Indonesian and Thai consumers aim for a healthier diet

HEALTH awareness is becoming more and more evident in Asia. New research from global market intelligence agency Mintel reveals 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 in 2017*.  There is also a more wholistic approach to health which includes exercise and beauty and skincare. Mintel added that 58% of metro Indonesians and 62% of metro Thais say that they will definitely exercise more in 2017.

More protein consumption

Consumers say protein-rich foods and beverages form part of their diet. This confirms the growing interest in protein offering across the region. Mintel research shows that 64% of metro consumers in Indonesia and Thailand respectively 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 Southeast 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**.

Jane Barnett, Head of Insights, South APAC, at Mintel said consumers believe that protein “aids in the pursuit of pursuit or maintenance of a healthy physique, and provides them with energy and satiety.”

Brands have yet to play catch up

Brands and companies have taken notice of this trend, however, innovation in Asia Pacific is falling behind; data from Mintel Global New Products Database (GNPD)  found that in the two years leading to July 2017***, there was a 26% increase in the number of global food and drink launches carrying a ‘high/added protein’ claim. Comparatively, Asia Pacific saw a 5% growth in the number of food and drink launches with a ‘high/added protein’ claim in the same time period.

According to Mintel research, 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. Furthermore, 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.

*Polled in June 2017

**Polled in June 2016

***August 2014 to July 2017