Consumer behaviour has changed significantly in recent years and continues to evolve rapidly, influencing food and beverage trends. Recent proprietary insights on the future of food and beverages, show that consumers in India continue to prioritise their personal health by placing more importance on self-care. They are also adapting to a more sustainable lifestyle that focuses on conscious consumption and knowing where their food comes. New sensorial experiences, particularly around traditional flavours and modern twists, are in demand. At the same time, they are also indulging more, as seen in the growing prominence of premium ingredients.

Globalisation has also had a hand in introducing new international flavours to Indian consumers. Local consumers are riding the K-wave as Korean flavours like gochujang and kimchi make their debut in the market. Other trending savoury flavours such as Szechuan, teriyaki, Thai curry, tom yum, and cajun indicate that consumers are looking for global fusion flavours. Elsewhere in the world, you’ll see this in unlikely pairings like Thai curry with miso and rendang with gochujang in Thailand, Sichuan peppercorn ice cream in China, calamansi-infused yogurt in the Philippines, or black sesame latte in Japan.

In the greater Asia Pacific, Middle East, and Africa (APMEA) region, there is also growing consumer interest in fermented foods and the health benefits they offer, from antioxidant to anti-inflammatory properties, leading to innovative dishes like charcoal-grilled skewers with fermented chilli paste. By harnessing the depth and complexity that fermented flavours bring, industry players can create products that satisfy the consumer craving for modern updates of their favourite traditional food.

While the demand is widespread across the globe, hot and spicy is part of the Asian DNA with almost every cuisine claiming a variation of a chilli condiment. People want familiar spices but are also open to new types, further fanning the trend.

Today, Indian consumers are going beyond generic chilli and spicy flavours. Different types of chillis and their distinct, specific tastes are key components in many food categories. Green chili, chipotle, Szechuan, peri peri, sriracha, ghost chili, habanero chilli, and jalapeno chilli are all trending locally. People are also keen on complex and nuanced heat experiences that, at the same time, offer authentic and exotic flavours. This includes region-specific spices, chillies and hyperlocal flavours.

Asia Pacific is unique in that consumers view sustainability and transparency as inherent to their wellbeing — the source of their food directly influences the quality of their health. The preference for local ingredients in India is strong; beverage flavours such as mango, masala, cardamom, saffron, fennel, and kulfi are gaining popularity, indicating a resurgence of pride in local ingredients. This holds potential for innovation in sustainable flavours and solutions – people want food that supports their health and that they feel good eating.

Likewise when it comes to beverages, data also reveals a rise in functional ingredients. Honey, ashwagandha, moringa, and fenugreek are piquing interest among India’s consumers for their perceived health benefit that claims to boost mental alertness and physical performance.

As local consumer needs evolve, newer ingredients are appearing under an emerging premium category, indicating a demand for indulgence, which has led to the growing popularity of avocado, ruby chocolate, truffle, parmesan, cream cheese, sea salt, pesto, and yuzu.

Globally, Yuzu can be seen in recent launches like Yuzu Gose beers in South Africa, yuzu and pepper mayonnaise in China, and Yuzu low ABV wines and alcoholic beverages in Australia. What’s more, cold beverage passionfruit flavour has appeared as a key ingredient in India.

When it comes to plant-based products, health and sustainability concerns continue to be driving factors, but now novel flavours in meat and dairy alternatives are capturing consumer tastes. This has led to the rise of plant-based ingredients in many food and beverage offerings in India, such as almond milk, chickpeas, jackfruit, rajma, lentils, and almond flour.