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The flavor masking agents for food and beverages market size is projected to grow from US$ 134.32 million in 2022 to US$ 211.98 million by 2030; the market is expected to grow at a CAGR of 5.9% from 2022 to 2030.
Flavor masking agents are food additives used to mask unpleasant and undesirable flavors in various food and beverage products. Bitterness, vitamins and minerals flavor, overly sweetness, metallic flavor, and glycerin flavor in food products are masked with flavor ingredients to give the end products an appealing taste and flavor. Flavor masking agents are widely used in bakery and confectionery, dairy and frozen desserts, meat substitutes, dairy alternative products, Ready-to-eat (RTE) and Ready-to-cook (RTC) meals, and meat and seafood products. Additionally, flavor masking agents allow for a reduction in the sugar, salt, and fat content of processed foods. Thus, increased consumption of processed foods propels the demand for flavor masking agents.
Consumers are highly concerned about their diet. They pay attention to product labels and additives used in processed foods and beverages. The popularity of organic products is increasing owing to their perceived health benefits. They are free of pesticides, chemical fertilizers, and genetically modified organisms (GMOs), which increase their appeal among consumers who are ready to pay higher prices. Moreover, consumers increasingly prefer clean-label food products free of synthetic colors, flavors, and other additives. Further, they focus on holistic and conscious consumption and prefer products made with ethically sourced additives. Thus, the demand for natural additives is increasing in the food & beverage industry.
Kerry Group, one of the known manufacturers of flavor masking agents, offers ‘Prolamin Coating’, a natural flavor masking agent. It is a known masking agent for bitter taste masking. Prolamin is a plant storage protein found in the seeds of cereal grains such as rice and oats and accounts for ~5–10 % of the total proteins in those plants. Manufacturers and flavor companies could produce clean, labeled flavor masking agents by extracting, separating, and purifying prolamin-rich fractionation. Thus, an upsurging demand for natural additives is expected to create a new trend in the flavor masking agents in the food & beverages market in the coming years.
Based on type, the flavor masking agents for food and beverages market is segmented into sweet, salt, fat, bitter, and others. The sweet segment is expected to grow at a highest CAGR. The demand for sweet flavor masking agents is upsurging due to the increasing focus on maintaining health and wellness. Consumers are health-conscious and actively seek low-sugar or sugar-free alternatives. Sweet flavor masking agents enable the creation of healthier options without sacrificing taste, making them a critical ingredient for the industry to address the growing demand for low-sugar and reduced-calorie products. Also, sweet flavor masking agents are used to mask the excessive sweetness in various products, so that consumers can enjoy a balanced sweet taste. These factors propel the segment’s growth.
Geographically, the flavor masking agents for food and beverages market is segmented into North America, Europe, Asia Pacific (APAC), the Middle East & Africa (MEA), and South & Central America. In 2022, Asia Pacific held the significant share of the flavor masking agents for food and beverages market, and Europe is estimated to register the highest CAGR over the forecast period.The increasing interest in healthier and more natural food options in the European region contributes to market growth. European consumers have been embracing organic and plant-based diets, often incorporating ingredients with strong or unfamiliar tastes, such as certain vegetables, grains, and legumes; to make these health-conscious choices more appealing, food manufacturers use flavor masking to mitigate any overpowering or objectionable flavors, ensuring that products maintain wide consumer acceptance while adhering to natural and clean label trends. This demand aligns with the broader European food quality, taste, and an awareness of sensory experience, all contributing to the adoption of flavor masking agents in the region. These factors are expected to boost the demand for flavor masking agents and projected to drive the flavor masking agents for food and beverages market growth in the region.
Sensient Technologies Corp, Firmenich International SA, Tate & Lyle Plc, Archer-Daniels-Midland Co, Kerry Group Plc, Carmi Flavor & Fragrance Co Inc, Synergy Flavors Inc, Virginia Dare Extract Co Inc, GEO Specialty Chemicals Inc, and Koninklijke DSM NV. are among the key players operating in the flavor masking agents for food and beverages market. These companies offer a wide range of products for the flavor masking agents for food and beverages market. The huge presence of these companies across the globe is likely to provide them a growth opportunity to serve a large customer base and increase the market share. These market players are highly focused on developing innovative products to serve their customers better.
The overall flavor masking agents for food and beverages market size has been derived using primary and secondary sources. To begin the research process, exhaustive secondary research has been conducted using internal and external sources to obtain qualitative and quantitative information related to the market. Also, multiple primary interviews have been conducted with industry participants to validate the data and gain more analytical insights into the topic. The participants of this process include industry experts such as VPs; business development managers; market intelligence managers; national sales managers; and external consultants, including valuation experts, research analysts, and key opinion leaders, specializing in the flavor masking agents for food and beverages market.