Food and Drink Trends in SE Asia 2016

2. 2 Today’s Presentation • Healthier Alternatives • Based on a True Story • Eat With Your Eyes • E-revolution

3. 3 Healthier Alternatives Veggie burgers and non-dairy milks have moved from being a substitute for those with dietary concerns to now having broader appeal. Consumers’ negative stereotype that any and all fat content is “evil” has begun to diminish. The rising awareness of the many sources of “good” and “bad” fats is ushering in a paradigm shift.

4. 4 Source: Mintel APAC survey 2014, Trends & Wellness report – China- 2015 Of Indian consumers hope to achieve eating a ‘healthier diet’ in 2015 and that they will definitely do this. Of Indonesian consumers hope to achieve eating a ‘healthier diet’ in 2015 and that they will definitely do this. 48% of Chinese consumers believe that ‘eating a balanced diet’ is an important factor that contributes to a healthy lifestyle.47% Many consumers recognise the balancing act of achieving a healthy diet 64%

5. 5 More consumers are interested in vegetarian options Sources: Mintel Consumer Reports Of US consumers who eat/use meat alternatives excluding eggs occasionally like to have meat-free days, such as “Meatless Mondays.”29% Of Chinese consumers report eating more fruits and vegetables than 12 months ago, the highest rate amongst all health-related activities.52% Of Chinese consumers are eating more of a vegetarian/vegan diet in the past 12 months. 47%

6. 6 Vegetarian/Vegan claims grow in South East Asia Data range: Food & Drink, Vegetarian/Vegan claims, SEA, Jan2011-Dec2015 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 2011 2012 2013 2014 2015 Side Dishes Sugar & Gum Confectionery Juice Drinks Breakfast Cereals Meals & Meal Centers Chocolate Confectionery Dairy Sauces & Seasonings Bakery Snacks New products launched into South-East Asia with a Vegetarian/Vegan claim

7. 7 Chinese consumers are increasing consumption of non-animal protein Source: Mintel Consumer reports 10% 8% 65% 66% 40% 7% 8% 23% 50% 18% 10% 11% 24% 56% 29% 0% 10% 20% 30% 40% 50% 60% 70% I prefer to get my protein from drinks with added protein (eg sports drink, flavoured milk) I prefer to get my protein from foods with added protein (eg energy bars, breakfast cereals) I prefer to get my protein from drinks that are naturally high in protein (eg milk, yogurt drinks) I prefer to get my protein from foods that are naturally high in protein (eg eggs, nuts, meat) I am eating more non-animal sources of protein (eg dairy, plant, grains) compared to a year ago Attitudes about protein, selected countries, 2014 US UK China

8. 8 Plant-based protein: Vitasoy – Coconut Plant protein drink, China Contains plant protein Marine protein: Soyafarm Soymilk with Euglena, Japan Contains brown sugar and 100mg euglena Insect protein: Smile Bull Hiso Barbecue Flavored Fried Crickets, Thailand Emerging protein sources Source: Mintel GNPD

9. 9 In the last 10 years, the Australian almond industry has grown from 10,000 tonnes to 78,000 tonnes in 2013, as paleo and vegan consumers alike shun dairy and soy in favour of nut and seed milks. Almond milk has experienced growth of 93% and oat milk has risen by 38%. New grain milks including quinoa, coconut and blends of different nuts and seeds are also increasing in popularity. Non- Dairy Needs: the west flourishes Non-dairy milk and meat substitutes provide more options for curious consumers – not just vegetarians and vegans

10. 10 Farmmy Sweet Corn Milk Made from natural ingredients Milky Coco Matcha Green Tea Flavoured Coconut Milk Drink Odele Organic Unsweetened Quinoa Milk Thailand leads Southeast Asia in alternative dairy launches Source: Mintel GNPD

11. 11 Fat Sheds Stigma Consumers’ negative stereotype that any and all fat content is “evil” has begun to diminish. The rising awareness of the many sources of “good” and “bad” fats is ushering in a paradigm shift.

12. 12 Attitudes toward fat are evolving Source: Mintel Report Yellow fats and edible oils- UK- Sep 2015 Of UK consumers agree that they are less worried about saturated fat than a year ago 22% Of UK consumers agree that they noticed more positive media coverage around saturated fats recently. 31%

13. 13 Global food and drink launches with “good fat” in product description with word variants, by percent of launches within 12 month time period, August 2010-July 2015 “Good fat” descriptions are rising in recent times Source: Mintel GNPD 14% 8% 10% 18% 47% Aug 2010 - Jul 2011 Aug 2011 - Jul 2012 Aug 2012 - Jul 2013 Aug 2013 - Jul 2014 Aug 2014 - Jul 2015 %oflaunches

14. 14 Products call out “good” vs. “bad” fats Blue Coconut Coconut Cooking Oil, New Zealand Good fat cooking oil that is free of cholesterol Source: Mintel GNPD Sundrop Pnutz Salted Roasted Peanuts, India Front of pack claim – “Natural source of good fat” which helps in maintaining the HDL/LDL ratio

15. 15 What it means Non-dairy milk and meat substitutes provide more options for curious consumers – not just vegetarians and vegansVariety Consumers are interested in new sources of protein, suggesting new sources have a ready audienceNovel Most people are not converting their diets to be completely meat or dairy free, making alternatives just another product in the rotationOptions

16. 16 Consumers have been romanced by the stories products are telling about their origin, ingredients or inspiration, but confusion arises when similar claims are being made by legitimately hand-crafted products as well as mass- produced food and drink. Based on a True Story

17. 17 It’s all in the story “SO MANY MILLENNIALS are interested more in the narrative of the wine rather than the wine,” said Jason Jacobeit, the 29-year-old head sommelier of Bâtard restaurant in New York. “A lot of mediocre wine is being sold on the basis of a story.” Source: http://www.wsj.com/articles/how-millennials-are-changing-wine-1446748945

18. 18 Alcoholic Beverages 23% Chocolate Confectionery 21% Snacks 16% Sauces & Seasonings 16% Bakery 8% Hot Beverages 7% Processed Fish, Meat & Egg Products 3% Meals & Meal Centers 2% Sugar & Gum Confectionery 2% Dairy 1% Other 1% In 2010, “craft” as a product description was simple… APAC food and drink launches that use “craft” with word variants in the product description, by top categories, 2010

19. 19 Dairy 17% Alcoholic Beverages 15% Bakery 14% Snacks 8% Chocolate Confectionery 7% Meals & Meal Centers 6% Carbonated Soft Drinks 7% Hot Beverages 6% Processed Fish, Meat & Egg Products 3% Sauces & Seasonings 3% Other 14% By 2015, dynamics have shifted Jumped from 10th to 1st APAC food and drink launches that use “craft” with word variants in the product description, by top categories, 2015

20. 20 “Craft” claims used by companies of all sizes Opimus Banana Joe Gruyere Cheese Flavoured Crispy Thin Layer Banana Chips, Thailand Hand-crafted from two hand-picked bananas Source: Mintel GNPD Horlicks Chocolate-flavored Malt Food Drink, South Africa “Has been carefully crafted with milk, malted barely and wheat”

21. 21 South-East Asia is getting on board Two main paths to promote the story behind the product Process Provenance Percentage of all launches between 2012-15 that contain the word “craft” in its description were launched 2015 in SEA, highlighting the growing strength of this concept in the region. 47.1%

22. 22 Home-style beverages telling the story First Brew, Singapore • First Brew is a range of beverages that evoke a nostalgic feeling through the use of: – Home-style formulations – Traditional ingredients, which is communicated on the back of pack, highlighting the story behind the ingredients. • A mix of flavoured still drinks and herbal teas made in Singapore. • 15 different flavours in the range including Roselle, Lemongrass with Lime and Water Chestnut. http://provenance.com.sg/products/first-brew/

23. 23 • Coffee beans often use provenance claims, highlighting where the beans have come from. • It is well established in this space and now cacao beans are starting to make their mark in the chocolate industry’s growing Bean-to-Bar market. • Marou, which is owned by two Frenchmen in Vietnam, specifically source ingredients from the Mekong Delta and make the product in Saigon – strengthening the Vietnamese ties of this product. Provenance: The Bean-to-Bar industry

24. 24 What it means Consumers’ faith in a company and product is becoming more of a necessity in the buying process Trust Shoppers continue to want to know more about a product, its maker and inspiration Craft Honest communication about the thought that went into making, producing, packaging and selling a product can connect with consumersCare

25. 25 Eat with Your Eyes Flavor has long been the focus of innovation, but our more visual and share-focused society calls for innovations that are boldly colored, artfully constructed and sometimes just cool.

26. The visual appeal of food and drink is becoming more popular in our social media sharing-based culture.

27. 27 Food is a common topic on social media Source: US – Infegy/Mintel; Singapore- Foodtography; China source: QQ Survey/Mintel Average daily volume of social media posts in the US mentioning food, equating with one every 23 seconds. 2 million of people globally take food photos with their mobile phones. 52% of Chinese internet users ages 20-49 currently use a mobile or tablet app that provides healthy recipes and advice, an additional 60% would be interested in using a similar app.32%

28. 28 Presentation More Important Than Taste? Source: @wewantplates Twitter

29. 29 Whether it’s health or indulgence, being at either end of the spectrum drives the appeal to share the experience. Extremities draw appeal

30. 30 Apps that encourage easy click & share Burpple My Singapore Food Street Food Bangkok

31. 31 Post For Your Supper Diners at the pop-up restaurant at the Ice Tank in Soho were also given tutorials by food photographer Marie Marte. Each diner at The Picture House simply had to upload photos of their food to Instagram, Twitter or Facebook using the #BirdsEyeInspirations hashtag, as payment.

32. 32 Doritos gets colorful • In the US, PepsiCo’s Doritos snack brand partnered with a lesbian, gay, bisexual and transgender (LGBT) charity for an online release of Doritos Rainbow Chips. • The product features rainbow- colored Doritos chips inspired by the LGBT Pride flag. • The product is available exclusively to consumers who donate to the It Gets Better Project, an organization that seeks to provide hope to LGBT young people and make the world a better place for them. Charitable Snacks Source: PepsiCo

33. 33 Exotic food colours Magnum- Pink Champagne, Singapore KFC Rose flavoured chicken burger with pink petal buns, China Pink Curry, Japan

34. 34 Limited edition experimentation Marks & Spencer The Collection Fizz & Sparkle Winter Berries & Prosecco Hand Cooked Crisps with edible gold stars and a touch of fizz are made using specially selected British potatoes, sliced with their skins on and hand cooked in small batches to give a delicious and crispy snack. This vegetarian product is made with Prosecco DOC, and retails in a 150g pack. UK Marks & Spencer’s festive season crisps feature edible gold stars

35. 35 What it means Our documentation-focused culture has made the visual appeal of food and drink not only appealing, but a “must- have”, driving creativity at restaurants and at home that brands can tap into or drive. See Shaped products often are limited to children’s products, but as foodservice uses shape to get more creative, so can CPG productsShape Monitor hashtags, Tweets and other trending topics online to find the next flavor, preparation or cuisine of interest.Monitor

36. 36 e-revolution: From Carts to Clicks Online shopping, apps and delivery services are transforming consumers’ access to deals, niche food and drink products, and even full meals

37. 37 Online shopping emerging in SEA Source: UBS report Southeast Asia consumers visit online retailers 41 times for every single visit to traditional retail platforms, despite obstacles such as poor logistics systems and limited credit card usage 41 Online shopping in SEA only accounts for 0.2% of all retail sales, if it rises to 5% the market could be worth $21.8billion. China represents 7.8%.0.2% 48% Internet penetration, which currently sits at 32%, is expected to rise to 48% by 2017. With 199 million people online and projections for it to rise to 294 million in the next three years, the potential is obvious.

38. 38 • Lazada is SEA’s leading ecommerce player and can be found in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. • Other companies making in-roads includes Alibaba and Japan’s Rakuten. • Recently in Indonesia, the Lippo Group invested US$500 million to start the largest e-commerce venture MatahariMall in the country. • Chinese giant Alibaba has entered the market with an investment of US$249 million in SingPost while another Chinese online retailer Vipshop has invested US$5million in Ensogo. In-roads into online

39. 39 Social selling • New Indonesia start-up Jualio allows individuals and brands to sell products through their social media accounts and it is paving the way in the Indonesian market. • The Indonesian market is perfectly set up for social media e- com—it has high penetration of mobile phone ownership, one of the world’s highest usages of Facebook and other social media, and Indonesian e-commerce is beginning to take off. • Jualio provides a shopping cart and buy button that helps you to sell physical goods or digital goods, on websites and social media such as Facebook, Facebook Pages, Twitter, or messaging apps. 74 million # of active social media users in Indonesia

40. 40 • Southeast Asia has no robust payment platforms and the e-commerce market is nascent and fragmented. • COD is still the major method for payment accounting for more than 80% of total payments. • The situation will only improve when some of the e-commerce players or financial institutions offer a suitable payment platform to the consumers. Challenges still exist http://nova-interactive.com/blog/e-commerce-southeast-asia-set-to-boom/

41. 41 Why it works in the west Source: Mintel Report: Online Grocery Retailing – UK – March 2015 Advantages to shopping for groceries online

42. 42 Straight to You: On-demand delivery is growing The Groceria, Indonesia App that offers home delivery of fresh produce from traditional wet markets Source: Mintel Trends observations SpeedyShop, Switzerland Pilot between Migros food retailer, Swiss Federal Railways and Swiss Post to offer food via click-and-collect lockers

43. 43 • Uber tested out its food delivery service in Indonesia during the month of Ramadan, through a service called UberBUKA. • 11 restaurants participated in the month-long service • UberEATS delivers the best meals from favourite local restaurants in 10 minutes or less. Restaurant delivery leverages new modes of transport

44. 44 • HaoChuShi is a smartphone app that provides a door-to-door service for cooking in China. Chef at your door Source: Mintel Trends Observation

45. 45 Automation: Push the button • Launched by Amazon this year in the US, Amazon Dash is a branded button that consumers can use to re-order household products instantly. • Technologies like these could usher in a new way of consumers almost subscribing to particular products and brands through ease of ordering. Source: Mintel Trends

46. 46 What it means Many consumers remain dedicated to their trips to brick-and- mortar grocery stores, leaving the online channel with many options to growGrowth Automatic replenishment or fast delivery of household and pantry essentials gives e-commerce an entry pointStaples Physical stores also can experiment with online ordering, subscriptions or delivery, offering loyal customers convenience without sacrificing loyaltyHybrid

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