The Evolution of Home Cooking in Asia Pacific

Delivery

This report comes in PPT.

Key Findings

Product versatility guides consumers on the path to economic recovery

Asian markets continued to struggle with the pandemic in 2021. Unlike in other regions, where economies have progressively opened, including entertainment and travel, India, Japan and Southeast Asia countries have faced fluctuating lockdown regulations, entering 2022 with a sense of uncertainty. Many will find value in versatile products at home that can suit any occasion.

A diverse price range will cater to consumers with different means and willingness to spend

The choice between spending and saving polarised consumers in 2021, with some continuing to struggle with a lack of income stability and others spending money saved by the absence of travel and out-of-home activities. Affordability remains a core need for price-sensitive consumers, but premium products also attract those who are seeking to make their lives easier.

Multifunctionality is key to suit local needs while maintaining a novel positioning

Localisation remains key to success in Asia, given that consumers at home frequently seek food from their own culture. However, many consumers are also interested in products from foreign cuisines with novel attributes that can save time and offer something new and exciting.

Compatibility between food and sophisticated appliances is in demand as consumers have greater digital familiarity

Lack of cooking expertise, especially amongst the younger cohort, along with acceptance of technology as a time-saver, drives innovation in the appliances space. It is an opportune time for companies to partner with food manufacturers and vice versa, in order to complement each other.

Reducing clean-up encourages consumers to become more engaged in food preparation at home

Not only is the shortening of preparation steps essential to capture consumers’ attention, but so is reducing clean-up time. This will help motivate consumers to become more involved in food preparation, knowing that enjoyment of food does not come with extensive cleaning up afterwards.