Consumer interest in longevity to drive proactive health solutions from food and drink brands 

As the global population ages, longevity is realigning consumer priorities in APAC and giving food and drink brands opportunities to enhance quality of life through proactive health solutions.

The United Nations calls the current era a “longevity revolution” marked by a significant increase in the average lifespan but with this comes challenges, such as a higher risk of age-related diseases and potential financial difficulties. 

“Brands must adapt by addressing the specific needs of an ageing population while ensuring cost efficiency and affordability,” said Jolene Ng, Principal Analyst, Mintel Food & Drink in its 2024 APAC Food and Drink Landscape.

In Indonesia, over half of consumers (55%) strongly agree that their food choices are driven by a desire for good nutrition. Aside from Indonesia, consumer motivation for healthy food is also high in other Southeast Asian markets, such as the Philippines and Vietnam, indicating strong potential for health-focused food products in this part of the region. 

“Opportunity exists for brands to emphasise the role of nutritious diets in achieving a longer, healthier life through longevity claims. This approach not only encourages positive change but also aligns well with the values of health-conscious younger demographics,” said Ng.

In China, 82% of consumers aged 50-65 have eye issues, but only 51% are currently treating/managing them. This signifies a gap in treatment. 

“Longevity claims are still mostly confined to the healthcare sector, presenting an opportunity for brands to create food and drink that supports long-term health and wellbeing,” said Ng.

In Japan, white milk is considered a valuable natural source of nutrition and this consumption extends to fermented milk, such as yogurt, the second most consumed milk and dairy drink product. Meanwhile, fermented lactic beverages are associated with health benefits delivered by lactic acid bacteria. Another thing that is thriving in Japan is dairy brands’ subscription services are tailoring their offerings to cater to the health needs of the elderly, who do not go out as often as the younger members of the population.

Mental health support is also a key factor for longevity. Half of Thai consumers try to maintain positive mental wellness to minimise ageing. 

“Brands can emphasise the importance of joyful eating for better mental wellbeing. In fact, Mintel research shows that 62% of Filipino consumers agree that preparing food can be as pleasurable as eating it. This presents an opportunity to shift from traditional diet culture to a more inclusive approach that promotes balanced eating and mental wellbeing,” said Mintel in the report.

Beyond ageing, brands are also now empowering women and teens through improved support and education and providing them with the knowledge they need to take control of their health. Among the innovations are tailored dietary solutions for menstrual wellness. Brands can use this as an opportunity to educate consumers on how menstruation and mental health are linked to help women anticipate mood changes or changes in their periods. There is also room for brands to improve the value and taste of maternal formula and for them to expand to more product types. 

Flavour is also very important to APAC food and beverage consumers. Southeast Asian consumers identify flavour as a key driver of coffee purchases and express a desire for daily indulgence. Despite inflationary pressures, they still allocate part of their budget to experiment with and try new flavours. In Thailand, 72% of consumers agree that flavour is important to them when choosing a coffee product (followed by price at 49%). In Indonesia, nearly half of consumers said eat something indulgent every day, such as a dessert or treat. Non-RTD coffee brands can offer a twist on familiar flavours suitable for habitual drinking, and RTDs can lean into novelty to offer consumers the expected flavour variety.

“Brands can help consumers escape with flavour in tough times, offer familiar but different flavours in non-RTDs, and strive for novelty in RTD flavour innovation,” said Ng.

For more information on Mintel’s 2024 APAC Food and Drink Landscape or to arrange an interview with a Mintel analyst, please contact press@mintel.com.