In Asia Pacific, consumer need states in food and beverages cut across physical, mental and emotional wellbeing. Food and beverage companies can unlock opportunities in addressing consumers’ health goals by utilising functional ingredients and positionings that address consumer need states. The report highlights various innovations in Asia Pacific, reflecting the competitive landscape of functional food and beverages.
This report comes in PPT.
Understanding consumers’ desired physical, mental and emotional wellbeing goals helps food and beverage companies select suitable ingredients and positioning. In Asia Pacific, three health concerns to prioritise are mental wellbeing, getting enough sleep and having a healthy immune system, although priorities tend to vary across the different markets.
Food and beverage products with physical need states in Asia Pacific are predominantly positioned for immune support and energy boosting. This is largely because functional ingredients tend to overlap with immune system health, in addition to specific benefits, while ingredients like caffeine have both flavouring and energy-boosting benefits.
Awareness of mental and emotional wellbeing, such as stress relief and sleep, has gained traction as consumers become more self-discerning and adjust their diets for benefits beyond physical health. Ingredients like GABA (gamma-aminobutyric acid), camomile and ginger incorporated into food and beverages address mood management and achieve mental balance.
Adopting an end-goal approach in catering to consumer need states may unlock new health positioning opportunities. This includes exploring growth segments within nascent need states, and understanding potential consumer profiles. Nevertheless, it is also necessary to understand existing preferences in mature functional food and beverages markets, such as Japan.
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
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