ADM Maps Citrus Preferences Around the World: EMEA

From North America to Asia to Europe, ADM is uncovering and exploring the different preferences and respective citrus needs in each region. This Unfolding Citrus study brings to light the differences and similarities for citrus – whether that’s bold, uplifting, or a mix of both – as well as the beverage categories that show the most promise for citrus flavors.

“What we’re discovering in each region – and in each country – is that there is great opportunity for citrus, no matter the consumer,” said Sunarie Servais, EMEA director of product marketing, flavors, ADM. “However, there are fundamentally different desires and drivers that are shaping citrus preferences and what beverages are in focus. We’re excited by the results of the Unfolding Citrus study and the innovative product development possibilities that can come from the findings.”

EMEA Leans into Bright and Lifting Citrus

Occasions for citrus flavored products abound across regions. In Europe, the Middle East and Africa (EMEA), there is opportunity for products bursting with citrus’ bright and lifting attributes, with 48% of consumers in this region leaning into the clean yet playful and memorable notes that citrus can provide¹. Similarly, 44% of consumers also find that citrus flavors can also evoke feelings like a sense of well-being and refinement¹.

Further, 80% of European consumers surveyed note that they are likely or very likely to try a new citrus flavor variant in a beverage, and 71% prefer citrus flavors in non-alcoholic beverages¹. This bodes well for new citrus-forward beverage developments and is compounded by market research predicting that the European citrus flavors segment will have a CAGR of 3.97% during 2022-2027².

"While we know that preferences vary from country-to-country due to differing levels of awareness and curiosity, consumers we surveyed across six countries – France, Germany, Italy, Poland, Spain and the U.K. – produced intriguing and astoundingly similar results," said Servais. "Overall, we see the majority of consumers preferring the familiar profiles of Sicilian lemon, Valencia orange and ruby red grapefruit, associating them with brightness and authenticity, as well as nostalgia."

At the same time, the study also uncovered that there is particular interest from surveyed consumers for more exotic varietals like Tahitian lime or key lime, demonstrating explorative curiosity among consumers in EMEA.

"Fascinatingly, consumers in France, Italy and Poland noted specific interest in yuzu, indicating more openness to less familiar citrus types," added Servais.

For European consumers, non-cola carbonated soft drinks (CSDs), flavored waters and beer and beer mix products are key beverage categories for citrus flavors¹. In EMEA, 34% of beverage consumers partaking in this survey note they frequently consume non-cola CSDs¹. Factors motivating people to consume these fizzy drinks range from being energized by novel experiences to being uplifted by refreshing flavor profiles¹. As such, many non-cola CSD consumers are interested in novel citrus, such as sour calamansi or juicy Tahitian lime¹.