Consumers are faced with more product choice in retail outlets than ever before, with brands taking greater leaps at product innovation in order to catch and sustain their interest. Using Mintel’s Global New Products Database, we have selected 10 of the most innovative products that have recently launched in Southeast Asia.
Maggi Oatmee, Curry Flavoured Instant Noodles, Malaysia
Oats have enjoyed a sustained surge in popularity in Malaysia. In order to bring some of the goodness of oats to the instant noodle category, Maggi launched a new, healthy range of instant noodles, OatMee. The noodles are made with 50% Australian-grown wheat and 50% wholegrain oats with each serve.
Mae Napa, Pumpkin Chips, Thailand
Increased health awareness is driving healthier lifestyle choices in Thailand. According to Mintel data, two-thirds of Thais definitely planned to have a healthier diet in 2016. While Thai consumers are avid snackers, they are increasingly looking for healthier alternatives. Tapping into this, these pumpkin chips are said to be crispy and fun.
F&N Fruit Tree Fresh Wonders, Luscious Berries with Organic Chia Seeds Juice, Singapore
Seeds are gaining increased popularity in juice drinks across Southeast Asia, with this launch including chia seeds as a hero ingredient. The number of new juice product introductions with a type of seed as an ingredient has increased from under one per cent in 2013 to over two per cent in 2016, according to Mintel GNPD.
TH True Yogurt, Natural Durian Yogurt, Vietnam
Dairy brands are under constant pressure to deliver the next level of naturalness. Said to contain natural durian, this product is made with fresh milk from TH Farm, where modern technology is used and the cows listen to music, drink fresh water and are washed everyday.
Skin inc., Multi-Mask Facial In A Flash, Singapore
The world’s first customisable ‘facial in a flash’ mask series, packaged in a bento-like set, offering the potential for nine different product combinations for the top and bottom half of the face. This two-piece mask is aimed at consumers who suffer from different skin concerns on different parts of the face.
CoolHijab, Hair Serum, Malaysia
CoolHijab is formulated exclusively to build comfort and confidence for women who wear a hijab and is said to soothe the scalp within only 15 seconds. Containing Halal ingredients, it has a non-greasy feel and claims to easily penetrate through the scalp and hair.
Beauty Cottage Sunflower Seeds White & Light, DD Cream SPF 50+ PA+++, Thailand
Consumers are increasingly concerned about the damage caused to their skin and health by environmental factors. This product is a lightweight DD cream combining Technology Sunflower Sprout from Japan to prevent the formation of melanin caused by pollution, UVA and UVB rays.
Marilou Bio, Immortelle Certified Organic Spray Deodorant, Vietnam
As sustainability footprints are growing in Asia, brands are looking at green beauty formulations in order to start implementing sustainability measures. This product is Ecocert certified with 20% organic ingredients, free-from gas, and carries the CosmeBio logo.
Softlan, Charcoal Cupboard Fresh Fabric Conditioner, Malaysia
Using charcoal for odour control in fabric softeners is new to the market and taps into the rising use of natural functional ingredients in home care, while addressing one of the key features of fabric conditioners: keeping clothing fresh for longer during storage in cupboards and closets.
Mintel will be hosting a Big Conversation in Kuala Lumpur in September 2017, showcasing the latest trends and innovations launching in Southeast Asia. To reserve a place, register to attend here.
