ASIA PACIFIC

Targeting health and wellnessInsights into the latest consumer behaviours and

shifting consumer trends in health and wellness across Asia Pacific’s food and drink market. Brought to you by

Mintel’s expert analysts from across the region.

CONTENTS

4 Targeting health-conscious Indians with dairy drinks

6 Ready meals should tap into Japan’s ageing population

8 Ingredient spotlight: Tongkat ali

12 5 innovative product launches in Asia Pacific’s

food and drink industry

ASIA PACIFIC

Targeting health and wellnessInsights into the latest consumer behaviours and

shifting consumer trends in health and wellness across Asia Pacific’s food and drink market. Brought to you by

Mintel’s expert analysts from across the region.

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Targeting health-conscious Indians with dairy drinksAs Indian consumers show greater interest in their health, they have started looking for better-for-you food and drink options. This shift is creating opportunities for companies and brands to add value to the dairy market.

HEALTH MATTERSMintel research highlights that almost two-thirds of urban Indian adults aspire to live a healthier lifestyle. In India, food is acknowledged as a means

to be healthy, with two-thirds of consumers claiming to eat a balanced diet in order to live a healthy lifestyle.

Noting this trend, dairy drinks brands have already started to leverage Indian consumers' aspirations. Brands are putting more effort into positioning their

new and re-launched products as more natural and better for you.

As interest in health grows, so will consumers' appetites for better-for-you alternatives to fizzy drinks and high-calorie juices. This creates opportunities for value-added dairy drinks addressing the needs of health-conscious Indian consumers.

LOOKING AHEAD Mintel research indicates that the protein craze has reached India. The appeal of high protein food and drink, including dairy, is reinforced by the ongoing discussion on nutrient deficiencies that has brought to the fore the issue of inadequate protein consumption.

Meanwhile, sugar is also on the health agendas of Indian consumers. In the coming years, sugar is likely to become a bigger concern for consumers in a country often described as ‘the world capital of diabetes’. The growing concern around sugar, for one, has already started to impact India’s soft drink category where we are seeing major players diversifying away from their traditional fizzy drinks

in favour of low-sugar and functional options.

Dairy drink companies in India can cater to the country’s growing population of health-conscious consumers by establishing milk as a superior source of protein. As well, as long as sugar content is limited, dairy drinks can be positioned as a tasty and healthier alternative to fizzy drinks.

Almost two-thirds of urban Indian adults aspire to live a healthier lifestyle.

4 5

Japan's ageing population faces numerous mental and physical health challenges in the years ahead. Ready meals targeted at seniors could look to better serve this demographic by offering solutions to boost brain function.

Dementia and mental health issues are prevalent among Japan’s soaring ageing population.

JAPAN’S AGEING POPULATIONDecades of improving life expectancy and falling birth rates have produced a rapidly aging and shrinking population in Japan. The country’s population is now ageing faster than any other on the planet. That being said, retailers and manufacturers have been cashing in on the situation, creating products that specifically target older consumers.

In fact, Japan leads the world in new food and beverage products targeting seniors, according to Mintel Global New Products Database (GNPD), with prepared meals accounting for more than half of these food and drink launches.

Age is revered in Japan; therefore, it is not unusual to see products that feature photos of seniors on-pack, or openly target seniors with phrases on-pack like ‘for middle and old age’. Factors that are important to elderly consumers, such as nutrition and ease-of-chew, are also clearly highlighted on-pack. This is in contrast to many Western markets, where this approach may be seen as patronising or alienating.

WHAT’S NEXTNeurological disorders like Alzheimer's disease, mental fatigue and memory problems are prevalent across the world, but global food and drink launches carrying brain and nervous system claims over the last five years have remained niche, according to Mintel GNPD.

Given the mental health issues faced by Japan's ageing population, coupled with the fact that consumers are very health-conscious, there is an opportunity for ready meal retailers and manufacturers to launch more products aimed at improving cognitive function for the older generation, pairing this with other attributes important to these older consumers, such as ease-of-chew.

Adaptogenic and nootropic substances are key to good neuro nutrition as they are thought to optimise and enhance brain functionality and health, in particular memory concentration, focus and alertness.

The potency of these substances, such as the lion’s mane mushroom, holy basil and B-vitamins, will continue to encourage research into their use across various categories. Ready meal manufacturers and retailers in Japan should be setting their sights on this new frontier of consumer needs, and develop products that will resonate with older consumers wishing to boost or sustain their brain function.

Ready meals should tap into Japan’s ageing population

6 7

Traditional medicinal ingredient tongkat ali should be on the radar of energy drink brands for its natural fit.

CONSUMER INTEREST IN TRADITIONAL AND NATURAL INGREDIENTS There is an ongoing opportunity for energy drink manufacturers in Asia to meet consumer interest in traditional medicine and familiar plant-based ingredients. In China, two in five Chinese adults say they would buy a sports or energy drink if it were made from natural ingredients (eg honey, plant extract), while one in four are interested in energy drinks made from traditional Chinese medicine.

TRADITIONAL USE FOR TONGKAT ALIA plant ingredient with unfulfilled potential in the energy drinks market is tongkat ali, also known as longjack or pasak bumi. The plant has traditionally been used in Southeast Asia to boost mental and physical energy levels, and scientific research has linked the consumption of tongkat ali extract with balancing hormone levels, in particular, testosterone.

Although it is known more for its role in traditional medicine in Southeast Asia, tongkat ali features as a modern supplementary ingredient in a number of functional drinks and instant coffee in countries such as Indonesia and Malaysia.

Opportunities for global food and drink manufacturers to use tongkat ali have increased since the Malaysian government launched its Economic Transformation Programme (ETP) in 2010. As part of the ETP's focus on agricultural economic growth, tongkat ali was identified as one of five plants that would receive investment. The aim was to improve ‘the product quality and marketing efforts of dietary and herbal supplements to tap the global demand for high-value herbal supplements and remedies’.

TAPPING CHINESE CONSUMERS APPETITE FOR TRADITIONAL MEDICINEThe heritage that tongkat ali enjoys as a traditional medicine in Malaysia and Indonesia may resonate with Chinese consumers, considering their interest in traditional medicine and natural and functional ingredients.

Tongkat ali's associations with boosting mental and physical energy make it an exciting ingredient for Chinese energy drink makers. Also, brands may be able to provide provenance information, meeting Chinese interest in traceability; over two in five heavy users of energy drinks in China would like to know the detailed functions of each ingredient used in functional drinks.

THE OPPORTUNITY FOR TONGKAT ALIPlant-based, functional ingredients, especially adaptogenic herbs, are inspiring innovative, new approaches to beverage development. Given current and ongoing concerns surrounding energy drinks, there is an opportunity to use such powerful botanicals in recipes. The interest that Chinese consumers have in traditional medicine and plant ingredients could make it a suitable market for using tongkat ali root extract in energy drinks.

Ingredient spotlight: Tongkat ali

40% of Chinese consumers say they would buy sports or energy drinks made from natural ingredients.

8 9

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RAW PRESSERY TURMERIC ALMOND MILK, INDIAThis product is said to contain plant protein and is planet friendly. This 100% natural nut milk claims to be lower in calories than regular milk, is high in calcium, and packed with good fats and vitamins such as vitamin C and vitamin E. The almond milk from Raw Pressery also claims to be all plant, all taste, all green and all good, and is free from artificial flavours, lactose, dairy, added sugar, preservatives, saturated fat and cholesterol. ‘Plant protein’ features on the front of pack.

BODE HEMAVITON GRAPE FLAVOURED ENERGY DRINK WITH PASAK BUMI, INDONESIAThis drink is a halal certified product that is formulated to help maintain stamina and refresh the body. It contains a hefty 25mg of pasak bumi, also known as, tongkat ali.

JALNA LACTOSE FREE WHOLE MILK VANILLA YOGHURT, AUSTRALIA Jalna, a mainstream yoghurt brand in Australia, launched a lactose-free yoghurt that is said to have all the great taste and pot set purity of dairy yoghurts, just without the lactose. It is made for sensitive tummies and is packed with dairy goodness and probiotic benefits, claimed to reduce bloating, improve digestion and gut flora. It is naturally pot set, features low GI benefits, and is free from lactose, gluten, colours or food acids, artificial sweeteners, preservatives, gelatines or starches.

WYETH ILLUMA ATWO INFANT FORMULA MILK POWDER STAGE 1, CHINANestlé launched Wyeth Illuma Atwo, a range of infant and toddler milk formulas that use A2 milk as a base, a variant that’s said to be easier to digest. The uniqueness of the new range is due to the combination of OPO (oleic and palmitic fatty acid structure – a triglyceride fatty composition found in mother’s milk) and A2 type beta-casein protein.

GLICO GABA MENTAL BALANCE BITTER CHOCOLATES, JAPANThis chocolate from Glico Gaba is a FFC-certified product formulated with GABA, a neurotransmitter that helps to ease stress. It is positioned as suitable for the brain and nervous system.

5 innovative product launches in Asia Pacific’s food and drink industry

Using Mintel Global New Products Database (GNPD), we spotlight some of the region’s exciting, new food and drink launches created with health and wellness in mind.

12 13

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