In the most recent issue of Healthier Choices, we delve into cutting-edge products that are influencing the APAC market, such as colorful functional beverages for children, popular enzyme sticks from Korea, and fresh alternatives to low-sodium soy sauce. As the desire for healthier, visually attractive, and nutritionally enhanced products grows among consumers, brands throughout Asia are meeting this demand by offering innovative solutions designed for health-conscious customers.
Market Trends
1. Functional Beverages for Kids: Australia’s Tummy Buddies has found that visual appeal is a crucial factor in enticing children to try healthier options. Their synbiotic-enriched flavoured waters for kids are designed with bright colours and engaging packaging, making them stand out on shelves and appeal directly to young consumers and their parents. Tummy Buddies emphasises that while flavour and health benefits are key, capturing attention through eye-catching designs is essential to drive first-time purchases in the children’s wellness category.
2. South Korea’s Enzyme Sticks for Wellness: Natural Good Things (NGT), a South Korean beauty and wellness brand, is capitalising on the popularity of its Active Enzyme sticks, which have become widely recognised on social media with the help of influencers. These enzyme sticks, which support digestive health and beauty, have earned NGT top rankings in consumer satisfaction in Korea for six years running. The brand now aims to expand across Asia, targeting young women interested in functional wellness products that fit seamlessly into their routines.
3. Low-Sodium Soy Sauce Alternative from Vietnam: As sodium reduction gains importance across Asia, Vietnam’s Sokfarm has introduced a soy sauce alternative made from coconut blossom sap, addressing consumer demand for lower-sodium condiments. Dubbed "aminos," this soy sauce substitute taps into Sokfarm’s expertise in coconut products, offering a naturally derived alternative for health-conscious consumers while exploring new applications in the savoury space.
4. Koji Powder for Umami and Affordability in ASEAN: Japan’s Hanamaruki is introducing a flavour-enhancing koji powder across Southeast Asia to meet dual demands for sodium reduction and affordability. Known for its pioneering liquid shio koji, Hanamaruki’s latest product enhances umami while complementing trending flavours like cheese, spice, and chocolate. This versatile powder is positioned to add depth to various foods while reducing reliance on sodium, appealing to health-conscious consumers across ASEAN.
5. Gut Health Benefits of Fermented Gold Kiwi: An eight-week South Korean clinical trial on fermented gold kiwi demonstrated its potential to alleviate gut discomfort, including abdominal pain and heartburn, while improving overall quality of life for participants. Conducted by Semyung University and partners, the study highlights fermented gold kiwi as a promising ingredient for functional foods targeting digestive wellness, expanding options for consumers with gut health concerns.
Strategic Insights for Brands
Prioritise Visual Appeal in Kids’ Functional Products: For children’s health products, aesthetics are just as crucial as function. Brands should invest in vibrant, visually engaging packaging and colours to capture attention and encourage healthy choices among young consumers and their parents.
Leverage Influencer Marketing for Functional Wellness Items: As seen with NGT’s enzyme sticks, leveraging local influencers can significantly boost brand awareness and trust. Targeted influencer partnerships can be instrumental in promoting wellness products to young consumers seeking both convenience and health benefits.
Develop Low-Sodium, Allergen-Free Alternatives: With sodium reduction and allergen awareness rising, products like Sokfarm’s coconut-based soy sauce alternative can cater to health-conscious consumers. Exploring local ingredients that align with these demands provides a competitive edge in the functional foods sector.
Enhance Flavour and Health Benefits with Koji and Fermented Ingredients: Hanamaruki’s koji powder demonstrates that flavour-enhancing ingredients can satisfy both affordability and health demands. Incorporating umami-rich, fermented ingredients can help brands meet the APAC market’s appetite for innovative, reduced-sodium options without sacrificing taste.
By embracing these trends, brands in APAC can deliver health-conscious, visually appealing, and functional innovations that resonate with consumers across demographics, from kids to wellness-focused adults.
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