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Wellness has been identified by Euromonitor International as having the furthest-reaching impact on industries and consumers in the future. This report looks at the link between rising longevity and consumers’ search for a healthy life and highlights the potential impact of the behaviour of healthier consumers on consumer goods industries in the years to come through three lenses – nutritional habits, physical wellness and internal balance – to help the reader understand the changing Asia Pacifi
Consumers are reconsidering their eating habits, with many looking to increase the intake of healthy nutrients that can help them spend more years of life in good health. Cross-industry product propositions and innovation in packaging, format, formulation and functionality can be considered by manufacturers as a means to match varied priorities across different age groups. Innovation around traditional ingredients, flavours and healing concepts could also be lucrative across all cohorts.
The importance of physical wellness as a means of ageing healthily continues to grow in Asia Pacific. Consumers view health holistically – both feeling healthy and looking healthy. Rising participation in physical activities, boosted by both government initiatives and self-care awareness, is expected to benefit categories like sports nutrition, health and wellness food and drink, and sportswear to aid better exercise performances. Healthy skin is a priority as consumers move away from targeted anti-ageing. Natural and organic ingredients, as well as simplified beauty steps, create opportunities to meet demand for clear and healthy-looking skin.
Recognition of the importance of internal balance, measured by factors including mental health, memory, sleep and stress, is growing in Asia Pacific. is growing in Asia Pacific. Consumers across all age groups are looking to address issues such as stress and sleep. Manufacturers should take note of the cultural nuances and fluidity of demand among age groups in Asia to identify and approach target consumers with curated products and marketing strategies. Nibbles and RTD drinks containing plant-based ingredients with targeted functionality, and digitalisation of services are significant opportunities in this space.
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