Look East: Three F&B trends in Asia this year
Thriving in Asia's complex market means being well-versed with the dominant trendsetter in Asia today, Korea; the huge growth of cheese; and Arabica-based java.
Add BT as a preferred source
COCA-COLA announced in March that, for the first time in its 125-year history, it plans to launch an alcoholic drink. The sparkling water and shochu concoction is designed specifically for Japan, to help one of the world's most recognisable brands tap into a very local trend.
This is just the latest in a series of moves by large food and beverage companies that are recognising the importance of localisation to conquer the Asian market. As Asia's urban middle class continues to grow at breakneck speed, there's a lot to play for, particularly in South-east Asia's emerging markets. Increased overseas travel means that consumers are generally more receptive to Western food and drink trends, but as the Coca-Cola example shows, local tastes still reign supreme.
Brands looking to enter, grow or thrive in this complex market this year should take heed of the following three trends that look set to dominate in 2018:
Copyright SPH Media. All rights reserved.
