Food Nutrients and Ingredients: Attitudinal and Behavioral Trends in Asia Pacific

Introduction

Like their counterpart elsewhere, consumers in Asia Pacific are becoming increasingly health conscious, and are therefore paying closer attention to the nutritional profile of foodsincluding ingredient composition. This puts additional pressure on regional food and beverage manufacturers to respond by reducing or cutting out fat, salt and sugar as well as preservatives, additives and colorings

Scope

*A snapshot of the importance that Asia Pacific consumers attach to diet and nutrition and its impact on food buying habits such as label usage

*Analysis of the major food components such as fats, and Asia Pacific consumers' efforts to exclude, moderate or enhance such elements in their diets

*Covers other pertinent food issues impacting the propensity to consume such as consumer trust, product origin, and food allergens/intolerances

*Covers food and non-alcoholic beverages. Analysis focuses on the Asia Pacific region, also benchmarked against global sentiment

Highlights

Maintaining or improving health has become more important to over three-quarters of Asia-Pacific consumers. Accordingly, consumers are trying to make more informed choices by paying greater attention to specific food ingredients. This partly explains why nutritional labelling has emerged as such an important topic in food and beverage marketing

Rising knowledge about the link between diet and health has resulted in salt content being heavily scrutinized. Indian and Chinese consumers report paying the most attention to low salt claims, however it is consumers from South Korea who are most influenced by them

Food allergies and intolerance to certain food types is driving an increasing market segment to focus on products which omit certain ingredients in formulation. While gluten-free claims have yet to exert significant influence over a large segment of consumers, allergen-free products are being recognized by a wider audience

Reasons to Purchase

*Understand consumer attitudes and bevaviors regarding the most pertinent macronutrients to help inform product formulation and communication tactics

*Gain deep insight into the changing dietary behaviors of this unique, multi-faceted and highly sought regional market

*Access data from two waves of primary research to increase the likelihood of being 'on-trend' with NPD and marketing plans in the Asia Pacific region


Report Highlights

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Overview 1
Catalyst 1
Summary 1
Table of Contents 2
Table of figures 2
THE FUTURE DECODED 3
INTRODUCTION: The nutritional specifics are becoming more important to Asia Pacific consumers as they become more attentive to their wider health through dietary intake 3
TREND: Asia Pacific consumers are highly conscious of dietary issues and this translates into a growing attentiveness towards, and concern about, specific ingredients 6
Health and nutrition is a top-of-mind consideration for Asia Pacific consumers which partially explains the high levels of satisfaction expressed about their general health and diet 6
There appears to be considerable room for the healthy food and beverage market in Asia Pacific to grow 10
A growing appetite for health information has emerged as consumers take interest in the formulation specifics 11
Key takeouts and implications: the deepening link between diet and wellness in the mind of Asia Pacific consumers is important for the ongoing popularization of 'better-for-you' food and beverages 14
INSIGHT: Portion and calorie control are often at the forefront of Asia Pacific consumers' efforts to be disciplined in their dietary choices 15
Asia Pacific consumers are divided in their propensity to embrace a more disciplined diet 15
Calories have become an important measurement against which consumers make food and drink decisions 16
Key takeouts and implications: it still only a minority of Asia-Pacific consumers who are scrutinizing their caloric intake but this behavior is expected to become more prominent as consumers shun strict diet plans 20
INSIGHT: Reducing fat intake is the most important and frequently practiced dietary approach by consumers in Asia Pacific 21
Asia Pacific consumers attach high importance to cutting fat intake and this is somewhat reflected by their attentiveness to this dietary issue 21
Low or reduced fat claims exert a significant degree of influence over Asia Pacific consumers' food and beverage choice, but the proportion of products making such claims is declining 23
Key takeouts and implications: reduced fat foods are generally considered to improve the healthiness of the diet, help control weight and benefit physical wellbeing generally 26
INSIGHT: Asia Pacific consumers are becoming wary about over-consumption of salt, albeit with variations by country 26
Indian, Chinese and South Korean consumers all attach above average importance to reducing salt intake 27
Among the countries covered in the research, South Koreans are most likely to be influenced by low or reduced salt claims while NPD data shows considerable room for growth in low/no salt/sodium claims 28
Key takeouts and implications: Asia Pacific consumers are becoming wary about over-consumption of salt, but not to the extent that many health professionals would like 31
INSIGHT: Desires to reduce or modify sugar intake are intensifying across Asia 31
Sugar intake is a particularly important issue for Indian, Chinese and South Korean consumers 32
Low or reduced sugar claims exert a significant degree of influence over Asia Pacific consumers' food and beverage choice and represent a relatively significant innovation theme in non-alcoholic beverages 34
Key takeouts and implications: the influence of sugar based claims will prove to be a spur for formulation innovation, particularly with low-calorie sweeteners gaining traction 37
INSIGHT: Carbohydrate concerns are generally lower on Asia Pacific consumers' agendas 38
Most Asia Pacific consumers attach comparably less importance to reducing their carbohydrate intake and are therefore less attentive to monitoring carbs 38
Key takeouts and implications: consumers' focus will increasingly be about consuming the 'right carbs' rather than reducing carbohydrate intake 43
INSIGHT: Food additives and processed food are of high concern for the vast majority of Asia Pacific consumers who are increasingly conscious and influenced by fresh claims 43
Asia Pacific consumers generally perceive they are more influenced by 'no additive' claims than they are attentive to additives 44
Consistent with stated concerns about food additives, Asia Pacific consumers are making significant attempts to consume fresh food and some attempt to limit processed food consumption 46
Key takeouts and implications: the presence of additives in food, an issue increasingly highlighted by the media, is an issue of concern to consumers and exacerbates rising interest in natural and fresh alternatives 50
INSIGHT: Sensory-driven consumers intensify the need for advancements in formulation technologies that facilitate the development of healthier indulgences 50
Research continually demonstrates that more Asia Pacific consumers choose food and beverages on the basis of sensory appeal than health considerations 51
Consumer skepticism about health and nutritional claims is another important issue for food and beverage producers 53
Key takeouts and implications: despite consumers making active attempts to eat healthier, they will generally not compromise sensory benefits for nutrition benefits 55
INSIGHT: Concerns surrounding food and ingredient integrity have intensified Asia Pacific consumers' focus on food sourcing while 'free-from' foods also remain a growth niche 55
Consumer concerns about the integrity of 'foreign' ingredients has intensified 'locavorism' 56
Allergen and intolerance concerns have fuelled the growth of 'free-from' food and beverages 60
Key takeouts and implications: allergen and intolerance concerns and product locality also influence the moderation and avoidance behaviors of consumers 63
INSIGHT: Today's health-conscious Asia Pacific consumers want to derive the maximum nutritional value from the food and drinks they already enjoy 64
Consumers are becoming more interested in hearing positive messages about food choices and food ingredients 64
Key takeouts and implications: contemporary dietary patterns are guided by three important themes: exclusion, moderation and enhancement 65
ACTION POINTS 67
ACTION: Adopt a proactive stance towards health-driven product reformulation to satisfy both consumer and pressure group scrutiny 67
Adopt a three-tiered approach to food and drink innovation which is focused on health 68
Focus on formulation simplification both in ingredients and product communication 69
Use Datamonitor's Product Launch Analytics (PLA) database to stay abreast of the most prominent product formulation trends both in and outside of your category 70
Listen to customer conversation to help with product formulation decision making 72
ACTION: Actively communicate a commitment to 'better' product formulation 73
Responsibly utilize wider public health campaigns to promote products and act as a catalyst for innovation 73
Set tangible goals to demonstrate your commitment to public health through better nutrition 74
Adopt a more holistic approach thereby ensuring that 'free-from' foods stand up to scrutiny in other aspects of formulation 74
Use leading/flagship brands to add additional weight behind reformulation efforts 75
Capitalize on strategic alliances to build credibility around health reformulation efforts 76
Retailers should address nutritional deficiencies in its private label ranges and actively demonstrate their commitment to meeting consumers' nutritional concerns with healthier products 77
Develop 'better-for-you' products that facilitate a more compelling positive health or sensory message 77
Stay abreast of the new information tools empowering consumers to make informed judgments about the nutritional profile of products 78
ACTION: Develop a broad range of enhanced food and beverage products offering antidotes to the myriad health problems facing consumers 78
APPENDIX 80
Methodology 80
Further reading and references 81
Ask the analyst 83
Datamonitor consulting 83
Disclaimer 83
List of Figures
Figure 1: Asia-Pacific consumers consider diet and nutrition to be highly important to their wellbeing 3
Figure 2: To capitalize on the growing interest in health and wellbeing, industry players must consider a wide array of lifestyle issues to truly be 'in-touch' with consumers 4
Figure 3: Improving health has become more important to Asia Pacific consumers in recent years and this is generally reflected by the conscious attempts made to eat healthily 7
Figure 4: Most consumers shift between periods of healthy and indulgent consumption in a 'debits-credits' approach to eating and drinking 7
Figure 5: Orthorexia Nervosa is a condition that reflects the 'food stress' that results from the intense interest in healthy eating 8
Figure 6: In what can be termed an 'optimistic bias', Asia Pacific consumers are generally satisfied with both their general health and the nutritional quality of their diet 10
Figure 7: While the overwhelming majority of Asia Pacific consumers express interest in food and beverages that improve their health, far fewer are actively buying such products 11
Figure 8: While Asia-Pacific consumers are generally interested in reading or hearing about the relationship between food and health, many also feel that such information is confusing and conflicting 12
Figure 9: Asia Pacific consumers' stated interest in food label information is higher than the frequency with which they use such information 14
Figure 10: With the exception of India and China, portion control is more commonly embraced by Asia Pacific consumers than following a specific diet plan 16
Figure 11: Indians are particularly attentive to the portion size of meals and snacks they consume 16
Figure 12: Calorie intake in Asia Pacific is not as high as in Western Europe and the US 17
Figure 13: Low or reduced calorie claims have the highest perceived influence on the food and beverage choices of Indian and South Korean consumers 18
Figure 14: Low/no calorie food launches have accounted for less than 4% of all food products launched in Asia Pacific over the last five years 19
Figure 15: Although low/no calorie non-alcoholic beverages have become more prominent in recent years, they still account for no more than 8% of all product launches in the Asia Pacific region 20
Figure 16: In what represents an evolution in nutritional awareness, there is not a marked difference in Asia-Pacific consumers' stated attentiveness to the amount fat consumed and the types consumed 23
Figure 17: At least one-quarter of consumers in Asia Pacific perceive that 'low' or 'reduced' fat claims highly influence their food and beverage choices 24
Figure 18: The number of new food products in the Asia Pacific region making low fat claims is declining, but is consistent as a proportion of total food launches 25
Figure 19: Low/no fat product claims in newly introduced non-alcoholic beverages in Asia Pacific are rare 25
Figure 20: Indian, Chinese and South Korean consumers are the most attentive to the amount of salt/sodium they consume 28
Figure 21: South Korean consumers are most likely to be influenced by low or reduced salt claims which perhaps explains recent efforts made by restaurants to reduce the salt content in its menu items 29
Figure 22: Low/no salt/sodium claims account for just 1% of all food products launched in Asia Pacific 30
Figure 23: Low/no salt/sodium claims are practically non-existent in Asia Pacific non-alcoholic beverages 30
Figure 24: Asia Pacific consumers typically get 10% or more of their energy from sugar & sweetener consumption albeit with notable exceptions in China and Vietnam 32
Figure 25: Indian, Chinese and South Korean consumers are the most attentive to sugar consumption 33
Figure 26: At least one-third of consumers in all Asia-Pacific markets covered reported choosing foods to reduce their overall sugar intake more often in 2008 34
Figure 27: A peak in low/no sugar food product launches in Asia Pacific occurred in 2007 35
Figure 28: Around 10% of newly introduced non-alcoholic beverages in Asia Pacific make low/no sugar claims 36
Figure 29: Sugarfree gum in Asia Pacific is outgrowing regular gum by a significant margin and this is expected to continue going forward 36
Figure 30: The direction of growth for diet and standard carbonates in the Asia Pacific region is largely similar 37
Figure 31: Indian consumers are comparably more pre-occupied with carbohydrate consumption, especially compared with Japan 39
Figure 32: The glycemic index has the least amount of influence for Japanese shoppers 40
Figure 33: Indian consumers are the most influenced by low carbohydrate claims 41
Figure 34: Low/no carbohydrate food products in Asia Pacific only really gained any kind of momentum during the Atkins fad in 2004-05 and even then it was very limited 42
Figure 35: Low/no carbohydrate non-alcoholic beverages have been nearly non-existent in the last five years 42
Figure 36: Food additives are a particularly sensitive issue for Indian, Chinese and South Korean consumers 45
Figure 37: In line with stated attentiveness to food additives, Indian, Chinese and South Korean consumers made comparably more concerted efforts to choose additive free food and beverages in 2008 45
Figure 38: The "healthy halo" of freshness (and desire to increase fruit and vegetable intake) is reflected by the stated desire of Asia Pacific consumers to eat as much fresh food as possible 47
Figure 39: The "healthy halo" of freshness is also reflected by the very high perceived influence fresh claims have on Asia Pacific consumers' food and beverage choices 48
Figure 40: More and more new food products introduced in Asia Pacific are making no additive claims 49
Figure 41: 2007 was a record year for additive free non-alcoholic beverage product claims, both overall and as a percentage of total products launched 49
Figure 42: Sensory benefits are more important in directing Asia-Pacific consumers' dietary choices than health 52
Figure 43: In what is a major ongoing challenge for manufacturers, polarized opinion exists among Asia Pacific consumers about whether healthy food and beverages are actually tasty and enjoyable 53
Figure 44: Considerable skepticism is apparent among Asia Pacific about the stated health and nutrition benefits of food and beverage products 54
Figure 45: There is ambivalence and distrust among many Asia Pacific consumers about whether enough efforts are made to ensure safe provision of food and beverage products at the grocery store 57
Figure 46: Trust in foreign ingredients is low among most consumers in the region, particularly in Japan 58
Figure 47: Indian consumers make the most concerted effort to buy local, but the stated importance of this issue has increased for more than half of consumers in the region 59
Figure 48: Origin and production methods influence Indians more than other consumers in the region 59
Figure 49: Marked differences characterize food allergens and intolerances although a large segment of consumers do not recognize this 61
Figure 50: Japanese and Australian consumers express little concern for food intolerances, especially compared to Indian and Chinese respondents 62
Figure 51: Allergen free claims are deemed particularly influential in what Indian and Chinese consumers eat and drink 63
Figure 52: Food and beverage formulations need to cater for the more positive nutritional messages consumers are tying to embrace, particularly via growing functional food consumption 65
Figure 53: A continuum of healthy eating has emerged based on principles of dietary exclusion, moderation and enhancement 66
Figure 54: Consumers shift between periods of healthy and indulgent consumption needs to be catered for with a three-tiered approach to food and drink innovation 69
Figure 55: The new Haagen-Dazs 'five' brand reflects a focus on formulation simplification both in ingredients and communication 70
Figure 56: The top 10 claims/tags of newly introduced products food and non-alcoholic beverages in Asia-Pacific highlight the differing formulations required to satisfy consumers' broad dietary habits 72
Figure 57: BARLEYmax has a unique starch profile, giving it nutritional properties quite different to other grains 76
Figure 58: These consumer needs offer opportunities for targeted food and beverage solutions 79

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List of Figures
Figure 1: Asia-Pacific consumers consider diet and nutrition to be highly important to their wellbeing 3
Figure 2: To capitalize on the growing interest in health and wellbeing, industry players must consider a wide array of lifestyle issues to truly be 'in-touch' with consumers 4
Figure 3: Improving health has become more important to Asia Pacific consumers in recent years and this is generally reflected by the conscious attempts made to eat healthily 7
Figure 4: Most consumers shift between periods of healthy and indulgent consumption in a 'debits-credits' approach to eating and drinking 7
Figure 5: Orthorexia Nervosa is a condition that reflects the 'food stress' that results from the intense interest in healthy eating 8
Figure 6: In what can be termed an 'optimistic bias', Asia Pacific consumers are generally satisfied with both their general health and the nutritional quality of their diet 10
Figure 7: While the overwhelming majority of Asia Pacific consumers express interest in food and beverages that improve their health, far fewer are actively buying such products 11
Figure 8: While Asia-Pacific consumers are generally interested in reading or hearing about the relationship between food and health, many also feel that such information is confusing and conflicting 12
Figure 9: Asia Pacific consumers' stated interest in food label information is higher than the frequency with which they use such information 14
Figure 10: With the exception of India and China, portion control is more commonly embraced by Asia Pacific consumers than following a specific diet plan 16
Figure 11: Indians are particularly attentive to the portion size of meals and snacks they consume 16
Figure 12: Calorie intake in Asia Pacific is not as high as in Western Europe and the US 17
Figure 13: Low or reduced calorie claims have the highest perceived influence on the food and beverage choices of Indian and South Korean consumers 18
Figure 14: Low/no calorie food launches have accounted for less than 4% of all food products launched in Asia Pacific over the last five years 19
Figure 15: Although low/no calorie non-alcoholic beverages have become more prominent in recent years, they still account for no more than 8% of all product launches in the Asia Pacific region 20
Figure 16: In what represents an evolution in nutritional awareness, there is not a marked difference in Asia-Pacific consumers' stated attentiveness to the amount fat consumed and the types consumed 23
Figure 17: At least one-quarter of consumers in Asia Pacific perceive that 'low' or 'reduced' fat claims highly influence their food and beverage choices 24
Figure 18: The number of new food products in the Asia Pacific region making low fat claims is declining, but is consistent as a proportion of total food launches 25
Figure 19: Low/no fat product claims in newly introduced non-alcoholic beverages in Asia Pacific are rare 25
Figure 20: Indian, Chinese and South Korean consumers are the most attentive to the amount of salt/sodium they consume 28
Figure 21: South Korean consumers are most likely to be influenced by low or reduced salt claims which perhaps explains recent efforts made by restaurants to reduce the salt content in its menu items 29
Figure 22: Low/no salt/sodium claims account for just 1% of all food products launched in Asia Pacific 30
Figure 23: Low/no salt/sodium claims are practically non-existent in Asia Pacific non-alcoholic beverages 30
Figure 24: Asia Pacific consumers typically get 10% or more of their energy from sugar & sweetener consumption albeit with notable exceptions in China and Vietnam 32
Figure 25: Indian, Chinese and South Korean consumers are the most attentive to sugar consumption 33
Figure 26: At least one-third of consumers in all Asia-Pacific markets covered reported choosing foods to reduce their overall sugar intake more often in 2008 34
Figure 27: A peak in low/no sugar food product launches in Asia Pacific occurred in 2007 35
Figure 28: Around 10% of newly introduced non-alcoholic beverages in Asia Pacific make low/no sugar claims 36
Figure 29: Sugarfree gum in Asia Pacific is outgrowing regular gum by a significant margin and this is expected to continue going forward 36
Figure 30: The direction of growth for diet and standard carbonates in the Asia Pacific region is largely similar 37
Figure 31: Indian consumers are comparably more pre-occupied with carbohydrate consumption, especially compared with Japan 39
Figure 32: The glycemic index has the least amount of influence for Japanese shoppers 40
Figure 33: Indian consumers are the most influenced by low carbohydrate claims 41
Figure 34: Low/no carbohydrate food products in Asia Pacific only really gained any kind of momentum during the Atkins fad in 2004-05 and even then it was very limited 42
Figure 35: Low/no carbohydrate non-alcoholic beverages have been nearly non-existent in the last five years 42
Figure 36: Food additives are a particularly sensitive issue for Indian, Chinese and South Korean consumers 45
Figure 37: In line with stated attentiveness to food additives, Indian, Chinese and South Korean consumers made comparably more concerted efforts to choose additive free food and beverages in 2008 45
Figure 38: The "healthy halo" of freshness (and desire to increase fruit and vegetable intake) is reflected by the stated desire of Asia Pacific consumers to eat as much fresh food as possible 47
Figure 39: The "healthy halo" of freshness is also reflected by the very high perceived influence fresh claims have on Asia Pacific consumers' food and beverage choices 48
Figure 40: More and more new food products introduced in Asia Pacific are making no additive claims 49
Figure 41: 2007 was a record year for additive free non-alcoholic beverage product claims, both overall and as a percentage of total products launched 49
Figure 42: Sensory benefits are more important in directing Asia-Pacific consumers' dietary choices than health 52
Figure 43: In what is a major ongoing challenge for manufacturers, polarized opinion exists among Asia Pacific consumers about whether healthy food and beverages are actually tasty and enjoyable 53
Figure 44: Considerable skepticism is apparent among Asia Pacific about the stated health and nutrition benefits of food and beverage products 54
Figure 45: There is ambivalence and distrust among many Asia Pacific consumers about whether enough efforts are made to ensure safe provision of food and beverage products at the grocery store 57
Figure 46: Trust in foreign ingredients is low among most consumers in the region, particularly in Japan 58
Figure 47: Indian consumers make the most concerted effort to buy local, but the stated importance of this issue has increased for more than half of consumers in the region 59
Figure 48: Origin and production methods influence Indians more than other consumers in the region 59
Figure 49: Marked differences characterize food allergens and intolerances although a large segment of consumers do not recognize this 61
Figure 50: Japanese and Australian consumers express little concern for food intolerances, especially compared to Indian and Chinese respondents 62
Figure 51: Allergen free claims are deemed particularly influential in what Indian and Chinese consumers eat and drink 63
Figure 52: Food and beverage formulations need to cater for the more positive nutritional messages consumers are tying to embrace, particularly via growing functional food consumption 65
Figure 53: A continuum of healthy eating has emerged based on principles of dietary exclusion, moderation and enhancement 66
Figure 54: Consumers shift between periods of healthy and indulgent consumption needs to be catered for with a three-tiered approach to food and drink innovation 69
Figure 55: The new Haagen-Dazs 'five' brand reflects a focus on formulation simplification both in ingredients and communication 70
Figure 56: The top 10 claims/tags of newly introduced products food and non-alcoholic beverages in Asia-Pacific highlight the differing formulations required to satisfy consumers' broad dietary habits 72
Figure 57: BARLEYmax has a unique starch profile, giving it nutritional properties quite different to other grains 76
Figure 58: These consumer needs offer opportunities for targeted food and beverage solutions 79
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