In China, 40% of people actively look for new flavors.
Consumers As per Mintel's "The Future of Flavors 2025" report, people are becoming more receptive to novel tastes while continuing to savor classic choices.
In China, 40% actively pursue novel flavors, whereas 23% of South Koreans show similar interest. There’s an increasing appetite for international cuisines, with 34% of Australians and 33% of Thais keen to explore dishes from different parts of the world. Concurrently, consumers desire functional health advantages without giving up on enjoyment, driving brands to strike a balance between creativity and well-being.
Over the coming two years, flavor enhancers will play a crucial role in enhancing food and drink experiences, particularly for individuals who have experienced taste disruptions due to aging, medication side-effects, or lingering impacts from COVID-19.
There continues to be significant demand for natural flavors. According to the report, 34% of U.S. consumers take into account "no artificial flavorings" and "no artificial colorings" labels when they shop. Companies have to navigate public perception, cost management, and regulatory hurdles.
Moreover, texture is driving product innovation. For instance, crunchy textures convey both health benefits and indulgence, offering brands additional avenues to attract consumers.
Sustainability will shape flavor procurement, as climate change compels brands to adopt climate-resistant crops and obtain ingredients from Asia and Africa. Customers anticipate corporations to spearhead this effort, with 46% of Indian and 30% of Japanese consumers feeling that enterprises can instigate greater transformation than governments, Mintel reports.
Artificial intelligence is anticipated to be central to the future of flavor innovation, offering personalized taste experiences and enhancing sustainability within the food industry. Companies need to tackle consumers' doubts regarding AI in food production while highlighting its advantages.
According to the report, brands that incorporate sustainability, artificial intelligence, and transparency will distinguish themselves in a marketplace that is becoming more environmentally aware.
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