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Asia Pacific
The Food and
Drink Landscape
1
Australia
Asia Pacific Contents
China
The Food and 2018 Global Food &
Drink Trends
JOIN MINTEL’S India
Drink Landscape What’s Hot
EXCLUSIVE BIG Japan A selection of the latest research, It’s Tea Time for India’s
Cafe Culture
innovations and trends in the APAC food
CONVERSATION and drink market, brought to you by Mintel’s Snack Bars Target Dieting
expert analysts from across the region. Indonesians
Korea
From the most exciting The Evolution of Instant
innovations to the hottest Noodles in Asia
trends, invigorate your Malaysia
Australia’s Top 10
creative process About the Authors
New Zealand
To find out more information on
any Big Conversation event email:
Singapore
bigconversations@mintel.com 3
Thailand
2018 Mintel has
announced five
key trends set
»FULL DISCLOSURE
In our new post-truth reality, consumers
require complete and total transparency
Global
from food and drink companies. Food
and drink transparency can take many
to impact the different directions, but the various
claims serve a singular purpose: to help
global food and consumers feel more confident about
the safety and purity of the food and
drink market this
Food &
drink that they purchase.
year, including 1 Namyang Agiggoya Mom’s Cooking
baby food from South Korea is
implications for said to be scientifically designed
Drink
by the company’s baby expert and
consumers, brands, made with selected ingredients, such
as Korean rice or beef and pesticide-
retailers and free vegetables.
1
manufacturers.
Trends (These are available to our clients
as articles on clients.mintel.com or
on-site presentations.)
Two in three urban Thai adults
feel cheated when a company
is not clear about the high
sugar content of its products.
4 5
45% of urban »NEW SENSATIONS »SCIENCE FARE A fifth of urban
Australians agree Texture is the latest tool to engage A technological revolution is Indonesian and
managing or releasing the senses and deliver share-worthy
experiences. Encounters that appeal to
playing out in manufacturing as
some forward-looking companies
Thai consumers
stress properly is an multiple senses can provide consumers are developing solutions to replace agree that helping
important factor for a with escapes from the routine and
stress of their lives, opportunities to
traditional farms and factories with
scientifically engineered ingredients
to protect the
healthy lifestyle. make memories, or generate “like- and finished products. environment is an
worthy” social media.
important factor for
»SELF-FULFILLING 3 Calbee’s Wet Potato Moist Mild Soy
5 Sunfed Chicken Free Chicken Wild
Meaty Chunks are described as clean, a healthy lifestyle.
PRACTICES Sauce Flavour Chips are soy flavored lean, plant protein made from peas and
chips with a soggy outside but marketed are naturally packed with protein, iron
As more consumers find modern life to still contain a crispy center. Found and zinc. They are suitable for vegans
to be hectic and stressful, flexible only in the company’s Calbee Plus 4 and claim to leave a lighter footprint
and balanced diets will become branches, located in Japan, they boast on the planet, while also being good
2
integral elements of self-care routines.
Individual definitions of self-care and
a “moist texture”. While wet to the
touch, they retain a crunchy center, just »PREFERENTIAL for animals. They are free from gluten,
soy, cholesterol, trans fat, antibiotic,
balance will reinforce the need for as advertised. TREATMENT hormone, preservative, GMO, dairy,
a variety of food and drink products E. coli and salmonella, and are high in
that present consumers with positive A new era in personalisation is dawning phosphorus and potassium.
solutions that can be incorporated into due to the expansion of online and
their customised and flexible definitions Two in three urban mobile food shopping. As technology
of health and wellness.
Just over half of Chinese Chinese consumers helps to make shopping as effortless as
possible, an era of targeted promotions
2 shine+ is Australia’s first Smart Drink. biscuits or crackers aged 20-49 now use and products are emerging.
Each functional ingredient in shine+ has
been clinically-researched and shown
consumers aged 20-49 their mobile phone 4 Amazon launched a range of private
to increase concentration and focus, identify layers of coating or more than a desktop label products in 2017 under the Happy
improve working memory, and reduce
mental fatigue and brain fog.
filling as an important quality or laptop for online Belly and Wickedly Prime brands,
offering exclusive brands for online
3 of an indulgent biscuit. grocery shopping. grocery shoppers. 5
6 7
2
The hottest food and
+51%
drink trends popping up
on menus and in stores +42%
across Asia Pacific.
»LOCAL
1
INSPIRATIONS
+47%
Local Asian flavours
Matcha flavoured cakes
Durian flavoured cakes
have been all the rage
in recent years, with
matcha and durian
seeing a significant rise
What’s Hot »INDULGENT in popularity in Asia
+29% Pacific between 2015
DAIRY and 2017, according to
+24% Mintel GNPD.
According to Mintel
Global New Products
Database (GNPD), Source: Mintel GNPD
launches of cakes
or pastries featuring
Cheese*
indulgent dairy flavours
Butter
Matcha green tea is enjoying growing
Milk
have grown rapidly in
Asia Pacific between
2015 and 2017.
popularity outside of its Japanese
* (including cheesecake) homeland thanks to its purported health
Source: Mintel GNPD
benefits, distinctive umami flavour, and
striking visual appeal.
8 9
SUBSCRIBE TO
OUR MONTHLY
3
»SWEET AND SALTY FLAVOURS
Consumers have taken a liking to food and drink items that
NEWSLETTER
incorporate both sweet and salty flavours.
Cream cheese is now served as a whipped topping on tea, like the Subscribe to our
creamy milk foam on a cappuccino. Originating in Southern China,
newsletter and each
the concoction is now common across Asia Pacific and a handful of
cafes in the US. month we’ll send you
fresh perspectives,
Salted egg yolk continues to gain momentum in the food and drink new data and
industry. This flavour first became popular in the crisps category in
groundbreaking
4
Singapore; however, it was originally used as a filling in steamed
buns in Hong Kong. In China, the salted egg yolk flavour has recently »INSPIRATION FROM insights straight to
been catching on in the biscuit category. FOODSERVICE your inbox.
Famous hot pot restaurants in China are launching
self-heating hot pot options, achieving immense You’ll hear from our
success in late 2017. Manufacturers can turn to global expert analyst
foodservice for inspiration in developing convenient, team about the
on-the-go offerings which tap into urban consumers’
fast-paced lifestyles.
key trends that are
happening right now
Four in five urban and what is coming
next.
Chinese consumers
order takeout food.
Register now at:
mintel.com/mintel-newsletter
10 11
Tea cafe chains are emerging
across India, giving consumers a
midway option between at-home
consumption and the humble
It’s Tea Time roadside stall.
Tea shops are a common casual, compared to coffee
For India’s
sight across India, but they shops’ sophistication, and
are typically fragmented and encourage multiple visits a day,
disorganised. In the past versus the once-in-a-while visit
couple of years, a number of to coffee shops.
startup companies have taken
to changing the way Indian This is in line with how tea
Cafe Culture
consumers perceive tea shops. is perceived in India—as an
They have set up outlets similar energising drink consumed
to modern coffee chains that sweet, milky and strong
appeal to young Indians by several times a day. Many also
offering them an upgraded and add herbs and spices to tea,
hygienic version of the chai stall. adding to its reputation as a
flavourful wellness beverage.
Today, tea chains in India This familiarity and homage to
provide an out-of-home tea Indian roots is primarily what
alternative to a roadside stall. tea chains bring to the table in a
They position themselves as contemporary setting.
12 13
»CHAI POINT »CHAAYOS »TATA CHA Chaayos
(Source: Chaayos
via Facebook)
Chai Point, one of India’s first tea Chaayos, another major tea Recognising the opportunity that
chain startups, mainly targets chain player in India, leverages tea cafes present in terms of
office-goers. The company offers personalisation as its major selling convenience and choice for busy
consumers a convenient on-demand point. Consumers can choose from consumers, Tata Global Beverages
delivery service—something coffee the amount of milk to a range of (TGB) launched its own chain, Tata
chains have not been able to do herbs and spices to have in their tea Cha, in late 2017. Furthermore, it has
in India. This has led to innovative at no extra cost. With these various also launched a delivery service. Unlike
packaging solutions such as the options, consumers are said to have the startups, Tata Cha comes with the
disposable Chai Flask. Made from up to 12,000 ways of customising their advantage of a behemoth parent that
heat-retaining cardboard and a five- tea, ensuring a cup of tea exactly to can afford to invest significantly in the
layer pouch within, it can keep tea hot a consumer’s liking. Similar to Chai chain’s operations.
for up to an hour. Point, Chaayos also offers a delivery
service—and for further convenience, TGB’s entry into this space could mark
the company has extended its services the beginning of more store brands
to 24-hour delivery and all-night outlets. taking a serious look at tea cafes as
an addition to their business while also
With their unique business models engaging directly with consumers.
and offerings, tea cafes could very This highlights the need for companies
well be a disrupting force in the Indian to constantly reinvent themselves to
tea market, reaching a point where reach new audiences, not necessarily
they can potentially be a threat to major with new products but with formats and
store brands. Chaayos and Chai Point consumption occasions that cater to
both now offer packaged tea for changing needs.
in-home consumption.
With their unique business models and
offerings, tea cafes could very well be a Tata Cha
Source: Chai Point
via Facebook disrupting force in the Indian tea market. (Source: Tata Cha via
Facebook)
14 15
Weight management is
taking off in Indonesia and
savvy snack bar brands are
»SNACK BARS AND DIETING:
getting in on the action.
Snack Bars
A WEIGHTY OPPORTUNITY?
Snack bars are relatively new in Indonesia and per capita The apparent observance of low carb diets
consumption remains at negligible levels. The category is,
however, experiencing strong sustained growth and annual
» HOLD THE CARBS in Indonesia indicates an opportunity for the
development of products with greater weight
Target
volume sales grew to 722 tonnes in 2016, according to Mintel Generally perceived as inherently healthy loss functionality, or even meal replacement
Market Sizes. relative to other snack foods, snack bars bars, that serve as meals for those following
are well-poised to serve as permissible and special diets.
satiating treats for Indonesians looking to keep
their diets on track. Currently, low carb diets are Weight management is a relatively new
very much in the spotlight with nearly three in problem in markets such as Indonesia and
Dieting
10 Indonesians looking to avoid carbohydrates. consumers appear to be exploring the merits of
This is comparable to avoidance rates in various diet plans such as low carb diets. For
Australia and Thailand. Given the popularity this reason, the meal replacement snack bar,
of foods such as rice and noodles in their diet, consumed as part of a diet plan, is a concept
Indonesians will be on the lookout for low-carb worth testing in this market.
Indonesians
alternatives that can help them stick to their
dietary goals. The popularity of low carb diets goes hand
in hand with the trend for high protein foods,
A quarter of urban as protein is typically sought out as a less
fattening alternative to carbohydrates. Snack
Indonesians are avoiding bars offering weight management functionality
or intend to avoid have the opportunity to highlight low carb and
high protein content to appeal to consumers
carbohydrates in their diets. seeking this macronutrient.
16 17
INCREASED FOCUS ON LOW
CARB DIET SUPPORT
HONING IN ON THE WEIGHT
LOSS OPPORTUNITY
TOP TRENDS
IN ASIA-PACIFIC
PRODUCT SPOTLIGHT
Join Mintel every quarter, where we’ll walk
you through the biggest trends impacting
APAC in our webinar programme.
Soyjoy Almond & Chocolate Soy Bars Omni Bars Chewy Dark Choco Muesli Bars
Soyjoy launched the ‘Cut Carbo’ campaign in Indonesia in Omni snack bars’ slogan, ‘your lifesaver’, is a reference Coming to you soon in both English and Mandarin.
2017, encouraging consumers to eat a Soyjoy snack bar to how consumers can rely on these snack bars to keep
two hours before lunch and dinner respectively. The aim is their hunger at bay and resist the temptation to indulge in
to ensure they cut back on carbs at mealtimes and avoid higher calorie alternatives.
feeling hungry. To get consumers started, they launched a
starter pack containing four 30g units.
Email infoasia@mintel.com
to register your place.
18 19»JAPAN LAUNCHES
FIRST MICHELIN-
ENDORSED INSTANT
The
NOODLES
In 2017, market-leading instant
noodle brand Nissin, upped the ante
with the launch of Nissin Yumeiten
Evolution
Series Nakiryu Tantan Noodles,
which are said to be supervised by
Michelin-starred ramen restaurant
Nakiryu Gyorai.
Nissin Yumeiten Series
Of Instant
Nakiryu Tantan Noodles
Tantan, or Dandan, noodles are
a very popular Chinese Sichuan
noodle dish consisting of minced
pork, preserved vegetables, chilli,
In keeping with the
Noodles
Sichuan pepper and noodles. The
flavour has become popular in
premiumisation trend instant noodles in recent years.
in the instant noodle
category, flavours are
In Asia becoming richer and
more indulgent.
20 21»MORE IS MORE IN
INDONESIA To continue to pique
Another area of premiumisation
consumer interest in the
in the instant noodle category instant noodle category,
has been the addition of real
meat. The arrival of the first
brands should not shy
‘real meat’ instant noodle in the away from pushing into
market was a game changer for
the category and it has sparked »BACK TO BASICS: new price points in order
a flurry of innovation. THE NEXT PHASE OF to over-deliver on taste,
PREMIUMISATION quality and convenience.
Instant noodles are popular despite The overriding trend
being highly processed; however,
in recent years has
increasingly, consumers are on the
»MAKE MINE NATURAL: NOODLE been one of continual
»
Mayora Bakmi Mewah Instant lookout for simple, more natural foods.
Fried Noodles Complete Set Catering to such consumers could INNOVATION GETS SIMPLE premiumisation and
As brands in the ‘real meat’ be the next frontier in instant noodle
segment try to outdo each other, innovation. Foods that promote their In something of a backlash against over-the-top indulgence. Natural,
pioneering brand Bakmi Mewah naturalness and purity are likely to be flavour and topping innovation throughout Asia, a
simple, handmade
»
now offers three ‘meats’— well-received in Asia, with a significant handmade, sun dried instant noodle from Taiwan KiKi Restaurant Sichuan Pepper
chicken, eggs and fish balls. number of consumers in Thailand and has gained a following in Singapore. KiKi Restaurant Spicy Instant Noodles products remain an
Indonesia claiming they would pay a
premium for such reassurance.
Taiwan, popular for their noodles, have launched
a range of noodles that contain a simple coil of
Minimalist in every way, from the
packaging to the simple dressing,
unexplored area for the
premium quality dried noodles, a sachet of soy KiKi has made instant noodles category, and could be
» Indomie Spicy Quail Eggs Natural could redefine
sauce and either scallion or chilli oil. Devotees
of KiKi noodles revel in the simple pleasure and
fashionable. The brand has also
demonstrated that instant noodles
the next battleground for
Flavoured Instant Fried Noodles
premium in the instant uncomplicated flavour of naturally dressed noodles. do not have to be additive- and brands looking for growth.
As ‘real meat’ innovation gathers MSG-laden to satisfy taste buds.
pace, Indomie offers quail eggs as noodle category.
a point of difference.
22 233
ARNOTT’S TIM TAM SOBAH BEVERAGES
CHILL ME! TURKISH
Australia’s
A more health-aware, younger generation are increasing,
DELIGHT FLAVOUR reducing, or avoiding alcohol altogether and this has
BISCUITS seen brands like Sobah emerge with better-for-you
beer. Sobah Beverages make a range of premium,
Arnott’s exemplies Mintel’s 2018 Global non-alcoholic, craft beers that are infused with native
Food & Drink Trend ‘New Sensations’ fruit and spices. The cerveza variant includes finger lime
Top 10
with the launch of its Tim Tam Chill Me! (‘gulalung’), an Australian native citrus fruit that offers a
1
range by playing with temperature. The zesty flavour with slight bitterness.
range features innovative packaging
4
that changes colour once the product is
FANTA JELLY FIZZ exposed to temperature levels below 8 TAKE IT TO THE
2
degrees Celsius. Arnott’s Tim Tam Chill GRAVE 2016 SHIRAZ
Aligned with Mintel’s 2018 Global Me! range is a collaboration with gelato
The food and drink market in Food & Drink Trend ‘New Sensations’, brand Gelato Messina. This product retails in innovative smaller-serve
Australia saw the launch of Fanta cans, and is described as an inviting and
Australia is evolving rapidly, Jelly Fizz. Recognising the potential to expansive wine displaying aromas of blood
engage with consumers by providing plums, packed with supple dark berry and
catering not only to Australians them with textural innovations and new blackcurrant flavours. With younger consumers
ways to interact with brands, the drink consuming less alcohol, on-the-go formats that
but also to consumers across contains jelly pieces that are ‘activated’ capture new occasions are key for growth in the
after shaking the can 10 times. wine category.
the world. A number of food
and drink products have
launched in the past year that
cater to consumers’ increasing
SANITARIUM WEET-BIX CHOLESTEROL LOWERING
BREAKFAST CEREAL WITH PLANT STEROLS
5
This product is said to be very high in whole grain, low in sugar and saturated fat, and clinically proven to reduce
cholesterol levels by up to 9% in four weeks. Although similar functional claims are common place in other
markets, the strict regulatory system in Australia means that the launch of Sanitarium Weet-Bix Cholesterol
demands. Here, we spotlight 10 Lowering Breakfast Cereal with Plant Sterols undertook significant clinical testing. This product targets consumers
who are concerned about heart health and use diet as a way to manage or prevent heart health issues
of the most interesting.
24 25OVER THE MOO DREAM TEAM COOKIES MASTERFOODS AUSSIE ABOUT THE AUTHORS
'N CREAM COCONUT ICE CREAM FARMERS BUTTER
CHICKEN COOKING SAUCE
This dairy-free, gluten-free cookies n’ cream coconut ice cream
capitalises on consumers who are increasingly looking for a Masterfoods has reconnected with its
6
balance between healthy eating and indulgent treats. It targets Australian roots with the Masterfoods
consumers who are vegans, lactose intolerant and avoiding Aussie Farmers range of sauces. Farmers
gluten. On its packaging, the brand encourages consumers to are being flaunted as the trusted face of
reuse the tub as a toothbrush holder in order to reduce landfill. the food industry, providing a much needed
connection between the supply chain
7
and the consumer. Through this range,
9
FLAPJACKED CINNAMON APPLE FLAVOURED Masterfoods claims to support Australia’s
MIGHTY MUFFIN MIX WITH PROBIOTICS farmers by giving an annual donation to
farming communities. This product is made
This pre-mix snack is said to be a protein-packed and high fibre muffin with vine ripened Aussie tomatoes.
that’s developed with scrumptious flavour, balanced nutrition and
convenience in mind. Consumers only need to add water, microwave JODIE MINOTTO LORIS LI SHELLEY MCMILLAN RANJANA SUNDARESAN
it and they’re good to go. It is also said to contain probiotics to support COYO HEMP & Research Manager, Asia Pacific, Associate Director, Food and Associate Director, Consulting, Senior Research Analyst, India, Mintel
immune health, which is aligned with today’s younger consumers’ BLUEBERRY YOGHURT Food & Drink, Mintel Drink, Mintel ANZ, Mintel
proactive approach to health. Based in Mintel’s Mumbai office,
Since changes to the Food Jodie joined Mintel as a Global Loris is based in Mintel’s Based in the Sydney office, Shelley is Ranjana specialises in analysing
8
Standards Code in November 2017 Food & Drink Analyst in 2012, Shanghai office and is part responsible for creating insight reports consumer food and drink trends
ARKADIA MAKE FRESH COCONUT that now allows the sale of hemp and she currently serves as the of the China Food and Drink that delve into product category trends, with an Indian focus, as well as
& DARK CHOCOLATE FLAKES seed as a food, there has been a Research Manager for Mintel Food Reports team. Prior to joining and customised consulting projects global trend observations. With a
flurry of innovation using hemp as & Drink in Asia Pacific. Prior to Mintel, Loris worked in the wine around clients’ strategic innovation degree in Statistics, she delivers
Taking personalisation into the freezer, Arkadia Make Fresh an ingredients like CoYo’s Hemp this, she spent 13 years in sales, and spirits industry for over six objectives. Over her career, she has essential analytical skills, and brings
allows consumers to make ice cream at home with ease. Allowing & Blueberry Yoghurt. Hemp’s marketing and market research years, both in the US and in worked at major FMCG companies her experience as sub-editor for
consumers to get creative in the kitchen, this product taps into compatibility with major lifestyle roles, predominantly in the food and China. She has experience in across multiple markets including the Deccan Chronicle as well as
Mintel Trend ‘Make it Mine’ which discusses how consumers trends such as plant-based, free- beverage industry, working for both data analysis, marketing and Australia, New Zealand and EMEA, Researcher & Copyeditor for RR
10
increasingly want to be able to customise their products. Arkadia from and high protein dieting, gives global consumer packaged group brand management. and has experience in marketing, Donnelley Global Outsourcing.
Make Fresh Coconut & Dark Chocolate Flakes is a powdered ice it a unique selling point above other companies and SMEs. managing brand strategy and new
cream base that, instead of an ice cream maker, simply requires the common types of protein like dairy, product launches. She is also a
addition of milk and cream, and then whisking and freezing. soy or wheat. qualified food technologist.
26 27Keep your finger 7 ways Mintel Food Invest once. Access all.
on the pulse, 24/7. & Drink will help By investing in Mintel Food & Drink you’ll get access to Mintel’s portfolio of market intelligence solutions.
To stay successful in the food and drink your business: Mintel Global New Mintel Reports Mintel Market Sizes Mintel Trends Mintel Menu Insights
industry, you need to be on top of the Products Database Consumer Markets: Global Markets: Consumer Trends: Menu Data: Sourced,
launches, trends and innovations that are • Understand what is happening in (GNPD) Researched, quantified, Measured, segmented, Defined, validated, explored, inspired.
driving purchase decisions worldwide. your categories and what is going Global New Products: explained. forecasted. decoded.
to change in the short, medium and Tracked, analysed, Menu Insights is your
MINTEL
long term. explained. Mintel Reports include Mintel Market Sizes is a fast, By tracking trends, analysing source for trends in the
Think differently, detailed consumer research, reliable database of global and interpreting consumer dining experience, menu
• Discover the newest flavours, With global coverage market size and forecast, market information, including behaviour, Mintel Trends optimisation and new
win big. ingredients, sourcing, labelling and of key new products along with analysis, context sizes, segmentation, market helps you understand flavours, ingredients and
design. launched, Mintel GNPD is and commentary to provide shares and forecasts. changes in culture, markets food preparation in the US.
FOOD &
All our food and drink market intelligence, your destination for data, a complete picture of the and brands so you can
in the hands of our world-class analysts, • Identify where the most interesting exploration and insight on past, present and future of target consumers more
gives your business an advantage over the markets will be in five years. product and packaging key markets. effectively.
competition. innovation.
• Pinpoint the big issues in ingredients,
DRINK
additives, nutrition, food safety,
emerging science and more.
• Acquire a complete picture of the
key trends affecting the entire
supply chain.
The insights from ‘Asia-Pacific:
• Understand the use of different
The Food & Drink Landscape’ packaging materials and why new
was inspired by Mintel’s Food concepts impact purchasing decisions.
& Drink platform. • Invigorate your innovation
strategy with critical data, analysis
and expert insight.Key Features Who is Mintel Food & Drink for?
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