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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.

55%

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

67% 80%

55% 63%

58%

Australia China Indonesia Japan South Korea Vietnam

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

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

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