Natural flavors are substances that are extracted from plants, herbs and spices, fruits, vegetables or microbial fermentations. The increasing interest towards the nutritionally enriched and natural products have promoted the demand for natural flavors in the market. Natural herbs and spices were earlier used only in domestic cooking for flavors, which is now used at an industrial level by various players. Various countries have their own special authentic flavors, for instance, Thai cuisine has a variety of ingredients such as galangal, chili oil, peanuts, coconut paste, fish sauce, etc. The increasing demand for exotic flavors are also driving the market. Rosemary extracts have a growing demand in the market for its antioxidant property.

India stands as the fastest growing market in the region. Consumers are not willing to compromise on the taste and health factors of the food. The demand for new and foreign flavors are increasing in the market which compels the players to come up with innovative and healthy flavors. The Indian subcontinent has a huge demand for regional and traditional flavors. Natural flavors as well as synthetic flavors are having equal importance in the market. Dairy industry has growing application of flavors, this is attributed by the increasing demand for flavored milk especially in the urban areas.