Playing into natural, organic, health and sustainability trends, fruit and vegetable applications are experiencing somewhat of a resurgence across a wealth of F&B categories. 

Simultaneously, the demand for natural flavors and colors is driving NPD in fruit and vegetable ingredients, which are associated with boosting immunity, a hot topic propelled by the COVID-19 pandemic. 

According to Innova Market Insights data, there has been a 4 percent average annual growth (2016 - 2020) in the number of F&B launches tracked with fruit and vegetable ingredients.

And, with “Plant-Forward” trends driving so much NPD that involves fruit and vegetables, the future looks bright. 

FoodIngredientsFirst speaks to several key players providing fruit and vegetable solutions about the latest consumer trends and market dynamics in the space.

Drivers of innovation
“Fruit and vegetables are a key contributor to healthy nutrition, which is crucial for the overall healthy lifestyle many consumers aim for. The demand for healthy foods has been increasing for several years already, but got another boost because of COVID-19,” 

Markus Wagner, global director for portfolio development, marketing and innovation at Agrana, explains. 

“The increased health awareness leads to fruits and vegetables overall being in demand, not just specific ones. The popularity of certain types varies between different geographic regions, however especially fruits and vegetables associated with consumers with immunity are gaining traction,” Wagner continues. 

“Often these are referred to as ‘superfruits’ or ‘superfoods.’ Examples include blueberries, citrus fruits like grapefruit or yuzu, acerola, acai or cranberries, to name a few.”

Consumers are looking for holistic solutions that support them in changing their lifestyle and therefore increasing their fruit and vegetable intake. As good sources of dietary fiber, vitamins and minerals, and beneficial phytochemicals, fruit and vegetables offer diverse formulation solutions. 

“This opens manifold opportunities for fruit and vegetable applications as they (consumers) do not only eat the fruits and vegetables plain but also want them to be included in ready products,” Wagner says. 

Holistic health
Taura by IFF echoes the sentiment that health, immunity, and general well-being trends push up the appetite for fruit and vegetables and diversify the way they are used. 

“Supporting health and immunity matters more than ever before since the pandemic. Consumers have adopted a holistic view on their health, and the way they eat is an inherent part of this. As consumers have been forced to go back to basics in the past year, they have rediscovered the benefits and charm of homemade meals with fresh ingredients,” Liesbeth Buffels, product marketing lead Inclusions at IFF, tells FoodIngredientsFirst. 

“The rising health awareness makes formulating with fruit and vegetables more relevant than ever. The rising fruit and veggie trend is valid across categories, from drinks, over meat (like sausages containing higher percentages of vegetables) and also in shelf-stable food like cookies, crackers and snacks.”

“Fruit and veggie ingredients can enable manufacturers to tap into the next generation of better-for-you snacks, which can differentiate them by focusing on plant-centric sustainable nutrition and promoting a number of health benefits – while delivering the all-important key driver of repeat purchase, great taste,” Buffels explains. 

She says that alongside all-time favorites like mixed berries, strawberry, apple and orange, blended tropical flavors such as passionfruit with mango have also become mainstream. This is because, in times of uncertainty, consumers tend to go back to the classics they know, which explains why berries and apples are always present, Buffels notes.

lended flavor combinations
Next to the traditional fruits, currently, combinations of fruits and or vegetables with herbs or spices are trending, and there are two reasons for this, Buffels continues.

“First, it resonates with the adventurous consumer, and second, fruits, vegetables and herbs have a healthy halo. Examples of trendy blended flavor combinations include fruit and spicy notes, like cherry-chili or carrot-ginger-turmeric, or fruit and botanicals, like blackcurrant – lavender (for immunity and calming properties).”

“Another successful combination of fruit and botanicals designed by our team is apricot-rosemary: sweet apricot pairs well with the Mediterranean notes of rosemary, a herb known to improve working memory and immunity,” she says.

Fruitful flavors
The global focus on holistic health is driving demand for functional flavor ingredients and flavors that symbolize well-being, according to Hélène Moeller, director of global product management at ADM.

This includes orange, lemon, lime and “other citrus fruits that naturally contain high levels of vitamin C and other antioxidants,” she says.

Additionally, consumers seek ingredients for immune function and other wellness goals, such as increased energy and enhanced mood.

“Nature provides a kaleidoscope of health-signaling flavors, ranging from everyday orange to up-and-coming elderflower to exotic yuzu,” Moeller explains.

Bridging the fiber gap
Fruit and vegetables combined with botanicals also tap into fiber trends which have taken a prominent role within the healthy food spectrum, as consumers begin to understand the importance of dietary fiber and how to get enough of it. 

“Fruit and vegetables are generally seen as a good source of fiber, and the health-conscious consumer sees the link between gut health and mental health,” Buffels continues. 

“The snack category presents untapped opportunities for brands to fill the fiber gap in consumers’ diets, and this is an interesting playfield for fruit and vegetable ingredients.”

“Pairing fiber claims with additional health benefits such as ‘low fat,’ ‘low calorie,’ ‘source of protein’ or ‘all-natural energy’ offers bright options for fruit and vegetable ingredients in snacks or baked goods.”

Buffels further explains that snacks like nutritional bars and bliss balls are becoming more popular. “The bulk ingredient in these snacks is usually dried or concentrated fruit, most often date paste. The challenge these products face is that they are still high in sugar, and fiber levels are not high enough to impact recommended daily fiber intake (between 20 and 35 g per day).

“The new JusFruit Fiber+ ingredients from Taura by IFF allow to create nutritional bars or bliss balls with a 60 percent higher fiber content and a 50 percent lower sugar content,” she points out. 

Increasing fruit and vegetable consumption
FAO and the World Health Organization recommend that each adult consume at least 400 g of fruit and vegetables daily to prevent chronic diseases, such as cancer, diabetes, heart disease and obesity, and counter micronutrient deficiencies.

Underscoring the need for greater consumption, the UN has declared 2021 the International Year of Fruit and Vegetables with IYFV 2021 cited as “raising awareness about the critical role of fruits and vegetables in nutrition, food security and health.”

Meanwhile, a new fruit and vegetable map details fresh produce consumption across Europe. The European Food Information Council tool combines data from established national sources, features over 200 seasonal fruits and vegetables, and covers 24 countries. 

What’s next?
The thriving plant-based space provides a plethora of possibilities for fruit and vegetable application. 

“Although many consumers want to incorporate more fruits and vegetables into their diet, many struggle with realizing this in their busy everyday lives. At Agrana Fruit, we are experts in incorporating fruits and vegetables as healthy and natural ingredients in manifold applications. We support our clients across the dairy, ice cream, bakery and foodservice sectors to help consumers reach their “5 a day” by adding fruits and vegetables to their products,” continues Wagner. 

“Key areas for new product development will continue to be natural, clean label formulations that embrace the power of plant-based nutrition and contribute to a healthy nutrition of people and a sustainable planet,” he concludes.