South East Asia is expected to be a major target for the firm to grow its already-popular Brand’s health essences such as the well-known bottled Brand’s Essence of Chicken and Essence of Ginseng.
“In the coming year, South East Asia will be a key market for our health essence products, particularly the Brand’s Health Essence Range,” Suntory Beverages and Food Asia Pacific (SBFAP) Chief Marketing Officer Hiroyuki Fujiwara told FoodNavigator-Asia.
“Health consciousness is a major driver [in this region] as consumers are becoming more aware of the impact of their dietary choices on their overall well-being.
“This trend is expected to grow even stronger in 2025, with a particular focus on mental health and stress-relief products, and consumers will increasingly seek products that offer functional benefits, such as immunity-boosting ingredients and natural formulations.
“We already see our health essences being well-received in countries like Thailand, Taiwan and Malaysia and we are committed to expanding our presence in this region to meet these growing needs.”
In addition, the firm is also focusing on growth within the RTD beverage category across the entire APAC region, covering a variety of products from teas to energy to low-alcoholic beverages.
“We see significant opportunities in Ready-To-Drink (RTD) beverages, particularly tea products,” he added.
“Our TEA+ and Suntory Oolong Tea brands have gained popularity due to their unique flavours and health benefits as a product for better and healthier hydration.
“In Oceania, V Energy continues to be a market leader in the energy segment, providing exciting flavours to consumers, and we are also looking to capture growing demand for RTD low- alcohol beverages in Australia and Vietnam with -196.”
Suntory’s faith in the market growth here in APAC is so significant that the firm has already established two new facilities in the region to cater to local needs.
“As a result of our traction in these markets, we have invested in state-of-the-art net zero manufacturing and distribution facilities in Australia and Vietnam,” Fujiwara added.
“Both factories will harness solar, biomass, energy-efficient and water-saving technologies to ensure we are focused on growing sustainably.”
The Oceania facility is located in Queensland and will manufacture over 20 Suntory RTD drink brands including V Energy, -196 and the Jim Beam and Cola canned cocktails. Production has already started in this facility.
The Vietnam facility will be Suntory’s largest factory in Asia at 20 hectares, located in Long An province near the Mekong Delta.
Water works
Suntory has also implemented a commitment to water conservation in line with its sustainability goals, via its Suntory Mizuiku programme.
“Suntory Mizuiku is our flagship water education programme that aims to impart knowledge on water conservation and the natural environment to the next generation, in addition to providing access to safe water sources,” he added.
“Mizuiku has expanded globally since it was launched in 2004, and already reached its 2030 target of reaching one million students seven years ahead of schedule, in 2023.
“Moving forward, we will advance our commitment to water stewardship to more than five million people globally by 2030, increasing our target fivefold and raising a new generation of environmentally conscious consumers.”