This proprietary in-depth study of natural ingredients identified that people are very excited about dragon fruit. In terms of consumer perceptions, dragon fruit triggers associations with adjectives like bold, exotic, exciting, impressive and fun. In fact, dragon fruit use in CPG (Consumer Packaged Goods) is growing more quickly in foods than beverages, where innovations typically appear first. Jeff Schmoyer, Firmenich Global Head of Human Insights, commented: "Dragon fruit may be still a 'rare' fruit flavour for CPG food & beverage brands, but it is no longer rare to consumers. "For this reason, Firmenich believes that its flavour creativity will play a key role in amplifying the taste and celebrating combinations of dragon fruit with other flavours," Schmoyer concluded.
