Suntory has set its sights on the Asia Pacific (APAC) region as a strategic growth market for 2025, focusing on two key pillars: health essences and ready-to-drink (RTD) beverages. With increasing health consciousness and evolving consumer preferences across the region, the company is gearing up to meet demand with innovative products and sustainable practices.
Health Essences: Meeting the Growing Demand for Wellness
South East Asia has emerged as a critical market for Suntory’s popular Brand’s Health Essence Range, which includes products like Essence of Chicken and Essence of Ginseng. According to Hiroyuki Fujiwara, Chief Marketing Officer at Suntory Beverages and Food Asia Pacific (SBFAP), consumers in Thailand, Taiwan, and Malaysia are already embracing these health-focused products.
“Health consciousness is a major driver [in this region],” Fujiwara noted, highlighting the growing focus on mental health, stress relief, and immunity-boosting formulations. In 2025, this trend is expected to accelerate as consumers prioritize natural ingredients and functional benefits in their dietary choices.
RTD Beverages: Capitalizing on Convenience
Suntory’s expansion in the RTD beverage category spans across APAC, targeting diverse consumer preferences. Products like TEA+ and Suntory Oolong Tea are gaining traction for their unique flavors and health benefits, catering to the demand for healthier hydration options.
In Oceania, V Energy remains a market leader, offering innovative flavors in the energy segment. Additionally, Suntory is tapping into the growing low-alcohol RTD market in Australia and Vietnam with its popular -196 product line.
Investments in Sustainable Manufacturing
To support its ambitious plans, Suntory has invested in net-zero manufacturing and distribution facilities in Australia and Vietnam.
Australia: The Queensland facility manufactures over 20 Suntory RTD brands, including V Energy, -196, and Jim Beam and Cola canned cocktails, leveraging energy-efficient and water-saving technologies.
Vietnam: Spanning 20 hectares in Long An province, this facility is Suntory’s largest factory in Asia and is designed to cater to growing local demand sustainably.
Water Conservation: Expanding the Mizuiku Initiative
As part of its sustainability efforts, Suntory is committed to water stewardship through its Mizuiku programme, which educates the next generation on water conservation and the environment.
The programme, launched in 2004, has already surpassed its 2030 target of reaching one million students, achieving this milestone in 2023.
Looking ahead, Suntory plans to expand the programme to impact over five million people globally by 2030, reinforcing its dedication to fostering environmentally conscious consumers.
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