Innovating the Kiwi way to meet changing food demands of Asia's varied markets

ASIAN consumers are changing the way they shop, cook and eat. Rising incomes across the region translate to a willingness to spend on discretionary items including premium food and beverage products. In Singapore for example, this has resulted in the food and beverage industry now being worth over S$14 billion.

With higher disposable incomes, shopper behaviour has evolved. Cost has also become less of a deciding factor. Instead, decisions around food are now made based on provenance, quality and safety.

Health and wellness are also at the forefront of consumer concerns. Non-communicable diseases such as Type 2 Diabetes are reaching epidemic proportions across the region, including in Singapore where one in three locals are at risk of the disease in their lifetime. Consumers are playing their part in the war on diabetes and other health-related issues by seeking out healthier food options to meet their health and wellness needs.