People are taking preventive actions to address health concerns before they impact their well-being, fuelling demand for products that meet these needs, says market intelligence firm Innova Markets Insights.
“Consumers in Asia have recently purchased food and beverages with functional benefits, especially for improving sleep, boosting immunity, hydration, and improving gut health,” said Fellicia Kristianti, customer success manager for APAC at Innova Markets Insights.
Kristianti was speaking at Fi Asia 2024, held at the Jakarta International Expo from 4–6 September.
The presentation highlighted trends and consumer attitudes revealed by surveys conducted from 2023 to 2024, where 59% of consumers in Asia say they are eating more whole plant foods such as fruits, vegetables, and nuts.
Additionally, 40% are consuming food and beverage that supports body functions like immunity and gut.
The surveys also showed that 23% have taken supplements or other forms of health remedies, while 36% are reducing or avoiding alcohol.
Overall, the findings indicated that consumers are adopting preventive measures to enhance both physical and mental well-being.
Demand for multi-dimensional functional products
Kristianti said the main drivers for a healthy lifestyle are multi-dimensional – consumers want to feel good, maintain physical health, and age gracefully.
This has led to demand for five key types of food and beverages – those that are nutritious, fresh, natural, balanced in nutrients, and safe to consume.
Brands across Asia have been responding to these demands, with each product making more than one health claim.
For example, Japanese brand LB launched its yuzu honey water in February 2024. It claims to contain a full day’s worth of vitamin C and 10 billion probiotics. The drink is also low in sugar.
Kirin has also reported a 30% revenue growth in its functional drinks category. This was largely driven by its Oiishi Immune Care series, a yoghurt-flavoured drink marketed as tasty and nutritious. With 100 billion of the postbiotic L. lactis strain Plasma, the beverage range boasts the ability to improve sleepy quality and aid weight management.
There is also growing focus on protein and fibre.
Protein and fibre among top four functional ingredients in the market
Protein takes the top spot while fibre comes in second. The third most popular ingredient is Omega-3, followed by herbal and botanical ingredients.
Across Asia, brands like Malaysia’s Sprout protein shake for children are combining protein with vitamins and minerals.
In the Philippines, UFIT’s banana protein drink includes fibre and vitamins, while Coca-Cola launched Fiber Plus in China in October 2023—a zero-sugar beverage containing 12% resistant maltodextrin.
Around the same time, India’s B Natural launched a chilli guava drink with masala and polydextrose, which claims to support digestive health.
Omega-3 has also gained attention across more food categories.
Vietnam’s Dolexphar recently launched its astaxanthin and omega-3 supplements in July, with claims that include the ability to support skin and brain health.
There are also desserts like chocolate glutinous rice balls with vitamin E and omega-3 available on China’s Tmall.
Lastly, popular herbal and botanical ingredients include moringa, which is said to stimulate breast milk production for mothers; aloe vera for relieving constipation; mushrooms with nootropic associations like lion’s mane and chaga; and marine ingredients like kelp and red algae, which are said to benefit gut health.
The great interest in these preventive nutritional ingredients is tied to wanting to age well and feel good in the process.
Positive mindset and healthy ageing
For younger generations like Gen X, millennials, and Gen Z, keeping a positive mindset is the top priority, followed by physical well-being. In contrast, boomers prioritize physical well-being first, with mental health coming second.
These trends coincide with increasing mood-related health claims on products.
For example, India’s Complan launched an almond-flavoured dairy-based drink in early 2024, which claims to support concentration and memory for children. Another Indian brand, The Good Bug, claims to improve sleep, easing stress, anxiety, and depression at the same time.
Singapore brand Chwee Song has also recently launched a “performance tonic soup” that claims to sooth anxiety, promote inner calm and improve complexion.
At the same time, healthy ageing claims are increasing across the region.
With staying youthful and maintaining skin and eye health among consumers’ top priorities, Indonesia’s Collagena launched an unsweetened milk drink with collagen.
In India, Slimza offers a high-protein cream and onion flour snack that claims to prevent skin ageing and hair loss.
Overall, the above examples show that brands are prioritising taste and delivering nutrition at the same time.
“Health brands are moving into indulgence, while comforting treats come with added goodness, delivering emotional and physical wellbeing,” said Kristianti.
Healthy indulgence
Some other creative innovations include Neutrogena’s collaboration with Nourished, which led to a 3D-printed range of skin-nutrient gummies that are customised to individual needs; Boke’s dark chocolate claims to contain probiotics for gut health; and Greenfields offers a range of UHT Extra Milk with a various health claims – for example, the vanilla chamomile promotes relaxation and good mood, while the strawberry rose milk contains collagen for the skin.
Kristianti revealed a few other key statistics – 38% of Asian consumers said nutritional benefits are a key source of pleasure, and 44% said they always look at ingredients on product packaging; looking good and mental health are more important for 18–34 year-olds, who are more likely to turn to food and drinks for mental and emotional health.
Lastly, based on product launches in 2023, Innova’s findings indicated that prebiotics, weight management, and DHA will show an upward trend. With this, Kristianti concluded that functional ingredients with mood-related benefits are expected to become more prevalent in the food and beverage sector.