It is a well-known fact that consumers in China have some of the most exacting taste buds in the world driven by the wide range of cuisines available in the market, and the unusually rapid rate of innovation in the country.
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“China is a unique market compared to the rest of the world, and this is firstly because we have such a large population leading to increased demands compared to other regions; but more importantly because consumer taste buds here are truly more sensitive,” Kerry China Marketing Director Helen Tang told FoodNavigator-Asia at the recent Food Ingredients China (FIC) 2025 show in Shanghai.
“We are not just saying this but actually have practical examples – we have sugar alternative solutions that have worked perfectly in the US and EU with consumers finding it a good replacement, but when we brought this same product to China it did not work because consumers here found it bitter, a world of difference from other regions.
“This was because Chinese consumers are far more sensitive to bitter notes, and was a good lesson learnt for us in that R&D for this market really needs to be very localised, as do flavours and product innovation.
“A particularly strong local trend this year has been foods or beverages that incorporate elements of classic flavours that have been reinvented in some way, particularly when local ingredients are introduced into the mix.”
For instance, the very classic citrus flavour has been a popular beverage option for many years, but this year demand has moved from items like lemon or orange to specific local varieties such as Orah mandarin (沃柑) which is only available in China.
“We saw lemon being one of the most in-demand flavours last year, but this year Chinese consumers have gone even more local in their demands, and Orah mandarin is one of these examples,” she added.
“Another example can be found in the savoury foods sector, where demand is now high for products incorporating local herbs and spices into their formulation – 木姜子 (Litsea cubeba, a sort of pepper) from Yunnan is particularly popular now.”
In addition, there is an increasing need for strong aromas to be a focus in product innovation as this is now considered an important part of the overall consumption experience.
“Again, these can be ingredients familiar to us such as fruits and flowers e.g. jasmine with its unique fragrance; or truffles with its own decidedly strong aroma which is considered quite a special ingredient in this market,” she said.
“But of course the focus will need to be on the overall consumption experience, so the elements of taste and smell come into play, and we have also found that unusual combinations touching both of these senses such as a truffle-cheese combination, tend to do well.”
Cocoa concerns
Chocolate also remains a popular flavour in China, but the market was not spared from the rise in cocoa prices last year that caused costs to spike.
“Cocoa prices remain high in China this year, and because costs are so high, end-product prices also cannot be reduced, which is a challenge in many categories from bakery to beverages,” she said.
“The focus in this area is on cost reduction, and we have a cocoa flavour enhancer that can do this by replacing some cocoa content and thus greatly help with reducing the costs involved in production yet maintaining product taste.
“This innovation is very important as chocolate is such a basic expectation for many consumers, and it is crucial to manage both the costs as well as the supply chain risks.”