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According to Mordor Intelligence, the Asia Pacific Food Flavour Market is projected to reach 12.11 billion USD in 2025,
registering a CAGR of 3.5% during the forecast period 2020 - 2025.
With urbanisation, an expanding middle income group and the rise of tourism, hyperlocal flavours have started to expand. This indicates consumers’ increased knowledge of and demand for more exotic and authentic flavours beyond the standard mainstream options - Euromonitor International.
Fi Asia would like to present 4 of the hottest flavour trends to watch - Spicy Flavour, Flavour combinations, Flower power and Earth-inspired flavors.
According to Euromonitor International, the longevity of the spice challenge can be attributed to Asian cuisine that heavily relies on spices. The diversity between countries and even within each market has given rise to region-specific spices, particularly in archipelagic countries such as Indonesia. Consumer familiarity and ongoing discovery of different types of spices continues to boost the relevance of spice trends unlike an altogether new flavour.
Flavour innovation is pivotal in driving the global snack industry, and it seems consumers in Asia are warming up to the idea of sweet and salty flavoured snacks. Indeed, Mintel research reveals that 40% of urban Indonesians would like to try dishes with a combination of sweet and savoury flavours, while half of urban Chinese consumers are interested in trying snacks with an exotic flavour (eg sweet and salty).
Lavender and rose have been used in drinks like teas for years and are now showing up in almost all categories, from ice cream to carbonated soft drinks. Meanwhile, new and unique floral ingredients are increasing used in foods and beverages as consumers look for ingredients that support a more plant-based diet and have health-enhancing properties.
Mintel research reveals that a third of soft drinks consumers in China have expressed interest in carbonated soft drinks innovations with floral flavours. Moreover, Mintel’s U.S. Flavour and Ingredient Trends 2019 report shows that hibiscus as a flavour has grown 55% on U.S. menus from Q4 2015 to Q4 2018.
Sustainably sourced flavours are expected to increase in demand in order to meet consumer interest in more sustainable and environmentally friendly offerings. As consumers turn to more plant-based and natural foods, earthy, green flavours will be on the rise.
Mintel research reveals that a third of urban Thais are eating more non-animal sources of protein like plants and grains, while a fifth of urban Indonesians plan to follow a plant-based or vegetarian diet.
Sources - Euromonitor International, Mordor Intelligence, Food Technology Magazine