The Gen XY Lifestyle
Probiotics and Botanicals to Propel Packaged Food in Asia
Euromonitor International predicts that nearly two-thirds of probiotic culture ingredients in Asia Pacific will be used in packaged food by 2024.
According to Euromonitor International, 68 percent of probiotic ingredients in Asia Pacific will be used in packaged food in 2024, with 40 percent of botanical ingredients also expected to be used in this sector.
The use of herbal and traditional ingredients, deeply embedded in Asian cultures, highlights the region’s potential for innovative, naturally functional ingredients in packaged foods.
Asia Pacific represents a bright spot for innovation opportunities in probiotics, given its maturity in packaged food applications.
Megumi Matsunaga, food and nutrition consultant at Euromonitor International
The Korean Wave and Probiotics
Asia is set to consume nearly half of the global volume of probiotics used as food ingredients in 2024
Known fermentation techniques, such as Japanese natto and Korean kimchi, bolster digestive health. The rise of packaged Korean cuisine products has further popularised probiotics.
Korean food plays an important role in the internationalization of diets in Asia. K-brands like Bibigo are highlighting the health benefits of their probiotic content to appeal to markets like Thailand.
Megumi Matsunaga, food and nutrition consultant at Euromonitor International
Shifting Focus in Probiotic Dairy
Asia Pacific’s demand for probiotic dairy products was USD12.6 billion in 2023. Consumers in this region now seek probiotic dairy products for mental well-being, with sleep and stress relief claims becoming more popular.
The combination of indulgence and nutrition in probiotic dairy contributes to its success. Emotional wellness claims, perceived as indulgent, have driven demand for premium products.
Megumi Matsunaga, food and nutrition consultant at Euromonitor International
Botanical Ingredients in Packaged Food
Botanical ingredients play a key role in health products, with a strong presence in Asia’s drinks market, especially tea. Botanical ingredients linked to mood, relaxation, and sleep are becoming more popular in indulgent categories like snacks.
The application of functional botanical ingredients is accelerating,” says Matsunaga. “From ginseng-infused cookies to ashwagandha ice cream, innovation in this sector continues to grow.
Megumi Matsunaga, food and nutrition consultant at Euromonitor International
Graphics courtesy of Euromonitor International; Photo by Shaun Tilburg on Unsplash
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