Natural flavors are substances that are extracted from plants, herbs and spices, fruits, vegetables, or microbial fermentation. The increasing interest in the nutritionally enriched and natural products has 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 unique, 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 is also driving the market. Rosemary extracts have a growing demand in the market for its antioxidant property.

Globalization and modernization have changed the lifestyle of the people, which in turn changed the food habits, thus increasing the demand for flavors and enhancers. Previously, people used natural herbs and spices in culinary to get a tinge of flavor in their food, which has now become an industrial need to cater to the big food processors. Due to the increasing working population, there is a high demand for processed food, different flavors, and enhancers. Consumption of low fat, low salt, and low carbohydrate foods are also key drivers to increase the use of flavors and enhancers. As flavors are region and country-specific, manufacturers are continually innovating to hold a larger share of the pie in the market.