ASIAN LIFESTYLE TRENDS

Asia is one of the most important markets for Symrise. The company has worked with respected trend researchers to conduct an international study aimed at providing a more precise picture of ground-breaking trends.

The "Asian Lifestyle Trends Study" is based on extensive expert interviews with individuals such as chefs, food experts and designers, as well as consumer surveys in six Asian metropolitan areas – Shanghai, Tokyo, Seoul, Jakarta, Manila and Bangkok. The study helped researchers clearly identify four major trends:  social climbing (prestige), EcoChic (sophistication through environmental awareness), sensual explosion (pleasure) and hybrid culture (reintroduction of an Asian identity).

These trends have formed the basis for identifying various sectors in the food market where there is potential for new Symrise products. The taste for life^® flavor platform, for instance, serves as a basis for innovative product concepts in categories such as Beverages, Sweet and Savory – concepts that correspond to trends and, at the same time, are ideally tailored to taste preferences in Asia.