There is an ongoing and undeniable shift in how consumers perceive the quality of a product as they attach greater value to consumption experiences, even while looking to make healthier choices when it comes to the food and drinks they buy. This highlights the need for brands to diversify flavour and texture attributes to create indulgent experiences. At the same time, ensuring products meet the health quotient, says GlobalData, a leading data and analytics company.
Parthasaradhi Reddy, Consumer Lead Analyst at GlobalData, said that health remains a vital influencer of the purchase decisions made by Asian shoppers regarding food and drinks.
"But so is the desire to experiment with new and unique flavours, suggesting consumer unwillingness to compromise on taste in favour of health benefits."
A recent GlobalData survey corroborates this trend, where 62 percent of Asian respondents stated they are always/often influenced by how the product impacts their health. In comparison, 56 percent admitted they feel similarly about how unique a product is.
Tim Hill, Key Account Director, GlobalData Singapore, said that fortification has been documented to enhance the density of micronutrients in the food and beverage to which they are added. It is touted to be more beneficial than supplementation.
"Studies have indicated that fortification improves a food or beverage's nutritional quotient, thereby increasing consumers' health benefits," said Hill.
This approach is known to impact the taste and mouthfeel of a product, making it unpalatable for consumers who prioritise sensory experiences just as much as health attributes. As many as 31 percent of Asians surveyed admitted that the health labelling on the pack always influences them. At the same time, a quarter of them also consider novelty essential when making purchase decisions.
Reddy continued that the demand for health and wellness goes beyond conventional supplements as consumers increasingly look for added benefits and ingredients for improved health in the food/drinks they purchase while being steadfast about their taste preferences.
Manufacturers respond to this trend by combining unique flavours to create indulgent experiences while communicating the fortified benefits. For instance, House of Veda in India released seven different tea variants, each claiming to comprise unusual ingredient combinations that satiate the desire for novelty and demand for added health benefits such as easing anxiety, supporting digestion, or boosting immunity.
Similarly, Carolines - Apple Cider Vinegar Drink – Yuzu, launched in Singapore, is touted to be a "super-powered lemonade" containing live pro and prebiotics.
Consumers also often associate high-quality ingredients with a product's health quotient, opening up massive opportunities for innovation in the fortified ingredient space. Growing affordability and the desire to live healthier lifestyles will continue to drive consumer inclination for fortified nutritional food and drinks among young, experimental Asians. This will drive manufacturers to focus on research to develop products that successfully combine taste with fortification, adding to growth opportunities in the market for food and beverages with added benefits.
