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In Mintel's "Consumer Packaged Goods Trend Predicitions for 2010," the companys director of trends and innovations, David Jago, noted, "Post-recession, we don't expect manufacturers to reinvent the wheel. Instead, we predict ... new products will give shoppers something familiar paired with something new to better satisfy their needs. On retail store shelves, we expect today's familiar megatrends&mash;health and wellness, convenience, sustainability—to get a fresh, new makeover." At the intersection of all these megatrends, boosted in part by changes in EU flavor labeling rules in 2011, natural flavors continue to take center stage.