Consumers in parts of Asia are increasingly seeking healthier food options, but taste remains non-negotiable, according to a report recently released by Food Industry Asia (FIA), a not-for-profit organization established by multinational food and beverage companies.
The report, which sought to understand consumer mindset by engaging 7,500 respondents in the Philippines, Indonesia, Malaysia, Thailand, and Vietnam, aimed to offer insights that private firms and governments could use to reformulate policies.
The top key drivers influencing food purchase decisions were nutritional content and taste at 76 percent, the report said.
They were followed by long shelf life, availability or accessibility, and convenience.
Han Yin-Leong, FIA regional senior manager and lead author of the report, told ANC’s “Market Edge” that the findings were a “critical condition” for the food sector.
“They’re happy to see a product become healthier, but it should still be enjoyable and tasty,” he said.
Willing to pay more
Meanwhile, 82 percent of consumers are willing to pay more for reformulated and healthier products, provided that taste remains intact.
The reformulation consumers welcome is not just about reducing ingredients like sugar or sodium, Leong said.
It also includes nutrient enrichment — such as adding calcium, dietary fiber and other beneficial components — especially for products marketed toward active and family-oriented consumers, he said.
Leong urged governments in Asean to collaborate with industry, academics, health experts, and scientists to accelerate access to healthier food options.
“We need policies and environments that encourage reformulations,” he said.
He stressed that enabling the private sector to innovate, streamline reformulation processes, and strengthen labeling standards will help deliver “healthier lifestyles and healthier living” across all socioeconomic groups, not just the middle class.
FIA’s findings came at a time when the world is facing rising health risks tied to diet, including obesity, diabetes, and cardiovascular disease.
Consumers now more discerning
Consumers are also becoming more discerning about what they buy.
The study reveals seven in 10 consumers say nutrition information on packaging influences their food and beverage choices, a finding that is reshaping how companies design labels and communicate product benefits.
Leong said clearer labels are no longer optional.
“Companies — not just multinationals but also SMEs [small and medium enterprises] — are now preparing transparent nutrition labels, so consumers make informed purchases,” he said.
This shift is prompting the industry to rethink packaging, simplify labels and clarify health claims, he said.
The survey also found sugar reduction to be one of the most dominant trends in the region, as 81 percent of consumers are trying to cut down on sugar intake.
Sugar-conscious behavior is rising due to concerns over diabetes and other non-communicable diseases.
Leong said consumers are no longer waiting for policy — they’re voluntarily moderating their own diets.
“This is a very good sign,” he noted.
“Consumers are taking efforts to reduce sugars, and that modulates industries to reformulate their products.” (ABS-CBN News)