May 1, 2025 – Innova’s Top 10 Trends encompasses the global food and beverage industry, guiding brands to future market opportunities. The trends arise from extensive global consumer surveys and may vary across regions. Innova Market Insights research presents the top trends for 2025 in Asia and other factors that may impact them.
Category Drivers in the Food & Beverage Industry 2025
Several category drivers are shaping the food and beverage markets in 2025. Consumers continue to worry about the health of the planet and climate change. Changes in birth rates and the aging population in major markets, especially in Asia, influence economic trends and marketing strategies. Technology is also crucial in the food and beverage market, affecting everything from food production to consumer interactions with brands, creating new trends and growth opportunities.
Ingredients and Beyond
With the increasing demand for added value, enhancing quality extends beyond just the ingredients. Innova’s food trend, “Ingredients and Beyond,” highlights the importance of product differentiation through the use of quality ingredients. In Asian markets, consumers focus on health, nutrition, and quality when buying food and beverages.
Precision Wellness
Information culture increases consumer awareness of wellness. Consequently, consumers are utilizing nutrition to address particular health issues. Innova’s “Precision Wellness” food trend underscores that an information-driven culture drives brands to cater to specific nutritional requirements throughout various life stages. Over the last year, 34% of Asian consumers have opted for age-specific nutrition products.
Wildly Inventive
Consumers crave the extraordinary, prompting companies to delight them with surprising mashups that deliver the “wow” effect. This is especially true in Asia, where more than half agree or strongly agree that they are looking for crazy creations that provide the ultimate indulgent experience, which is 5% higher than the global average. Asian consumers are fans of cross-category innovations, including dessert mashups, savory and sweet combinations, and snack and main course mashups.
Flourish From Within
Consumers are increasingly focusing on gut health, making it a key driver of purchases for functional food and beverages, with fiber taking the spotlight. This rising trend is reflected in Asia, with 33% of Asian consumers purchasing food and beverages for gut health benefits. Gut health becomes intertwined with other functional benefits associated with healthy aging.
Rethinking Plants
The intense buzz surrounding plant-based alternatives has slowed, with consumers pursuing real and recognizable forms of plants. Consumer adoption of plant-based alternatives is limited due to factors like price, taste, and texture. A limited product range and the perception of being overly processed have gained greater prominence. In response, product launches in Asia with natural claims are increasing.
Climate Adaptation
Brands and consumers must strike a balance between personal values and product choices to stay ahead in an ever-changing climate. Consumer awareness of climate change is high in Asia, with over half of consumers in the region being very or extremely aware of its impact. Popular crops, such as coffee, chocolate, and sugar, are being affected by adverse weather conditions, which directly impact the food and beverage markets in Asia, resulting in rising prices for consumers. Sustainable practices, such as regenerative agriculture, and alternative ingredients, like carob replacing cocoa, are ways of adapting to climate change and price rises.
Taste the Glow
As the cosmetic industry flourishes, now is the perfect moment to integrate beauty-enhancing elements into food. In the past year, nearly 25% of Asian consumers have bought food and beverages aimed at enhancing their physical appearance, and the number of food and beverage products launched in Asia with beauty claims is continuously rising. Key food and drink categories in Asia for maintaining or enhancing physical appearance include bottled water, juice, and fermented products. In China and Indonesia, the main focus area for physical appearance is facial skin, whereas in India, it centers on hair.
Tradition Reinvented
In a constantly evolving world, consumers wish to rediscover the flavors of their culinary heritage, embracing authenticity and tradition. In Asia, over half of consumers consider traditional foods – those that reflect their heritage – important. And 71% of Asian consumers would like to see some of the traditional recipes from the past appear on supermarket shelves.
Mindful Choices
As consumers prioritize their mental and emotional wellbeing, brands are crafting innovations that connect with consumers’ feelings. 37% of consumers in Asia say being mentally and emotionally well is their primary health goal, and 32% of Asian consumers report choosing food and beverage products to improve their mental and/or emotional wellbeing.
What’s Next in Top Food Trends in Asia?
The food and beverage industry in Asia is undergoing rapid transformation due to technological innovations, climate change, and demographic shifts. These developments provide brands with the opportunity to meet consumers’ changing preferences. Asian consumers are progressively prioritizing healthy, high-quality ingredients, leading brands to highlight the sourcing and advantages of their products. Additionally, the demand for personalized nutrition encourages brands to develop offerings tailored to different age groups and health needs.
The rising Asian consumer interest in gut health has led brands to incorporate fiber and probiotics in their products. The preference for natural, plant-based ingredients is also rising, leading brands to prioritize clean labels. Considering the impact of climate change on food production, brands are increasingly focusing on the sustainable sourcing of ingredients.
This article is based on Innova’s Top Trends 2025: Asia report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
