July 29, 2025 – Asian flavors inspired nearly two-thirds of launches with regional or ethnic flavors – an outsized influence on the local-flavors-go-global market. However, there is a significant opportunity gap as a result. Asia’s share of new food and beverage products with regional or ethnic flavors is disproportionately low relative to its importance to total food and beverage launches. Manufacturers must find a way to turn that equation around.

One of the industry’s primary challenges is balancing the authenticity of a region’s cuisine with appealing to the palates of consumers from other areas around the globe.

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