Consumers in Asia are more ingredient-savvy than ever before, with over 70% checking labels before purchase, according to a recent study by Cargill. Conducted with 2,000 respondents across four markets in APAC (China, Indonesia, Australia, and Japan), the Cargill APAC IngredienTracker™ 2025 assessed consumer attitudes towards 91 ingredients across four groups: Chocolate & Cocoa, Sweeteners, Texturizers, and Fats & Oils. The study also explores how consumer perceptions of these ingredients impacted purchase decisions in 13 F&B categories, including Dairy, Ready Meals, Packaged Beverages, Salty Snacks, Bakery, Chocolate Confectionery, Infant formula, etc.

Cargill’s IngredienTracker™ 2025 digs deeper into consumer perceptions to provide insights that can help manufacturers navigate these trends. The study reveals that across categories, consumers are proactively seeking healthier and more familiar ingredients in their food, as immune system-related concerns jumped 101% between 2017 and 2024. Ingredients that sound ‘natural’ or are plant-based are perceived as ‘good for you’. In contrast, unfamiliar or scientific-sounding ingredients are often seen as ‘bad for you’, showing stronger negative opinions than previous waves. More than 58% of consumers are willing to pay 10% more for premium ingredients like dark chocolate, higher quality, more sustainable ingredients, and foods fortified with essential nutrients. Purchase decisions and health perceptions are closely linked, and more than half of consumers like to share their knowledge of ingredients with friends or online. 

Local sourcing and sustainable production prevail in chocolate & cocoa

Chocolate & cocoa-related ingredients dominate indulgent product categories like Confectionery, Bakery, Desserts, and Ice-cream, where sweet flavor is prevalent, and indulgence is highly valued. Chocolate is also highly associated with the Dairy category, given its flavor popularity.

The study also highlights that consumers are doubling down on products with a stamp of authenticity through local production and ingredient sourcing, often linked to local cultures and traditions. Ethical consumption is on the rise with a growing focus on sustainable farming and production. Organic and dark chocolates are perceived as the healthiest, with ‘high-fat’ cocoa powder being seen as consistently the least healthy. Chocolate brands in APAC continue to diversify textures and flavors based on these trends and consumer desire for novel sensory experiences. 

Strong preference for natural, lower-sugar, and functional qualities in sweeteners

Consumers most commonly associate sweeteners with Beverage categories, especially when it comes to non-alcoholic and bottled drinks, and the preference is for reduced sugar content and products with functional claims, such as immune support and slimming effects.

Sugar-free and low-sugar claims are rising in product launches across Asian markets, especially in beverages. Use of additive sweeteners is rising, while traditional sugars are declining. The percentage of drink launches across APAC containing additive sweeteners has increased from 18% to 29%. Consumers are more inclined to purchase ‘natural’ sounding ingredients – like brown sugar, monk fruit, cane sugar, vs sweeteners with artificial or scientific names. 

Increasing popularity of plant-based texturizers

It is no secret that Asian-inspired textures like boba and mochi are going global. In fact, F&B brands in Asia are increasingly highlighting local textures to promote a premium image and sensory pleasure offered by their products.

Plant-based texturizers like pectin derived from fruit peels are popularly used in fruit-based confectionery gums and jellies. Consumers are inclined to purchase products with more ‘natural/familiar sounding’ texturizers like gelatin, wheat gluten, as well as natural proteins from plant sources like soy, chickpea, and rice.  

Consumers seeking healthy, sustainably sourced fats & oils with functional benefits

When it comes to categories of Ready Meals, Salty Snacks, and Cooking Ingredients, consumers pay most attention to the kinds of fats and oils used in these products. Consumers are increasingly interested in ingredients offering functional benefits, such as oils supporting cardiovascular health, bone health, and immunity. Trend towards locally produced fats and sustainability in oils can be seen, with attention towards clean-label and sustainably sourced oils rising. Vitamin E and fats & oils from natural sources like sunflower, canola, coconut, and soybean are rated the most familiar and healthiest, and have the highest purchase impact.

“Consumer choices today are increasingly shaped not just by taste, but by how ingredients are perceived across categories. Understanding ingredient perceptions across markets is critical to help food manufacturers better optimize product formulations. This means prioritizing ingredients that Asian consumers demand and labeling to help them choose ingredients and health benefits they desire. This study helps to understand and reveal what the future of ingredients and aims to support our customers in their product innovation and strategic decision-making”, said Yuchu Zhang, Vice President, R&D Cargill Food APAC.

“Responding to the consumer preferences uncovered in this study, we have already launched some innovative offerings for customers in the region”, she added.

Recent Cargill product innovations include:

1. High Cocoa Content Aerated Chocolate and Cocoa Almond Milk made from Aalst dark chocolate and Gerkens® cocoa powder, as consumers rate chocolate as the most popular flavor in indulgent foods and beverages.
2. Zero-Calorie Vanilla Latte made from Cargill’s zero-calorie vanilla-flavored syrup suitable for milk coffee and milk tea, responding to consumers seeking healthier beverages with lower sugar content.
3. Textural foods like mango gummies, cheese sauce, and almond tofu using Cargill’s UniPECTINE^® and functional systems solutions, providing consumers with superior mouthfeel and texture profile.
4. Crispy Air-Fried Sweet Potato Fries and Korean Crispy Wings made with Cargill’s healthy sunflower oil that meet consumer preference for healthier snacks or prepared with more natural oils. 
5. Zero Sugar & Clean Label Ketchup, Reduced Salt Oyster Sauce, and SlimFit Salad Sauce containing Cargill’s Corowise® plant sterols brand that helps lower cholesterol for consumers who want healthier ingredients to cook and prepare their meals with. 

Cargill operates 10 innovation centers and R&D sites across Asia-Pacific, including Singapore, China, India, Thailand, Malaysia, Indonesia, Japan, and the Philippines. These sites serve as hubs for product co-creation and localized innovation. Leveraging deep market insights, they play a vital role in driving products, flavor, and menu innovation in close collaboration with customers across the region.

About Cargill

Cargill is committed to providing food, ingredients, agricultural solutions, and industrial products to nourish the world in a safe, responsible, and sustainable way. Sitting at the heart of the supply chain, we partner with farmers and customers to source, make, and deliver products that are vital for living.

Our 155K+ employees innovate with purpose, providing customers with life’s essentials so businesses can grow, communities prosper, and consumers live well. With 160 years of experience as a family company, we look ahead while remaining true to our values. We put people first. We reach higher. We do the right thing—today and for generations to come. For more information, visit Cargill.com and our News Center.