In the beverage category, it’s all about moving away from sugary, artificial flavours towards natural, plant-based ones.
Watkin said: “New plant waters are being driven by consumers’ desire for genuine functionality and natural hydration – birch, maple, cactus and artichoke.”
Sibberi birch water, which launched in the UK in December 2014, taps its birch water from trees in Eastern European countries, such as Latvia.
But beverage flavour trends also vary according to the region.
According to Regine Lueghausen, head of marketing flavors at International Flavors & Fragrances (IFF), pomegranate is the latest trending flavour in North Africa, while lemon and mint is also gaining traction as a popular pairing increasingly seen in juice bars and new product launches. In the Middle East, on the other hand, watermelon is on the rise.