliver specific tones
-Zona Negri, Product Marketing Director, Asia Pacific, ADM
“The Asia-Pacific market is incredibly diverse, with different preferences to be recognized between the country and beverage category. Our research opens important insight into what consumers want and the opportunities beverage manufacturers have to cross boundaries and fill unique niches,” Negri said. “We took what we learned from this study and combined it with our citrus experience and techniques to deliver specific tones and address distinct formulation objectives.”
ADM recently launched Corefold, a new and exclusive citrus technology that is exceptional across all beverage categories and can deliver the bold, bright flavors and aromas that consumers across the Asia Pacific region desire.
Through new and proprietary separation technologies and concentration methods, Corefold focuses on the essential part of the citrus oil, focusing on the molecules responsible for action and mouthfeel while capturing the top notes for freshness and aroma.
“The subtle flavors and aromas we can capture with the Corefold take what is possible in citrus beverage formulations much further,” Negri said. “We are excited to share this exceptional technology with our customers serving the Asia Pacific region and beyond.”