Recently, the brand has been renewed, and the frequency of use of flavor syrup has become higher.
Camellias, red wine, perfume lemons and other flavored syrups are all being introduced. Drinking Power Lab interviewed a number of supply chain manufacturers and brand developers to sort out the use of flavor syrup.
Camellias, perfume lemon "syrup"
The R&D community is asking
Recently, I have to pay attention to flavor syrup.
Starbucks launched a new camellia latte in March and Seesaw's Chongqing-limited special wudu camellia dirty launched in June last year, both using camellia-flavored syrup.
——In the coffee, in addition to the classic caramel, hazelnut and other flavors, the brand began to actively try new.
The book also burns fairy grass at the end of 2021 on a new red wine flavored fruit barrel, using red wine flavored syrup; Heytea and Seesaw in 2021 full laurel Dirty, using osmanthus syrup.
——In tea, we also use flavor syrup to express the flavors of red wine, osmanthus flowers, cherry blossoms, roses, etc. with special and memorable points.
Recently, with the popularity of camellia flowers and the high frequency of lemon tea on the shelves, R&D is looking for me to recommend the corresponding flavor syrup.
In particular, camellia flavor syrup and perfume lemon flavor syrup, one is this year's new top stream, one is a stable summer hit, through good syrup to express is also a way.
Suppliers of flavored syrup will also introduce new flavor options based on market popularity. For example, camellia flavor, coriander flavor, cucumber, gardenia, cherry blossom, hibiscus flower, liquor flavor syrup, etc., have been launched on the supply chain side.
The newness of the supplier is to cater to the market trend. Wu Xianfeng, general manager of Botian Food, told me that they put on the new perfume lemon flavor syrup because there is demand in the market, and the price and supply of perfume lemon are not stable enough.
In addition, "slightly drunk" syrups such as white wine and red wine, and "floral" syrups such as elderberry and roses, which are difficult to make with actual ingredients, are all places where flavor syrup can be played.
For example, Kellyway launched a red wine flavor syrup, according to executive director Deng Dongyu, the new syrup to flower and fruit series, micro-drunk series, these elements are relatively niche, and more restrictions on the shelves, can not be directly used in drinks, such as flowers have food safety problems, alcohol contains alcohol and other unfriendly for motorists, which can be solved by flavor syrup.
So, what is the situation of flavor syrup in drinks today? Is it a direction worth paying attention to?
The use of flavor syrup is increasing
Start becoming a new "secret weapon"
1. Basic syrup and flavored syrup, the market share is about 7:3
According to the internal data provided by fresh food: in 2021, the market size of tea is 8.64 billion yuan, the market size of dairy products is 7.66 billion yuan, and the market size of sugar is 5.79 billion yuan.
In Deng Dongyu's view, in the overall syrup use of drinks, the use of basic syrup and flavor syrup accounts for about 7:3.
2, bartending, coffee field, has long been in use
The market share is related to the use of flavor syrup in China.
The development and use of flavor syrup in China mostly starts from bartending, such as international brands such as Maureen entering the Chinese market earlier, and widely used flavor syrup in channels such as bartending.
According to the senior research and development of Wu Jianshen released in the book information, flavor syrup, refers to the sugar degree in 60 ~ 70brix, mainly based on liquid sugar, add fruit extracts and edible flavor, used to increase the flavor of the drink syrup, according to the manufacturer and different flavor characteristics, flavor syrup can be divided into barista barista and bartender two major systems.
Barista syrup system: mainly used in coffee drinks, due to the strong flavor of the coffee base itself, so the flavor type of syrup is mainly → milk flavor type, sugar flavor type, nut type.
Bartender syrup system: mainly used in juice, tea, milk, soda, alcoholic beverages, the use of more diversified, color and flavor types, so the flavor type of syrup is mainly bright and bright fruit type flavor.
Combined with the situation of the beverage industry, this is gradually formed:
Coffee has long been dominated by syrups that use basic flavors such as vanilla and caramel. However, there are few chain stores in the coffee industry, user use is relatively scattered, and the market usage is not concentrated.
For tea shops, when doing product innovation, fresh fruits, juices, and jams can provide more sense of value and use more frequently. When the basic syrup + fruit raw materials can meet the product production, from the perspective of SKU, it is difficult for flavor syrup to become a raw material used in large quantities.
From the perspective of supply chain, the popular flavor syrup is dominated by imported brands, high quality and high price, which also makes many tea stores unable to use on the shelves. Also because of the market share of foreign brands, it is difficult for emerging manufacturers to "share a piece of the pie".
3, flavor syrup began to become a "hidden weapon" of research and development
The use of flavor syrup is also increasing.
With the increase in innovation in coffee in the past two years, the types and patterns of syrup used have been continuously renovated.
For example, with the explosion of raw coconut lattes in the past two years, many independent coffee shops use coconut-flavored syrup on the shelves.
The main person in charge of immeasurable coffee, Xingxing, told me that the coconut syrup on the shelves is that the raw coconut latte cold drink tastes much better than the hot drink, and when the customer wants to taste a hot coconut latte, using flavored syrup is the easiest way to ensure the taste.
Many coffee shops also have floral flavored syrup, which has a strong concept and value attributes, such as rose syrup.
In tea shops, although the juice jam is often used to innovate, flavor syrup has also become a "hidden weapon" for some research and development. For example, the real little green mint uses mint flavored syrup to make milk tea, making milk tea products more innovative. Recently, when the brand is on the new camellia flavored drink, it will also use camellia flavor syrup instead of camellia flavored tea.
How to use flavor syrup and cost-effective?
1. Chase hot spots and make new flavors flexible on the shelves
When a store wants a seasonal, short-shelf product, flavored syrup is a good choice.
Yuanzhen really developed Jinghua told me that a new product, in the case of the market is not mature enough, there is no related materials, flavor syrup is very important.
For example, the popular "flowers" in spring, the popular "mint" in summer, etc., these elements have no prefabricated raw materials, and using related flavor syrup is a simple way to save costs.
2. Help fruit coffee to make new products
Because the juice jam is mixed and complex, it is usually not used with coffee. With the popularity of fruit coffee, the diverse application of flavor syrup in coffee is worth looking forward to.
3. Solve the problem of flocculation and provide new flavor for milk tea
Syrup has a functional advantage that even if it is fruity, it will not be a problem with dairy products.
According to Cui Yuqi, who developed tea, taking fruit milk tea as an example, whether fresh fruit or juice jam is used, after standing for a period of time, the phenomenon of flocculation and agglomeration will always occur in the drink.
In addition, from the perspective of store operation management, the listing of flavor syrup will also reduce the loss of material use. In store operation, you only need to control the dosage, reduce the use of actions, etc.