Asian cuisine is trending across the globe, with consumers in all corners of the world seeking out the foods and flavors from Korea, Japan, Thailand, Vietnam, and more. But what’s trending in Asia? In this blog, we offer insights into new and emerging trends in Asia, as well as what Asian consumers are looking for in food and beverage products.
Insights from Fuchs China
Here’s a look at a few of the trends that have emerged in Asia recently, according to our marketing and culinary experts at Fuchs China:
Indulgent Cheese. From cheddar to gouda, cheeses of all types are trending in Asia – and are taking hold in a wide range of product categories, including snacks and appetizers.
Premium Truffle. Sophisticated ingredients have been making their mark on restaurant menus and grocery store shelves, with truffle serving as a standout.
Diverse Spicy. Exotic global flavors that bring the heat are in demand with Asian consumers. Internationally inspired spice blends and super hot flavors are sure to satisfy these consumers’ cravings.
Learn more about global food trends by downloading our white paper here.
What are Consumers in Asia Seeking Out?
Like consumers in most other parts of the world, consumers in Asia have been motivated to focus on health and wellness more since the pandemic. According to Mintel, 72% of adults in China are looking for snack products that are made with healthier ingredients, and 48% of consumers in India are trying to eat healthier than before. Healthy eating was already important to these consumers pre-pandemic, so much of the innovation in this market has been around making indulgences more nutritious and taking already healthy products to the next level with functional ingredients.
Innovation with snack products, for example, has been focused on including more protein, with new products launched featuring bases derived from fish, poultry, and other meats. Brands have also been seeking out ways to take the trendiest functional ingredients, like mushrooms, and showcase them in snack products.
Sustainability is also important to consumers in Asia, with consumers there expressing concerns about climate change and expressing interest in products that feature innovative packaging and creative takes on reducing waste.
Lastly, authenticity is important to consumers in Asia, as many report using food as a means of connecting with their cultural heritage, according to Mintel. One of the ways that this trend has manifested itself in new products is through local sourcing, with many brands calling out their use of local producers and growers to source their ingredients.
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