Regional consumer trend updates-Asia Pacific

Regional consumer trend updates: Asia Pacific

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Contents Proactive living: Consumers in Asia Pacific are re-evaluating their health in the wake of COVID-19 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Safe and secure: Risk averse consumers want reassurance over product safety . . . . . . . . 6 Rediscovering health: Consumers in Asia Pacific are looking to boost their immune system through functional products . . . . . . . . . . . . . . . . . . . . . . . . . 8 The power of plants: Consumers are turning to plant-based alternatives as they look to reduce their intake of animal produce . . . . . . . . . . . . . . . . . . . . .

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Better for you, not best for you: Consumers want better-for-you alternatives that offer taste and nutrition at the same time . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Natural blueprint: Consumers want reassurance that ingredients are real and authentic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Taste first, think second: Consumers want products that challenge their sensory perceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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The earth is clear: Consumers are concerned about the state of the environment, something which is impacting on their dietary habits . . . . . . . . . . . . . .

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Menu for me: Consumers want personalised products that address their specific health needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Eating out, dining in: Consumers want to see innovation in the foodservice sector . . . . . . 22 Key takeaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

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This report examines FMCG Gurus Top Ten Trends for 2021 and how they are influencing consumer attitudes and behaviour in Asia Pacific

insights.figlobal.com Regional consumer trend updates: Asia Pacific | 3

Proactive living: Consumers in Asia Pacific are re-evaluating their health in the wake of COVID-19 Over the last couple of decades, the health and wellness of consumers in Asia Pacific have been significantly impacted by a variety of issues, such as the westernisation of diets and increased industrialisation. This is something that has resulted in more consumers suffering from lifestyle-related health issues such as obesity, due to behavioural traits such as increased snacking and non-essential consumption occasions for indulgence purposes. Industrialisation, combined with inactive lifestyles and digital dependency, is something that is having an adverse effect on the immune system, with consumers questioning their vulnerability to disease and illness.

Concerns about long-term health are something that have intensified in the region as a result of COVID-19.

Indeed, consumers want to stay fit and active until as late in life as possible, while at the same time, recognise that their diets and lifestyles are something that could increase the risk of immediate and longterm health problems. Despite the pandemic being relatively under control in Asia Pacific compared to western societies, FMCG Gurus’ research shows that consumers in the region have fundamentally changed their attitudes to health as a result of the pandemic.

Over the next twelve months, consumers will look to improve their dietary habits. This will be done by looking to maximise their intake of ingredients associated with offering a convenient health boost, whilst at the same time looking to avoid or eliminate ingredients, food, and drink from diets that are associated with being detrimental to health. In addition to this, consumers will also look to improve a variety of health areas – both physical and cognitive. This is because consumers recognise that all aspects of health are interlinked and impact on each other. Moreover, they also recognise that mental wellbeing related issues, such as stress and anxiety as well as poor sleep health, can also impact on health and wellbeing beyond influencing mood and energy levels.

Consumers can often struggle to stick to dietary plans in the long-term. As such, they will want betterfor-you products that are not associated with compromise, from a taste, convenience, or affordability perspective.

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Proportion of consumers who say that they have become more conscious about their health as a result of COVID-19 (February 2021) 80% 67%

63% 55%

55%

Australia

China

Indonesia

Japan

South Korea

58%

Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Areas of health that global consumers would like to improve over the next twelve months, Asia-Pacific (2020)

Source: Personalised nutrition survey, Q3 2020 (10,000 respondents)

Regional consumer trend updates: Asia Pacific | 5

Safe and secure: Risk averse consumers want reassurance over product safety The implications of COVID-19 have been long-lasting and wide ranging, resulting in consumers questioning aspects of their lifestyle that they may previously have taken for granted. For instance, consumers are more conscious than ever about the spread of germs, viruses, and disease. They are also questioning if aspects of their lives may make them more vulnerable to illness, something that will have been exacerbated by media stories on issues claiming that imported food could potentially be a way in which COVID-19 is spread.

As a result, consumers want more information than ever before on the products they purchase. Consumers are seeking information on the origin of products, how they have been formulated, and how they have been distributed. They also want reassurance over the safety of packaging. This is driving demand for localised products, as well as artisan products that are associated with maximum quality. Consumers can also demonstrate distrust for products from certain countries that they associate with poorer hygiene practices. This means that, more so than ever before, brands must provide information to consumers on the story behind the products they purchase.

Consumers want safety reassurances

53%

of Asia-Pacific consumers say that they have been more attentive to the country of origin of products in the last twelve months (2021)

61%

of Asia-Pacific consumers say that they are now more attentive to locality claims when buying products (2021) Source: COVID-19 survey, Q1 2021 (9,000 respondents)

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64%

of Asia-Pacific consumers say that they have changed their attitudes towards packaging in the last twelve months (2021)

52%

of Asia-Pacific consumers say that they now want more reassurance about the safe handling of products (2021)

Although the state of the economy in Asia Pacific (at the time of writing) is arguably in a stronger position than in western societies, it doesn’t mean consumers have not been impacted financially by the virus.

Nor does it mean that they are not demonstrating pessimism over the economic outlook. Consumers are becoming more value conscious and are shopping around to get the best possible deal for their money.

Therefore, it is crucial that brands are deemed to be transparent, responsive, and empathetic to the need states of consumers.

It must be stated that despite a fall in confidence over finance, consumers in Asia Pacific are not simply searching for the cheapest priced products possible. In some instances, they will still be willing to trade-up.

Instead, consumers are adopting a form of hi/low consumerism where they look to save money on certain product categories to justify spending more elsewhere. The willingness to trade-up on products will be based on how reassured consumers feel about the safety and value of the product.

along the whole of the supply chain

50%

47%

of Asia-Pacific consumers say they are now more conscious about other shoppers handling products in-store (2021)

of Asia-Pacific consumers say that they are now trying to save money on their food and drink bills over fear of a recession (2021)

73%

11%

of Asia-Pacific consumers say that they are now more willing to shop online compared to twelve months earlier (2021)

of Asia-Pacific consumers say that they are switching between retailers in order to save money (2021) Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Regional consumer trend updates: Asia Pacific | 7

Rediscovering health: Consumers in Asia Pacific are looking to boost their immune system through functional products Over the last twelve months, there has been a decline in confidence towards immune health in Asia Pacific. This decline in confidence and increased consciousness is something that is not just restricted to consumers associated with more vulnerable demographic groups – such as senior citizens and those with underlying health problems – but instead, society overall. This has been driven, in part, by consumers being concerned that current diets and lifestyles are not as healthy as they should be, something that increases the risk of health problems later in life As a result of this, consumers are taking active steps to try and improve their immune systems. Consumers are doing this even if they are not suffering from any specific health problems, highlighting how consumers are taking a prevention-over-cure approach to health. One of the reasons for this is that consumers are making the link between good immune health and good health and wellbeing overall. When looking to improve their immune system, consumers are looking to improve their diets. This is resulting in consumers taking a greater interest in different ingredients and seeking out functional and fortified products that are associated with offering a health boost beyond basic nutrition.

When seeking out functional products and ingredients, consumers in Asia Pacific are more likely to turn to food and drink products compared to nutritional supplements. This is because food and drink are associated with being tastier and easier to incorporate into daily diets. In comparison, consumers can often have a variety of concerns over nutritional supplements, such as ease of digestion, risk of side-effects, ingredients used in formulation, and risk of addiction. This means that the nutritional supplement market needs to do more to reassure consumers about the safety of products.

In addition, it is also important that any functional claims made by brands in relation to immune health are seen to be transparent and credible, and not exaggerated in order to capitalise on consumers becoming more worried about their immunity.

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Proportion of consumers who say that they have become more conscious about their immune health as a result of COVID-19 (February 2021)

80% 64%

61%

66%

61%

55%

Australia

China

Indonesia

Japan

South Korea

Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Proportion of consumers who say that they have become more conscious about the importance of trying to prevent health problems occurring as a result of COVID-19 (February 2021) 74%

72%

69%

68%

58% 51%

Australia

China

Indonesia

Japan

South Korea

Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Regional consumer trend updates: Asia Pacific | 9

The power of plants: Consumers are turning to plant-based alternatives as they look to reduce their intake of animal produce Across Asia Pacific, a growing proportion of consumers are actively looking to eliminate their intake of meat and dairy. This is because consumers are becoming more conscious about how healthy and environmentally friendly their diets are. As a result, the popularity of meat analogues and plant substitutes are growing in the region.

Consumers can be conscious about the environmental implications of cattle farming, such as the amount of greenhouse gas that is created, and in the wake of COVID-19, consumers have also become more conscious about animal welfare issues. In addition, consumers can also question the healthiness of animal produce. For example, excessive meat intake is associated with health problems such as hypertension, whilst dairy is associated with being high in dietary evils such as fat and sugar. As a result, consumers are actively looking to substitute certain food and drinks with plant-based alternatives that are deemed to be better for them as well as the wider environment.

It must be remembered that consumers can often struggle to stick to better-for-you dietary plans in the long-term. This explains why the prevalence rate of diet-related health problems continue to rise in the region, despite consumers saying they are making greater efforts to improve eating and drinking habits.

Irrespective of health and sustainability concerns, consumers will continue to prioritise indulgence when choosing products. Some consumers in the region can voice concerns about the sensory appeal of plant alternatives from a taste and texture perspective, something that will impact on willingness to purchase products. As such, it is important that plant-based alternatives are seen to mimic animal produce from a taste, texture, and juiciness perspective.

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Proportion of consumers who say that they describe themselves as flexitarian (2020)

34%

33%

30%

Australia

China

India

30%

Thailand

Source: Meat and plant-based protein survey, Q2 2020 (5,000 respondents)

Proportion of consumers who say that they plan to include more plant-based food and drink in their diets as a result of COVID-19 (February 2021)

42%

40% 35%

27%

26%

Australia

China

25%

Indonesia

Japan

South Korea

Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Regional consumer trend updates: Asia Pacific | 11

Better for you, not best for you: Consumers want better-for-you alternatives that offer taste and nutrition at the same time Although much attention is given to consumers wanting to improve their levels of health and wellness, it is important not to overestimate the influence that nutrition has on choice of products. Irrespective of any concerns about issues such as health and the environment, consumers will be driven by indulgence when choosing food and drink products. This will be especially true in an era of uncertainty, where consumers turn to groceries for moments of escapism to deal with everyday pressures.

There are times of the day when consumers tend to be less motivated by health when choosing products.

For instance, whilst consumers tend to be more health-orientated in the morning and later in the evening, they are less driven by the desire to maximise wellbeing in the afternoon. This is because need states such as the desire for indulgence and escapism, energy, and a cure for boredom, are more influential on product choice – often at the expense of health and nutrition. Moreover, the desire for genuine experiences mean that there are times when consumers like to enjoy moments of indulgence where littleto-no attention is paid to nutritional intake.

Over the next twelve months, consumers will also demonstrate two contradictory need states. On the one hand, consumers will look to lose weight, as many are conscious about weight gains brought about by increased levels of comfort eating in 2020 due to the uncertainties of the pandemic. However, on the other hand, consumers will continue to turn to comfort foods for moments of escapism from daily pressures.

When enjoying these occasions, consumers tend to be less attentive to the issue of health.

Ultimately, consumers want products that they feel bridge these two need states, allowing them to enjoy moments of escapism without conflicting with wider health goals. This is something that will drive demand for better-for-you product offerings that are deemed guilt-free and conveniently nutritious, such as products with a variety of free-from and functional claims.

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Proportion of consumers who say that they have become more conscious about their weight as a result of COVID-19 (February 2021)

30%

29% 24% 19% 16%

Australia

China

15%

Indonesia

Japan

South Korea

Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Proportion of consumers who say that they have sought out comfort food more frequently in the last month (February 2021)

45%

45%

30%

26%

24%

20%

Australia

China

Indonesia

Japan

South Korea

Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

Regional consumer trend updates: Asia Pacific | 13

Natural blueprint: Consumers want reassurance that ingredients are real and authentic Consumers are being more attentive to the ingredients used in the food and drinks that they purchase.

This is being driven by a variety of factors. For instance, consumers are becoming more educated about different ingredients in products and more conscious about what they deem to be misleading nutritional information. Product safety concerns are also resulting in consumers being more attentive to ingredient claims while finally, consumers are becoming more health and sustainably orientated.

As a result, consumers are becoming increasingly more demanding about the ingredients used in products being real and authentic, natural, and nutritious. Moreover, consumers are also becoming more conscious about avoiding ingredients that they do not recognise and that they deem to be chemical. Irrespective of the plethora of new ingredients that have entered the food and drink market over the last couple of decades, natural remains a priority claim for consumers from an ingredient perspective. Indeed, natural formulation is the product attribute that consumers are most likely to check after the sensory appeal and price of a product. This is something that will only become more common in a post-pandemic environment.

Naturally formulated products are associated with a variety of benefits. For instance, these products are associated with being healthier, more sustainable, better quality, and safer. Such claims align with a variety of need states that have become more important in the wake of the virus, and will increase perceptions of value amongst consumers.

Proportion of consumers who say it is important

57%

Australia

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67%

China

72%

India

85%

Indonesia

However, at the same time, consumers are becoming more sceptical about the practices and policies of brands, especially larger brands. This is because consumers feel that brands can make misleading claims in order to charge a premium price, something that is especially true when it comes to the topic of health and wellness. Natural is a word that is subjective in meaning; it can mean different things to different people. This increases the risk of consumers believing a product is natural for one reason, when in reality, it has been labelled as natural for another – something that will increase levels of distrust towards the industry in general.

As such, it will be more important than ever that brands look to validate claims around natural formulation and, linked to that, other subjective claims such as locality and environmentally-friendly. Ways to help address this is by making use of story-based marketing, and innovations such as blockchain technology.

that products are 100% natural (2019/2020)

88%

80% 63%

54%

Japan

Malaysia

South Korea

Thailand

72%

Vietnam

Source: Clean label and naturalness survey, Q1 2019/Q1 2020 (13,000 respondents)

Regional consumer trend updates: Asia Pacific | 15

Taste first, think second: Consumers want products that challenge their sensory perceptions Over the last couple of decades, the dietary habits of consumers in Asia Pacific have changed considerably. The middle-class demographic in the region has grown considerably, meaning that consumers have more disposable income to spend on food and drink. Moreover, westernisation has resulted in consumers being more exposed to a greater variety of product choices than the generations before them. This has made them more demanding of the products that they turn to, even when it comes to everyday food and drink items.

Consumers like to try new and experimental flavours. This is because consumers deem themselves to be sophisticated and liberal, and they want brands they feel match their attitude and outlook on life.

The desire for such brands is especially relevant in an age of social media where consumers like to blog about products. This is driving demand for new and experimental flavours that encourage consumers to challenge their sensory perceptions, whilst also helping them re-evaluate how premium a category is.

Proportion of consumers who say that they like

84%

81% 74%

59%

Australia

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China

Indonesia

Japan

Consumers like a variety of experimental flavours. For instance, they like flavours from around the world (and within that, flavours from specific regions of a country), novel flavours and flavours not associated with product categories, as well as unusual flavour hybrids. As consumers become increasingly experimental, they will expect to see products on retailers’ shelves that offer the same.

When launching new and experimental flavours, it is important to remember that consumers are becoming more premium-orientated. This means that flavours are seen to be more than a novelty and instead, are seen to enhance the premium experience of products. Brands can use story-based marketing to add a degree of authenticity and explain novelty flavours and flavour pairings. However, if the use of flavours is seen as nothing more than a gimmick, it is something that could potentially de-value a brand and the product category in general.

food and drink products with new and unusual flavours (2020) 84%

Malaysia

83%

South Korea

78%

Vietnam

Source: Flavours, Textures & Colours survey, Q3 2020 (10,000 respondents)

Regional consumer trend updates: Asia Pacific | 17

The earth is clear: Consumers are concerned about the state of the environment, something which is impacting on their dietary habits Consumers in Asia Pacific demonstrate a high level of concern about the environment and a variety of environmentally related topics. Indeed, this level of concern can often be higher than in western regions, something that can be attributed to industrialisation in Asia Pacific over the last few decades. Consumers have witnessed first-hand damage done to the environment and are not overly optimistic that this level of damage done can be reversed. Worry about the environment is something that has also intensified because of COVID-19, with consumers questioning whether the state of the environment is something that contributed to the spread of the disease. However, the virus is something that has also increased optimism that damage done to the environment is repairable, especially as consumers saw natural resources begin to replenish themselves as a result of lockdowns.

Damage done to the environment is often seen to be the result of the practices and policies of businesses, with consumers feeling brands have been motivated by corporate greed at the expense of the planet. As such, consumers are becoming more demanding that brands act in a sustainable manner, demonstrating green credentials along the whole of the supply chain. This includes analysing the practices and policies of suppliers to ensure that the whole of the supply chain is operating in a sustainable manner. Brands will increasingly need to put green credentials at the core of brand philosophy.

While consumers believe that brands should take the lead when addressing the environment, they also recognise that individual changes to diets and lifestyles can go some way to addressing the environment.

As such, consumers are looking to make changes to their dietary habits to lead a more sustainable lifestyle.

As well as turning to plant-based alternatives, consumers are also looking to reduce food waste and seek out more locally sourced food.

Consumers will find sustainable products especially appealing if they are deemed to be tastier, healthier, and more affordable.

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Proportion of consumers who say that they are concerned about the state of the environment (2020)

78%

Australia

73%

China

78% 66%

Indonesia

Japan

75%

Malaysia

79% 67%

South Korea

Vietnam

Source: Sustainability survey, Q3 2019/Q1 2020 (8,000 respondents)

Proportion of consumers who believe that damage done to the environment is irreversible (2020) 62% 46%

Australia

52%

China

53%

Indonesia

55% 47%

43%

Japan

Malaysia

South Korea

Vietnam

Source: Sustainability survey, Q3 2019/Q1 2020 (8,000 respondents)

Regional consumer trend updates: Asia Pacific | 19

Menu for me: Consumers want personalised products that address their specific health needs Consumers are becoming more concerned about their health and wellness than ever before. This is something that can be attributed to a variety of factors. For instance, society ageing means that consumers are placing more importance on staying fit and active until as late in life as possible. Consumers can also feel that their diets and lifestyles are not as healthy as they could be, something which leads to health problems later in life. Finally, consumers are also becoming more conscious about their immune health and overall wellbeing as a result of the pandemic. As consumers become more conscious about their health, they will be seeking out products that maximise wellbeing. However, consumers can feel that there is a lack of products on the market that meet their specific nutritional needs.

One area that consumers recognise has a significant impact on health is genes and DNA. Consumers believe that this is something that can significantly influence health and wellbeing. At the same time, few consumers have done research into this area of their health. This is something that creates an opportunity for new innovations within the immune health market, such as nutrition genetic testing. This is where consumers provide DNA and personal samples to consumers in exchange for a health assessment and personalised products to help address health issues. While consumers are not overly familiar with this concept, when given a definition, many say that they would be willing to use such services. This is because such innovation is associated with boosting the immune system and helping facilitate healthy ageing.

However, when launching innovations such as nutrition genetic testing, brands need to take ethical considerations into account. For instance, some consumers can be conscious about whether such information is reliable or whether you can influence DNA-related issues. This means that brands must be fully transparent in communicating what can be achieved with such products. Security is also an issue, and consumers must be confident that any sensitive information sent to third parties is handled accordingly.

Finally, consumers admit that they are conscious about whether such innovations could result in them receiving information about an unavoidable health problem later in life, as that will severely impact on their immediate mental wellbeing.

Nevertheless, as consumers continue to become more health conscious, the demand for customised product solutions is something that will continue to grow.

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Proportion of consumers interested in food and drink products that are customized to meet individual nutritional needs (2020)

85%

81%

58%

Australia

74%

79%

73%

56%

China

Indonesia

Japan

Malaysia

South Korea

Vietnam

75%

73%

South Korea

Vietnam

Source: Personalised nutrition survey, Q3 2020 (10,000 respondents)

Proportion of consumers who say that genes influence the risk of illness and disease (2020)

74%

80%

57%

Australia

70% 53%

China

Indonesia

Japan

Malaysia

Source: Personalised nutrition survey, Q3 2020 (10,000 respondents)

Regional consumer trend updates: Asia Pacific | 21

Eating out, dining in: Consumers want to see innovation in the foodservice sector Life is returning to normal in Asia Pacific, especially as many countries in the region have managed to get the virus under control faster than western societies. As life returns to normal, consumers will return to visiting foodservice outlets on a regular basis. Indeed, prior to the pandemic, out-of-home eating and drinking occasions were common in the region. This can be attributed to westernisation and the growth of the middle-class feeling more time scarce and having higher levels of self-entitlement. Lockdowns are something that will have significantly impacted the foodservice sector, and physical outlets need to offer innovation to rebound back from the crisis.

While a high proportion of consumers are looking forward to returning to their normal life, others demonstrate caution over returning to the high street. For instance, consumers will be concerned about mass gatherings in public places and will stick to government guidelines on social distancing, even when restrictions are lifted. In addition, consumers will also want reassurance about safety policies that have been implemented in a post-pandemic environment.

It is also worth noting that physical foodservice outlets have more competition than ever before. This increased competition is coming in the form of increased direct-to-consumer channels being produced, as well as premium offerings in retail channels allowing consumers to enjoy high quality food and drink occasions in the comfort of their own home. This shows that innovation within the foodservice channel is important to enable outlets to stand out and create brand identity.

Consumers want foodservice outlets to genuinely excite them, meaning menu innovation and brand identity is important, with consumers wanting outlets to create a form of social buzz. Foodservice outlets can look to do this in two ways. Firstly, they can launch innovative and unusual flavours that challenge sensory perceptions, and secondly, they can highlight sustainability credentials. This goes beyond having plant-based food and drink products on the menu and instead, demonstrating green credentials along the whole of the supply chain.

Menu innovation is something that will be a more effective strategy when looking to entice consumers compared to aggressive price discounting. This is because consumers want outlets that they feel match their attitudes and outlook on life. In addition, aggressive price discounting is something that can increase price sensitivity in the long-term.

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Proportion of consumers who say they want food and drink products that genuinely excite them when eating at bars and restaurants (2020)

72%

79%

55%

Australia

75%

75%

74%

Malaysia

South Korea

Vietnam

48%

China

Indonesia

Japan

Source: Foodservice survey, Q2 2020 (10,000 respondents)

Proportion of consumers who say it is important foodservice outlets demonstrate sustainability credentials (2020)

81% 63%

71%

Australia

China

72%

Indonesia

Japan

80%

82%

86%

Malaysia

South Korea

Vietnam

Source: Foodservice survey, Q2 2020 (10,000 respondents)

Regional consumer trend updates: Asia Pacific | 23

Key takeaways •H elp consumers adopt a long-term approach to health: Consumers are becoming more conscious about their long-term health, especially as they question their current diets and lifestyles. Consumers want better-for-you products that they deem tasty, affordable, and convenient so that they can incorporate these products into daily diets.

•O ffer maximum transparency: Consumers want more information than ever before about the products that they purchase. This is because consumers want reassurance about the safety and quality of products. As such, brands need to demonstrate maximum transparency, providing information on the story behind the product.

• L aunch functional products that help consumers boost their immune health: Consumers are looking to boost their immune system as they look to minimise their vulnerability to disease and illness. This will drive demand for functional and fortified products with new and innovative ingredients that boost health.

•E nsure that plant-based products are deemed compromise-free: Consumers want to adopt healthier and more sustainable dietary plans but can associate plant-based alternatives with a lack of taste and poor texture. It is crucial that plant-based products are seen to replicate the experience of eating and drinking animal produce.

•P osition products as guilt-free and conveniently nutritious: Consumers want products that offer small indulgences for escapism purposes, that do not conflict with wider health goals. This will drive demand for better-for-you products that are high in good ingredients and free-from bad ingredients.

• Validate natural claims: Consumers want reassurance that ingredients used are real and authentic. This means that brands need to validate natural claims and reassure consumers that products are free from chemicals. This can be done through strategies such as streamlining ingredients and simplifying nutritional labelling.

• Challenge sensory perceptions: Consumers want new and unusual flavours that challenge their sensory perceptions and offer a genuine experience. New and unusual flavours will encourage consumers to revaluate their perceptions towards a product category. However, it is crucial that such flavours are seen to be more of a novelty.

•D emonstrate a proactive response to the environment: Consumers are conscious about the environment and believe that corporate greed is a key reason for the level of damage done. As such, consumers are adapting their diets to lead a more sustainable lifestyle, driving demand for products deemed to be green and clean.

•D evelop personalised products to address nutritional needs: Consumers want nutritional products that offer maximum efficacy, and innovations such as nutrition genetic testing can help address this. When launching such products, it is important to take ethical factors into consideration.

•O ffer innovation within the foodservice channel: Consumers want foodservice outlets that they feel match their attitudes and outlook on life, meaning that brand identity and buzz is important in the channel. Foodservice outlets can look to capitalise on this through leveraging experimental flavours and sustainability attributes.

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Surveys used in this report • COVID-19 survey, Q1 2021 (9,000 respondents) • Personalised nutrition survey, Q3 2020 (10,000 respondents) • Meat and plant-based protein survey, Q2 2020 (5,000 respondents) • Clean label and naturalness survey, Q1 2019/Q1 2020 (13,000 respondents) • Sustainability survey, Q3 2019/Q1 2020 (8,000 respondents) • Flavours, Textures & Colours survey, Q3 2020 (10,000 respondents) • Foodservice survey, Q2 2020 (10,000 respondents)

FMCG Gurus: Top Trends in Asia Pacific For more information, please contact info@fmcggurus.com Powered by: FMCG Gurus provides market research and insight into consumer attitudes and behaviours across the food, beverage and supplement markets around the world.

Regional consumer trend updates: Asia Pacific | 25

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