Consumers across Asia are becoming increasingly discerning about the ingredients in their food, with a recent study by Cargill revealing that over 70% of them now check labels before making a purchase. The Cargill APAC IngredienTracker™ 2025, which surveyed 2,000 respondents in China, Indonesia, Australia, and Japan, highlights a growing trend towards healthier and more familiar ingredients, driven by a 101% increase in immune system-related concerns from 2017 to 2024.
The study underscores a significant shift in consumer behaviour, with more than 58% willing to pay 10% more for premium ingredients such as dark chocolate and sustainably sourced products. Local sourcing and sustainable production are particularly valued in the Chocolate & Cocoa category, where ethical consumption is on the rise. Consumers are also showing a preference for natural sweeteners, with the percentage of drink launches containing additive sweeteners rising from 18% to 29% across the Asia-Pacific region.
Plant-based texturisers, like pectin from fruit peels, are gaining popularity, whilst consumers are increasingly interested in fats and oils that offer functional benefits, such as supporting cardiovascular health. Yuchu Zhang, Vice President of R&D at Cargill Food APAC, noted, “Consumer choices today are increasingly shaped not just by taste, but by how ingredients are perceived across categories.”
Cargill has responded to these insights with innovative product offerings, including high cocoa content chocolates and zero-calorie beverages. With 10 innovation centres across Asia-Pacific, Cargill continues to leverage market insights to drive product innovation and meet evolving consumer demands.
