Is bitter the "New Black"?
Why bitter flavours are on trend
An aging global population
More consumers aim to live healthier and happier lives and global fertility rates have decreased by more than 50% over the last 70 years. As a natural consequence, an increase in the share of the population aged 65 years or over is seen. By 2050 the number of adults over 60 years will nearly double from 12% to 22%.
Our preferences change as we get older. Around age 45, taste buds begin to degenerate. Where younger consumers tend to look for sweeter and more sugary alternatives. Being drawn to sweet food is a survival tactic from the hunter-gatherer era as poisonous foods were generally more bitter. The sweeter alternatives were, on the other hand, less likely to be toxic provided immediate energy. Today older consumers may be more attracted to darker, richer, more aromatic, and bitter flavours. Understanding their preferences in a world where the global population is aging is key to success.
The rise in the older demographic
The rise in the older demographic is a global phenomenon driven by increased life expectancy and declining birth rates. An aging population presents several advantages for FMCG (Fast-Moving Consumer Goods) brands and manufacturers. As the older demographic increases, so does the demand for products tailored to their needs. FMCG brands can tap into this growing market segment by developing and marketing products specifically designed for older consumers. Moreover, Older consumers tend to be more brand loyal compared to younger demographics. Once they find products that meet their needs, they are likely to stick with them.
By 2050 the number of adults over 60 years will nearly double from 12% to 22%.
%
By 2025
The older population in Sweden has seen significant growth over recent decades. As of 2023, approximately 20% of Sweden's population is aged 65 or older
%
is aged 65 or older
The older population in Norway has grown significantly over recent decades. As of 2023, around 17% of Norway's population is aged 65 or older
%
is aged 65 or older
In Denmark, in 2023, the percentage of people aged 65 and over is estimated around 20%
%
is aged 65 or older
In Finland, the older population has also experienced significant growth over recent decades. As of recent data, about 22% of the Finnish population is aged 65 and older
%
is aged 65 and older
WHO I Ageing-and-health.
World Economic Forum I Global decline in fertility rates.
Mckormick I 10 factors influencing taste perception.
National Geographic I The Evolution of Diet.
UN DESA I World population ageing.
SCB I Population (Befolkningspyramid)
SSB I Population
Trending bitter SKUs
According to UK retailer The Whisky Exchange, cocktail bitters have enjoyed an average of 25% growth each year since 2020.
Examples of bitter, rich and aromatic flavourings
