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January 1, 2025
Health and convenience have emerged as pivotal focus areas for packaged food companies in the Asia-Pacific (APAC) region, according to a report released on Tuesday by GlobalData, a leading data and analytics company.
As food manufacturers grapple with rising input costs, particularly in oils and fats, their product innovations are increasingly geared toward promoting health and wellness. This trend reflects consumers’ willingness to spend more on healthier food options despite economic pressures, such as inflation.
“Despite the economic pressures from inflation, there is an increase in consumer focus on healthy foods. The World Health Organisation (WHO) has linked processed foods, especially ultra-processed foods, along with tobacco and alcohol, as contributing to global health issues and the death of millions,” said Bokkala Parthasaradhi Reddy, lead consumer analyst at GlobalData.
Growing Advocacy for Healthier Options
Advocacy groups are calling for ultra-processed foods to be categorized similarly to tobacco and alcohol, further intensifying the push for healthier alternatives. “Given these trends, food companies are focusing on healthy foods to attract consumers and sustain their revenues,” Reddy added.
Deepak Nautiyal, consumer and retail commercial director for APAC and the Middle East at GlobalData, echoed this sentiment, noting that health-conscious innovation remains strong despite the rising costs of many products. “Food innovation is gravitating to healthy and convenient products as companies try to align their products with consumers’ health goals and busy lifestyles,” he said.
Balancing Health and Convenience
The dual focus on health and convenience is driven by evolving consumer preferences, with busy lifestyles demanding easy-to-use products that support overall well-being. A GlobalData survey highlighted this trend, revealing that 85% of respondents consider time-saving and easy-to-use traits essential or desirable in products. Additionally, 49% of participants expressed significant concern about their physical fitness and health, while 55% were equally worried about their financial situations.
“Health trends and busy lifestyles are reshaping consumer preferences in the packaged food market. As more individuals embrace active routines, there is an increased focus on products that support wellness and provide functional benefits,” Reddy explained.
The Future of Packaged Foods in APAC
With the increasing emphasis on health and wellness, companies are tailoring their offerings to meet the dual demands of health-conscious and time-strapped consumers. Functional foods, snacks with nutritional benefits, and clear labelling on processed food content are expected to dominate the market in the coming years.
As the APAC region continues to navigate economic and health challenges, the focus on health and convenience is likely to remain at the forefront of food innovation, offering consumers the balance they seek between indulgence and well-being.
