Health

Healthier diets now a hit among Thais and Indonesians

11:21 SGT October 16, 2017
Healthier
More fitness-conscious consumers in Thailand and Indonesia are buying healthier food products.

In a new report, Mintel said the growing appeal of leading healthy lifestyles has made its way to consumers in South-east Asia, particularly Thailand and Indonesia, and it seems the cornerstone of maintaining this is by following a healthy diet and exercise regime.

The global market intelligence agency revealed that as many as three in four (75%) metro consumers in Indonesia and two in three (66%) metro consumers in Thailand say they aim to have a healthier diet this year (polled in June). Also, 58% of metro Indonesians and 62% of metro Thais say that they will exercise more this year.

Food and drinks high in protein are key for consumers in South-east Asia to achieve a healthy and balanced diet. Mintel revealed that there has been an increased interest in protein offerings across the region.

Food and drinks high in protein are key for consumers in South-east Asia to achieve a healthy and balanced diet. Mintel revealed that there has been an increased interest in protein offering across the region.

“Improving health and fitness is now a key focus of consumers across South-east Asia, particularly through their diets and exercise,” said Jane Barnett, head of Insights, South APAC, Mintel.

“Consumers in the region show continuous interest in proteins and are incorporating more of them into their daily diets and eating regimes. Much of this growth in demand is attributable to consumer belief that protein aids in the pursuit or maintenance of a healthy physique, and provides them with energy and satiety. While brands in Asia-Pacific have taken notice of this interest, there is still more room for innovation within the region.”

The global market intelligence agency Mintel revealed that as many as three in four (75%) metro consumers in Indonesia and two in three (66%) metro consumers in Thailand say they aim to have a healthier diet this year (polled in June). Also, 58% of metro Indonesians and 62% of metro Thais say that they will exercise more this year.

In addition, 64% of metro consumers in both Indonesia and Thailand say that as part of their daily diets, they prefer to get their protein from foods that are naturally high in protein. Reflecting a growth in interest in protein consumption in South-east Asian consumers’ daily diets, this figure (64%) is a rise from 37% of metro Indonesians and 41% of metro Thais who said the same last year. Furthermore, 47% of metro Thai consumers think that high protein food or drink assists with building muscle, while 37% of metro Indonesians think that high protein offerings help in managing weight. Also, just over two in five consumers in urban Indonesia (42%) and Thailand (41%) feel that high protein food or drink provides them with long-lasting energy, while four in 10 (40%) metro Thais think that these offerings help them to feel fuller for longer.

But while brands and companies are aware of this trend, innovation in Asia-Pacific is falling behind, said Mintel. Data from its Global New Products Database (GNPD) found that in the three years leading to July 2017, despite a 26% increase in the number of global food and drink launches carrying a “high/added protein” claim, Asia-Pacific only saw
a 5% growth in the number of food and drink launches with a “high/ added protein” claim in the same time period.