Such bright colours are popular because they attract attention and whet appetites.
This phenomenon is due to better awareness and the thrill of trying new things, which are changing how consumers make emotional connections between food and colours.
Blues and purples – colours not traditionally associated with food – are gaining mainstream appeal in the age of social media, where consumers are keen to share their gastronomy experiences.
The fact that there are natural sources for these colours adds to their appeal as this aligns with the demand for clean and minimally processed foods.
“Today’s consumers are more informed – they know blue can come from spirulina or butterfly pea flower, which is another natural source.
“This makes them more open to coloured foods. If you look at traditional kueh, some varieties already incorporate blue,” said Carel Soo, APAC regional marketing manager at Oterra.
Soo also pointed out that there is constant demand for something new and visually striking especially among the Gen Z.
“A blue beverage or cake isn’t unusual anymore. In fact, it creates a ‘wow’ factor that makes them want to try it. Colours can now be a tool to attract consumers and make products stand out, particularly on social media,” said Soo.
She observed that brands are increasingly experimenting with unconventional pairings – such as a purple drink with a non-berry flavour – to create curiosity and stand out on the shelf.
Additionally, colours play a powerful role in shaping consumer perception, said Oterra’s APAC head of sales Beshoy Saad.
For example, colour psychology studies revealed that reds, oranges, and yellows can whet appetites, making them popular applications for food companies.
This has to do with cultural influences.
Colour preferences across various regionsColour preferences across South East Asia, China, and Australia–New Zealand (ANZ) are generally similar, but there are variations in colour intensity, said Soo.
Chinese manufacturers have shown a preference for pastel tones, which are viewed as more natural compared to bright colours often linked to artificiality.
In Southeast Asia, however, consumers gravitate toward bright, vibrant colours — especially when they are naturally sourced.
ANZ markets show more variation depending on the product type.
Saad explained that demographic factors may influence these trends, with South East Asia’s younger population favouring bolder colours, while ageing populations in North or East Asia might lean toward softer tones.
These observations align with Oterra’s findings in its latest proprietary Savory Color Insights report from late 2024, which revealed that preferred colour intensity can vary by both region and product type, such as sauces versus seasonings.
For instance, when it comes to pink sauces, consumers in Indonesia and China tend to prefer a brighter pink, while those in India favour a lighter or pastel pink shade.
Interestingly, for pink seasonings, consumers across all three markets show a preference for a lighter, more pastel pink.
Similarly, in the case of orange seasonings, consumers in Indonesia prefer a bright orange, while those in India lean towards a lighter or pastel orange.
Consumers in China, however, show an equal preference for both bright and light orange seasonings. When it comes to orange sauces, however, consumers across all markets prefer a bright orange shade.
Oterra’s research also revealed that the same flavour could be interpreted differently based on the product’s colour.
For example, regional perceptions can significantly influence colour preferences, even for identical products.
Using mango beverages as an example, Saad explained that while the formulation remains the same across markets, Sri Lankan consumers expect a yellow hue, whereas those in India and Bangladesh prefer an orange tone.
This highlights how cultural expectations of what a product should look like can drive colour decisions, regardless of the actual taste or ingredients.
These emotional connections make colours a crucial part of food and beverage development.
“Colours will therefore continue to play an important part in product development because visual appeal is crucial. In today’s digital world, people eat with their eyes before even tasting the product,” said Soo.
However, she added that the regulatory landscape will have significant impact on the demand for colours among food brands.
Regulations and trendsSpirulina has long been the dominant natural blue colourant. However, its limitations, particularly in heat stability, posed challenges.
The recent approval of jagua blue, a more stable and cost-effective pigment derived from the South American jagua fruit, is opening new doors. With regulatory acceptance in India and Codex endorsement paving the way for use in many Southeast Asian markets, Soo expects more brands to explore blue-coloured innovations.
Additionally, the US FDA’s recent ban of the artificial colour Red No. 3 – or erythrosine – over health concerns has led to an influx of demand for natural alternatives such as carmine, a natural red colouring derived from a secretion of an insect that interacts with a cactus species native to Peru.
Saad also pointed out a growing trend in APAC towards ‘colouring foodstuffs’ — food ingredients derived from edible sources like fruits, vegetables, flowers, and spices. They are minimally processed ingredients like juice concentrates that offer natural colour without requiring E-number labelling.
“The difference lies in the level of processing. Colouring foodstuffs undergo even less processing than natural colour ingredients.
“For example, instead of highly concentrating carrot extract 20 to 30 times, it may only be concentrated 6 or 7 times. This allows the ingredient to be labelled as ‘carrot juice concentrate’ rather than a colour with an E number,” explained Saad.
This shift is especially relevant for brands looking to reduce additives and simplify ingredient lists. Beverage and confectionery companies in Australia and New Zealand are among those already incorporating such solutions.