As food companies navigate increasing input costs, especially in oils and fats, their innovations remain centered on health and wellness as consumers are prone to spending more on healthier foods. There has also been a growing focus on products that cater to consumers busy lifestyles, emphasizing the importance of satisfying cravings while also supporting overall well-being. As such, health and convenience have become the key focus areas for packaged food companies in the Asia-Pacific (APAC) region, says GlobalData, a leading data and analytics company.

Bokkala Parthasaradhi Reddy, lead consumer analyst at GlobalData, comments, “Despite the economic pressures from inflation, there is an increase in consumer focus on healthy foods. The World Health Organization (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. In addition, advocacy groups are clamoring for labeling ultra-processed foods in the same category as tobacco and alcohol. Given these trends, food companies are focusing on healthy foods to attract consumers and sustain their revenues.”

Deepak Nautiyal, consumer and retail commercial director, APAC and ME, GlobalData, notes, “The appeal of healthy foods remains strong despite the rise in prices of most products. Food innovation is gravitating to healthy and convenient products as companies try to align their products to consumers’ health goals and busy lifestyles. One such example is Mission's Protein Wholemeal Wraps launched in Singapore and Malaysia. Boasting plant-based protein, these wraps offer a sustained energy boost and are fiber-rich. Catering to various dietary preferences, they are vegan, vegetarian, halal, and free from artificial flavors and added sugar.

“Similarly, Freshippo has released a 4.0 Fresh Milk in China, utilizing membrane filtration technology to enhance quality. It offers 4g of protein and 130mg of calcium per 100ml. This innovative process retains nutrients while improving taste, targeting health-conscious consumers seeking premium, nutritious dairy options. Membrane filtration also reduces impurities for a cleaner product.”

Reddy adds, “Consumers are equally concerned about their personal financial situation and health. This is reflected in a GlobalData consumer survey^, wherein 55% of respondents stated that they are extremely or quite concerned about their personal financial situation. At the same time, 49% of them are extremely or quite concerned about their physical fitness and health. Meanwhile, convenience has also become a key factor in purchase decisions, as an overwhelming 85% of respondents in the same survey stated that time-saving and easy-to-use (convenient) traits are essential or nice-to-have features in products.”

Nautiyal continues, “Aligning to the preference for convenient products, CJ Foods Korasa launched Yangnyeom Chicken, a Korean Fried Chicken variant in Indonesia, seasoned with a sweet and sour sauce. In addition, the product is halal certified and targets consumers seeking convenient, flavorful halal options inspired by Korean cuisine for easy meal solutions.”

Reddy concludes, “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. At the same time, the demand for convenience is rising, driving consumers to seek snacks that fit seamlessly into their hectic schedules while promoting better health. By developing functional foods that cater to health-oriented consumers, brands can enhance loyalty and tap into new demographics.”