3 in 5 Asians are influenced by health benefits when buying food or drinks

62% of Asians are more influenced by the health benefits of products.

Uniqueness and healthy benefits are highly regarded by Asia Pacific consumers in their food and beverage choices, a survey by GlobalData revealed/

Nearly 62% of Asian respondents claim that they are frequently or often influenced by products that affect or benefit their health, whilst 56% say they lean more on their uniqueness.

This prompts brands to expand the flavours and variety of their products, as well as texture attributes, to balance out indulgent experiences and health benefits.

“Health remains a vital influencer of the purchase decisions made by Asian shoppers when it comes to 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,” Parthasaradhi Reddy, Consumer Lead Analyst at GlobalData, shared.

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According to GlobalData, one of the most critical trends that shaped the F&B sector is fortification, the process of enhancing the density of micronutrients to be added to food and drinks. It is considered to be more beneficial than supplementation with its nutritional quotient.

Labelling is also critical to the tastes of consumers, as 31% of Asians claim they are influenced by the health labelling on packages. However, a quarter see the novelty in packaging as essential in their purchasing choices.

Flavour variety is also a huge factor in consumer tastes, with manufacturers responding to trends with unique offerings that create indulgent benefits. Common examples include seven tea variants by House of Veda in India, and Carolines’ “super-powered lemonade” in Singapore.