We therefore see immense potential for portfolio enhancement through innovation in texture and flavour,” said Beh. This growing preference for local flavours may be driven by a desire for comfort and familiarity, especially among middle-class consumers seeking wellness and enjoyment from food. Rising demand for local Asian ingredientsThe study revealed that 67% of consumers consider country of origin important, and 65% are willing to pay a premium for local Asian ingredients. He added that as consumer demand for healthier food grows, food manufacturers are under pressure to innovate healthier solutions without compromising taste, texture, or functionality. Managing challenges of creating lower sugar treatsMaking lower sugar alternative products, for example, is not as straightforward as simply adding less sugar.