Datamonitor's new report, Future Drinks Flavors, reports on the increasing consumer sophistication which is fuelling innovation in the drinks industry. The 'cult of the ingredient' means that specific definition of a flavour is becoming increasingly important to consumers. Rising consumer sophistication is leading to a high rate of innovation in drinks flavors. Among the key drivers are the 'cult of the ingredient,' whereby consumer attention on specific flavors leads to familiar flavors such as orange being increasingly defined in different ways to give rise to numerous variants, stressing purity, provenance, or other related flavors, e.g. 'mandarin.'