Health & Wellness in Asia Pacific

Discover our 2023 Food Trends Report!

In Asia Pacific, the demand for healthy food is fast rising.

But what does “healthy food” really mean?  

In Asia Pacific, three main segments are related to “healthy food”:  

  • Reductionism: when consumers avoid or reduce their consumption of “bad stuff”, such as sugar, fat and salt. 

  • Naturalism: the demand for clean labels. For example, natural ingredients instead of artificial. 

  • Functionalism: when consumers desire products that actively contribute to a body’s functioning, such as protein enrichment or probiotics. 

The reductionism trend in Asia Pacific 

The “reductionism” trend is invading the market: consumers want less salt, sugar and fat, as well as clean label. This shift, resulting from better knowledge of what we eat as well as the World Health Organization (WHO) recommendations is driving innovation. Over the past few years, APAC governments have implemented their own regulations to adhere to the WHO guidelines while improving health. 

The naturalism trend in Asia Pacific 

“Naturalism” is also key to tackle consumers expectations, as they are more and more looking at food packagings. The “clean label” trend invaded the market during the last ten years. 

The functionalism trend in Asia Pacific 

Increased popularity of functional food post-pandemic is associated to changes in food consumption patterns, with adoption of a healthy lifestyle. The awareness of dietary change benefits relating to immune health is the key driver to functional food growth. This is also a key pilar when approaching the “healthy food” trend in Asia Pacific. We decided to dedicate another report to this trend. It will be available on our blog in 2024! 


In our 2023 Food Trends Report, our experts focus on the “Reductionism” and “Naturalism” trends in Asia Pacific. They highlighted the current situation as well as the regulations imposed by governments. They also featured the market potential, and the most innovative products launches coming from it.  

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