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U.S. Market for Flavors

U.S. Market for Flavors

Bold. Exotic. Healthy. Tangy. Natural.

These of just some of the traits that best describe the kinds of flavors Americans seek when shopping or eating out today. It’s not good enough to be fast and fresh – the food also needs a strong boost of flavor, enough to awake and tantalize the taste buds.

Consider the popularity of the Vietnamese hot sauce srirach, the growing ubiquity of lime flavor or the increasing presence of tomatillo in snacks and sauces. Or, look at unexpected pairings of herbs and spices, like vanilla-cardamom, or cilantro-basil, that are bolstering sauces or desserts.

But Americans still want to be healthy. It’s not enough to avoid just fat and salt; instead, we’re wary of foods that come with a long list of ingredients, artificial flavors and artificial additives. And herein lies a big opportunity for the food industry – transitioning food products to recognizable and natural ingredients, including natural flavors and spices/herbs. Shortening ingredient lists and substituting artificial and unrecognizable ingredients with natural or recognizable ingredients continues to be a winning strategy for many packaged food manufacturers.

But changing tastes and preferences poses a challenge for packaged food marketers. Natural ingredients and food additives often impart their own, unexpected flavors and properties to foods. Natural flavors also tend to suffer from limited shelf stability. As a result, many packaged food products recipes must be completely reformulated when transitioning to clean label. This transition continues to drive substantial scientific and market development in the flavor industry. Companies that have positioned to take advantage of the clean label transition have fared well, and many have done extremely well, posting low to mid double-digit growth in recent years. Other key trends include:

  • Strong interest in natural, non-calorific sugar replacers; out of fashion are the pink, blue and yellow packets we know.
  • New innovations that advance flavor development: for example, new encapsulation techniques that allow carefully controlled flavor modulation
  • Exciting new natural lines of flavor enhancers aimed at umami and sweet flavors, designed to replace MSG, or to reduce sugar, respectively
  • Meaningful shifts in U.S. spice markets as the U.S. economy continues to recover in the wake of the global economic turndown
  • Moderate to strong growth for flavors in some food product categories, and stagnation or even decline in others
Scope and Methodology

U.S. Market for Flavors evaluates the existing size and anticipated future growth of the U.S. flavors market, with breakdowns for the following categories of flavors: flavor additives, flavor enhancers, sugar substitutes, and spices (including herbs). Markets and market growth potential are evaluated for up to 12 categories of common center store food categories based on data for mass-market channels, corporate earnings reports, and other available data, combined with market trends and growth factors discussed above and within the report.

This report will help:
  • Flavor manufacturers to identify key areas of market growth, stagnancy, and even contraction through 2020;
  • Flavor researchers and developers to understand the direction of the overall flavors market in order to help plan and guide future R&D activities and innovations that will lead to successful commercialization;
  • Marketing managers to understand food industry and consumer trends and how those trends bear on flavors markets;
  • Industry insiders to identify major industry trends and also competitor initiatives in order to stay up to date in their field;
  • Advertising agencies within the flavor industry to better understand consumers and develop messages and images that support consumer purchase;
  • Business development executives to understand the changing flavors market and anticipated future market developments, and to identify new competitors and potential partnerships;
  • Flavor industry managers and execs to understand potential for regulatory change in order to adapt to an uncertain regulatory future and stay ahead of competition in addressing likely regulatory changes.


  • Executive Summary
    • Trends and Opportunities
    • Defining Flavors
    • Food Additives Markets
      • Table U.S. Wholesale Market for Flavors, 2012-2019 (in millions of dollars)
    • Regulations and Regulatory Influence on Markets
    • Market Trends and Dynamics
    • Corporate Profiles
  • Trends and Opportunities
    • Bold and Exotic
    • Fresh, Fast, Healthy
    • Clean Labels: Ingredients Consumers Can Recognize
    • When Clean Labels Are Too Clean
    • Pushing the Naturals Envelope
    • Salt Reduction
    • Naturals Flex Their Muscle in the Sugar Replacer Market
    • Stevia's Holy Grail
    • Success in Private Labels
    • Targeted (and Specialty) Tastes
    • Encapsulate It
    • McCormick Flavorprint
    • Flavor Enhancer Makeover
    • Sustainable Sourcing
    • Sensations
  • Flavors Overview
    • Terminology
    • Scope
    • Regulations
    • Flavor Additives
    • Natural Flavors
      • Table Common Natural Flavors
    • Artificial Flavors
      • Table Common Artificial Flavors
    • Flavor Enhancers
      • Table Common Artificial and Natural Flavor Enhancers
    • Sugar Replacers
      • Table Common Artificial and Natural Sugar Replacers and Sweeteners
    • Spices
      • Table GRAS Spices Included in 21 CFR 281.10
      • Table Partial List of Common Non-GRAS Spices
      • Table Dehydrated Vegetables Used as Spices
      • Table Spices Commonly Used as Color Additives
    • Natural or Artificial? Check the Source
    • Biotech Flavors
    • Nature-Identical Flavors
    • Organic Flavors
  • Regulatory Trends
    • Methods
    • Market Composition and Outlook
    • Flavor Additives
      • Table U.S. Wholesale Market for Flavor Additives, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Additives for Consumer Packaged Foods: By Food Category, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Additives for Consumer Packaged Foods: Beverages, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Additives for Consumer Packaged Foods: Savory Foods, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Additives for Consumer Packaged Foods: Baked Goods and Cereal, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Additives for Consumer Packaged Foods: Sweets and Confectionery, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Additives for Consumer Packaged Foods: Other Food Categories, 2012-2019 (in millions of dollars)
    • Flavor Enhancers
      • Table U.S. Wholesale Market for Flavor Enhancers for Consumer Packaged Foods, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Enhancers for Consumer Packaged Groceries, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Enhancers for Consumer Packaged Groceries: Savory Foods, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Enhancers for Consumer Packaged Groceries: Baked Goods and Cereal, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Enhancers for Consumer Packaged Groceries: Sweets and Confectionery, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Flavor Enhancers for Consumer Packaged Groceries: Other Foods, 2012-2019 (in millions of dollars)
    • Sugar Substitutes
      • Table U.S. Wholesale Market for Sugar Substitutes, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Sugar Substitutes, by Food Category, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Sugar Substitutes for Consumer Packaged Groceries: Beverages, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Sugar Substitutes for Consumer Packaged Groceries: Savory Foods, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Sugar Substitutes for Consumer Packaged Groceries: Baked Goods and Cereal, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Sugar Substitutes for Consumer Packaged Groceries: Sweets and Confectionery, 2012-2019 (in millions of dollars)
    • Spices
      • Table U.S. Wholesale Market for Spices, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Spices for Packaged Groceries: By Food Category, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Spices for Consumer Packaged Groceries: Beverages, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Spices for Consumer Packaged Groceries: Savory Foods, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Spices for Consumer Packaged Groceries: Baked Goods and Cereal, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Spices for Consumer Packaged Groceries: Sweets and Confectionery, 2012-2019 (in millions of dollars)
      • Table U.S. Wholesale Market for Spices for Consumer Packaged Groceries: Other Foods, 2012-2019 (in millions of dollars)
    • Market Summary
      • Table U.S. Wholesale Market for Flavors Market, 2012-2019 (in millions of dollars)
  • Regulatory Trends and Influence on Markets
    • Terminology
      • Generally Recognized as Safe
      • Everything Added to Food in the United States
    • Regulations Overview
      • Food, Drug, and Cosmetic Act of 1938
      • Food Additives Amendment of 1958
      • FDA GRAS Notification Program
      • Private GRAS Determination
      • Food Additive Petition Process
      • Labeling Requirements
    • Fair Packaging and Labeling Act of 1966
    • Nutrition Labeling and Education Act of 1990
      • Flavors and Organic Food Requirements
    • Should We Expect New or Revised Flavor Additive Regulations?
      • Public Opinion on Flavor Additives
      • Pew Charitable Trust Concerns over U.S. Food Regulation Adequacy
      • Industry's Position
      • Consumer Concerns over Food and Flavor Additives
      • Are New Regulations Likely?
      • What Types of Food Additive Regulations Could Be Coming?
    • Potential Effect of New Regulations on Industry and Markets
  • Market Dynamics and Critical Trends
    • Avoidance and Reduction
      • Replacing Sugar
      • Replacing Sugar Replacers
      • Salt Replacers
      • Reduced Fat … But Don't Forget the Flavor
      • Reducing Trans Fats
    • Convenience Foods
    • Sucralose Glut
    • Strategic Acquisitions Support Growth in Mature Markets
    • Growth of Biotech Flavor Production
    • Clean Labels
      • Healthy Foods Have Clean Labels
        • Table Percentage of Shoppers Who Looked for Labels Indicating Reduced Additives
    • Health and Additives
      • Table Food Additives Safety Guide Excerpt by the Center for Science in the Public Interest
    • Internet News and the Blogosphere
    • Consumer Activism - Coming to Soon to a Flavor Near You?
    • NGO Involvement
      • Industry Response to Consumer Concerns over Food Additives
    • Natural Ingredients Boom: Artificial → Natural
    • Participating in the Conversation over Additives
    • Overall Effects on Flavor Industry and Markets
  • Corporate Profiles
    • Cargill
      • Background
      • Shifting Focus from Flavors to Sugar Replacers
      • Sugar Replacer Innovations
      • Performance and Outlook
    • Flavorchem
      • Background, Growth, and Acquisitions
      • Natural, Organic, Kosher, Halal
      • Crossover with Nutritional and Functional Formulations
      • Environmental and Community Commitments Support Employee and Client Retention
    • Givaudan
      • Background
      • Stability and Growth Through Innovation and Strategic Partnerships
      • From Flavors to Consumer Sentiment
      • Performance and Outlook
    • Griffith Laboratories
      • Background
      • Penetrating Niche Markets
      • Market and Consumer Insight
    • International Flavors and Fragrances (IFF)
      • Background
      • Rapid Global Development through Acquisitions and Partnerships
      • Flavor Innovations
      • Performance and Outlook
    • McCormick
      • Background, Deepening of European Ties, Asian Expansion
      • Sales Growth Through Product Diversification and Brand Recognition
      • Solid Performance, North American Focus
    • Tate and Lyle
      • Background
      • Splenda is Number One in the US, but Is It Vulnerable?
      • In-House Research to Focused Flavor Product Development
      • Refocus on Specialty Food Ingredients
  • Addresses of Selected Marketers

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