Longevity trends reshape APAC consumer priorities

In Indonesia, 55% of consumers prioritise nutrition in their food choices.

As populations age across the Asia-Pacific (APAC) region, food and drink brands have new opportunities to cater to shifting consumer priorities with proactive health solutions. 

This trend, termed the "longevity revolution" by the United Nations, is marked by longer lifespans and brings challenges such as increased risks of age-related diseases and financial strain.

“Brands must adapt by addressing the specific needs of an ageing population whilst ensuring cost efficiency and affordability,” said Jolene Ng, principal analyst at Mintel Food & Drink in its 2024 APAC Food and Drink Landscape.

In Indonesia, 55% of consumers prioritise nutrition in their food choices, a trend echoed in the Philippines and Vietnam. Ng highlights that brands can capitalise on this by promoting nutritious diets that support longevity, appealing to both older and younger health-conscious consumers.

In China, 82% of people aged 50 to 65 experience eye issues, but only 51% seek treatment, indicating a gap that brands can fill with health-focused products. Japan is seeing strong demand for nutritious dairy products like yogurt, with brands adapting their offerings for the elderly through subscription services.

Mental wellness is also key. Half of Thai consumers focus on positive mental health to combat aging, and 62% of Filipinos find food preparation as enjoyable as eating, signaling an opportunity for brands to promote balanced eating that supports both physical and mental well-being.

“This presents an opportunity to shift from traditional diet culture to a more inclusive approach that promotes balanced eating and mental wellbeing,” Mintel said.

Moreover, brands are also expanding into women's health, offering dietary solutions for menstrual wellness and maternal nutrition. Flavor remains critical across the region, with consumers in Southeast Asia prioritizing taste in coffee and daily indulgence despite economic pressures.

“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,” said Ng.