Natural flavors are substances that are extracted from plants, herbs and spices, fruits, vegetables or through microbial fermentation. 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.

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