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Taste first, think second: Consumers want products that challenge their sensory perceptions

Over the last couple of decades, the dietary habits of consumers in Asia Pacific have changed considerably. The middle-class demographic in the region has grown considerably, meaning that consumers have more disposable income to spend on food and drink. Moreover, westernisation has resulted in consumers being more exposed to a greater variety of product choices than the generations before them. This has made them more demanding of the products that they turn to, even when it comes to everyday food and drink items.

Consumers like to try new and experimental flavours. This is because consumers deem themselves to be sophisticated and liberal, and they want brands they feel match their attitude and outlook on life. The desire for such brands is especially relevant in an age of social media where consumers like to blog about products. This is driving demand for new and experimental flavours that encourage consumers to challenge their sensory perceptions, whilst also helping them re-evaluate how premium a category is.

81% Proportion of consumers who say that they like

74% 84%

59%

Australia China Indonesia Japan

Consumers like a variety of experimental flavours. For instance, they like flavours from around the world (and within that, flavours from specific regions of a country), novel flavours and flavours not associated with product categories, as well as unusual flavour hybrids. As consumers become increasingly experimental, they will expect to see products on retailers’ shelves that offer the same.

When launching new and experimental flavours, it is important to remember that consumers are becoming more premium-orientated. This means that flavours are seen to be more than a novelty and instead, are seen to enhance the premium experience of products. Brands can use story-based marketing to add a degree of authenticity and explain novelty flavours and flavour pairings. However, if the use of flavours is seen as nothing more than a gimmick, it is something that could potentially de-value a brand and the product category in general.

food and drink products with new and unusual flavours (2020)

84% 83%

78%

Malaysia South Korea Vietnam

Source: Flavours, Textures & Colours survey, Q3 2020 (10,000 respondents)