New twists on traditional flavours, global ingredients, and novel pairings continue to influence food and beverages in the region as consumers seek unique taste experiences.

By Jie Ying Lee, Senior Strategic Marketing Manager, Taste, Kerry Asia Pacific, Middle East & Africa

Consumers today are becoming more exposed to different cultures and cuisines, which has whetted their appetite for new and exotic flavours. As a result, the rise of fusion cuisine on menus has led to a more sophisticated consumer palate, bringing new opportunities for market players to introduce food and beverages with international flavours.

Reinvention is a recurring theme across Asia Pacific, the Middle East, and Africa (APMEA). Kerry’s 2025 Taste Charts reveal how global flavours are being adapted to regional preferences, allowing F&B brands to meet consumer demand and expectation while staying true to unique market characteristics.

Reimagined traditional and heritage flavours

A 2024 Global Data report shows fusion cuisine is gaining popularity in Asia. Foodservice operators are revitalising traditional menus by offering unusual flavour combinations and presentations to cater to changing consumer preferences.

Insights from Kerry’s Taste Trends and Taste Charts for Southeast Asia and Africa support this. While people continue to celebrate traditional cooking methods and authentic, nostalgic foods and flavours such as salted egg, Indonesian rendang, Sarawak white pepper, Philippine adobo, and kaffir lime, they are also embracing a twist to classics. 

We are seeing this in exciting pairings such as ramen- and scallion oil-flavoured popcorn, and rendang beef wellington from Asia, jollof sushi, injera tacos, or biltong pizza from Africa, as well as Asian-inspired matcha strawberry cheesecake and Korean bulgogi tacos from Australia and New Zealand (ANZ).

Turning up the heat with spice and smoke

Also setting tastebuds on fire are hot and smoky flavours. Kerry Taste Charts reveal kimchi, sambal, ghost chilli, peri-peri chilli, jalapeno chilli, and habanero chilli are hot flavours trending across APMEA.

Smoke flavours are also enjoying significant growth, particularly in Africa and Asi, where barbecue or grilled meat is part of the culinary culture. Staples like South Africa’s chicken dust, chinginga (West African kebab), and mishkaki (East African beef skewers) remain crowd favourites in Africa. As demand for smoky flavours grow, brands can turn to well-loved African spice blends and chilli-based sauces, like smoky suya spices and peri-peri chilli, to add heat, depth, and complexity to dishes. In meat and snacks, cayenne pepper and cameroon pepper are also gaining popularity.

Elsewhere in APMEA, sweet combinations like honey barbecue, sweet smoke, and maple barbecue are showing up, while traditional preparations like Indian tandoori, Brazilian and Hawaiian barbecue are influencing global menus. Meanwhile, in other parts of the world, Asian flavours are going strong: Sichuan spices are turning up in condiments in Europe, and Korean barbecue is making waves in ready-meal options in North America. 

Drink up to next-generation beverages

Across the region, health and wellness continue to influence beverage trends in 2025. While consumers want products they perceive to be healthier, they also crave fun indulgence. For example, prebiotic sodas such as Poppi and Olipop are healthier alternatives that also satisfy soda cravings. 

Africa’s Taste Charts in the past years reveal local botanicals such as rose, marula, hibiscus, baobab, and moringa have been some of the fastest growing flavours. Thanks to their healthy halo benefits and unique taste profiles, botanical, herbal, and functional ingredients are finding their way into beverages.

Citrus flavours are also evolving. While lemon, orange, and lime continue to dominate refreshing beverages, other varieties are emerging in the region such as blood orange, yuzu, finger lime, pomelo, kaffir, and verbena.

Beverages are also an opportunity for brands to customise global flavours to regional preferences, such as yuzu in reduced-sugar beverages, or hybrid green tea-infused cocktails and botanical-infused boutique gins in ANZ. 

Enhancing taste experiences

The growing middle class is fuelling demand for premiumisation across categories, with Kerry insights showing there is an emerging gourmet street food scene in Asia. 

The use of high-quality ingredients and innovative cooking techniques are raising the bar for street food classics. We see this in foods like pistachio kunafa martabak, durian churros, caviar Thai coconut pancake, and rendang pani puri. 

In ANZ, consumers are reaching for premium comfort treats like decadent pistachio knafeh chocolate bars and chef-led gourmet burgers. Similarly, classic dessert flavours are making a presence outside of their categories. To meet consumer desire for premium snacks, brands in the Middle East have launched crème brûlée, salted caramel, and cheesecake-flavoured snacks and beverages.

Kerry’s data also shows growing interest in flavours and ingredients associated with indulgence among consumers in India, including sun-dried tomatoes, pesto, lemongrass, and olives.

Innovative pairings for adventurous palates

The younger generation is taking the lead when it comes to experimentation. Numerous reports indicate Gen Zs (those born between 1997 and 2012) are the most adventurous when it comes to food. According to a study by the Hartman Group, 32 percent of Gen Zs love to try new types of foods and cuisines, and 50% want more meals with unique flavours or different cuisines.

Making up 30% of the world’s population. Gen Zs’ adventurous palates are influencing food and beverages trends across regions, with foods that experiment with flavour, format, and texture seeing an uptick. 

On the menu are unexpected combinations like espresso ice cream-filled croissants and crispy breaded chicken coated in hot and spicy noodles in the Middle East. In Southeast Asia, cross-cultural flavour creations like Korean chestnut tiramisu and pistachio kunafa croissant are winning over tastebuds. Even brands like Coca-Cola and Oreo have jumped onto the bandwagon with their collaboration: an Oreo-inspired Coca-Cola drink and a Coke-inspired Oreo cookie.

Kerry Taste Charts for APMEA show flavours such as palm sugar, miso caramel, Thai tea, and matcha tiramisu are sought after as more consumers look for unusual flavours and collaborations to get a new taste fix.

Even traditional cheese is getting a makeover. While cheddar and parmesan emerged as the most popular cheese flavours worldwide, Kerry insights show that consumers in India are moving beyond classic cheeses to new cheese pairings like truffle parmesan.

Ultimately, consumers today want food and beverage products that offer more than just taste. What they want is a touch of nostalgia or familiarity coupled with fresh, exciting flavours, and sensory appeal — in short, a bigger, better, bolder eating experience.

Discover trending flavours and ingredients to support your next product innovation with Kerry Taste Charts 2025