Industry Trends
Syrups – Growing The Beverage Market
In 2009, the flavorings extracts and flavoring syrups industry was valued at $33.4 billion and was growing. Today, IFANCA certifies Torani and Monin both manufacturers of flavoring syrups, sauces and blended drink bases. As the café culture rises in popularity, so does the demand for Torani products which are available in over 50 markets around the world and blend seamlessly in coffee and espresso-based applications.
According to SymphonyIRI Group, a market research firm that analyzes shopper scanning data in the US, Torani was the number one consumer brand in flavored syrups, as of December, 2011.
"(In addition to the USA), we have a strong business in the Pacific Rim, particularly in Korea, Japan, the Philippines and Singapore, all of which have fairly developed specialty coffee communities. The Middle East region is also a significant specialty coffee market. The café category and demand for our products is particularly high in Saudi Arabia and we also have great importer partners in Europe and Mexico," says Amy Ware, Brand Director, Torani.
According to Bob Hager, VP Marketing at Monin, a 100 year old company, "the most popular Monin syrups are always vanilla, hazelnut, caramel, chocolate, as well as, fruits such as pomegranate and strawberry".
How does Monin decide which syrup flavors to develop, we asked?
"With well over 100 different flavors our approach is twofold. (We see) Is there a trend that has sustainability or an international flavor we seeing moving to the US? Secondly, is there a flavor profile a specific account is interested in? An example of a trend is our recently launched pie flavor syrups. Apple Pie, Pumpkin Pie, Pecan Pie and Blueberry Pie were introduced in the fall as a result of America’s love affair with pies, and their ever increasing popularity. They became an instant success," says Mr. Hager. Luckily for halal consumers, all Monin syrups are halal certified, so they can try every single one.
"The halal status of flavored syrups can be a concern because many of them may contain alcohol. If the ethyl-alcohol concentration is too high this may mean that the syrup is not halal. Some syrups may contain flavors from alcoholic beverages. This may mean that no matter what the concentration, the syrup will not be halal," says Mujahid Khan, Food Scientist at IFANCA. "It is our job to make sure that the chemical ethanol is below our acceptable threshold and that no alcoholic beverage is mixed into the syrup."
