April’s global food trends reflected the continued movement towards healthy living.
Protein and gut health remained priorities for global consumers, and new product launches reflected the growing focus on health benefits in global food trends. Indulgence also evolved beyond decadence alone to encompass natural ingredients and aspects of well-being.
Despite half of global consumers reporting anxiety about the world, Innova’s consumer trends research found that Asian consumers are more optimistic, especially in China. This outlook resulted from a delicate balance between urbanisation and lower fertility, which creates more disposable income.
On the other hand, rapidly ageing populations have placed greater burdens on younger generations, shaping what they look for in food and beverages. Innova’s research delved into the top five consumer trends in food and beverage and their implications for brands innovating in Asia.
Relaxed Sociability
The first trend, “Relaxed Sociability,” underlined how Asian consumers have adopted a more relaxed approach to social occasions, from casual venues to smaller groups. In fact, 36 percent of Asian consumers have said alcohol focused bars are less important to them, leading to a rise in the importance of other locations like coffee shops, restaurants and outdoor spaces.
In Japan, traditional coffee shops, known as kissaten, are being revived, and thanks to technology, online platforms like Meetup in China and Trevari in South Korea are enabling connection, relying less on chance encounters that might come with casual socialisation.
Time for Me
The “Time for Me” trend highlighted how spending time alone is on the rise, and solitude increasingly has a positive connotation for consumers. The opportunity for brands lies in catering to these moments and single-lifestyle trends, which are on the rise. Mood-lifting snacks, ready meals, and nighttime soft drinks to wind down are some examples of how brands can address this trend.
Snacking is another growing food trend, with 61 percent of Asian consumers seeking crispy or crunchy flavours. Soft and creamy textures are also on the rise for indulgent options, and yoghurt fits this texture profile and is associated with comfort.
Longevity and Vitality
The “Longevity and Vitality” trend is notable among Asian consumers, as the APAC market is experiencing rapid ageing; as a result, longevity-related benefits are promoted across a variety of food and beverage categories. Thus, many products include Traditional Chinese Medicine ingredients, such as ginseng, reishi mushroom, and astragalus root.
Tea has also been associated with longevity due to its polyphenols and theaflavins, which reduce mortality and cancer risk. Green tea is also linked to lower dementia risk, underscoring for brands the ingredients Asian consumers resonate with and associate with ageing benefits.
My Tech Mate
This consumer trend in Asia reflected the growing role of technology in consumers’ lives. Health monitoring has become the top use of technology among Millennials and Boomers, and brands are innovating with products that track biometrics and other metrics, such as sleep and blood pressure.
Additionally, technology has become increasingly central to shopping and meal preparation. Samsung Food is an example of a meal planning app that helps consumers with recipes and meal plans based on what’s available in their refrigerators.
Simplified Life
Consumers have sought greater work-life balance, driving the “Simplified Life” movement, with nearly two in five improving their balance to manage stress and mental well-being. One-third of Asian consumers also cope with stress by taking a break, and the Indian brand Jawai has adapted to this trend by offering traditional recipes in nostalgic bites.
Lack of sleep is another major source of stress for consumers, and functional soft drinks can be another solution to help them feel calm, manage stress, and even influence mood through ingredients that target the gut-brain axis to support a good night’s sleep.
What’s Next for Food Trends 2026 and Beyond?
When considering future food and beverage trends, brands can expect stacked claims to become mainstream. For example, gut health beverages that boost focus or protein drinks that uplift mood. Online platforms will also play a role in how consumers evaluate product or brand credibility. Thus, partnerships with fitness communities or apps can help functional beverages gain trust and even build an audience.
As for consumer trends in the Asian market, relaxed social occasions will be the standard moving forward. Brands can expect that casual yet gourmet solutions and options that align with consumers' desire for healthier socialisation opportunities will succeed.
Self-care continues to grow in alignment with busier lifestyles, and consumers will continue to look for options that offer nutritional solutions to the ailments of ageing.
Finally, technology and AI can also help boost discovery and serve as tools for creativity, but mindfulness will remain central, as consumers look for ways to slow down and appreciate simple moments.
More global insights here
