By examining more than 300 Limited Time Offerings (LTOs) across 12 European markets, the research reveals that the European coffee shop market has bounced back with new product development levels close to those last seen pre-Covid-19.
Elaine Druhan, senior marketing manager – foodservice for Kerry, says: “As the foodservice industry continues to go through a period of momentous change, this market analysis highlights the optimism surrounding the reopening of the out-of-home sector.
“We’re seeing an abundance of innovation across Europe and Russia and expect to see even more in Summer 2022.
“We’re delighted to be able to share the findings of this in-depth research and make predictions for future development of summer beverages for the summer 2022 period.”
The top LTO trends identified include:
• Citrus Revival - Tapping into the health and wellness trend, citrus flavours not only offer the ultimate in refreshment during hotter months, but also benefit from their association with healthy, immune-boosting properties. Food and beverage products linked to immunity have been increasingly popular with consumers in the wake of the Covid-19 pandemic.
• Authentic Fruit Flavours – Strawberry and mango had strong performance as preferred flavours for summer LTOs in popular iced teas and lemonade platforms, as well as in the addition of real fruit pieces and flavours in coffees. Additionally, using seasonal fruits at their freshest adds a premium touch to LTO offerings.
• Comfort Factor – Following the months of uncertainty brought on by Covid-19, consumers are looking for comfort and indulgence and LTOs, particularly decadent blended ice style beverages, tap into this by providing a treat to inject fun and excitement into consumers’ days.
Aileen Dowd, foodservice marketing executive at Kerry, adds: “The social media effect is still in full force and getting word out about LTOs on social media not only helps to drive sales from existing consumers, but also can attract new consumers through positive word of mouth including comments, likes and shares.
“Emerging trends in the UK and Ireland for Summer 2021 include fresh kombucha and fruit refreshers and iced beverages account for 94% of LTOs.
“Limited time offer beverages are a sure-fire way for foodservice brands to reinvigorate their menus, generate brand awareness, attract new consumers and drive sales.
“Given the opportunity the summer beverage market continues to deliver for foodservice brands, we really wanted to help our customers understand the favourite flavours, top beverage platforms, future trends and influences, and in turn be able to evolve their businesses to meet consumers’ changing expectations.”