Food and Beverage trends in China and ASEAN markets by Innova Market Insights
17
China Health trends April 2016
Transcript of Food and Beverage trends in China and ASEAN markets by Innova Market Insights
ChinaHealth trends
April 2016
www.innovadatabase.com
Global trends affecting the region
3
ASEAN
Australia
USA
West Europe
China
19.7%
38.5%
16.9%
14.9%
4.7%
21.6%
41.3%
18.8%
14.1%
6.3%
Share (%) of food & beverages launches with no additives/preservatives claim
2015*2014
ASEAN moving ahead of Europe and North America• In comparison with China, the ASEAN countries showed a much higher share of
product launch activity with no additives/preservatives claims. • The ASEAN market is moving even ahead of the US and Western Europe.
*YTD= January - October
4
...and no artificial additives
Australia Indonesia Malaysia Philippines Thailand China0%
10%20%30%40%50%60%70%80%90%
100%
74%
97%
89%94%
80%
90%
73%
96%
88%94%
78%
94%
73%
94%89% 89%
74%
90%
When shopping for foods, how important are the next statements?(2014) (Answer: important, very important, extremely important)
No artificial colors No artificial flavors No artificial sweeteners
% o
f res
pond
ents
• People find it important to look for foods with no additives claims.
• Artificial colors, flavors and sweeteners are met with the same concern.
Source: Health Focus International
5
Australia Indonesia Malaysia Philippines Thailand China10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
71%
83%
65%
79% 81%
65%
It is important on a food ingredient label that most of the ingredients are things I recognize and would use at home.
(2014 ) (Answer: agree, strongly agree)
% o
f res
pond
ents
People want ingredients they recognize• In all selected countries, the majority of consumers found it important in product
choice to recognize the ingredients.
Source: Health Focus International
www.innovadatabase.com
More in store for protein and fiber
7
Consumption of protein is increasing
Australia Indonesia Malaysia Philippines Thailand China0%5%
10%15%20%25%30%35%40%45%50%
21%
45%
30%
38%
25%
18%
Have you increased or decreased your consumption of the following ingredient in the past 2 years? Answer: increased (2014)
Protein
% o
f res
pond
ents
• Many consumers in the regions said to have increased their consumption of protein during the last two years.
• Comparing ASEAN countries with Australia and China, this development is stronger.
Source: Health Focus International
Protein: recommended for all consumers
VegetariansSufficient protein
intake
SportersBuilding muscle mass & recovery
DietersSatiety
SeniorsMaintaining
muscle mass
9
International and local brands put protein front of pack• While international brands launch protein milk drinks, local brands in Asia address it
next to calcium claims.
10
Increase in consumption of fiber
Australia Indonesia Malaysia Philippines Thailand China0%5%
10%15%20%25%30%35%40%45%50%
26%
33% 34%
23%
41%
34%31%
6%
27%
15% 16%
26%
Have you increased or decreased your consumption of the following ingredient in the past 2 years? Answer: increased (2014)
Fiber Whole grains
% o
f res
pond
ents
• In contrast with Australia, ASEAN countries showed more consumers said to have increased fiber consumption more than wholegrain consumption.
Source: Health Focus International
www.innovadatabase.com
Sugar reduction
11
12
Australia and Americas lead in reduced calorie NPD• Australia, Latin America and North America stand out when it comes to claims being
used on products around reduced sugar, fat and calories or carbs.
Africa
Asia
Austra
lasia
East E
urope
Latin
Ameri
ca
Middle
East
North A
merica
Wes
t Euro
pe
Global
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
8.0%5.9%
22.4%
7.2%
16.1%
6.0%
20.1%
12.1% 11.5%
% of product launches by region with low, no or reduced calorie/fat/sugar claims
% o
f tot
al la
unch
es
13
Holistic approach for a healthier lifestyle• Most consumers agree that leading a healthy lifestyle is more important than
following a specific diet.
Brazil China Germany Russia United Kingdom0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
51%42%
18%
34%19%
54%
37%
16%29%
13%
80% 83%
58%
81% 81%
Which statement describes your attitude the best?
I am confused about the food choices I have to make to lose weightI believe supplements can help me when I am trying to lose weightLiving a healthy lifestyle is more important than following a specific diet
www.innovadatabase.com
Healthy aging
14
15
Consumer believes in role of food for future health
Australia Indonesia Malaysia Philippines Thailand China0%
10%
20%
30%
40%
50%
60%
70%
34%
60%65%
58%53%
35%
I believe certain foods and beverages can actually help slow the process of aging (selected answer) (2014)
% o
f res
pond
ents
• More than half of the consumers in ASEAN countries believe that certain foods and beverages are really able to slow the process of aging.
Source: Health Focus International
16
Only in Asia the real age is put on the product
High calcium nutritional milk formula with vanilla flavor for aged people (51 years up).
Good for the heart. Enriched with EPA and DHA. With
omega-3. With essential fatty acids.
Same age group Younger age group
17
Digestive health is on-trend in China • Mainly in the dairy yogurt category, claims on probiotics in relation to digestive health
are on trend. • Other emerging health claims in China are added vitamins/minerals, fiber and protein.
2011 2012 2013 2014 20150
50
100
150
200
250
300
350
400
450
500
On-trend health claims among food & beverage product launches tracked Indexed - China
Digestive/Gut Health
Vitamin/Mineral For-tified
High/Source of Fibre
High/Source of Pro-tein
Num
ber o
f lau
nche
s tra
cked
In
dexe
d: 2
011=
100
