Scallions are a staple Asian ingredient that has found favour in global cuisines due to its versatile taste and nutrient profile.
It is emerging as a popular health-forward and culturally rooted flavour, according to Jie Ying Lee, senior strategic marketing manager for Taste, Kerry APMEA.
“Scallion is deeply embedded across global cuisines such as ramen, stir-fries, Korean pancakes and scallion cream cheese on bagel,” Lee told us.
“It is shifting from a background ingredient into a hero flavour. It is a new kind of modern savoury. Familiar, fresh, incredibly fragrant, and extremely versatile. It deserves a hero spot this year.”
This reflects a broader push by brands to balance health needs with familiar flavours. Recent examples include Japan’s Okinawa Ginger Syrup; Thailand’s wolffia firm Flo; and Singapore-based Zenko, which focuses on traditional foods like sorghum.
“Consumers are actively seeking and borrowing from traditional culinary ingredients known for their centuries-old benefits. Health and wellness are no longer special goals, they’ve become baseline expectations as consumers choose food and drinks that support energy, gut health, and recovery without it being clinical or complicated,” Lee said.
This is driving innovation centred on familiar flavours delivered in modern, and sometimes unexpected, formats.
Flavourful and functional
Traditional Chinese teas, long associated with antioxidant benefits, are increasingly paired with contemporary flavours such as chocolate or pistachio to create familiar yet modern taste experiences.
Beverage chains such as Chagee, CHICHA San Chen and Playmade have built strong followings with creative pairings like jasmine with fresh milk or oat milk, and oolong with cheese foam.
“We are also seeing the emergence of ‘lesser known’ tea varieties such as lapsang souchong that are being introduced in a simplified and approachable flavour expression, making them more accessible to the modern or younger consumer,” said Lee.
While traditional flavours are gaining traction, consumers across Asia Pacific still crave intensity and stimulation from food and drink , making them willing to pay a premium — particularly when heritage flavours appear in unexpected formats.
These formats include savoury and sweet fillings, and layered flavours that create contrast and excitement.
“In contrast to US, consumers [in APAC] are more drawn to category crashing innovation with products that deliberately blur boundaries and defy convention. They celebrate bold and unconventional pairings that challenge its existing category,” Lee added.
The Taste Charts list matcha as a ‘now’ flavour across sweet and beverage charts, expanding into sparkling drinks, frozen desserts and bakery formats.
A similar trend is evident in the Middle East, where matcha has entered convenience food, including matcha-flavoured chicken nuggets launched by UAE’s Farm Fresh.
While there is a worldwide trend towards blending flavour and function with novelty, there are varied preferences across regions. This highlights the importance of applying localisation strategies.
Understanding regional preferences
According to this year’s Taste Charts insights, APAC has emerged as a hub for flavour experimentation, with traditional ingredients reappearing in modern formats and unexpected pairings.
In the Middle East, flavours that offer richness, cultural relevance, and functional benefits are gaining momentum across categories. Saffron and date remain popular in desserts, snacks, and beverages – saffron is often paired with rose, pistachio or cardamom to deliver luxury and cultural authenticity, while dates are appearing in bars, spreads and dairy formats, reinforcing its role as a natural sweetener and energy source.
Similarly, North American consumers are leaning into familiar formats that invoke nostalgia and indulgence. Maple butter, for instance, is seeing a 65% growth in breakfast and snack formats, reflecting a desire for nostalgic indulgence with a premium edge.
In Latin America, consumers are likewise embracing flavours that celebrate local identity while offering multisensory experiences – such as purple corn, which is emerging in sweet and beverage formats, often paired with cinnamon or coconut for nostalgic comfort, signalling a reclaiming of Andean heritage in modern indulgent and functional formats.
Meanwhile, Europe’s charts reflect a growing appetite for natural, functional and emotionally resonant flavours. Botanicals like hibiscus and Mediterranean herbs are gaining popularity in tea and functional beverages, offering antioxidant appeal and a natural, botanical edge that resonates with health-conscious consumers.
In essence, Kerry’s 2026 Taste Charts suggest consumers are gravitating toward flavour experiences that offer comfort, creativity and a sense of control, blending tradition with modern expectations around health and enjoyment.
