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Despite multinational food and drinks companies’ focus on the marketing of global brands, the flavours industry remains very country-specific and thus complex, with product recipes and flavours continuing to be different from country to country, adapted to local preferences with regard to flavours and texture.
In mature markets recent flavour trends are about ‘harking back to the good old days’. For example in the UK soft drinks market heritage flavours such as ginger beer, cream soda (with vanilla extract) and elderflower have made a comeback because they evoke nostalgic memories for the consumer. However in emerging regions there is a strong placement for local flavours. For example in Indian dairy products flavouring is often inspired by local plants and spices such as saffron, rose, pistachio, cardamon and mango.