Summary

Executive Summary

Azoth Analytics has released a research report titled “Global Flavor Masking Agent Market (2024 Edition)” which provides a complete analysis of the Global Flavor Masking Agent industry in terms of market segmentation By Type (Bitter, Sweet, Salt, Fat and Other Types), By Form (Liquid, Powder and Granules), By Application (Food and Beverages, Pharmaceuticals and Nutraceuticals) for the historical period of 2020-2023, the estimates of 2024 and the forecast period of 2025-2030.

The report analyses the Flavor Masking Agent Market by Region (Americas, Europe, Asia Pacific, Middle East & Africa) and 10 Countries (United States, Brazil, Canada, Germany, United Kingdom, France, China, India, Japan, and South Korea). The Global Flavor Masking Agent market showcased growth at a CAGR of 7.45% during 2020-2023. The market was valued at USD 249.26 Million in 2023 which is expected to reach USD 404.71 Million in 2030. The global flavor masking agent market is undergoing notable growth as industries, especially food and beverages, nutraceuticals, and pharmaceuticals, seek innovative solutions to improve product appeal. Flavor masking agents play a vital role by neutralizing unpleasant tastes, thereby enhancing the palatability of products with active ingredients, such as vitamins, proteins, and medications. This article delves into the dynamics of the flavor masking agent market, analyzing key trends, growth drivers, challenges, and future prospects.

Flavor masking agents play a vital role in improving the taste of functional products, making them more appealing without compromising their health benefits. For example, plant-based proteins, commonly used in functional foods and beverages, can have bitter or earthy flavors that are difficult for many consumers to tolerate. Masking agents help neutralize these tastes, ensuring that consumers get the benefits of these ingredients without the associated off-putting flavors. This is particularly important in beverages, where flavors are more noticeable due to the liquid form, and a smooth, enjoyable taste is essential for repeat purchases.

Additionally, flavor masking agents enable manufacturers to experiment with new formulations and ingredients to create innovative products. As the functional foods market grows, brands are expanding their offerings with fortified beverages, protein-enriched snacks, and nutrient-dense meal replacements, all of which often require masking to improve flavor. This makes flavor masking agents essential for brands to deliver products that meet consumers’ nutritional goals while maintaining an enjoyable taste.

Health and wellness trends have fueled the demand for nutraceuticals and functional foods, which often contain potent bioactive compounds with undesirable flavors. Ingredients such as proteins, vitamins, minerals, and botanical extracts can carry inherent bitterness or metallic tastes, making flavor masking agents crucial for improving product palatability. In response, manufacturers are increasingly investing in masking technologies to appeal to health-conscious consumers.

Additionally, regulatory pressures in regions such as North America and Europe are encouraging manufacturers to shift towards natural and clean-label solutions. Consumers in these markets have shown a willingness to pay a premium for products that are free from artificial flavors and preservatives, further driving demand for natural masking agents. In plant-based and alternative protein products, which are rapidly growing categories, clean-label masking agents are indispensable. Many plant-based proteins, like those derived from peas, hemp, and soy, have strong or bitter flavors that require masking to appeal to a broader consumer base.

The plant-based food revolution has introduced a surge of products containing proteins derived from soy, pea, and other plant sources. These proteins often bring bitter, beany, or earthy flavors, which consumers may find off-putting. With flavor masking agents, manufacturers can mitigate these natural tastes, making plant-based products more accessible to mainstream consumers. Additionally, protein supplements and high-protein snacks are gaining popularity across age groups, driving demand for effective masking agents in protein-enriched products.

The pharmaceutical sector has also identified flavor masking as a key area for improving patient compliance, especially among pediatric and geriatric populations who are often more sensitive to unpleasant tastes in medicines. As populations age globally, the demand for palatable pharmaceutical solutions is anticipated to rise, encouraging pharmaceutical companies to incorporate masking agents into their product formulations.


Furthermore, technological advancements in flavor masking have enabled manufacturers to address complex flavor profiles more effectively. Encapsulation techniques, microencapsulation, and emulsification technologies help in reducing the impact of undesirable tastes without compromising the stability of the active ingredients. Companies are also exploring natural masking agents, such as botanicals and fruit extracts, which align with consumer preferences for clean-label products.

Scope of the Report:

• The report analyses the Flavor Masking Agent Market by Value (USD Million).

• The report analyses the Flavor Masking Agent Market by Region (Americas, Europe, Asia Pacific, Middle East & Africa) and 10 Countries (United States, Brazil, Canada, Germany, United Kingdom, France, China, India, Japan and South Korea).

• The report presents the analysis of Flavor Masking Agent Market for the historical period of 2020-2023, the estimated year 2024 and the forecast period of 2025-2030.

• The report analyses the Flavor Masking Agent Market By Type (Bitter, Sweet, Salt, Fat and Other Types).

• The report analyses the Flavor Masking Agent Market By Form (Liquid, Powder and Granules).

• The report analyses the Flavor Masking Agent Market By Application (Food and Beverages, Pharmaceuticals and Nutraceuticals).

• The key insights of the report have been presented through the frameworks of SWOT and Porter’s Five Forces Analysis. Also, the attractiveness of the market has been presented by region, By Type, By Form & By Application.

• Also, the major opportunities, trends, drivers, and challenges of the industry has been analyzed in the report.

• The report tracks competitive developments, strategies, mergers and acquisitions and new product development. The companies analysed in the report are International Flavors & Fragrances Inc., Sensient Technologies Corporation, Symrise AG, DSM-Firmenich AG, DuPont de Nemours Inc.,Kerry Group PLC, Tate & Lyle PLC, Robertet Group, Archer-Daniels-Midland Co. and Carmi Flavor & Fragrance Co Inc.

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Table of Contents

Table of Content



1. Market Background

1.1 Scope and Product Outlook

1.2 Executive Summary

1.3 Research Methodology



2. Analyst Recommendations

2.1 Expand Product Portfolio for Emerging Markets

2.2 Enhance Digital Marketing and Consumer Engagement



3. Global Flavor Masking Agent Market: Historic and Forecast

3.1 Impact Analysis of Macro Economic Factors on Global Flavor Masking Agent Market

3.2 Global Flavor Masking Agent Market: Dashboard

3.3 Global Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

3.4 Global Flavor Masking Agent Market: Market Value Assessment

3.5 Global Flavor Masking Agent Market Segmentation: By Type

3.5.1 Global Flavor Masking Agent Market, By Type Overview

3.5.2 Global Flavor Masking Agent Market Attractiveness Index, By Type

3.5.3 Global Flavor Masking Agent Market Size, By Bitter, By Value, 2020H-2030F (USD Million & CAGR)

3.5.4 Global Flavor Masking Agent Market Size, By Sweet, By Value, 2020H-2030F (USD Million & CAGR)

3.5.5 Global Flavor Masking Agent Market Size, By Salt, By Value, 2020H-2030F (USD Million & CAGR)

3.5.6 Global Flavor Masking Agent Market Size, By Fat, By Value, 2020H-2030F (USD Million & CAGR)

3.5.7 Global Flavor Masking Agent Market Size, By Other Types, By Value, 2020H-2030F (USD Million & CAGR)

3.6 Global Flavor Masking Agent Market Segmentation: By Form

3.6.1 Global Flavor Masking Agent Market, By Form Overview

3.6.2 Global Flavor Masking Agent Market Attractiveness Index, By Form

3.6.3 Global Flavor Masking Agent Market Size, By Liquid, By Value, 2020H-2030F (USD Million & CAGR)

3.6.4 Global Flavor Masking Agent Market Size, By Powder, By Value, 2020H-2030F (USD Million & CAGR)

3.6.5 Global Flavor Masking Agent Market Size, By Granules, By Value, 2020H-2030F (USD Million & CAGR)

3.7 Global Flavor Masking Agent Market Segmentation: By Application

3.7.1 Global Flavor Masking Agent Market, By Application Overview

3.7.2 Global Flavor Masking Agent Market Attractiveness Index, By Application

3.7.3 Global Flavor Masking Agent Market Size, By Food and Beverages, By Value, 2020H-2030F (USD Million & CAGR)

3.7.4 Global Flavor Masking Agent Market Size, By Pharmaceuticals, By Value, 2020H-2030F (USD Million & CAGR)

3.7.5 Global Flavor Masking Agent Market Size, By Nutraceuticals, By Value, 2020H-2030F (USD Million & CAGR)



4. Global Flavor Masking Agent Market, Region Analysis

4.1 Regional Coverage of the Study

4.2 Regional Snapshot



5. Americas Flavor Masking Agent Market: Historic and Forecast

5.1 Americas Flavor Masking Agent Market: Snapshot

5.2 Americas Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

5.3 Americas Flavor Masking Agent Market: Market Value Assessment

5.4 Americas Flavor Masking Agent Market: Key Factors

5.5 Americas Flavor Masking Agent Market Segmentation: By Type

5.5.1 Americas Flavor Masking Agent Market, By Type Overview

5.5.2 Americas Flavor Masking Agent Market Size, By Bitter, By Value, 2020H-2030F (USD Million & CAGR)

5.5.3 Americas Flavor Masking Agent Market Size, By Sweet, By Value, 2020H-2030F (USD Million & CAGR)

5.5.4 Americas Flavor Masking Agent Market Size, By Salt, By Value, 2020H-2030F (USD Million & CAGR)

5.5.5 Americas Flavor Masking Agent Market Size, By Fat, By Value, 2020H-2030F (USD Million & CAGR)

5.5.6 Americas Flavor Masking Agent Market Size, By Other Types, By Value, 2020H-2030F (USD Million & CAGR)

5.6 Americas Flavor Masking Agent Market Segmentation: By Form

5.6.1 Americas Flavor Masking Agent Market, By Form Overview

5.6.2 Americas Flavor Masking Agent Market Size, By Liquid, By Value, 2020H-2030F (USD Million & CAGR)

5.6.3 Americas Flavor Masking Agent Market Size, By Powder, By Value, 2020H-2030F (USD Million & CAGR)

5.6.4 Americas Flavor Masking Agent Market Size, By Granules, By Value, 2020H-2030F (USD Million & CAGR)

5.7 Americas Flavor Masking Agent Market Segmentation: By Application

5.7.1 Americas Flavor Masking Agent Market, By Application Overview

5.7.2 Americas Flavor Masking Agent Market Size, By Food and Beverages, By Value, 2020H-2030F (USD Million & CAGR)

5.7.3 Americas Flavor Masking Agent Market Size, By Pharmaceuticals, By Value, 2020H-2030F (USD Million & CAGR)

5.7.4 Americas Flavor Masking Agent Market Size, By Nutraceuticals, By Value, 2020H-2030F (USD Million & CAGR)

5.8 Americas Flavor Masking Agent Market Segmentation: By Country

5.8.1 Americas Flavor Masking Agent Market, By Country Overview

5.8.2 United States Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

5.8.2.1 United States Flavor Masking Agent Market, By Type

5.8.2.2 United States Flavor Masking Agent Market, By Form

5.8.2.3 United States Flavor Masking Agent Market, By Application

5.8.3 Brazil Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

5.8.3.1 Brazil Flavor Masking Agent Market, By Type

5.8.3.2 Brazil Flavor Masking Agent Market, By Form

5.8.3.3 Brazil Flavor Masking Agent Market, By Application

5.8.4 Canada Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

5.8.4.1 Canada Flavor Masking Agent Market, By Type

5.8.4.2 Canada Flavor Masking Agent Market, By Form

5.8.4.3 Canada Flavor Masking Agent Market, By Application

5.8.5 Rest of Americas Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

5.8.5.1 Rest of Americas Flavor Masking Agent Market, By Type

5.8.5.2 Rest of Americas Flavor Masking Agent Market, By Form

5.8.5.3 Rest of Americas Flavor Masking Agent Market, By Application



6. Europe Flavor Masking Agent Market: Historic and Forecast

6.1 Europe Flavor Masking Agent Market: Snapshot

6.2 Europe Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

6.3 Europe Flavor Masking Agent Market: Market Value Assessment

6.4 Europe Flavor Masking Agent Market: Key Factors

6.5 Europe Flavor Masking Agent Market Segmentation: By Type

6.5.1 Europe Flavor Masking Agent Market, By Type Overview

6.5.2 Europe Flavor Masking Agent Market Size, By Bitter, By Value, 2020H-2030F (USD Million & CAGR)

6.5.3 Europe Flavor Masking Agent Market Size, By Sweet, By Value, 2020H-2030F (USD Million & CAGR)

6.5.4 Europe Flavor Masking Agent Market Size, By Salt, By Value, 2020H-2030F (USD Million & CAGR)

6.5.5 Europe Flavor Masking Agent Market Size, By Fat, By Value, 2020H-2030F (USD Million & CAGR)

6.5.6 Europe Flavor Masking Agent Market Size, By Other Types, By Value, 2020H-2030F (USD Million & CAGR)

6.6 Europe Flavor Masking Agent Market Segmentation: By Form

6.6.1 Europe Flavor Masking Agent Market, By Form Overview

6.6.2 Europe Flavor Masking Agent Market Size, By Liquid, By Value, 2020H-2030F (USD Million & CAGR)

6.6.3 Europe Flavor Masking Agent Market Size, By Powder, By Value, 2020H-2030F (USD Million & CAGR)

6.6.4 Europe Flavor Masking Agent Market Size, By Granules, By Value, 2020H-2030F (USD Million & CAGR)

6.7 Europe Flavor Masking Agent Market Segmentation: By Application

6.7.1 Europe Flavor Masking Agent Market, By Application Overview

6.7.2 Europe Flavor Masking Agent Market Size, By Food and Beverages, By Value, 2020H-2030F (USD Million & CAGR)

6.7.3 Europe Flavor Masking Agent Market Size, By Pharmaceuticals, By Value, 2020H-2030F (USD Million & CAGR)

6.7.4 Europe Flavor Masking Agent Market Size, By Nutraceuticals, By Value, 2020H-2030F (USD Million & CAGR)

6.8 Europe Flavor Masking Agent Market Segmentation: By Country

6.8.1 Europe Flavor Masking Agent Market, by Country Overview

6.8.2 Germany Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

6.8.2.1 Germany Flavor Masking Agent Market, By Type

6.8.2.2 Germany Flavor Masking Agent Market, By Form

6.8.2.3 Germany Flavor Masking Agent Market, By Application

6.8.3 United Kingdom Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

6.8.3.1 United Kingdom Flavor Masking Agent Market, By Type

6.8.3.2 United Kingdom Flavor Masking Agent Market, By Form

6.8.3.3 United Kingdom Flavor Masking Agent Market, By Application

6.8.4 France Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

6.8.4.1 France Flavor Masking Agent Market, By Type

6.8.4.2 France Flavor Masking Agent Market, By Form

6.8.4.3 France Flavor Masking Agent Market, By Application

6.8.5 Rest of Europe Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

6.8.5.1 Rest of Europe Flavor Masking Agent Market, By Type

6.8.5.2 Rest of Europe Flavor Masking Agent Market, By Form

6.8.5.3 Rest of Europe Flavor Masking Agent Market, By Application



7. Asia Pacific Flavor Masking Agent Market: Historic and Forecast

7.1 Asia Pacific Flavor Masking Agent Market: Snapshot

7.2 Asia Pacific Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

7.3 Asia Pacific Flavor Masking Agent Market: Market Value Assessment

7.4 Asia Pacific Flavor Masking Agent Market: Key Factors

7.5 Asia Pacific Flavor Masking Agent Market Segmentation: By Type

7.5.1 Asia Pacific Flavor Masking Agent Market, By Type Overview

7.5.2 Asia Pacific Flavor Masking Agent Market Size, By Bitter, By Value, 2020H-2030F (USD Million & CAGR)

7.5.3 Asia Pacific Flavor Masking Agent Market Size, By Sweet, By Value, 2020H-2030F (USD Million & CAGR)

7.5.4 Asia Pacific Flavor Masking Agent Market Size, By Salt, By Value, 2020H-2030F (USD Million & CAGR)

7.5.5 Asia Pacific Flavor Masking Agent Market Size, By Fat, By Value, 2020H-2030F (USD Million & CAGR)

7.5.6 Asia Pacific Flavor Masking Agent Market Size, By Other Types, By Value, 2020H-2030F (USD Million & CAGR)

7.6 Asia Pacific Flavor Masking Agent Market Segmentation: By Form

7.6.1 Asia Pacific Flavor Masking Agent Market, By Form Overview

7.6.2 Asia Pacific Flavor Masking Agent Market Size, By Liquid, By Value, 2020H-2030F (USD Million & CAGR)

7.6.3 Asia Pacific Flavor Masking Agent Market Size, By Powder, By Value, 2020H-2030F (USD Million & CAGR)

7.6.4 Asia Pacific Flavor Masking Agent Market Size, By Granules, By Value, 2020H-2030F (USD Million & CAGR)

7.7 Asia Pacific Flavor Masking Agent Market Segmentation: By Application

7.7.1 Asia Pacific Flavor Masking Agent Market, By Application Overview

7.7.2 Asia Pacific Flavor Masking Agent Market Size, By Food and Beverages, By Value, 2020H-2030F (USD Million & CAGR)

7.7.3 Asia Pacific Flavor Masking Agent Market Size, By Pharmaceuticals, By Value, 2020H-2030F (USD Million & CAGR)

7.7.4 Asia Pacific Flavor Masking Agent Market Size, By Nutraceuticals, By Value, 2020H-2030F (USD Million & CAGR)

7.8 Asia Pacific Flavor Masking Agent Market Segmentation: By Country

7.8.1 Asia Pacific Flavor Masking Agent Market, by Country Overview

7.8.2 China Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

7.8.2.1 China Flavor Masking Agent Market, By Type

7.8.2.2 China Flavor Masking Agent Market, By Form

7.8.2.3 China Flavor Masking Agent Market, By Application

7.8.3 India Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

7.8.3.1 India Flavor Masking Agent Market, By Type

7.8.3.2 India Flavor Masking Agent Market, By Form

7.8.3.3 India Flavor Masking Agent Market, By Application

7.8.4 Japan Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

7.8.4.1 Japan Flavor Masking Agent Market, By Type

7.8.4.2 Japan Flavor Masking Agent Market, By Form

7.8.4.3 Japan Flavor Masking Agent Market, By Application

7.8.5 South Korea Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

7.8.5.1 South Korea Flavor Masking Agent Market, By Type

7.8.5.2 South Korea Flavor Masking Agent Market, By Form

7.8.5.3 South Korea Flavor Masking Agent Market, By Application

7.8.6 Rest of Asia Pacific Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

7.8.6.1 Rest of Asia Pacific Flavor Masking Agent Market, By Type

7.8.6.2 Rest of Asia Pacific Flavor Masking Agent Market, By Form

7.8.6.3 Rest of Asia Pacific Flavor Masking Agent Market, By Application



8. Middle East & Africa Flavor Masking Agent Market: Historic and Forecast

8.1 Middle East & Africa Flavor Masking Agent Market: Snapshot

8.2 Middle East & Africa Flavor Masking Agent Market: Market Size and CAGR, 2020-2030 (USD Million & CAGR)

8.3 Middle East & Africa Flavor Masking Agent Market: Market Value Assessment

8.4 Middle East & Africa Flavor Masking Agent Market: Key Factors

8.5 Middle East & Africa Flavor Masking Agent Market Segmentation: By Type

8.5.1 Middle East & Africa Flavor Masking Agent Market, By Type Overview

8.5.2 Middle East & Africa Flavor Masking Agent Market Size, By Bitter, By Value, 2020H-2030F (USD Million & CAGR)

8.5.3 Middle East & Africa Flavor Masking Agent Market Size, By Sweet, By Value, 2020H-2030F (USD Million & CAGR)

8.5.4 Middle East & Africa Flavor Masking Agent Market Size, By Salt, By Value, 2020H-2030F (USD Million & CAGR)

8.5.5 Middle East & Africa Flavor Masking Agent Market Size, By Fat, By Value, 2020H-2030F (USD Million & CAGR)

8.5.6 Middle East & Africa Flavor Masking Agent Market Size, By Other Types, By Value, 2020H-2030F (USD Million & CAGR)

8.6 Middle East & Africa Flavor Masking Agent Market Segmentation: By Form

8.6.1 Middle East & Africa Flavor Masking Agent Market, By Form Overview

8.6.2 Middle East & Africa Flavor Masking Agent Market Size, By Liquid, By Value, 2020H-2030F (USD Million & CAGR)

8.6.3 Middle East & Africa Flavor Masking Agent Market Size, By Powder, By Value, 2020H-2030F (USD Million & CAGR)

8.6.4 Middle East & Africa Flavor Masking Agent Market Size, By Granules, By Value, 2020H-2030F (USD Million & CAGR)

8.7 Middle East & Africa Flavor Masking Agent Market Segmentation: By Application

8.7.1 Middle East & Africa Flavor Masking Agent Market, By Application Overview

8.7.2 Middle East & Africa Flavor Masking Agent Market Size, By Food and Beverages, By Value, 2020H-2030F (USD Million & CAGR)

8.7.3 Middle East & Africa Flavor Masking Agent Market Size, By Pharmaceuticals, By Value, 2020H-2030F (USD Million & CAGR)

8.7.4 Middle East & Africa Flavor Masking Agent Market Size, By Nutraceuticals, By Value, 2020H-2030F (USD Million & CAGR)



9. Market Dynamics

9.1 Impact assessment of Market Dynamics on Flavor Masking Agent Market

9.2 Drivers

9.3 Restraints

9.4 Trends



10. Industry Ecosystem Analysis

10.1 Porter Analysis



11. Competitive Positioning

11.1 Companies’ Product Positioning

11.2 Market Position Matrix

11.3 Market Share Analysis of Flavor Masking Agent Market

11.4 Company Profiles

11.4.1 International Flavors & Fragrances Inc.

11.4.2 Sensient Technologies Corporation

11.4.3 Symrise AG

11.4.4 DSM-Firmenich AG

11.4.5 DuPont de Nemours Inc.

11.4.6 Kerry Group PLC

11.4.7 Tate & Lyle PLC

11.4.8 Robertet Group

11.4.9 Archer-Daniels-Midland Co.

11.4.10 Carmi Flavor & Fragrance Co Inc.



12. About Us & Disclaimer