Fi Asia 2025 live: Ingredion explores texture, taste & sugar reduction trends in Asia Pacific
Ingredion highlights the culturally diverse markets in Asia Pacific with notable differences between Southeast Asia, China, and Japan in terms of texture, taste, and health expectations.
Food Ingredients First speaks to the company live from the show floor in Bangkok, Thailand, where it is showcasing its multi-textural, zero-sugar, and fiber fortification capabilities. Executives dive into the latest consumer trends driving innovation in sugar-reduced solutions, the latest research about regional differences, and how regulations and government health initiatives are also shaping innovation.
Mandy Zhang, marketing director and regional category leader APAC, and Jacques Guglielmi, vice president and general manager for texture and health solutions APAC, flag the differences in regional markets, but also detail some commonalities.
Health consciousness is high
Notably, there is a high level of health consciousness among Asian consumers, with a large proportion of consumers often seeking healthier options. Over 80% of consumers in the APAC region are willing to pay up to 30% more for packaged food and beverages with “no added sugar” or “reduced sugar” claims.
Ingredion’s research shows that Asian consumers are both health-driven and indulgence-seeking. How do you see this balance between “better for you” and “treat yourself” shaping your product innovation?
Guglielmi: Understanding what consumers want is becoming increasingly important. We’ve built capabilities in marketing and data to capture what consumers want, especially in Asia Pacific. We see a couple of trends. Consumers are increasingly valuing the texture in their food, but they also want affordability. They’re not only looking for indulgence; they want something affordable and healthier for their families as well. The solutions we’ve developed and are showcasing here at Fi Asia aim to meet those needs.
Over 80% of consumers in the APAC region are willing to pay extra for products like “no added sugar” or “reduced sugar.” How can Ingredion help brands leverage that, and where do you see future growth?
Guglielmi: Indeed, we see in many countries across the APAC region that this (paying extra) trend is growing, and sometimes it’s driven by tax regulations or other regulatory requirements. It’s not just a consumer trend, but also a regulatory one. For example, in 2020, we acquired PureCircle, which produces high-quality, natural, high-intensity sugar replacements. We combine those with our texture portfolio to provide a wide range of solutions to reduce sugar.
According to Ingredion’s proprietary texture research study, the desire for crunchy and crispy textures is particularly high in Indonesia (73%) and India (72%).We’ve developed a range of products called the Dulcent line, which provides fiber, foam stability, and texture. Combining low sugar with great texture allows us to provide solutions across different categories, including savory products. From a consumer perspective, sugar or sodium reduction is always at the top of the agenda for F&B manufacturers. They are actively reformulating products to meet these needs, and consumers are becoming more knowledgeable. They check labels and claims, and some countries now have labels that indicate “low sugar” or “no added sugar.”
Reformulating carefully is important because reducing sugar can alter the texture or mouthfeel of the product. What we really offer is a complete solution. Our systems are designed to help our customers produce lower-sugar or even zero-calorie products with no added sugar while maintaining the texture. We blend everything so that it’s easier for customers to reformulate and incorporate our solutions into their products.
You mention regulations and government health initiatives, such as sugar reduction programs. How does Ingredion support customers in meeting those regulatory needs and reformulation strategies across Asia?
Guglielmi: When it comes to sugar replacements and solutions for lower sugar content, we need to look at each country individually to understand the expectations. We’ve built teams that focus on each market to understand the local requirements. Then, when we provide solutions to customers, we ensure that our ingredients comply with local regulations. We also guarantee that our ingredients meet the requirements of our customers. We have a strong regulatory support system, especially in APAC, where we work with customers covering multiple countries. Our regulatory team provides overall support for different markets, with in-depth analysis of regulatory requirements. Not only this, but we also offer guidance on labeling requirements, such as front-of-pack labeling for sugar reduction or no added sugar, so we can provide detailed support for customers who want to expand market reach.
Can you explain some of the notable differences between Southeast Asia, China, and Japan in terms of taste, texture, and health preferences?
Zhang: We actually did some research on textures across different countries, and we’ve shared those insights as well. We can look at this from two perspectives. First, certain textures may be popular in one country but not as much in another. For example, a texture originating in Japan might be very popular in Japan, Korea, and China. But our customers loved it when we introduced those textures and formulations into countries like Southeast Asia or Australia. We adapted the texture to local foods. For example, in Japan, we integrated textures into Western foods, like waffles in Australia, or in India, we introduced chewy, stretchy textures into their staple foods.
We’re combining innovative textures with local foods so consumers can experience something new. In Asia, we see an opportunity to introduce texture solutions across different countries, but each country has its own preferences and tastes. For example, in India, people prefer sweeter drinks, while in Japan, the sweetness level is different. We are working on finding the right balance of sweetness for each market.
Guglielmi: When it comes to taste, texture actually drives 70% of the liking of food. In Japan, for instance, there are over 200 terms to describe texture because it’s such an important aspect of the eating experience. Consumers are very particular about the texture of food, and we are working to align that with consumer preferences, not just in Japan but across other markets. We focus on the science behind textures and consumer preferences to ensure we deliver what the consumers like.
What do you see as emerging trends in the next few years, and how will Ingredion target those opportunities?
Guglielmi: We are moving beyond R&D to a more integrated ingredient approach. Previously, we focused on finding the best ingredients to deliver the most significant benefits. Now, we’re looking to
There is commonality when it comes to texture, taste, and health expectations. Ingredion observes a high preference for multiple textures and flavors across all Asian consumers. combine ingredients in new ways to offer complete solutions. As we mentioned earlier, consumers want great texture and indulgence, but they also want healthier options like fiber fortifications, sugar reductions, and affordable pricing. To achieve these benefits, we need to combine different ingredients to provide comprehensive solutions. We’ve shown solutions for sugar reduction that lower sugar and are sustainable. We produce environmentally friendly ingredients at a lower cost and offer a better taste. We’re combining these benefits and using digital support to enhance our offerings. This is the direction we’re heading toward in the next few years.
Zhang: In many ways, Ingredion is leading texture innovation globally. We’ve introduced texture innovations into Europe, North America, and South America. Our US colleagues have incorporated multi-texture solutions into various products, like ice creams, bubble teas, and bakery products. Now, we’re focusing on what’s next for Asia. We want to discover new textures and study how different attributes contribute to the eating experience. We’re working on understanding the emotional satisfaction consumers get from textures and how to use texture to enhance products across categories. We’re actively exploring this to bring new ideas to our customers.
