The Asia-Pacific (APAC) region is witnessing a significant shift in consumer preferences, driving major staple food categories like rice, grains, and vegetable oils to undergo substantial innovation. Companies are adopting “reformulation” and “substitution” strategies to reduce sugar, salt, and fat content in their products, aligning with regulatory frameworks and growing health awareness. Healthier reformulated products are becoming crucial for regional and cross-border market access, driven by consumer health concerns and evolving legal standards. This trend is transforming the APAC food landscape, with companies innovating to meet the demand for healthier staples.
Singapore’s Nutri-Grade: A Catalyst for Reformulation
Singapore’s Nutri-Grade scheme, implemented in late 2022, grades beverages from A (healthiest) to D (least healthy) based on sugar and fat content. This regulatory framework has prompted companies to reformulate their products to achieve better grades. For instance, Vietnamese instant boba milk tea company Luave (parent: Idocean) reduced sugar from 14% to 5% and fat from 2.8g to less than 1.2g per 100ml, improving its Nutri-Grade from D to B. According to Thao Le, Brand Manager at Idocean, “Under Singapore’s Nutri-Grade scheme, our original instant boba milk teas were rated as a D, so we reformulated our drinks and cut the sugar content from 14% to 5%, and reduced the fat from 2.8g to less than 1.2g fat per 100 ml [in order to move to] grade B.” For more information on Nutri-Grade, visit the Singapore Ministry of Health’s official site.
Sugar Reduction and Sweetener Innovation Across APAC
APAC sugar producers and beverage firms are investing in lower-calorie and zero-calorie sweeteners like stevia, monk fruit, erythritol, and allulose. This shift is driven by consumer demand and government policies targeting sugar intake. Companies are reformulating or launching reduced-sugar lines to address health concerns and regulatory compliance. For example, some firms are using stevia and monk fruit to reduce sugar content while maintaining taste. As consumers become more health-conscious, the demand for low-sugar products is expected to grow. To stay ahead, companies can submit their dessert recipes for innovative sugar reduction strategies.
Bread, Grains, and Cereals: Catering to Diverse Consumer Needs
The bread and cereal sectors are focusing on high-fiber, whole-grain, and vitamin-enriched products as key growth categories. Consumer preferences vary by age group, with older consumers in markets like Malaysia and the Philippines preferring high-fiber, low-sugar, natural foods. In contrast, younger consumers seek less oily but flavorful options. Companies are developing functional and age-specific formulations to cater to these diverse needs. Packaging plays a crucial role in communicating health benefits, with clear labeling and transparent nutrition facts becoming increasingly important. According to Lesaffre Indonesia’s 2025 APAC Consumer Trends, there is a growing demand for healthier bread and cereal options. For more insights on consumer trends, visit Lesaffre Indonesia Insights.
Plant Protein and Hybrid Products: Balancing Taste and Nutrition
While the initial hype around plant-based meats has waned, the sector continues to innovate, focusing on price, taste, and nutrition barriers. Hybrid products, combining meat and plant proteins, and tofu are gaining traction, reflecting a broader health and sustainability trend. CP Foods Open Innovation Director, Peemdej Ursahajit, notes that “a lot of the hype surrounding plant-based meat was due to the marketing and novelty factor surrounding it initially – we also tried this novelty factor a while back but now that consumers have tried it and given feedback, we have learned that meat eaters are still not impressed with what is available.” Notable APAC companies are developing plant-based or hybrid protein products, catering to the growing demand for sustainable protein sources. For more information on plant-based trends, visit our article on the plant-based dairy market.
Consumer Attitudes: Driving Demand for Functional and Convenient Foods
26% of APAC consumers are seeking dietary solutions for mental health, particularly Omega-3-rich choices. There is a growing demand for convenient, nutritious, and functional food products, with ready-to-drink beverages, functional packaged breads, and fortified cereals trending in 2025. Convenience and transparent health benefits are key purchase drivers. Companies are innovating to meet these consumer needs by developing products that are both healthy and convenient. For businesses looking to capitalize on this trend, submitting their local dessert shops to our business directory can help increase visibility. As consumers continue to prioritize health and convenience, companies must adapt to meet these evolving demands. To stay updated on the latest trends, check out Brenntag Trends.
