APAC consumers lead the way in ingredient awareness, says Cargill’s 2025 IngredienTracker

Over 70% now checking ingredient labels before making a purchase. That’s one of the key findings from Cargill’s newly released APAC IngredienTracker 2025, a comprehensive study that surveyed 2,000 consumers across China, Indonesia, Australia, and Japan. The research assessed attitudes toward 91 ingredients across four key groups – chocolate & cocoa, sweeteners, texturisers, and fats & oils – and their influence on purchasing decisions across 13 food and beverage categories.

The study reveals a clear shift toward health-conscious and informed consumption. Consumers are gravitating toward ingredients perceived as “natural,” plant-based, or familiar, while expressing growing skepticism toward scientific-sounding or unfamiliar additives. Between 2017 and 2024, concern for immune health surged by 101%, reinforcing the link between ingredient transparency and wellness priorities.

Notably, 58% of respondents said they are willing to pay at least 10% more for products made with premium ingredients – such as dark chocolate, sustainably sourced oils, or foods fortified with essential nutrients. Ingredient knowledge is also becoming social currency, with more than half of consumers sharing what they learn with friends or online communities.

Chocolate & cocoa: local and ethical sourcing matters

Chocolate remains a cornerstone of indulgence in categories like bakery, desserts, and dairy. However, consumers are increasingly favouring products that showcase local sourcing, ethical production, and sustainability. Organic and dark chocolates are perceived as the healthiest, while high-fat cocoa powders are viewed less favourably. Brands are responding by diversifying textures and flavours to meet demand for both novelty and authenticity.

Sweeteners: natural and functional take the lead

In the beverage category – especially non-alcoholic and bottled drinks – consumers are prioritising reduced sugar content and functional benefits such as immune support and weight management. The use of additive sweeteners in APAC beverage launches has jumped from 18% to 29%, while traditional sugars are on the decline. Natural-sounding sweeteners like monk fruit, cane sugar, and brown sugar are preferred over artificial or chemically named alternatives.

Texturisers: plant-based and regionally inspired

Asian-inspired textures like boba and mochi are gaining global traction, and APAC brands are leveraging this trend to elevate product appeal. Plant-based texturisers such as pectin from fruit peels are increasingly used in confectionery, while familiar ingredients like gelatin, wheat gluten, and plant proteins from soy, chickpea, and rice are seen as more acceptable and desirable.

Fats & oils: functionality and sustainability in focus

Consumers are paying close attention to the types of fats and oils used in ready meals, snacks, and cooking ingredients. Oils that offer functional health benefits – such as cardiovascular or immune support – are in high demand. Clean-label and sustainably sourced oils like sunflower, canola, coconut, and soybean are rated as the most familiar and healthiest, with strong influence on purchase intent.

“Consumer choices today are increasingly shaped not just by taste, but by how ingredients are perceived across categories,” said Yuchu Zhang, vice president, R&D, Cargill Food APAC. “This study helps manufacturers align with evolving expectations and innovate with purpose.”

Cargill has already begun launching new ingredient solutions in response to these insights, helping brands across the region reformulate for transparency, functionality, and consumer trust.