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Report Shows Consumers Associate Positively with Botanical Extracts

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Consumer research showed that botanical flavors connect with consumers on a positive level, beyond flavor and taste.

Kerry has released its research regarding consumer's top emotions associated with botanical extracts. 

Related: Kerry Releases Food Safety Research

Kerry examined the psychology behind botanical preferences and the perceived benefits consumers derive from consuming botanical food and beverages. It examined 44 emotions that consumers associate with botanical extracts.

The research shows consumers think about botanicals positively, such as being energetic, interesting, useful, trustworthy and safe.

For example, a beverage with guarana, ginseng and ginger can carry a similar connotation of "energy" as a coffee or energy drink would to the consumer. Meanwhile, ingredients such as saffron, bergamot and honey are considered premium.

There is a wide range of flavors and ingredients that are associated with botanicals, including herbs (e.g. mint, rosemary and thyme), roots and barks (turmeric, cinnamon and ginger), plants and trees (e.g. aloevera, coconut tree) and flowers (e.g. rose, chamomile and hibiscus).

Leigh-Anne Vaughan, global taste marketing director, said, “The link between taste and emotions is widely accepted by experts. Botanical flavors connect with consumers at a very positive level, beyond flavour and taste, and our research shows that these flavors appeal to over 97% of consumers globally. Negative emotions such as repulsive, boring, disappointing were the least suggestive of botanicals.”

Vaughan added, “In a very busy marketplace, brands are constantly attempting to stand out and interestingly 87% of consumers say that botanicals provide a unique taste experience. Meanwhile, according to Innova research, the use of botanicals in front of pack will result in a 23% price premium. Formulating with botanicals can certainly win consumer hearts, especially by using top appealing flavors such as mint, honey and cinnamon. Manufacturers should emphasize the link between botanical flavor, their corresponding emotions and health benefits they evoke to create flavors that meet consumers’ daypart and occasion needs. These insights can be leveraged to connect with consumers to deliver a stronger taste experience in food and beverages and aid in product development."

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