Everyone knows citrus is a flavor family that is highly associated in consumers’ minds with wellness. Whether you are handed a glass of orange juice when you come down with the common cold or you relax with hot herbal tea spiked with bright lemon, citrus inhabits so many aspects of consumer wellness. But for today’s consumers, their definition for wellness is more expansive than ever, taking a more holistic view which encompasses the many aspects of physical as well as emotional peace and comfort.
With this new view, we need to shift how we think about classic citrus profiles
In the UK, Citrus and Orange profiles win for both dietary supplements and food and beverage consumers for Energy.Courtesy of ADM
When it comes to citrus flavors, the data shows some universal associations that are commonplace and expected: main tonalities like Orange, Lemon and Citrus are highly associated with Immunity, Hydration and Boosting Energy. But the true value of the study shows in some of the more emerging positionings.
For example, Relaxation and Sleep was the top wellness concern for global consumers – but the question would be which citrus tonalities bring this to life for consumers in food, beverages and supplements? And how do those results vary across regions and countries?
Some key insights for the US include Lemon being highly associated with F&B products that support Cognitive Health (76%), with Lime and Grapefruit also notable for Relaxation and Sleep. In DS, Lemon also features for products for Hydration and Weight Management (75% and 67% respectively).
In Europe, we compare and contrast data on UK and German consumers. Citrus, which may refer to a blend or the general taste of citrus fruits, leads in many aspects of health and wellness for both DS and F&B consumers. In the UK, Citrus and Orange profiles win for both DS and F&B consumers for Energy, where both Lemon and Orange communicate digestion in DS while F&B results are less surprising with associations for immunity and hydration. For German consumers, Lemon and Citrus lead across all health benefits in strong associations, with Lime popping for Energy Boost (~80%) and Cognitive Health (~70%) association.
Citrus technologies like Corefold™ and EZCore™ will ease some of the primary challenges for citrus flavor formulations for today’s health & wellness focused products.Courtesy of ADM
For Chinese consumers, Orange is the “unlock” for wellness in both food and beverage and dietary supplements in nearly every positioning we studied – which will inevitably lead to questions on the character of Orange needed – whether that is the same or different for each wellness need or type of consumer. For dietary supplement consumers in China, Citrus and Grapefruit cue positive perceptions for Heart Health (63% and 67% respectively), topping Orange coming in at 54%.
While the insights help guide flavor choices for product developers, challenges may arise on the bench when trying to deliver the bright, true to fruit profiles that consumers are increasingly expecting in the products they consume. With citrus tonalities already prone to challenges in delivering oxidized notes and stability in various applications, the hurdles get even higher when functional additives are added to deliver the actual health benefits beyond the perception.
For dietary supplement consumers in China, Citrus and Grapefruit cue positive perceptions for Heart Health.Courtesy of ADM
As stated in our Newstalgia Dreamland trend for ADM’s Flavor and Color Outlook for 2026, the consumers’ connections to product “experiences that are immediately recognizable, trustworthy and timeless” are poised to win in market, even if the profiles are “reborn in [their] memories and come alive in [their] tastebuds today.” Health and wellness and consumers’ needs around their expanding definition of what that encompasses are evolving – and citrus flavor profiles are evolving in kind through the work of diligent flavorists and product developers to help keep citrus experiences relevant in this new world of wellness.
References
- ADM Outside Voice(SM) Consumer Associations with Wellness Study, 2025
- Add footnote: Corefold®, EZCore® and TasteSpark® are trademarks of ADM or its affiliates registered in the EU and other countries.
Disclaimer:
The above paid-for content was produced by and posted on behalf of the Sponsor. Content provided is generated solely by the Sponsor or its affiliates, and it is the Sponsor’s responsibility for the accuracy, completeness and validity of all information included. Perfumer & Flavorist takes steps to ensure that you will not confuse sponsored content with content produced by Perfumer & Flavorist and governed by its editorial policy.
