Asian consumers want clean, healthy, sensory-rich formulations

Asian consumers are among the most discerning when it comes to food, demanding superior texture and flavor while not sacrificing health benefits, according to Ingredion’s proprietary research into local tastes and preferences.

The company’s 2025 global consumer research shows that more than 80% of APAC consumers are willing to pay up to 30% more for packaged food and beverages with 'No added sugar' or 'Reduced sugar' claims. The survey also indicates that they are willing to spend more on food and beverages with health benefits, with 81% of APAC consumers willing to pay up to 30% more for dairy products for sugar reduction claims. In addition, 77% of APAC consumers say reduced sugar and low-sodium claims are important for packaged savory products.

While there is increased focus on health and wellness, enjoyment is also important to consumers. About 32% choose products to improve their mental and/or emotional well-being, signifying that indulgence and enjoyment will continue to shape consumption habits in Asia.

A decisive factor

Texture has also emerged as a key factor in consumer purchasing decisions across Asia – a development that, while not at all surprising, reinforces the region’s evolving sensory preferences.

Ingredion’s 2024 texture research study found that 60% of consumers prefer foods with multiple textures and multiple flavors. In Asia, preference for foods with multiple textures and multiple flavors is notably higher than the global average, especially in Indonesia, with close to 80% of those polled indicating a preference for foods with multiple textures and multiple flavors.

About 53% of consumers surveyed agree or are neutral with the statement that texture is more important than flavor. This emphasis on innovative textures and multi-sensory experiences is particularly strong in the region, where over 50% of consumers believe that texture is important for the overall satisfaction of food.

In response to demand for diverse textures and flavors, Ingredion supports customer innovation through insights-driven expertise and research-backed understanding of local tastes and preferences.

The following interview with Chloe Gao, Global Sensory and Consumer Perceptions Manager at Ingredion, further discusses the company’s survey findings.

Chloe Gao, Global Sensory and Consumer Perceptions Manager, Ingredion

Please tell us about the methodology behind the consumer research.

Ingredion’s proprietary global texture research study, launched in 2024, was conducted with 11,602 respondents across 11 countries, including China, India, and Indonesia in Asia, to explore the role of texture in consumer food purchasing decisions. The study focuses on texture insights on five food categories: dairy yogurt, snack bars, bakery (bread, cakes), table sauces/dressings/mayo, and gummies (marshmallows/chewy candy).

Beyond the global study, Ingredion has conducted extensive Asia-Pacific (APAC) regional surveys focused on texture, including product tastings across various categories such as yoghurt, coffee, and bubble tea. These initiatives aim to better understand the consumer language and establish correlations with technical sensory terms, facilitating a closer connection with formulations. This approach is designed to provide clearer guidance to the R&D process for product development.

Ingredion also utilizes a tool called ATLAS for broader consumer insights. ATLAS is a multi-wave survey, spanning over 10 years, 33+ global markets, and 100,000+ consumer interviews, enabling observation of consumer food and beverage trends, changing consumer behaviors, product claims, and ingredient preferences. When our customers are looking for region-specific consumer trends or preferences, ATLAS allows us to understand and identify data by the specific region, category, and ingredient.

The research also mentions that 80% of APAC consumers are willing to pay more for reduced sugar claims. Can you tell us about the results from consumers in Southeast Asia?

According to Ingredion’s 2025 proprietary consumer research, 85% of consumers in Southeast Asia, including India, Indonesia, Malaysia, Philippines, Thailand, and Vietnam, are willing to pay more for reduced sugar claims,^[1] which is even higher than the 80% figure for the overall APAC region. This shows a strong alignment with the broader APAC trend of being willing to pay more for reduced sugar products.

This consumer preference may also be influenced by local Southeast Asian government initiatives regarding sugar reduction. For example, in Thailand, excise tax has increased by 66% for beverages with 10 to 14 g of sugar per liter under Thailand’s latest sugar tax phase. Singapore, on the other hand, has had the Nutri-Grade nutrition labelling system since 2022, where they grade beverages based on their sugar and saturated fat content, with "A" indicating the lowest levels and "D" being the highest. Other Southeast Asian countries are also following suit, like in Indonesia, where the food and drug authority (BPOM) announced in March 2025 that it will soon adopt a Nutri-Grade-like system to categorise food and beverage products based on their salt, sugar, and fat content.

Countries within Southeast Asia have different sweetness preferences and requirements, which further shape distinct consumption trends in each country. While there is a high preference for ‘reduced sugar claims’ among Southeast Asian consumers, certain nuances such as local tastes, cultures, and regulatory requirements across each country further influence specific consumer preferences and behaviors.

Popular concepts introduced by Ingredion at Fi Asia 2025. Among them, cocoa-reduced cookie with mochi filling, multi-textured fried chicken, mochi noodles with a sugar- and sodium-reduced sauce, and a wide range of beverages 

What key insights can Ingredion share about evolving market preferences in Southeast Asia? How will these influence Ingredion’s strategy in the region?

Southeast Asia is a key part of our broader Asia-Pacific market, and one of the most interesting markets to be in, and it will continue to be an important market. The region presents a fascinating mix of cultural diversity and increasingly discerning consumers who demand products that are both healthful and indulgent without compromising on taste or texture.

Texture is fundamental to global food preferences, with 60% of consumers preferring foods with multiple textures and multiple flavors. However, in the Asia region, preference for foods with multiple textures and multiple flavors is notably higher than the global average. For example, in Indonesia, close to 80% of consumers polled indicate a preference for foods with multiple textures and multiple flavors. 80% of Asian consumers perceive multi-texture products as indulgent; in fact, airy, multi-texture and fluffy textures are especially appealing to consumers in Indonesia.^[2]

There is also a higher preference for healthier options among Southeast Asian consumers compared to APAC and global consumers. Over 88% of consumers in Southeast Asia (covering Indonesia, Thailand, Malaysia, Vietnam, and the Philippines) would like to see “High in fiber” claims on product packaging, a figure well above the APAC average of 80% and global average of 79% in 2025,^[3] confirming strong market demand in Southeast Asia.

These preferences will be key in driving consumer-preferred innovation in the next year. At Ingredion, we have the solutions to these consumer preferences. We see ourselves as our customers' solutions and innovation co-creators. Looking ahead, we will continue to grow and innovate alongside our customers in the region to bring to market texture and healthful solutions that delight the discerning Asian consumer and solve our customers’ challenges.