Dessert-inspired treats, iced drinks, premium ingredients and unexpected flavors will be prominent on beverage menus across Europe this Christmas, according to research from Kerry Taste & Nutrition (Kerry). The festive season is a crucial sales period in the beverage market, and the company has announced this year’s consumer trends, key flavors and easy-to-make concepts, based on its proprietary research tool to help customers drive footfall.

With 41 percent of consumers looking to discover new products and a quarter sharing photos of their drinks on social media (Kerry Compass & Discovery 2017), offering a menu of great-tasting, visually appealing and on-trend beverages will be key for coffee shops this Christmas.

First, Christmas is all about indulgence: 72 percent of UK consumers agree that Christmas is a time to treat yourself, and 66 percent say they seek products that help them unwind and relax. Meanwhile, 70 percent of European consumers said they find authentic hot chocolate more appealing than healthier, low-calorie alternatives (Kerry Compass & Discovery 2017). Kerry predicts dessert-inspired concepts such as peppermint hot chocolate and gingerbread and caramel frappé will be in high demand.

Another emerging trend is alternative festive drinks. For example, iced drinks are expected to grow in popularity with 66 percent of 18-24-year-olds saying that chilled coffee is a good alternative to sugary drinks (Kerry Compass & Discovery 2017). In addition, the growing preference for coffee alternatives will allow coffee shop owners to appeal to a broader consumer set with a menu of hot chocolates, cold brews, iced teas and more.

Click to EnlargePremiumization is another key trend, with new taste experiences and high-quality ingredients creating a point of differentiation for 48 percent of European consumers (Kerry Compass & Discovery 2017). Hot chocolate, which was the most popular beverage platform last Christmas (2017 Kerry Eat the Streets), will continue to drive purchase with growing interest in sophisticated flavor pairings and multi-layering techniques. Allowing consumers to experience the “craft behind the creation” will make beverages more engaging and enhance the experience from preparation to consumption.

To keep menus on trend, coffee shops should ensure that a mixture of classic and alternative flavors are featured, including peppermint, salted caramel, gingerbread, orange and spiced chai, according to Kerry.

“The festive season is a great time for people to experiment with beverage choices that evoke feelings of nostalgia and indulgence, and we want to make it easier for our customers to serve delicious drinks that stand out but are convenient to make,” says John Kelly, Senior Marketing Manager for Beverages at Kerry Taste & Nutrition. “With the combined expertise of our development teams and nutritionists, as well as our portfolio of high-quality ingredient solutions, Kerry can deliver great-tasting, simply-crafted concepts to help customers drive sales during the Christmas period.”

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