Affordability and Accessible Premiumisation
Economic instability has made affordability a top priority for consumers. Companies face rising ingredient costs, balancing price hikes with delivering value. "Accessible premiumisation" is a growing strategy, offering high-quality, culturally nuanced products at lower price points. For example, Mars Wrigley has launched smaller, affordable versions of premium snacks in APAC and the Middle East.
Better-for-You Products and Convenience
Health-conscious consumers continue to demand low-sugar, low-calorie, and plant-based products that are easy to consume. Snacks and ready-to-drink (RTD) beverages offering nutritional balance and convenience are thriving. Hybrid products that combine indulgence with health benefits are emerging as key growth drivers.
Alternative Proteins: Reality Check and Refinement
Plant-based meat is undergoing a critical reevaluation due to taste, price, and nutrition challenges, with calls for improved R&D to appeal to flexitarians and meat eaters. In cultivated meat, regulatory approval is increasingly expected, but funding challenges have led to mergers and partnerships to drive cost-effective scalability.
Digitalisation Accelerated by Gen Z
The growing influence of Gen Z is accelerating digital innovation in food and beverage. Transparency, sustainability, and immersive digital experiences are becoming consumer expectations. While AI is improving processes like ideation and design, human expertise remains essential for creativity and decision-making.
Whiskey Boom and Localisation in Asia
Whiskey consumption is surging in Asia, driven by premiumisation and festive occasions. Younger consumers are redefining whiskey culture, embracing modern brands that focus on local ingredients and flavours. Companies are also breaking traditional rules, promoting versatile consumption methods like mixing whiskey with green tea or soft drinks.
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