SINGAPORE | The Asia Pacific snacks market is expected to rebound in 2025, driven primarily by the confectionery, following a decline in demand in 2022, according to data analytics company Euromonitor International.
According to Euromonitor’s ‘2025 Asia Pacific Outlook: Snacks trends and opportunities’ webinar, confectionery leads the market recovery in the region, with an estimated growth of 6 percent in 2025, outpacing other snack categories despite rising cocoa and sugar prices.
Asia Pacific snack sales have declined over the last four years, as price-sensitive consumers have predominantly viewed snacks as non-essential items. The market is set to reach USD 166 million in 2025, showing retail sales at their highest since 2021, with four percent growth in 2025.
Continuous product innovation drives confectionery sales
The region has seen a surge in international flavours, particularly within the chocolate confectionery segment. From 2020 to 2025, the Asia Pacific confectionery market saw a compound annual growth rate (CAGR) of two percent, while chocolate saw a CAGR of three percent.
Driven by continuous product innovation through cross-brand collaborations, expansion of their range of international flavours, formats and textures, brands have seen their performance boost in these markets.
The popularity of pistachio chocolate has spurred brands to innovate, leading to an uptick of new brands entering the market. Euromonitor’s Passport Innovation platform reveals 18 new pistachio chocolate products launched in Singapore's e-commerce channels in 2024.
The overall snack market is demonstrating strong growth in the Philippines and Hong Kong, both achieving a CAGR of 6 percent in 2020-2025. Vietnam leads snack growth in the region with a 7 percent increase from 2024 to 2025, fuelled by ongoing economic recovery and strong engagement with younger consumers.
“From the rise of unique flavours to private label chocolates, we are seeing a dynamic shift in consumer preferences, with international flavours underscoring the region’s appetite for innovation," said Megumi Matsunaga, senior consultant at Euromonitor International.
Shifting consumer habits behind rise of value-driven retail channels
Channel and distribution trends are expected to be a key focus for brands, as consumer routines and impulse purchase occasions continue to evolve.
According to Euromonitor’s Voice of the Consumer: Lifestyles survey, 19 percent of consumers in the Asia Pacific agree that they often make an impulse purchase, a 5 percent drop from 24 percent in 2019.
E-commerce stands out as a growing retail channel, with price savings driving retail share gains at the expense of supermarkets. Consumers are shifting towards outlets with price appeals with targeted value offerings, while private label brands have also gained prominence by offering affordable value.
Emil Fazira, Asia Pacific insight manager for food at Euromonitor International, concluded that the decline of impulse purchasing in Asia Pacific signals a more intentional, price-conscious consumer, and brands must adapt to meet consumers where value and variety intersect.
