Seasonal and

Limited Edition
Flavors
2022

Flavor Insider: Seasonal and Limited Edition Flavors – May 2022

Consumers favor the familiar but are still drawn to many different tastes
Figure | Seasonal and limited edition flavors: Which flavor aspects most influence your food and beverage choices? Select up to five ( Average: 11 countries) (2022)

Familiar flavors 47%

Healthy/better for you flavors 46% Familiar and comforting tastes

remain extremely popular
Traditional/nostalgic flavors 37%

Comforting taste 34%

New/uniqueness/different flavors 26%

Mood enhancing flavors 24%

But more than 1 in 4 favor something
Sensory excitement 23% new and different, and 1 in 5
Seasonal/limited edition flavors 23%
prefer exotic flavor combinations

Interesting/exotic flavor combination 22%

Source: Innova Flavor Survey 2022

2 INNOVA MARKET INSIGHTS
Older consumers more likely to be influenced by seasonal and limited edition
flavors
Figure | Seasonal and limited edition flavors: Which flavor aspects • The Boomer generation, those aged 55 and over, are more likely to be
most influence your food and beverage choice influenced by seasonal and limited edition flavors than the younger generations,
(seasonal/limited edition flavors)? (2022) with only 1 in 5 18- to 25-year-olds influenced by these types of products.

30%

18-25
25%
25% 24%
23% 23% 1 in 5
20%
20%
% of respondents

15%

55+
10%
1 in 4
5%

0%
18-25 26-35 36-45 46-55 55+

Source: Innova Market Insights

3 INNOVA MARKET INSIGHTS
Globally, consumers look for season/limited edition flavors in sweet treats
Figure | Seasonal and limited edition flavors: Which flavor directions (seasonal/limited edition flavors) have you
looked for more in the following categories over the past year? (2022)
• Consumers globally are more likely to
16% be looking for seasonal and limited
14% editions in desserts and ice cream
14%
12% 13% and sweet bakery than other
12% 12% 12%
12% 12%
12% 11% categories. This perhaps reflects that
these products are consumed as a
% of respondents

10%
treat, so consumers may be looking
8% for novel flavors, particularly
indulgent ones.
6%

4%
• Meanwhile categories including
coffee, milk/non-dairy drinks and
2% sports bars see less than 10% of
respondents looking for seasonal and
0%
limited edition flavors, and are
perhaps focused on other aspects,
such as strength (coffee), protein
base (non-dairy) and health
properties (sports bars).

Source: Innova Flavor Survey 2022

4 INNOVA MARKET INSIGHTS
 Seasonal and
Limited Editions:
Impact on NPD
Flavor Insider: Seasonal and Limited Edition Flavors – May 2022
Peaks and troughs for seasonal NPD
• Limited editions are launched by companies throughout the year, with just a small uplift during Q4 (October to December) as limited editions are launched
for the Christmas/festive period.

• Seasonal products are also launched throughout the year, but there are obviously certain “seasons” that are key: Halloween and Christmas in Q4, and
Valentine’s and Easter in Q1 (occasionally, this will extend into Q2 if Easter falls late). Seasonal products also includes products that are launched to tie-in
with a particular movie or event (such as the Olympics or Football World Cup), so in any one year, there will be peaks of activity at different times.

Figure | Seasonal and limited editions: Launch trends by quarter (Index = 100, Q2 2017 to Q1 2022)
400
Q4: Q1:
350 Halloween Valentine’s Day
Index number of launches

and Christmas and Easter

300

250

200

150

100

50 Limited editions popular

throughout the year
0
Q2-17 Q3-17 Q4-17 Q1-18 Q2-18 Q3-18 Q4-18 Q1-19 Q2-19 Q3-19 Q4-19 Q1-20 Q2-20 Q3-20 Q4-20 Q1-21 Q2-21 Q3-21 Q4-21 Q1-22
Limited Editions Seasonal

Source: Innova Market Insights

6 INNOVA MARKET INSIGHTS
Focus on seasonal NPD
Figure | Seasonal editions: Launch trends (Index: 2016-2017* = 100) (% CAGR five years ending Q1 2022)

300 • Looking more closely at seasonal NPD,

products launched for Christmas are the most
Indexed number of launches (2017-2018 = 100)

popular, ahead of Seasonal – Other, Easter,

250 +26.0%
Valentine’s and Halloween. Growth is
strongest in products targeted at Valentine’s,
+14.0%
200 with NPD increasing by 26% CAGR for the
five years ending Q1 2022. There was
+9.1%
particularly strong growth in the most recent
150
12 months, but this uplift is also mirrored
+5.0% across all seasonal product NPD, with the
100 exception of Easter products.
+0.5%
• The weakest growth has been NPD for
50 % CAGR Easter, which grew by just 0.5% CAGR
five years
ending Q1 2022
(although note that this does not include
0 the types of Easter eggs that are produced
2017-2018 2018-2019 2019-2020 2020-2021 2021-2022 and relaunched every Easter, such as
Seasonal – Christmas Seasonal – Easter Seasonal – Halloween
confectionery branded chocolate eggs).

Seasonal – Valentine's Seasonal – Other

*Annual data is for the 12 months ending Q1

Source: Innova Market Insights

7 INNOVA MARKET INSIGHTS
Seasonal and limited editions more important in some categories
Seasonal and limited-edition products are most widely seen in confectionery and alcoholic beverages
Figure | Seasonal and limited editions: % share launches by category Figure | Seasonal and limited editions: % share of total product launches
(five years ending Q1 2022) in selected categories (five years ending Q1 2022)

Seasonal and limited edition % share of total product launches

0% 5% 10% 15% 20%

12% Confectionery 18.1%

Confectionery
3% Alcoholic Beverages Alcoholic Beverages 12.7%
4% 33% Bakery
5% Snacks Bakery 5.1%
Dairy
5% Snacks 2.8%
Soft Drinks
5% Hot Drinks
Dairy 2.8%
Desserts & Ice Cream
Other Soft Drinks 3.5%
14% 19%

Hot Drinks 3.5%

Desserts & Ice Cream 3.9%

Source: Innova Market Insights

8 INNOVA MARKET INSIGHTS
 Seasonal and
Limited Edition
Flavors: Overview
Flavor Insider: Seasonal and Limited Edition Flavors – May 2022
Exotic fruits and chocolate popular choices in seasonal/limited edition NPD
Figure | Seasonal and limited edition flavors: Leading flavors
(12 months ending Q1 2022) Pineapple has seen significant growth in recent
years, jumping 21 places in the ranking between
1 Milk Chocolate 11 Coconut (+4)
2017-2018 and 2021-2022.
2 Strawberry 12 Lemon

3 Caramel (+4) 13 Cherry

Other exotic fruit flavors are also proving
popular in seasonal/limited editions, with peach
4 Orange 14 Cinnamon also performing strongly, alongside coconut.

5 Fruit 15 Dark Chocolate

Indulgent flavors are popular choices in
6 Vanilla 16 White Chocolate (+5)
seasonal and limited edition products: milk
7 Hazelnut 17 Nougat chocolate remains the top performer, with white
chocolate and chocolate chip seeing strong growth
8 Almond 18 Chocolate Chip (+9) and dark chocolate also in the top 20.
9 Red Raspberry 19 Peach (+13)

Despite interest in exotic fruits, banana is

10 Red Apple 20 Pineapple (+21)
not performing well, dropping out of the top 10
Up three or more places since 2017; rise in ranking shown in brackets to just 36th position.

Source: Innova Market Insights

10 INNOVA MARKET INSIGHTS
Alternative novel flavors increasingly being used in seasonal and limited
editions to attract consumers
Figure | Seasonal and limited edition flavors: Selected fast-growing flavors (% CAGR five years ending Q1 2022)
(Minimum threshold 25 launches in latest complete year)

Aura Bora Hibiscus

Passionfruit Flavored
Sparkling Water
Hibiscus +74% (11%) Floral pink flavors as United States,
alternatives to pink Feb 2022
Rose +38% (23%)
and red fruit flavors

Maple +36% (5%) Barissimo Limited

Indulgent sweet/sugar Edition Maple Flavored
Honeycomb +36% (n/a) flavors as alternatives to Arabica Coffee
standard sweeteners United States,
Honey +21% (-1%) Dec 2021

Guava +43% (14%)

Duncans Mango Guava

Passion Fruit +27% (15%) More exotic tropical Smoothie Hazy Ipa
fruit flavors New Zealand,
Dec 2021
Tropical Fruits +27% (11%)

Source: Innova Market Insights

Note: Data in brackets show % CAGR for total food and beverage NPD for comparison 11 INNOVA MARKET INSIGHTS
Fruit flavors increasingly popular for limited editions throughout the year
Figure | Limited edition flavors: Selected fast-growing flavors (% CAGR five years ending Q1 2022)
(Minimum threshold 25 launches in latest complete year)

54% 25%
44% 31%
Tropical Passion
Blackberry Peach
Fruits
(11%)
Fruit
(11%) (9%)
(15%)

Voortman Bakery Tropical Fruit Wafers Lipton Taste Of The Alps Din Skyr Original Icelandic
Cranberry, Blackberry And Skyr Yogurt With Peach
United States, Oct 2021 Raspberry Flavored Ice Tea And Passion Fruit Flavor
Belgium, Oct 2021 Norway, Sep 2021

48% 30%
Citrus Coconut
(15%) (4%)

Lindt Dark Chocolates

Ritter Sport Milk Chocolate
With Citrus Mint Filling
With Coconut Macaroon
Czech Republic, Sep 2021
United Kingdom, Nov 2021

Source: Innova Market Insights

Note: Data in brackets show % CAGR for total food and beverage NPD for comparison 12 INNOVA MARKET INSIGHTS
Warm flavors for winter limited editions
Figure | Limited edition flavors: Selected fast-growing flavors (% CAGR five years ending Q1 2022)
(Minimum threshold 25 launches in latest complete year)

34% 22% 24%

Tropical
Ginger Cinnamon
Fruits
(10%) (7%)
(11%)

Ritter Sport Milk Chocolate Twix Xtra Ginger Cookie With Milk The Great British Porridge Co Winter
With Spiced Biscuit Chocolate Coating, Spices And Caramel Warmer Instant Oatmeal Porridge
With Apple And Cinnamon
United Kingdom, Nov 2021 Russia, Dec 2021
United Kingdom, Dec 2021

Source: Innova Market Insights

Note: Data in brackets show % CAGR for total food and beverage NPD for comparison 13 INNOVA MARKET INSIGHTS
Sweet brown flavors prove popular for indulgent limited editions
Figure | Limited edition flavors: Selected fast-growing flavors (% CAGR five years ending Q1 2022)
(Minimum threshold 25 launches in latest complete year)

41% 32% 35% 27%

Toffee Maple Honey Caramel
(5%) (5%) (-1%) (7%)

Quaker Oat So Simple Toffee
Apple Flavor Microwaveable Oats
United Kingdom, Jan 2022
Comos Bakery Maple Starbucks Honey And
Chocolate Danish Pastry Madagascar Vanilla Flavored
Ground Coffee Coffee Pods
Japan, Nov 2021
United States, Aug 2021
Nestle Lion Limited Edition
Caramel Blond Crispy Wafer
Bar With Caramel, Cereal
And Caramel Icing
Germany, Jan 2022

Source: Innova Market Insights

Note: Data in brackets show % CAGR for total food and beverage NPD for comparison 14 INNOVA MARKET INSIGHTS
Latin America: Range of sweet flavors posting strong growth
Figure | Seasonal and limited edition flavors: Flavors on the rise and emerging
niches in Latin America (% CAGR five years ending Q1 2022)
NPD growth
Limited editions Seasonal/limited editions: 6%
Total food and beverage: 2%
• Milk Chocolate +8% (+4%)

Limited editions
Caramel

Blackberry Flavor trends to watch:

• Blackberry
Flavors on the rise

Seasonal launches • Confectionery flavors

Emerging niches
Blackberry
• Chocolate Chip +29% (+4%)
• Hazelnut +21% (+12%) Nougat

Seasonal launches
• Almond +20% (+7%)
• Orange +18% (-1%) White Chocolate
• Vanilla +17% (+4%)
Brazilian Brigadeiro
• Fruit +16% (+/-0%)
• Caramel +12% (+9%) Raisin
Flavors with less than 25 launches in
Flavors with more than 25 launches in 2021-2022; Data in brackets Oreo 2021-2022 that have started to emerge
show % CAGR for total food and beverage NPD in region for within the past three to four years
comparison Pineapple

Source: Innova Market Insights

15 INNOVA MARKET INSIGHTS
 What Next?

Flavor Insider: Seasonal and Limited Edition Flavors – May 2022

Limited edition NPD: Emerging flavors to watch
Figure 34 | Limited edition flavors: Selected emerging flavors (% CAGR five years ending Q1 2022)
(Products with less than 25 launches in latest complete year)
* From a low base

76%* 68%* 27%*

Hibiscus Mojito Pomegranate

(11%) (34%) (2%)

Almanac Beer Co Sunshine And Nestle After Eight Limited Edition Mojito
Opportunity Barrel Aged Citrus And Mint Flavour Dark Chocolate Thins Petit Beurre Special Edition White
Hibiscus Edition Sour Ale Chocolate And Pomegranate
Ireland/UK, Aug 2021
United States, Aug 2021 Switzerland, Dec 2021

59%* 30%*
Rose Guava
(23%) (14%)
Light floral flavors Alternative exotic
emerging as flavors Bonne Maman flavors from
for summer products Fruchtaufstrich Himbeere Zeroh Limited Edition Drink around the world
Mit Rosen: Raspberry Concentrate With Passion
With Roses Fruit Spread Fruit And Guava Flavor

Germany, Jul 2021 Estonia, Dec 2021

Source: Innova Market Insights

Note: Data in brackets show % CAGR for total food and beverage NPD for comparison 17 INNOVA MARKET INSIGHTS
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