In April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.

1. © 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
2016 Food & Drink Trends
South-East Asia
Food Vision
28th April 2016
A Mintel Insights Presentation

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

47. © 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
Jane Barnett
Head of Insights – South APAC
jbarnett@mintel.com
+65 8571 1532
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