ADM Maps Citrus Preferences Around the World: North America

Refreshing, juicy, sweet, tangy and tart, citrus can encompass a wealth of taste experiences in one bite or sip. This range has made citrus flavors popular with consumers, especially in the beverage aisle. New varietals coming to the forefront present great growth opportunities for citrus, especially when coupled with consumers' shift toward food and beverage exploration. In fact, recent market research predicts that the North America citrus flavors segment will have a CAGR of 3.84% during 2022-2027¹.

To pinpoint consumer-preferred flavor nuances within the citrus space, ADM recently conducted an in-depth survey studying regional preferences and perceptions of citrus. The Unfolding Citrus study uncovers specific citrus flavor narratives across North America, EMEA and APAC regions, specifically drilling into which beverage categories are most promising.

"We launched this study to investigate consumers' awareness and interest in different citrus varietals, as well as what motivates them to purchase citrus-flavored products," said Jennifer Zhou, global director of product marketing, flavors, ADM. "What we discovered showcases the true versatility possible within citrus profiles and how consumer preferences can vary between region and beverage category, demonstrating the significant development potential for beverages that spotlight citrus."

Bold and Vibrant Citrus Takes Hold in North America

In North America, consumers are ready for intense citrus profiles, with 100% of U.S. consumers surveyed stating that they are looking for bold and/or vibrant citrus flavor experiences². Many North American survey respondents also note that while they find citrus-flavored beverages sensorially exciting, there is still room to move beyond the ordinary.

"Unsurprisingly, orange, lemon and lime are still the most recognizable citrus options to consumers, with mandarin, key lime, pink and ruby red grapefruit, blood orange and clementine coming on the heels of those classic flavors," said Zhou. "We're most excited by the increasing consumer curiosity around trying new flavors, pushing forward emerging possibilities like Valencia orange, Meyer and Sicilian lemon, finger lime, yuzu, calamansi and more."

Energy drinks, hard seltzers and ready-to-drink (RTD) cocktails are focal points for U.S. consumers seeking vivacious citrus-forward beverages². For energy drinks – which 39% of survey respondents frequently consume – aromatic, juicy and acidic characteristics of vibrant citrus are most likely to capture attention, as these notes align with the uplifting, invigorating feelings consumers associate with energy drinks. Notably, there is a unique opportunity here for emergent varietals like tangelo and bitter orange, as consumers who gravitate towards these flavors are also significantly more likely to consume energy drinks².