Understanding flavour preferences at a regional level is essential for any brand looking to succeed across Southeast Asia's diverse markets. VKA's Consumer Insights Lab has conducted its most comprehensive taste mapping study to date, surveying over 12,000 consumers across six ASEAN countries.
The findings reveal both expected patterns and surprising nuances. While tropical fruit flavours remain universally popular, there are significant variations in preferred flavour intensity, sweetness levels and interest in novel or fusion flavour profiles. Thai consumers, for example, show the highest receptivity to bold and spicy flavour combinations, while Filipino consumers demonstrate a strong preference for sweet and creamy profiles.
Heritage Meets Innovation
One of the most striking findings is the rapid rise of what we call 'heritage-modern' flavours -- traditional regional ingredients reimagined in contemporary formats. Pandan, ube, calamansi and gula melaka are moving from niche to mainstream, appearing in everything from premium ice creams to functional beverages.
For F&B manufacturers, these insights translate into clear strategic guidance. Products designed for pan-ASEAN distribution require careful flavour calibration to resonate across different palates, while single-market launches can leverage local flavour preferences for stronger consumer connection.