This video synopsis was written with the help of Generative AI.
Product research by Nutrition Integrated revealed that the most popular flavours in protein powders are milk chocolate, vanilla, strawberry, and banana, with a significant drop in popularity beyond these top choices. Similarly, protein bars are dominated by chocolate, caramel, and coconut flavours. This indicates a strong preference for traditional, single flavours, with 62% of protein powders and 52% of protein bars being single-flavoured.
The dominance of core flavours indicates a notable lack of innovation and an opportunity for brands to distinguish themselves in an evergreen space. The challenge lies in balancing the strong demand for these core flavours with the need to introduce new and exciting options.
Two main strategies for flavour innovation to address this challenge are original flavours and collaboration partnerships. The first, introducing unique, undefined flavours that stand out in the market, leverages the novelty and exclusivity of the flavour to attract consumers. Additionally, partnering with well-known brands or leveraging nostalgic flavours to create unique products has also proven successful for some brands. This strategy, utilized by Ryse Supplements, is a case study where the brand experienced a significant sales surge aligned to their collaboration partnerships.
If you’re ready to innovate with flavours, Flavour by Foodarom®, powered by Glanbia Nutritionals, is at the forefront of expanding flavour capabilities in protein-fortified categories. To learn more about their innovative approaches and how they are transforming the flavour landscape, contact us today.
