Kerry: Top flavours in Asia Pacific

THE annual Kerry Taste Charts present each year's leading flavours and ingredients across the globe, specifically in the following regions: Asia Pacific, Brazil, Canada, Europe, Latin America, and the United States. The past year remains influential in current food and beverage choices. Summarising some key points from the 2021 APAC Taste Charts, Avinash Lal, Market Research and Consumer Insights Director, Kerry Asia Pacific, Middle East, Africa, explains the trends in Asia.

How has COVID-19 influenced the food and beverage choices consumers make?

Consumers are seeking original foods and traditional, local and familiar flavour profiles. They are also more familiar with the associated benefits they can gain from local foods over other foods. As the pandemic has heightened concern over common colds and respiratory issues as well as the need to boost immunity, the health benefits that traditional, local ingredients can offer are top of mind for consumers. Also, local food is fresher as there is shorter transit time from farm to table, meaning that consumers can maximise the nutritional benefits they get from these foods.

Consumer priorities are changing with regards to factors determining food preferences. As the pandemic also brought about economic challenges, consumers have become more aware and conscious of what they are consuming. Instead of high value or imported foods, they are shifting towards locally grown staple foods that are low in cost, yet with nutritional benefits they are familiar with. In the face of economic hardship, 'Support Local' carries greater weight in determining consumers' food preferences.

Lockdowns and restricted dine-ins have led to consumers looking for ways to recreate the restaurant experience at home. We see the rise of restaurant-direct apps or aggregator apps, like Grab or Food Panda, where restaurants deliver food in formats consumers would have enjoyed at a restaurant, with some like Hai Di Lao Hotpot even delivering a hotpot cooker. Another trend that has arisen is the popularity of meal kits with detailed instructions whereby food is semi-cooked or ready-to-cook and requires minimal effort to prepare.

Will these evolving consumer preferences be long term?

Research shows that habits formed for a prolonged period tend to stay. Consumers were already seeking local food and healthy food options; the pandemic accelerated that trend. Similarly, online food delivery apps became even more popular and was a necessity for some.

What are some of the region's emerging tastes?

What will be big are foods with micro sensory flavours and ingredients that go beyond taste to target visual, olfactory and mouthfeel. For example, we have Saffron (Savoury) and Turmeric (Water & Cold Beverages) that enhance colour. Also, we have Coriander Seeds (Savoury), Chai Spice (Dairy & Hot Beverages) and Kumquat (Sweet) that are all highly fragrant and target the olfactory senses. Additionally, chewy Tteokbokki (Salty Snacks) and marshmallow-filled S’mores (Sweet) have the potential to contribute to mouthfeel.

Health-wise, we are seeing the rise of flavours and ingredients with essential micronutrients. To name a few, Eucalyptus (Sweet), Manuka Honey (Water & Cold Beverages), Sea Buckthorn (Dairy & Hot Beverages), Lemon Myrtle (Dairy & Hot Beverages) and Pecan (Salty Snacks). Also, flavours from foods that strengthen gut health, like Kumquat (Sweet; Dairy & Hot Beverages) and Lactobacillus (Water & Cold Beverages).

Mainstream flavours are also evolving across categories. Can you share more?

Not much has changed in mainstream flavours, reflecting the fact that consumers are still seeking out familiar, traditional tastes which often come from mainstream tastes. What's interesting is that mainstream tastes are now moving over and developing across categories. Chili is a mainstream flavour in Savoury, and indeed, features in many savoury Asian cuisines, from Southeast Asian sambal to Indian Bhut Jolokia to Korean Gochujang. Last year, chili was an emerging flavour for Cold & Water Beverages, an unlikely category.

People are also trying (and liking) Hot & Spicy tastes from outside the region, such as Habanero Chili and Chipotle.

Emerging and enduring flavours aside, people are more concerned about maintaining and improving health and want foods that support their health goals. More than ever, they are examining labels for food source, quality and nutritional

value.

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