Building on Trends in Citrus in North America ICBC - 2014
FlavourVision TM 2012 Beverage Trends
FlavourVision TM 2013 Beverage Trends
Signature Happy Excited All Family Refreshing All American Honey Simpler Labels Kids Arnold Palmer LEMONADE Fresh Made LEMON Combination Flavors Powdered Drink Mixes Sparkling Water Childhood Memories Beer Vodka Lime QSR Sweet Tart Tea Fresh Juice Experience Picnic Real Food Fresh Raspberry Peach Strawberry
Key Lime Excited Anticipation Refreshing Garnish Mixology Cherry Lemon Limade Mojito Adults LIME Sparkling Water Margarita Strawberry Beer Vodka Cola Alcohol Supply Challenges Squeeze Kaffir Combination Flavor Blackberry Mexican Fresh Cut Restaurant Menus
Happy Mango Valencia Refreshing Soda Morning Citrus Punch Excited Juice All Family Blood Orange ORANGE Sparkling Juice Vodka Breakfast Tangerine Beer Sweet Cara Cara Green Tea Expensive Squeeze Kaffir California Satisfying Pineapple Florida Clementine Mandarin
Surprised Pineapple Refreshing Morning Citrus Punch Soda Juice Ruby Red Pink GRAPEFRUIT Excited Energy Sparkling Water Bitter Sweet Squeeze Tea Whole Fruit Florida Satisfying Sparkling Juice Texas Pummelo Drug Interaction
Lemon Combinations Lime - Alcohol Orange Varietals: Blood Orange, Tangerine, Mandarin Lime – Non-Alcohol Grapefruit Orange Varietals: Tangelo, Clementine, Kumquat Pummelo
FOCUS GROUPS ON-LINE CONSUMER SURVEY 10
FLAVOR INTEREST 1% 1% 1% 1% 2% 1% 1% 1% 1% 2% 4% Not At All 3% 6% 5% 6% Not At All 4% 3% Interested 12% 6% 5% 6% 16% 15% 12% 23% 36% Interested 16% 15% 25% 23% 36% Not Very 25% 31% 26% Interested Not Very 31% 31% 26% 31% 33% 27% Interested Somewhat 33% 27% Interested Somewhat 64% 64% 54% 53% Very Interested Interested 48% 54% 53% 40% 38% 48% 40% 38% Very Extremely Interested Interested Extremely Interested 11
CITRUS CONSUMPTION FREQUENCY More than once a 5% day 6% 23% Once a day Several times/week 36% 30% Once per week Few times/month Less often once a month 12
CITRUS CONSUMPTION TRENDS 2% 1% 6% 5% 8% Don't 15% 19% 20% 13% 32% 32% consume this 16% 13% 13% flavor 9% 60% 11% 63% 49% Less Often 44% 51% 52% 38% 43% The Same 32% 32% 27% 24% 20% Amount 17% 15% 13% Lemon Lime Tangerine Clementine Orange Blood Orange Grapefruit Mandarin More Often 13
FLAVOR OBSERVATION TRENDS Not Sure 1% 1% 4% 4% 9% 9% 13% 12% 14% 12% 21% 21% 20% 20% 24% 41% 23% Seen Less of 41% 52% This Flavor 44% 42% 27% 47% 36% Seen About 46% 43% 36% The Same 32% 30% 29% 23% 19% Amount of This Flavor Lemon Lime Orange Grapefruit Mandarin Tangerine Blood Orange Clementine Seen More Of This Flavor 14
WHICH FLAVORS WOULD YOU LIKE TO SEE MORE IN THE NEXT YEAR? Strongly 1% 1% 0% 1% 1% 3% 4% 6% 4% 4% 4% Disagree 6% 9% 6% 8% 21% 20% 12% 23% 19% 25% Somewhat 22% 30% Disagree 25% 32% 32% 35% 39% 37% 28% Neither Agree 33% 21% nor Disagree 41% 42% Somewhat 39% 38% 33% 32% 33% 27% Agree Tangerine Blood Orange Clementine Lemon Lime Orange Grapefruit Mandarin Strongly Agree 15
CITRUS FLAVOR VALUE PERCEPTION • Flavors with varietal descriptors 100% Premium generally seen as more premium Middle of the Road 80% Economy 58% 57% 60% 54% 53% 51% 51% 49% 49% 49% 49% 49% 49% 48% 47% 47% 45% 45% 45% 42% 42% 40% 31% 29% 28% 28% 23% 21% 20% 20% 0% 16
PERCEIVED VALUE VERSUS “ORANGE” 100% Pay more Pay same Pay less 80% 70% 66% 59% 57% 60% 52% 51% 51% 49% 44% 43% 40% 37% 40% 33% 30% 28% 23% 21% 20% 9% 8% 6% 6% 6% 5% 4% 0% Cara Cara Blood Orange Moro Blood Navel Orange Mandarin Clementine Orangeade Tangerine Orange Orange 17
Lemon Combinations Lemon Combinations Lime - Alcohol Lime - Alcohol Orange Varietals: Blood Orange, Tangerine, Mandarin Orange Varietals: Blood Orange, Tangerine, Mandarin Lime – Non-Alcohol Lime – Non-Alcohol Orange Varietals: Grapefruit Tangelo, Clementine, Kumquat Orange Varietals: Grapefruit Tangelo, Clementine, Kumquat Pummelo Pummelo
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