Snack it Right: DuPont launches research-based ASEAN campaign based on seven concepts
By Pearly Neo
- Last updated on
DuPont’s food and beverage arm launched a snacking campaign in January focused on research into ASEAN consumer trends and identified seven food and beverage concepts to zoom into within this.
The campaign, dubbed ‘Snack it Right’, was spread across all countries in the South East Asian region. The value of the region’s snacking market is expected to hit US$22bn by 2023, from US$14bn in 2018.
“The campaign recognises a potential in the ASEAN market and identifies a trend that is particular to an ASEAN consumer’s eating journey in a day and their unmet needs and demands when it comes to snacking,” DuPont Food and Beverage ASEAN Sales Director Vikki Paterson told FoodNavigator-Asia.
“We also recognise the different [snacking] needs across consumer archetypes, for example, we have Millennials who are looking for a snack that can provide sensorial enhancement, versus a Mom who might be looking for a more nutritious and satiating option during the day.”
The campaign was focused on seven different food and beverage concepts based on data from DuPont’s own internal consumer research. These were: A baked cracker, a cookie with layered fillings, yoghurt coated wafers, two types of plant-based drinks, a lactose-free milk with oats and a milk coffee with fibre particulates and nata de coco.
“Our goal is to be a strategic partner with food manufacturers who are looking to capture the growing and untapped markets in ASEAN and provide consumers with products that suit their lifestyle and stage of life and to fulfil their snacking needs,” Paterson added.
“These concepts will benefit food manufacturers as they have been developed based on careful market analysis, extensive customer and consumer research and [science-based] innovation with an enriched nutritional profile, taste and texture.”