It may sound straightforward to assume consumers would want to try new flavours, especially in a market like Asia where novelty and adventurousness are the name of the game, but in reality there are some nuances to this.
For instance, even though many consumers eat out, restaurants and cafes are not the avenue by which they would choose to discover new flavours.
“This is because purchasing a dish in such a setting carries much higher risk and invokes much more cost, which is not ideal when they are not confident in how the food they are paying for tastes like,” Kalsec APAC VP and MD Priya Sharma said at the recent Fi Asia 2026 show in Jakarta, Indonesia.
“This of course ties back to consumer trends and the fact that many Asian markets are more price sensitive in their purchases.”
So which categories and drivers are emerging as the most crucial in terms of flavour discovery in Asia? FoodNavigator outlines some of the most important.
Snacking
Snacks have played an increasingly important role in consumer diets since the COVID-19 pandemic, which is also elevating their role as a main driver of flavour discovery.
This is a role that extends far beyond current trending categories like high-protein or better-for-you snacks, as just about any form of snack is a vehicle for consumers to try new flavours.
“Snacks are the number one vehicle for flavour exploration by consumers, because this is the lower-cost way to access new flavours quickly,” Sharma added.
In short, snacks come in far smaller, easier-to-manage portions compared to a restaurant meal and at far lower prices, so consumers feel much safer trying out a snack in a new flavour and discarding it if it is not to their taste.
This carries far lower cost risk, so will not require them to force themselves to finish a meal they do not like simply because it is expensive.
Convenience and RTE
Similar to snacking, ready-to-eat (RTE) meals easily accessible at supermarkets or convenience stores can be found in a wide variety of flavours, so manufacturers can rapidly create, test and retain or remove items from shelves based on consumers’ repeat purchases.
This is especially relevant in South East Asian markets where RTE meals are rapidly gaining traction as a meal option.
“RTE products are especially popular in markets like Indonesia, Thailand and Vietnam, where convenience stores are common and urbanisation is growing very quickly,” she said.
“It is also very easy to customise and flavours with these products, and consumers will purchase these due to the convenience factor.”
Wellness and clean label
Consumers are increasingly on the lookout for increased functionality or benefits to ensure they get maximum value out of their every purchase, and this phenomenon has some impact on flavour discovery as well.
For instance, if consumers are offered a spicy mayonnaise versus a spicy mayonnaise that is also low-fat but tastes just like the original thing, the likelihood is that they would choose the option that is better for health as no compromise needs to be made.
“The thing about flavours is that the options are limitless — as an example, we have a Habanero Zero option that is completely non-spicy so consumers that can’t take spice would still be able to eat a chip or a pasta that has habanero flavour, but zero spice,” Sharma said.
“Consumers want indulgence and naturalness in their foods, but most of them will not be willing to compromise on what they like or dislike, or the overall deliciousness to make this better health-wise, so flavours like this are what come in to balance out both sides.”
One other increasingly important factor to remember is a rising penchant in consumers to read product ingredient labels, and demand that they be able to understand what they are reading.
“Clean label is very important for products that are being sold in Europe and the United States due to regulatory requirements, but in Asia this is generally considered to be a more premium demand,” Sharma said.
“Many consumers are still okay with some level of artificialness if regulations allow it, but that said, there is no doubt that demand is on the rise for simpler labels, so the trend is shifting somewhat.”
