How energy drinks are bucking health trends with rapid growth across Asia
Energy drinks are posting strong growth across Asia, defying expectations in a region increasingly shaped by health and wellness trends
Energy drinks are seeing robust growth in Asia, with a projected compound annual growth rate (CAGR) of 11.97% through 2029, according to data analytics firm GlobalData.
This outpaces growth in the US (4.27%) and Europe (8.4%) over the same period, said Tim Hill, key accounts director for South East Asia.
“We are looking at a compound annual growth rate (CAGR) up to 2029 of 11.97% for energy drinks in Asia. And you can see much stronger growth rate than the USA (4.27%) and Europe (8.4%) in the same period.”
Mars Wrigley taps consumer obsession to fuel brand growth in APAC
New tactics emerge as a global giant rethinks how to win hearts, minds – and wallets – across a complex region
In a market where consumers are exposed to many different confectionery options and bombarded by new innovations at every turn, Mars Wrigley believes that the best way for brands to ensure growth is to push market penetration.
“To Mars, market penetration is the foundation of sustainable growth – it measures how many people choose us, whether it is new consumers, light buyers, and those in emerging occasions,” Asia Regional Director of Strategy & Digital Commerce Sanjib Bose told the floor at our Growth Asia Summit 2025 in Singapore.
‘Conscious consumption’: The triple threat trend food brands should be prioritising
Food brands in the APAC region must align with the global rise of ‘conscious consumption’ — where consumers prioritise health, wellness, and sustainability — in order to remain competitive
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.
Consumers crave convenience, comfort — but also affordability and health
Online delivery consumers are driven by convenience and emotion towards ‘unhealthy’ foods, but also support making healthier options more affordable
The rapid rise of online food delivery services (OFDS) is changing how Australians eat — and not necessarily for the better.
A Deakin University study found that while people wanted healthier options, comfort food was taking precedence because it tended to be easier, cheaper, and what users would see first on their apps.
India’s TBH rides Asian snackification wave with clean label focus
India better-for-you snack brand TBH plans to expand internationally as it capitalises on the snackification and wellness trends
“TBH has strong potential to thrive beyond India and we are planning to position it in the global markets soon,” said CEO Salloni Ghodawat.
“Plant-based snacks are rapidly gaining traction, and TBH is at the forefront of this shift with our 100% real fruit- and vegetable-based offerings that resonate with today’s health-conscious consumers.”
