"Market Intelligence that Adds Flavour to Your Success"

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

Region : Global | Report ID: FBI104324 | Status : Ongoing



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.

To gain extensive insights into the market, Request for Customization




By Type

  • Natural

  • Synthetic

By Form

  • Liquid

  • Powder

By Application

  • Food

  • Beverages

  • Dietary Supplements

  • Pharmaceuticals

By Geography

  • North America (U.S., Canada, and Mexico)

  • Europe (Germany, France, Italy, Spain, U.K., Russia, and Rest of Europe)

  • Asia Pacific (China, India, Japan, Australia, and Rest of Asia Pacific)

  • South America (Brazil, Argentina, and Rest of South America)

  • Middle East & Africa (South Africa, UAE, and Rest of ME&A)

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

  • Ongoing
  • 2023
  • 2019-2022


  • $4850

Personalize this Research

  • Granular Research on Specified Regions or Segments
  • Companies Profiled based on User Requirement
  • Broader Insights Pertaining to a Specific Segment or Region
  • Breaking Down Competitive Landscape as per Your Requirement
  • Other Specific Requirement on Customization
Request Customization Banner

Food & Beverages Clients


Client Testimonials

“This report is really well done and we really appreciate it! Again, I may have questions as we dig in deeper. Thanks again for some really good work.”

- U.S.-based biotechnology company focussing on treatment of chronic pain.

“Kudos to your team. Thank you very much for your support and agility to answer our questions.”

- Europe-based provider of solutions to automate data centre operations.

“We appreciate you and your team taking out time to share the report and data file with us, and we are grateful for the flexibility provided to modify the document as per request. This does help us in our business decision making. We would be pleased to work with you again, and hope to continue our business relationship long into the future.”

- India-based manufacturer of industrial and specialty intermediates with a strong global presence.

“I want to first congratulate you on the great work done on the Medical Platforms project. Thank you so much for all your efforts.”

- One of the largest cosmetics company in the world.

“Thank you very much. I really appreciate the work your team has done. I feel very comfortable recommending your services to some of the other startups that I’m working with, and will likely establish a good long partnership with you.”

- U.S. based startup operating in the cultivated meat market.

“We received the below report on the U.S. market from you. We were very satisfied with the report.”

- Global hearing aids manufacturer.

“I just finished my first pass-through of the report. Great work! Thank you!”

- U.S. based solar racking solutions provider.

“Thanks again for the great work on our last partnership. We are ramping up a new project to understand the imaging and imaging service and distribution market in the U.S.”

- World’s leading advisory firm.

“We feel positive about the results. Based on the presented results, we will do strategic review of this new information and might commission a detailed study on some of the modules included in the report after end of the year. Overall we are very satisfied and please pass on the praise to the team. Thank you for the co-operation!”

- Germany based machine construction company.

“Thank you very much for the very good report. I have another requirement on cutting tools, paper crafts and decorative items.”

- Japanese manufacturing company of stationery products.

“We are happy with the professionalism of your in-house research team as well as the quality of your research reports. Looking forward to work together on similar projects”

- One of the Leading Food Companies in Germany

“We appreciate the teamwork and efficiency for such an exhaustive and comprehensive report. The data offered to us was exactly what we were looking for. Thank you!”

- Intuitive Surgical

“I recommend Fortune Business Insights for their honesty and flexibility. Not only that they were very responsive and dealt with all my questions very quickly but they also responded honestly and flexibly to the detailed requests from us in preparing the research report. We value them as a research company worthy of building long-term relationships.”

- Major Food Company in Japan

“Well done Fortune Business Insights! The report covered all the points and was very detailed. Looking forward to work together in the future”

- Ziering Medical

“It has been a delightful experience working with you guys. Thank you Fortune Business Insights for your efforts and prompt response”

- Major Manufacturer of Precision Machine Parts in India

“I had a great experience working with Fortune Business Insights. The report was very accurate and as per my requirements. Very satisfied with the overall report as it has helped me to build strategies for my business”

- Hewlett-Packard

“This is regarding the recent report I bought from Fortune Business insights. Remarkable job and great efforts by your research team. I would also like to thank the back end team for offering a continuous support and stitching together a report that is so comprehensive and exhaustive”

- Global Management Consulting Firm

“Please pass on our sincere thanks to the whole team at Fortune Business Insights. This is a very good piece of work and will be very helpful to us going forward. We know where we will be getting business intelligence from in the future.”

- UK-based Start-up in the Medical Devices Sector

“Thank you for sending the market report and data. It looks quite comprehensive and the data is exactly what I was looking for. I appreciate the timeliness and responsiveness of you and your team.”

- One of the Largest Companies in the Defence Industry
We use cookies to enhance your experience. By continuing to visit this site you agree to our use of cookies . Privacy.