July 22, 2024 – The food and beverage industry in Asia is dynamic and steadily changing to meet consumer needs and desires. From rising demand for sustainable products to an increased focus on healthy consumption, we provide a comprehensive overview of the Asian market.
Innova’s 360 research into food trends helps to analyze consumer preferences and market trends across Asia, uncovering which of the top ten trends are most noticeable within the Asian market. Seven of our Top 10 Trends of 2024 will be discussed in relation to the Asian food market; “Ingredients: Taking the Spotlight,” “Nurturing Nature,” Prioritizing Prevention,” “Plant-Based: The Rise of Applied Offerings,” “Local Goes Global,” “Home Kitchen Heroes,” and “Indulging in Health.”
Top Ingredient Food Trend
The Asian food and beverage industry is putting a spotlight on specific ingredients that meet the demands of consumers for health, indulgence and sustainability. Innova’s top trend, “Ingredients: Taking the Spotlight,” reflects this, as brands highlight star ingredients in their products to drive consumer interest.
44% of consumers in Asia always look at ingredients of interest on product packaging. They are increasingly seeking products rich in protein, vitamins, minerals, and fiber. This is driven by rising awareness of the health benefits of these ingredients.
This desire for nutrient packed star ingredients in Asia is prompting growth in usage of specific foods. For instance, food trends in Asia research reveals that chickpea is an ingredient experiencing rapid growth, with a 24% average annual growth rate in ready meals and side dishes category launches across Asia. They are also combined with more variants, such as pea protein, golden flaxseed, and great northern beans, in products to meet the desires of health-conscious consumers.
Top Nature Food Trend
Consumers in Asia are reflecting the food and beverage trend, ‘Nurturing Nature,’ by demanding brands to expand their responsibilities beyond sustainability and take necessary actions for nature protection. They are prioritizing brands and companies that support environmental and social causes. In fact, most consumers in Asia consider nature protection to be the most important brand activity to support environmental and social causes.
72% of consumers in Asia pay attention to nature protection-related claims in food and beverage packaging. They prioritize claims related to reducing waste, reducing water pollution, and protecting forests. For instance, Fazer’s snack bar highlights its usage one of the world’s most sustainable proteins grown with CO2 and electricity, and The Superfood Grocer’s plant-based chick’n chunks display claims related to reduced water pollution.
Top Prevention Food Trend
‘Prioritizing Prevention’ is one of the leading food trends in Asia, fueled by consumers taking positive action to prevent health concerns before they arise. Nearly 39% of consumers in Asia claim to be proactive in preventing health issues, driving them to choose products that meet their personal well-being needs.
In China and India, heart health and weight management are the top physical health concerns for consumers, while in Indonesia, energy and stamina, and immune health are prioritized. This trend is evident in the rising product launches featuring immune health and energy claims in Asia over the past three years.
Food trends in Asia research indicates that consumers are interested in healthy aging as part of a new era of holistic well-being. More than 1 in 2 consumers in Asia prioritize improving sleep patterns as the most important step for healthy aging. Brands are capitalizing on this trend by expanding their health-focused offerings and focusing their communication on prevention and holistic health for consumers.
Top Plant-Based Food Trend
In Asia, the food and beverage trend ‘Plant-Based: The Rise of Applied Offerings’ is gaining popularity, driven by consumer demand for familiar and recognizable options. Consumers are increasingly looking for plant-based products while still seeking familiarity and clarity. This trend is visible in the rising preference for plant-based versions of traditional dishes and familiar formats, offering both comfort and ease.
Food trends in Asia research displays emerging categories in the plant-based field, which include alcoholic beverages, bakery, and dairy. 73% of consumers in Asia prioritize familiar taste and flavor when buying plant-based products. Brands like PlantEat and Oatside are launching products to cater to this evolving demand, ensuring their offerings resonate with consumers’ taste preferences.
Local Goes Global Food Trend
2 in 3 consumers in Asia are open to trying new global cuisines, with a strong preference for products highlighting locally sourced ingredients. This ‘Local Goes Global’ trend in Asia highlights the rising interest in diverse culinary experiences that blend local authenticity with global influences.
Over the past three years, there has been a 23% rise in Mediterranean flavor product launches across the region. Young consumers emphasize the importance of trying new and exotic flavors, driving brands to blend local flavor fusions in international dishes as it brings more vitality. Over 7 in 10 Asian consumers believe local communities need to become more self-sufficient to make global tastes more easily available. Brands like Arla support this trend by backing the Indonesian dairy development project to launch the first-ever locally produced organic cheese.
Top Home Cooking Trend
In Asia, there is a shift towards home dining to manage food expenditures. Value for money, health benefits, and social aspects are the top aspects for consumers in Asia when consuming food and beverages.
Cooking at home gives consumers the opportunity to experiment with flavors, explore global cuisines, and use local ingredients. Many are making their home an exciting venue for social occasions and are willing to pay more for consumption at home. Food trends in Asia research indicates that consumers in Asia are becoming “Home Kitchen Heroes” by embracing higher-quality foods and ingredients in their home cooking.
Top Health-Conscious Indulgence Food Trend
Consumers in Asia are increasingly prioritizing their health. With 2 in 3 Asian consumers willing to compromise on indulgence for healthier food choices, brands are developing products that combine indulgence with added health benefits. The ‘Indulging in Health’ trend displays how brands are embracing this shift, offering comforting treats with nutritional value.
Cakes, pastries, and sweet goods hold an interesting place in the Asian market. It is the top category, followed by chocolate, desserts, and ice cream, where consumers are seeking healthier versions. No additives or preservatives, source of fiber, and gluten free are all claims’ consumers look for in indulgent categories. Overall, this trend reflects a growing demand for indulgent foods that align with health goals.
What’s Next in Food Trends in Asia?
Health is a major driver of food trends in Asia, with a strong emphasis on sustainability and environmental protection. Brands can capitalize on this by highlighting nature protection-related claims in their food and beverage packaging to convey their commitment to the environment.
Despite the emphasis on health, quality and taste remain significant factors for Asian consumers. This creates potential opportunities for brands to create healthier and more indulgent options while maintaining taste and quality. Additionally, they can also emphasize the benefits of ingredients that promote well-being.
The rising preference for home dining underscores the need for convenient kitchen solutions and innovative flavors. Brands can leverage this trend by offering easy-to-prepare products that cater to flavor experimentation. Moreover, emphasizing local ingredient sourcing on packaging is likely to resonate with consumers in Asia.
Brands that continue to blend health benefits, taste, and sustainability are likely to lead in the evolving Asian food and beverage industry.
This article is based on our report, “Top Trends 2024: Asia
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