Clean label ingredients are consumer-friendly ingredients, which are natural, organic, non-GMO, and very minimally processed. Clean label products are 100% natural, non-GMO, and organic. The demand for natural ingredients is increasing, owing to the increasing health concerns of the customers, regarding the adverse health effects of artificial ingredients. There has been an increasing consumer demand for processed food and the expectations for safer and healthier ingredients have increased the need for the introduction of clean label ingredients across diverse applications. The manufacturers are adopting the strategy of incorporating functional ingredients that can improve the nutritional profile of the product. An interest in the development of new natural flavors has been observed for their use in the food industry due to the strong consumer demand for more natural products.

The demand for flavors is influenced by western-style cooking in China which can be observed in the growing import for flavoring products, along with domestic consumption. This is driving the market growth of premium products, such as seasonings and sauces, by inducing a sense of authenticity in the flavor. The market has observed a shift in consumer preference, owing to the expansion of the convenience food industry, which can be attributed to the growing population of working-class people, urbanization, and improved household income. The regional market holds huge potential for growth among the flavor suppliers and food manufacturers. Moreover, the Chinese market is also witnessing growth in the artificial flavor industry, due to consumer demand for exotic flavors in food.