In order to cater to the increasing demand for flavored carbonated beverage products, the companies are increasingly focusing on making product lines based on tropical fruits and super fruits. This is driving the growth of the flavored beverage market. Flavor inspirations from fruits, vegetables, and herbs are still relatively underutilized in the beverage industry. There are numerous opportunities available to formulators interested in incorporating fruit flavors into products, while continuing to test other new flavors. Innovations in functional beverages and flavoring are attracting health-conscious consumers. Thus, manufacturers may find using fruit, floral, and crossover flavors as the key to success in launching products in the functional food and beverage industry.

Japan is one of the most affluent and sophisticated consumer markets in Asia, where there is demand for healthy products with a descriptive labelling that can provide a better understanding of the ingredients being used in the product formulation. Consumer preference, such as innovative flavors, health benefits, convenience, and alternative natural sources for nutrient supplements, has augmented the clean label ingredient market. There has been a growing consumer demand for processed food, and the expectations for safer and healthier ingredients have, in turn, increased the need for the introduction of clean-label ingredients across diverse applications. Manufacturers are fast adopting the strategy of incorporating functional ingredients that can improve the nutritional profile of the product.