In the not too distant past, Asian menus and cuisines can usually be found only at street vendors and restaurants. However, in the past decade, we witnessed the proliferation of packaged food products using ethnic flavors as consumers have become increasingly in favour of ‘national’ flavors, sometimes perceived not only as ‘nationalistic’ but healthier, wholesome and delicious.
The rapid growth of China, India and ASEAN economies have led to the strong switch in favour of local flavors and textures, which now no longer being regarded as ‘inferior’ compared to their western counterparts. As a matter of fact, some ethnic flavors are now commanding a premium as they are limited in terms of procurement and sales, not to mention their complex flavors which not only attract the Orientals but also western consumers in Europe and the Americas.
Ingredients suppliers all across Asia are investing in new laboratories and innovation centres, mainly to develop better understanding of local tastes and preferences, not only for the domestic market but also for the export markets. Asian flavors are no longer localised but can also be internationalised for global consumer acceptance.
Food manufacturers need to seek a balance between premiumisation and affordability in Asian markets. Asian consumers are willing to pay a premium for unique flavors for occasional treats, but they are also looking for affordable products with Asian flavors for staples – i.e. essentials consumed on a regular basis. At the same time, they are also looking for healthier food options. Nearly half of consumers in Asia Pacific seek healthier options when eating out or when doing their grocery shopping.
Asian flavors bring memorable childhood experiences, nostalgia and creature comfort to consumers. This positive flavor association can certainly convert to brand sales, while simplifying marketing, social media and promotional activities by food manufacturers.
According to AFBR, the following food categories have the best chances of success by capitalising on the growing trend in favor of Asian flavors.
Snacks
The savory, sweet and salty snacks category probably offers one of the biggest room for innovation. There is a strong potential of not only ethnic flavors but also fusion flavors between East and West (for example cheese with tom yum/satay or wasabi with chocolate flavor etc) which could push the boundaries of creativity and challenge our taste buds.
In terms of new launches however, potato-based snacks still hold the top spot within the savory and salty snack category in APAC, followed by wheat and other grain-based snacks. (see Chart 1.0).
Instant Noodles
According to Innova Market Insights, the instant noodle segment accounted for 69.2% share of Asia’s overall noodle and pasta segment. The remainding pie is shared by Plain Noodles (23%), Dried Pasta (3.8%), chilled/frozen pasta and noodles (3.8%).
Innova highlighted that the top 5 positionings for instant noodles in Asia Pacific (APAC) region include ‘Traditional Flavors’ apart from being Halal, Vegetarian, and contain No Additives/Preservatives and High Protein in content. There is also a growing trend towards the use of gluten-free locally-sourced ingredients like rice, barley, soba (buckwheat),and sago.
Top instant noodle flavors include chilli, chicken, beef, pork and soy sauce. Emerging flavors include seaweed, Chinese and Japanese flavors, onion, and sour and cream-based flavors like tom yum and laksa. The future possibilities of new variants incorporating Asian flavors are limitless.
Cooking Sauces
In Asia, sauces and seasonings are a crucial part of home cooking with base, paste/sambals and marinade formats able to deliver authentic recipes. This aligns with the fact that more Asians are cooking at-home but looking for convenient method of preparations.
According to Innova, up to 21% of APAC consumers mentioned that recipe-specific solutions available on packaged products have somewhat encouraged them to cook and eat more at home.
In the Asia Pacific region, cooking sauces lead the market representing 47% of new launches within the sauces and dressings category. (refer Chart 2.0)
Meanwhile, the top 5 flavors within this category are Chilli, Red Tomato, Garlic, Oyster and Mushroom signifying the slant towards Asian-based ingredients whereas innovative flavors like ginger, sambal, truffle mushroom and basil showed remarkable growth from 2023 to 2024.
RTE Meals
As Asians have busier lifestyles and lesser time to cook, they seek convenience food or RTE meals. Innova findings showed that 63% of global consumers seek convenient food options at least once a week. This trend also applies to APAC particularly in the rapidly growing urban cities.
APAC region also leads in Ready Meals and Side Dishes compared to other regions in terms of sales value in 2024 (see Chart 3.0)
The top 3 flavors in ready meals include chicken, seafood and cheese, with other popular flavors incorporating curry, chilli, pepper and basil.
