The brand new well being and wellness paradigm in SEA


The World Well being Group (WHO) has declared that COVID-19 is “now not a public well being emergency of worldwide concern” however there stays a prevailing sense of warning. 

Customers are taking proactive steps to safeguard their well being and wellbeing however face rising meals prices. Well being and wellness considerations and the belief that caring for themselves mustn’t simply be a response to a particular risk like COVID-19 however a long-term funding of their lives have resulted in individuals making way of life modifications.

Worth for cash

The upper costs of important commodities, reminiscent of meals and drinks, are anticipated to have an effect on 46% of SEA customers. 

General, customers are actually extra price-conscious they usually count on worth delivered by way of tangible advantages like giant sizes for foods and drinks merchandise. For manufacturers, this is a chance to supply versatility, simplicity, and accessibility on prime of vitamin.

In Thailand, 58% of customers stated a meals/drink product that can be utilized in many alternative recipes is sweet worth for cash. In Malaysia, 40% of customers stated a meals/drink product that’s simpler to arrange than different merchandise is sweet worth for cash. Within the Philippines, 38% of Filipino customers stated a meals/drink product that is available in a big measurement is sweet worth for cash.

Mintel’s 2023 Meals and Drink Pattern Savvy Sustenance defined that when there’s much less cash to spend, customers will search for nutritious and filling on a regular basis necessities to gasoline them all through the day.

Making good purchases with BFY components

In Malaysia, over half of customers lower your expenses on foods and drinks by chopping again on treats. For manufacturers, this is a chance to make use of better-for-you components to ship a much less processed picture in indulgent classes. 

Heal Chocolate Crunch Breakfast Protein Bar (Malaysia) is made with actual cocoa and is a supply of fibre and protein. Additionally it is dairy-free; Mintel GNPD

Quaker Oatmeal Dessert Blueberry Nut and Oats Dessert (Taiwan) accommodates lower than 200kcal per serving. It has oat flakes and dried blueberries; Mintel GNPD

The identical proportion of Indonesian customers stated their meals decisions are pushed by the need for good vitamin. Clients now search merchandise rooted in trusted conventional components that tackle varied well being wants. Thus, manufacturers can join with customers by specializing in holistic wellbeing to pave the best way for the expansion of conventional Asian components reminiscent of lemongrass, ginger, turmeric, and ginseng.

Wholesome ageing, not anti-ageing

The speedy rise within the proportion of the SEA inhabitants aged over 60, significantly in Singapore and Thailand, means manufacturers ought to meet ageing customers’ wants.

To attain this, manufacturers ought to prioritise funding in merchandise that align with the evolving tastes and dietary wants of the older demographic. These wants might embody softer meals and low sodium.

Manufacturers can begin to shift their concentrate on proactive prevention as a substitute of illness remedy, as described in Mintel’s 2024 Meals and Drink Pattern Age Reframed, by concentrating on customers of their 30s and 40s with merchandise and messages targeted on stopping age-related illnesses. Manufacturers have to develop meals, drink, and complement merchandise that may be useful for the speedy well being considerations affecting youthful customers. 

Centred. is a meals complement that provides assist for perimenopause (UK); Mintel GNPD 

Clutch Cognition Vitality Drink helps psychological perform and counteracts fatigue (Denmark); Mintel GNPD

What we predict

Manufacturers could make nutritious meals accessible to the entire household to allow them to prioritise their well being whereas protecting inside their price range.

Customers’ curiosity in holistic wellbeing is a chance for manufacturers to include trusted and conventional native purposeful components into their merchandise.

Manufacturers can shift their focus and current a extra inclusive and lifelike perspective on the ageing course of.


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