Kerry, a global leader in taste and nutrition, has launched its 2025 Taste Charts, a comprehensive resource on developing trends designed to guide food and beverage innovators worldwide. The charts are a must-have consumer insights tool, with every prediction grounded in market reality and projected innovation.

Taste is the ultimate non-negotiable for product development. In a rapidly evolving industry, challenges such as nutritional optimisation, sustainability, and consumer demand must all be addressed without sacrificing taste. This year’s edition features a carefully curated selection of tastes and trends, blending global insights with the expertise of top flavourists and scientists to help brands anticipate market shifts and create impactful products. The 2025 Taste Charts provide the insights needed to meet consumer demands, empowering brands to lead with bold, sustainable innovation.

“The 2025 Taste Charts underscore the power of innovation in shaping the future of taste, with trends that are a testament to the dynamic preferences of consumers across Asia Pacific, Middle East & Africa. The rise of premiumisation, reimagined heritage flavours and street food, fusion fare, and innovative food formats highlight an industry thriving on creativity and connection. As consumers embrace diverse cultures and cuisines, brands have a remarkable opportunity to create unique, authentic taste experiences using our data-driven Taste Charts to meet changing consumer preferences. By blending global flavours with regional traditions, we can delight evolving palates and bring exciting products to market,” said Claire Sullivan, Vice President, Marketing, Kerry Asia Pacific, Middle East & Africa.

A Roadmap to Flavour Innovation
Kerry Southeast Asia Taste Charts major flavours for 2025 are:

• Citrus Flavours Come to Life: Fruits like citrus, which carry perceived health benefits, from rich vitamin C content to soluble and insoluble fibre, are more popular than ever. Though more health conscious, consumers still look for indulgence and novel flavours in foods that support well-being. While lemon, orange, and lime continue to dominate the refreshing beverages space, other varieties like Japanese Sudachi, Mikan Satsuma, and Calamansi are introducing citrus in new and bold ways, particularly in Asia.
• Cultural Heatwave: Fiery and umami-rich flavours continue to whet appetites in a region where cuisines are known for complex flavours, largely due to spicy, umami-laden local ingredients and cooking techniques. In 2025, spicy Habanero Chilli, Sambal, and Ghost Chilli are turning up the Scoville scale and adding depth and richness to the Southeast Asian menu.
• East-West Sweet Spot: Southeast Asian desserts often combine intriguing textures, flavours, and innovative twists. This year, heavy influence will come from both local traditions and global trends. We are seeing cross cultural dessert flavour creations like Korean Chestnut Tiramisu, popularised by Netflix’s Culinary Class Wars, and Pistachio Kunafa Croissant.
• Tradition with Innovation: Savour re-imagined classics like Rendang Wellington and Scallion Oil-flavoured Popcorn. Chefs and food enthusiasts are bringing a fresh spin to their culinary traditions by infusing them with modern techniques and global flavours. By doing so, they are honouring their culinary heritage and attracting a new generation of food lovers.

Soumya Nair, Global Consumer Research and Insights Director at Kerry, observed that consumers around the world are seeking a balance of adventurous taste profiles and wellness-driven goals. “We are seeing global trends influence local markets. Sichuan spices are transforming condiments in Europe, Indian masalas are enhancing snack foods worldwide, and Korean barbecue is inspiring ready-meal options in North America. Emerging trends like yuzu in reduced-sugar beverages demonstrate how flavours can be tailored to local preferences. Yuzu began as an Asian citrus note and has become an emerging citrus profile worldwide; you see yuzu-flavoured supplements to yuzu-based drinks in Japanese foodservice chains. This adaptability of flavours allows brands to meet both indulgent and wellness-focused demands while respecting unique market characteristics.”

About Taste Charts 

Spanning 13 global regions, the 2025 Taste Charts categorise flavours into four distinct segments — Mainstream, Key, Up & Coming, and Emerging — while diving into pivotal food and beverage categories such as sweet, savoury, salty snack, and beverage. This hierarchy helps food and beverage professionals identify which flavours are at their peak, gaining traction, and which present new opportunities for differentiation.

An Interactive Exploration of Global Taste Trends

Kerry’s 2025 Taste Charts are more interactive than ever, offering food and beverage professionals a dynamic way to explore global taste trends. Through the interactive tool, brands can:

• Explore and Download Global Trends: Compare flavours across regions to identify emerging and established trends.
• Request for Your Local Taste Charts: Access charts tailored to specific countries and sub-regions and gain deeper insights into local market preferences.
• Compare Flavours Globally: Identify and track the fastest-growing flavours and ingredients and learn how global flavours are influencing regional markets.