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How we do it

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Where we do it

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 2016 Food & Drink Trends
Whats Emerging For South-East Asia?

A Mintel Insights Presentation

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
 Agenda:
Healthier Alternatives
For Every Body
Eat With Your Eyes

5
Healthier Alternatives

Veggie burgers and non-dairy milks have

escaped the realm of serving as substitutes
primarily for people with dietary concerns,
consumers with allergies and followers of
vegetarian or vegan diets and now have
broader appeal.

6
The Global View: Healthier Alternatives

7
Many consumers recognize the balancing act of achieving a healthy diet

48%
Of Indonesian consumers
hope to achieve eating a
healthier diet this year and
pledge that they will definitely
do this.

8 Source: Mintel APAC survey 2014, Trends & Wellness report China- 2015
More consumers are interested in vegetarian options

Of US consumers who eat/use meat alternatives excluding

29% eggs occasionally like to have meat-free days, such as

Meatless Mondays.

52% Of Chinese consumers report eating more fruits and

vegetables than 12 months ago, the highest rate amongst all
health-related activities.

47% Of Chinese consumers are eating more of a

vegetarian/vegan diet in the past 12 months.

9 Sources: Mintel Consumer Reports

Vegetarian/Vegan claims on pack grow in South East Asia

Growth of Food & Drink Launches with

Top Growing Categories from 2014-15
Vegetarian/ Vegan Claims in South East Asia
35%

30%
29.04%

25.79%
25%
SNACKS

20%
19.22%

15%
13.00%
12.96%
10%

DAIRY
5%

0% SIDES
2011 2012 2013 2014 2015

10 Source: Mintel GNPD, Data range: Vegetarian/vegan Claims, SEA, Jna2011-Dec2015

Snacks: Using Natural Veggies for a Pop of Colour

NOI Salted Fun Stix is a fine selection of fried veggies Herb & Garlic Volcanic Root Chips consist of sweet
including potato, purple potato and taro. potato chips, taro chips, and cassava chips.
The deep purple chips are made from naturally grown
Malaysia. purple sweet potatoes, with no artificial colouring.

Singapore.

11 Source: Mintel GNPD

Sides: Vegetarian Noodles in South East Asia
Peacock
Basmati Rice Spaghetti
Singapore
This all natural and naturally fat free
product is made with top quality
basmati rice it is suitable for
vegetarians.
This product contains no artificial
coloring.
12 Source: Mintel GNPD
Ladang Lima
Red Spinach Veggie Noodles
Indonesia
These healthy noodles are made from
organic red spinach containing vitamins
mixed with Ladang Lima gluten-free
flour, and suitable for daily consumption
by vegetarians.
This product contains no artificial
coloring.
Mendake
Japanese Style Green Noodles
Thailand
This Japanese style green noodles use
natural colour from spirulina; and contain
no fat, cholesterol, preservatives, or
added artificial colour.
Non- Dairy Needs: the west flourishes

Non-dairy milk substitutes provide more options for curious consumers not just
vegetarians and vegans

In Australia over the past 10 years,

Almond milk has grown of 93%
and Oat milk has risen by 38%.

New grain milks including quinoa,

coconut and blends of different nuts
and seeds are also increasing in
popularity.

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Thailand leads Southeast Asia in alternative dairy launches

Farmmy Sweet Corn Milk Milky Coco

Matcha Green Tea Odele Organic
Made from natural Flavoured Coconut Milk Unsweetened Quinoa Milk
ingredients Drink

14 Source: Mintel GNPD

Healthier Alternatives: What does this mean?

In South East Asia, consumers are occasionally

including more vegetarian options in their diets-
Alternatives such as fruits, veggies, and alternative milks- to be
more mindful towards their health.

Fruit and vegetable substitutes are appearing in

Category non-traditionally seen categories- especially
Blurring snacks, noodles and dairy.

The majority of these newly launched

All Natural vegetarian/vegan products also claim to be all natural,
and thus do not use any artificial coloring in their
formulations.

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For Every Body
For many people, fitness is not training for a triathlon; its
simply about becoming more active. The rising promotion and
organization of athletic programs that encourage consumers
to get and stay active showcases a parallel need for food and
drink that helps consumers get acquainted with sports nutrition
elements.
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The Global View: For Every Body

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Fitness instead of fast food

Gym giant Anytime Fitness has just opened its 3000th site in 13 years, becoming the world's
fastest-growing franchise and outpacing McDonald's and Subway.
Branches across the world, including Singapore, Malaysia, Philippines, Taiwan, Japan, Hong
Kong, India and China.

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Need for sports nutrition

64% Of Indonesian consumers believe doing regular

exercise is one of the most important factors that contribute
to a healthy lifestyle.

of Canadian consumers ages 18+ who consume sports or

71% energy drinks prefer to drink more natural beverages,

such as milk, water or coconut water, instead of sports
drinks.

34% of Chinese consumers believe that one of the most

important factors when purchasing sports/energy drinks is
that they are made from natural ingredients.

19 Source: Mintel APAC survey 2014, Canada- sports/energy drinks report Aug 2015, China Sports/energy drinks report Jul 2014
Energy Bar Evolution in the West

Protein is moving from gym junkies to more mainstream consumers

Now:
Then: Natural ingredients and distinctions
Artificial style bars with non- between types of protein
descript blend of ingredients
Chia & Plant Protein

Natural Protein Balls

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Plant Protein: Pea Protein Grows
Protein Chips
for Post-Workout Snack

Pea protein contains an ideal

combination of essential amino
acids for sports performance

The blend of natural vitamins and

minerals found in peas promote
healthier metabolism and healthy
heart, and restore balance to
muscles after heavy activity.

Studies have recently shown that

pea protein may be an effective
way to maintain healthy blood
pressure and kidney levels.

21 https://www.protings.com/collections/chips
Insect Protein: Cricket Flour Boom

The Original Cricket Bar

Protein from Cricket Flour

Cricket protein contains the

nine essential amino acids just
like other organic meat sources
including beef, chicken, and
pork.

15% more iron than spinach,

two times the protein content of
beef and as much B12 as
salmon!

Appeals to Millenials sense of

adventure and taste for exotic
ingredients .

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Marine Protein: Algae Ingredient

Soyafarm Soymilk with Euglena

Contains 100mg Euglena

NutriFood HiLo Soleha

Contains Red Algae

Algae is grown in sea water and

thrives in hot, dry weather.

Said to be more efficient protein

source than soy because it can be
grown much faster and using less
surface area.

23 Source: Livestong.com, Mintel GNPD

Hydrating coconut water expands into more drink categories

Top 10 Beverage Categories launching drinks with coconut water Global, 2005 - 2015

24 Source: Mintel GNPD

Fresh Juices featuring Coconut Water
There has a been a rise in the number of fresh and organic juice bars appearing in
Bangkok over the past year, including coconut water as an ingredient in fresh mixed
juices.
Make It Happen Juice,
Thailand

25 http://en.makeithappenjuice.com/cold-pressed-juice/cc/
In search of the next coconut water

Magic Summer
Sealand Birk Organic Original Birch Juice,
Pure Birch Juice, Vietnam
USA

26 Source: Mintel GNPD

Maple Water

Happy Tree Sap On Tap

USA USA

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For Every Body: What does this mean?

As with much of the food and drink industry, active

Unusual consumers are always excited about variety and
trying new and different ingredients and sources.

For foods meant to accompany exercise, the trending

pattern is towards packaging and formulas that show
Transparent off the natural ingredient pieces, textures, and
colors of the snack.

Beverages for active consumers are preferred to be

all-natural with the key benefit of hydration-
Unaltered meaning that wherever possible, the natural
colors of the ingredients, even if a brownish or
cloudy liquid, are acceptable.

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Eat with Your Eyes
Flavor has long been the focus of innovation, but
our more visual and share-focused society calls
for innovations that are boldly colored, artfully
constructed and sometimes just cool.

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The Global View: Eat With Your Eyes

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The visual appeal of food and drink is
becoming more popular in our social
media sharing-based culture.
Food is a common topic on social media

2 million Average daily volume of social media posts in the US

mentioning food, equating with one every 23 seconds.

52% of people globally take food photos with their mobile

phones.

of Chinese internet users ages 20-49 currently use a mobile

32% or tablet app that provides healthy recipes and advice, an

additional 60% would be interested in using a similar app.

32 Source: US Infegy/Mintel; Singapore- Foodtography; China source: QQ Survey/Mintel

Extremities draw appeal
Whether its health or indulgence, being at either end of the spectrum drives the appeal to
share the experience.

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Online platforms to share with the world

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Apps that encourage easy click & share

Street Food Bangkok Burpple

My Singapore Food

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Unusual Colors

In Japan, Burger King created red burger buns (by using tomato
powder) in 2015, following the launch of black versions (which used
bamboo charcoal and squid ink) in 2014.

36 Mintel
Playfully Pink

KFC Rose flavoured chicken

burger with pink petal buns, China

Magnum- Pink Champagne, Pink Curry, Japan

Singapore

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A Touch of Sparkle

Marks & Spencers festive season crisps feature edible gold stars

Marks & Spencer The Collection Fizz & Sparkle Winter

Berries & Prosecco Hand Cooked Crisps with edible gold
stars and a touch of fizz are made using specially
selected British potatoes, sliced with their skins on and
hand cooked in small batches to give a delicious and
crispy snack. This vegetarian product is made with
Prosecco DOC, and retails in a 150g pack.
UK
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All Together Now !

Rainbow Bagels,
The Bagel Store, USA

Fritolay Rainbow Doritos,

USA

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Packaging Concepts for the Future

Consumer desire for novel and customized

choices can be satisfied with creative packaging
that includes multiple colorful flavours in one.

Currently in the prototype phase, Ipifinis Choice

Enabled Packaging would allow users to make
up to 64 custom varieties from one beverage.

40 http://www.ipifini.com/
Eat With Your Eyes: What does this mean?

Social The Social Media sharing nature of South East

Asian consumers today has prompted an explosion of
Sharing attention towards aesthetics over taste.

The colors of many trendy foods seen recently are

Inspired by inspired by shades found in nature, however,
Nature accomplishing them without sacrificing on taste does
require the use of helpful artificial food colorings.

The more outrageous, the more exciting! These

Novelty, psychedelic food presentations are intended to be
limited edition novelties and therefore consumers are
over Nutrition less concerned about knowing the natural origin of
the ingredients, as seen in other trends.

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Thanks, get in contact

Jemi Crookes
Trend & Innovation Consultant - South East Asia
jcrookes@mintel.com
+65 9234 2659

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com