Bitterness Suppressors Market Size, Share & Industry Analysis, By Type (Natural, Synthetic), By Form (Liquid, Powder), By Application (Food, Beverages, Dietary Supplements, Pharmaceuticals) And Regional Forecast, 2024-2032

The increasing awareness of the risk of lifestyle-related health conditions such as obesity, hypertension and diabetes has resulted in the increased demand for healthful and functional products to maintain health and wellness. Dietary supplements are gaining importance to improve certain functions of the body. Functional foods, herbal supplements, drugs contain active ingredients which impart bitter taste to the product. Ingredients & substances used to mask bitter and unpleasant tastes of these products are bitterness suppressors. Various bitterness suppressors include sugar substitutes, flavours, and salts.

Several oral pharmaceuticals contain bitter-tasting components causing low patient compliance. Efficient taste-masking agents improve the palatability of drugs. Various technological advancements such as coating, microencapsulation, adsorption, and granulation that mask the bitter taste and improve dosage characteristics for good patient compliance fuel the growth of the market.  The increasing demand for organic, natural, plant-based products is expected to drive the market growth in foreseeable years.

The growing demand for dietary supplements, functional foods and pharmaceuticals to maintain & improve health and cure diseases is primarily driving the growth of the bitterness suppressors market. There is an emerging trend of on-the-go nutrition and healthy hydration which has increased the demand for functional food and beverages, ultimately fuelling the growth of bitterness suppressors market. The rising prevalence of lifestyle-related health conditions and other diseases has increased the demand for dietary supplements and pharmaceuticals. Consumers nowadays look for nutrient-enriched products that are also indulgent and delicious. The growing popularity of flavoured beverages is expected to drive the market growth in foreseeable years.

Key Market Driver -

Rising Demand for Dietary Supplements & Functional Foods

Key Market Restraint -

Processing-related Challenges Faced in Bitterness Masking

In recent years, the utilization of bitterness suppressors has increased due to the growing interest in health as well as indulgent products. The challenges faced maintaining the stability of ingredients post-incorporation of bitterness suppressing agents acts as a key restraint for the growth of the market. Difficulties related to encapsulation, coating and emulsification of these agents are expected to impede the growth of the market.

Key Players Covered:

Koninklijke DSM N.V., Dohler GmbH, Symrise AG, Givaudan S.A., Kerry Group Plc., Carmi Flavour & Fragrance Co., Inc., Firmenich S.A., International Flavours & Fragrances, Ingredion, Inc. and Sensient Technologies are the key players operating in the global bitterness suppressors market.

Natural bitterness suppressors are expected to exhibit robust sales performance owing to the rising popularity of natural products. Naturally flavours, salts and other agents are perceived to be safer and healthier. These agents find extensive applications in functional food & beverages as they fit perfectly with all the health claims and mask the unpleasant taste of functional ingredients present in the products.

The powdered form is expected to witness promising growth due to its easy storage and transportation. Powders blend well with all forms to efficiently mask unpleasant tastes. The higher shelf life of powdered agents as compared to liquid agents is expected to fuel the demand for powdered bitter suppressors in the food & pharmaceutical industries.

Beverages are projected to witness strong growth owing to their wider application spectrum. The increasing demand for functional beverages to maintain overall health & wellness is expected to contribute to the promising growth of the segment. Functional snacks are emerging as mainstream products attributed to the increasing interest in on-the-go nutrition. The increasing investment in the development of indulgent dietary supplements is expected to contribute to the market growth in forthcoming years. 

Regional Analysis:

North America is projected to exhibit substantial growth due to the rising popularity of functional foods & beverages owing to their health benefits. The growing demand for better-tasting herbal supplements that enhance health fuels the market growth in the region. The emerging trend of healthy hydration and on-the-go nutrition is expected to propel the growth of the market in foreseeable years.

Europe is expected to witness promising growth owing to the rising interest in plant-based dietary supplements to reduce the risk of lifestyle-related health conditions. The trend of consuming natural and organic drives the demand for natural taste modulators. The growing popularity of herbal teas, plant-extracts and nutrient-enriched beverages is projected to fuel the market growth in the region. Asia Pacific is expected to witness substantial growth of the market due to the flourishing nutraceutical industry in the region. The growing millennial population drives the demand for energy drinks, carbonated beverages and functional beverages in the region. Increasing discretionary incomes of consumers in developing economies such as India and China is expected to contribute to wellness products such as functional foods and dietary supplements.

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Segmentation

Key Industry Developments

• In June 2020, Kerry Group Plc launched a flavour modulator range, TasteSweet which is suitable for taste masking in organic food and beverages. The product is 100% natural.


• In October 2017, Sensient Technologies launched a range of taste modulation and protein masking solutions for various bakery, dairy and beverage applications