July 29, 2025 – The influence of flavor on food is a globally appreciated art. Inspiring launches with a variation of regional and local ingredients that often line the shelves far from where they originated. With this, an opportunity exists, one that brands can seize within the local flavor category. Tapping into regional or ethnic flavors can build momentum on more specific flavors rather than general staple foods and beverages of the regions. To address this and examine the authenticity of regional flavors, Innova Market Insights outlines the key areas that can aid the growth of regional or ethnic flavors in less-developed categories.
How Asian Flavors Capture Attention
New ethnic flavors are on the rise with Asian based products proving to be the winner by exceeding expectations in the category with a significant presence. The growth in East Asian flavors is notably evident at the moment, with Chinese, Korean, and Japanese dishes leading the way. Equally, flavor trends show that there is a huge demand for South Asian flavors like Indian and Sri Lankan, which have grown at an even faster rate. Food with inspiration from this category has seen a demand grow for more than just products in the area of sauces and seasonings, with Korean-inspired products being a particular highlight.
What Are the Fast-Growing Ethnic Flavors?
Ethnic flavors are on the up; in fact, they have risen in popularity by over ten percent in the past four years. Flavor trends show that sauces and ready meals still continue to grow and define the category, as has been the tradition. However, other areas such as dairy, hot drinks, meat substitutes and snacks have been emerging as pivotal areas for development and expansion with ethnic flavors. Alongside snacks and meat, fish and eggs launches have also become a leading category, gaining a share of the market.
Satisfying the Desire for Authenticity
Consumer curiosity leads them to being open-minded when the possibility of trying a new cuisine is on the table. So, capturing their attention is not an impossible task, but one that needs balance. This is especially true when it comes to expanding on regional or ethnic flavors, conveying their authenticity of origin, taste, and emotion in easy-to-use formats.
Opportunity presents itself where brands meet consumers halfway, this can be done by reducing intense or unusual flavors in a food fused with a familiar flavor. Some brands may favor creating mash-ups instead, adding to a familiar dish that is not from the same continent. Then there is the concurrent global theme of targeting Millennials, who lead the generations in openness to ethnic flavors, which can be another chance to impress with new fusions and flavors. New product lines need one key ingredient above all else, and that is to retain the authentic flavors and flourishes that preserve the cultural reference in the product. The same goes for packaging, which should transmit references transporting consumers to another world.
The Growth of South Asian Flavor Innovation
When it comes to tastes, Asian based flavors have often been the favorite. Leading regional and ethnic flavor charts in comparison to their local delicacy counterparts. Consumers love global adventures in international cuisines and in the past twelve months, South Asian flavors have been hitting all the right notes in the category. Year-on-year growth in these Indian and Sri Lankan cuisines shows no sign of slowing down either, with it outpacing their neighbors in Eastern Asia. Popular flavors such as Chinese, Japanese, Vietnamese and Korean cultures and have accounted for one-third of new regional products for at least the past five years respectively. Therefore, the appeal of bold, spicy flavors from South Asian cuisine offers significant opportunities for brands to develop new food and beverages.
Expanding Western Cuisine
Mediterranean and American flavors are leading the way in terms of launch growth among Western cuisine. A surge in product launches occurred in the past 12 months and this is expected to continue. These Western flavors are increasingly popular in Asia, as opportunities for their inclusion are becoming more available. Cajun and Southern fried chicken are just two of the examples from the United States that have been successful flavor profiles in the category and possess the potential to open the door for other flavors from the region.
Flavor Fusions Are Showing Promise
Flavor trends reveal that while consumers still prefer their own cultural dishes, they are increasingly open to international flavors. Research shows that Asian cuisines are influencing meal preferences, while European flavors continue to prevail within snacks and soft drinks. The accessibility of ethnic flavors has increased, with more and more flavor fusions on the market. This, in turn, has helped consumers who are gradually expressing further interest in fusion style products, presenting an opportunity for brands.
What’s Next in Local Flavors on a Global Scale?
Based on data obtained by Innova Market Insights, It is likely to see an expansion of this category, particularly among ethic cuisine and flavor innovation. Therefore, we are more likely to see cross-cuisine mash-ups evolving. This may in turn lead to new flavors from various regions being condensed into one meal or a snack. Evidence suggests brands will continue to innovate and experiment with flavor fusion to vary their appeal, incorporating regional variations for enhanced customization.
Social media will continue to drive engagement between brands and consumers, highlighting culinary experiences all the while testing the water for new combinations. If wellness attitudes and preferred functional ingredients that shoppers align with can be integrated into new flavors, then health will become a new trend within the category. Artificial intelligence will play a role too, helping identify lesser-known, regional and emerging cuisines.
This article is based on Innova’s Local Flavors Going Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
