Three major drivers are shaping the bulk of food industry trends in APAC today, namely health, wellness and sustainability — and together, these are forming a new trend dubbed ‘conscious consumption’, where consumers demand all three.
According to Euromonitor consultant Rasa Vaiciuniene, many of the products that have seen a rise in demand in recent years have been focused on conscious consumption.
“These are usually suited to various dietary, lifestyle and health needs, while also having a greater focus on conscious consumption, exciting flavours and the ability to save too much expense,” she said.
Demand for plant-based products remains strong, but the desired features have evolved.
“Demand is not just driven or shaped by the vegan or vegetarian population but by consumers who just want to reduce their meat intake.
“Consumers today are more open to trying out vegetable bowls with some dairy components while at the same time avoiding meat as the main protein source.
“Possibilities are quite vast when it comes to plant-focused rather than 100% plant-based products. Ingredients and tastes can be adapted to local preferences and not rely solely on plant-based substitutes to be the highlight of the meal,” said Vaiciuniene.
The role of hybrid meat
This shift is exemplified by a new hybrid meat innovation – a collaboration between between food innovation firm Nurasa and meat manufacturer Quality Meat.
Nurasa CEO Guo Xiuling explained that the one of the firm’s focuses is to accelerate the development of innovative, health-focused food products such as hybrid meats, which blend traditional meat with a proprietary plant-based protein system called Q-protein.
“Hybrid meat is a product that hasn’t existed before. By combining consumer insights from partners like Quality Meat with Nurasa’s science-driven approach to product development, it is possible to transform new concepts into market-ready products that align with both health goals and consumer needs,” said Guo.
Quality Meats General Manager Joey Oh added that while there is strong demand from foodservice and retailers for healthier, more sustainable options, fully plant-based products often fall short in texture and taste for mainstream consumers.
The goal is to develop hybrid protein options that are both nutritious and appealing, offering a new alternative rather than a direct replacement for meat.
Focus on protein
Demand for high-quality protein ingredients, especially in key segments like sports nutrition, is growing.
According to a recent review study, despite a growing protein supply in South East Asia many consumers still fail to meet their protein needs during key life stages, largely due to a lack of focus on protein quality.
Therefore, meeting regional protein demands requires a balanced focus on both quality and quantity.
“To address regional demands, future food innovations should aim at creating unique yet needful food categories or supplementing current existing sources, rather than mimicking current products,” wrote the researchers in Current Developments in Nutrition.
For example, Japanese snack brand Hananomi says it is emphasising balanced fat and protein intake for efficient energy conversion, as it targets consumers with moderate activity levels.
Building on this concept, the firm markets its firm’s soy protein snacks as Power Chips, a convenient nutritional solution for busy individuals, such as professionals and homemakers, to adopt healthier eating habits even with hectic schedules.
Consumers seek improved diets
Although most consumers today are valuing health more, product preferences vary by region.
In Asia Pacific and the Middle East, consumers tend to favour vegetarian and natural claims, driven by dietary habits and a preference for less processed foods, noted Vaiciuniene.
Fortified products, especially those for families, are also in demand to help address micronutrient gaps like iron deficiency.
In contrast, consumers in the Americas, Europe, and Australasia are increasingly drawn to gluten-free and “free-from” products, driven by rising awareness of gluten sensitivities and broader health goals.
These markets also show growing interest in products that add nutritional value – such as more protein or fibre – while cutting back on salt and sugar, largely motivated by weight management and related health concerns.
One notable focus is on fibre in China, one of the world’s largest markets. China’s insufficient fibre intake is creating opportunities for the food industry to innovate with fibre-rich, functional ingredients that meet nutritional and consumer demands.
But even though consumers want to maintain a diet that fits their health goals and needs, it is the taste experience that keeps them coming back for more.
“Although health is expected to be the core driver of innovation, flavour and new tastes remain important. Consumers still want to enjoy new cuisines, recipes or ingredients and excitement in food despite budgeting constraints,” said Vaiciuniene.
For brands like Malaysian peanut butter maker Jobbie, flavour is the top priority to retain consumer interest.
Jobbie’s business development manager Gerald Tan said, “Sometimes, it just needs to taste good.”
He shared that Jobbie collaborates with major global brands like Famous Amos to attract young consumers and add variety to its product offerings.
Vaiciuniene added that brands and manufacturers have expanded their focus to include not only final products, but on ways to replicating restaurant and ready meal choices at home, which offers convenience and lower cost of not dining out.
This demand for convenient, restaurant-quality meals at home is being addressed by firms like McCain Foods.
McCain Foods supplies french fries to major fast food chains including McDonalds and KFC around the world.
According to Pierre Danet, McCain’s regional president for Asia Pacific and South Africa, urbanisation, a growing middle class, and a younger population are changing how people eat.
He notes that there is an increase in food delivery, adding that “consumers would buy frozen fries from retail to cook at home, or have them at restaurants or through delivery services.”
This underscores the growing importance of affordability and convenience in consumer choices.
