As the global population ages, longevity has realigned consumer priorities in APAC, giving brands opportunities to enhance quality of life through proactive health solutions.
The United Nations has called the current era a “longevity revolution” marked by a significant increase in the average lifespan. However, this has come with challenges like a higher risk of age-related diseases and potential financial difficulties.
“Brands must adapt by addressing the specific needs of an ageing population while ensuring cost efficiency and affordability,” said Jolene Ng, Principal Analyst, Mintel Food & Drink, in its 2024 APAC Food and Drink Landscape report.
In Indonesia, over half of the consumers (55 percent) strongly agreed that a desire for good nutrition drives food choices. Aside from Indonesia, consumer motivation for healthy food was also high in other Southeast Asian markets, such as the Philippines and Vietnam, indicating strong potential for health-focused food products in this region.
“Opportunity exists for brands to emphasise the role of nutritious diets in achieving a longer, healthier life through longevity claims. This approach encourages positive change and aligns well with the values of health-conscious younger demographics.’
In China, 82 percent of consumers aged 50-65 have eye issues, but only 51 percent have been treating them.
“Longevity claims are still mostly confined to the healthcare sector, presenting an opportunity for brands to create food and drink that supports long-term health and wellbeing.”
In Japan, white milk has been considered a valuable natural source of nutrition. This consumption extended to fermented milk, such as yogurt, the second most consumed milk and dairy drink product.
Fermented lactic beverages have also been associated with health benefits delivered by lactic acid bacteria. Another trend thriving in Japan has been dairy brands’ subscription services, which tailor their offerings to cater to the health needs of the elderly.
Mental health support was also a key factor for longevity, with many Thai consumers trying to maintain positive mental wellness to minimise ageing. Research also showed that 62 percent of Filipino consumers agreed that preparing food was as pleasurable as eating it.
“Brands can emphasise the importance of joyful eating for better mental wellbeing. This presents an opportunity to shift from traditional diet culture to a more inclusive approach that promotes balanced eating and mental wellbeing.”
Beyond ageing, brands have also been empowering women and teens through improved support and education and providing them with the knowledge they need to take control of their health.
Some innovations have been through tailored dietary solutions for menstrual wellness and education on how menstruation and mental health have been linked to help women anticipate mood changes or changes in their periods. There was also room for brands to improve the value and taste of maternal formula and expand to more product types.
Flavour was another essential to APAC food and beverage consumers. Southeast Asian consumers identified flavour as a critical driver of coffee purchases and desire daily indulgence.
Despite inflationary pressures, they still allocated part of their budget to experiment with and try new flavours. In Thailand, 72 percent of consumers agreed that flavour was important when choosing a coffee product, while half of the Indonesian consumers indulged in desserts or treats daily.
“Brands can help consumers escape with flavour in tough times, offer familiar but different flavours in non-RTDs, and strive for novelty in RTD flavour innovation.”
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