Due to the demand for healthy food and awareness associated with the consumption of synthetic flavors have given rise to the adoption of natural flavors. Furthermore, changing consumer preference and lifestyle, the growing purchasing power of consumers is favoring the demand for natural flavors in their food. Younger consumers are driving the trend towards more natural and organic flavors as they read labels and are interested in finding the origin of the ingredients. Manufacturers are continuing to develop more natural formulations and brands realizing that consumers are willing to pay a premium price for the natural and sustainably sourced.

Food flavor application in beverages includes alcoholic beverages, carbonated drinks, coffee & tea, energy drinks, flavored water, juice-based drinks, and sports drinks. New innovations in functional beverages and flavoring are attracting health-conscious consumers as companies functioning in the beverages sector are using natural and healthy ingredients that are perceived by the consumers as healthy due to the safety concerns regarding artificial flavors. Flavor derived from fruits and vegetables are underutilized in the beverage industry and thus there are several opportunities available to manufacturers interested in integrating fruit flavors into products. ​