Outlook 2025: Why relaxation is reshaping APAC's beverage market

By JOHAN CERSTIAENS, Commercial Director, SVZ

Maintaining a healthy lifestyle remains a central priority for most consumers, but for many in Asia, the pressure to be 'perfect' is something they want to leave behind in 2025. Enter, the “reasonable rebel.” Across the region, shoppers are embracing a more relaxed, even defiant attitude to their diet: 48% of South Koreans admit they only occasionally eat healthily, 64% of Japanese survey respondents state that home cooking is too much hassle and 33% of Thai consumers say they don't feel guilty after enjoying 'unhealthy' foods and beverages^.[1]

This shift toward moderation signals an exciting plot twist in beverage innovation. As consumers loosen their focus on rigid health standards that can often feel unachievable, manufacturers have a rare opportunity to create drinks that make nutrition fun. Vegetables and red fruits are stepping into the spotlight as secret ingredients for mass market appeal, combining shocking color and unique flavor complexity with nutritional benefits to fill trending categories. Fiber-rich vegetable ingredients are transforming beverages, by adding essential nutrients to morning smoothies and body to afternoon frappes, while red fruits can complement with natural sweetness. These ingredients can even take you after hours, with sophisticated botanical-infused mocktails and fruit-forward craft beers. Let's explore how these versatile ingredients are helping brands create the perfect recipe for 2025's reasonable rebels.

Asia's beverage landscape will be shaped by demand for easy, on-the-go wellness  (Photo: Dreamstime.com)

Restriction is out, positive nutrition is in

More than one-third of Asian consumers are choosing functional foods as part of their healthy eating strategy, with a clear preference for positive nutrition over restriction. ^[2] The clincher is that drinks with functional claims must be as much as delicious as they are beneficial. Vegetable fibers have emerged as quite new-fashioned in this space, meeting consumer demand for on-trend health benefits without compromising on experience.

Mouthfeel makes all the difference to plant-based beverages that provide a boost and fiber-rich vegetables provide just that. Red beet, for example, offers structure and essential nutrients while delivering visual impact. A thoughtful blend of 45% tomato juice from concentrate, 43% carrot, 5% beetroot, 5% celery and 2% cabbage juices, creates a beverage base that's naturally high in fiber and full of character. Add a measured touch of red fruits, and the result is both nutritious and memorable.

Nature’s sweet solution

In a region where 40% of juice shoppers prioritize 'no artificial ingredients', the demand for natural solutions is clear.^[3]  The shift is driving innovation in functional beverages, with the market projected to expand at an 8.33% CAGR through to 2029.² Carrot juice concentrate offers natural sweetness while providing essential fiber – making a perfect canvas for beverage innovation. When combined with naturally intense red fruits like blackcurrant or strawberry, these vegetable and fruit bases create satisfying beverages that align with clean label demands. Research indicates that compounds like vitamin C and antioxidants – both found naturally in vegetables and red fruits – have anti-inflammatory benefits, a fact which would resonate particularly well in the APAC market, where people value drinks for their nutritional benefits. ^[4],[5]

 

Gut health provides goodness with appeal

Many people are familiar with fiber’s role in supporting digestive wellness and overall health - but there's so much more to discover. Fiber-rich vegetable juices, particularly red beet and spinach, are excellent sources of this essential nutrient, offering natural support for digestive health.⁶ Beyond these wellness benefits, fiber-rich vegetable ingredients deliver a powerful trifecta of fiber, flavor and visual appeal that can help meet the needs of one in four consumers who define their approach to health through positive nutrition boosts.⁵

The art of balance

The 'reasonable rebel' seeks harmony rather than perfection, seeking sensory appeal and functional benefits in clean-label formulations that balance multiple benefits in one convenient drink.¹ As we progress through 2025, we expect to see Asia's beverage landscape continuously shaped by this demand for easy, on-the-go wellness. This mindset opens doors for innovative beverage formulations that marry the functional benefits of vegetable fibers and low sugar content with the sensory appeal of red fruits.

Customized recipes could include raspberry puree, blackcurrant juice, spinach puree, beetroot juice, pomegranate juice, and cranberry juice concentrate for a balanced sensory experience that provides high fiber content and other nutrients simultaneously, while coexisting with a delightful, naturally sweet taste. The success of manufacturers will depend on their ability to harness diverse natural ingredients like these to create beverages that satisfy the region's growing health consciousness and appetite for innovation.^[6]

Looking ahead

In the year ahead, the 'reasonable rebel' will continue to reshape beverage development. Success lies in formulations that acknowledge consumers' desire for better-for-you options while respecting their appreciation for enjoyment. The future belongs to those who can transform nature's nutritional powerhouses – fiber-rich, low-sugar vegetables, complemented with vibrant red fruits – into convenient beverages that satisfy both the aspiration for health and the desire for pleasure.

By partnering with trusted suppliers like SVZ for premium purees and juice concentrates, brands and manufacturers can create beverages that excite and satisfy. The future of nutritional drinks in Asia is bold, flavorful and packed with potential.