The pandemic has led to consumers across ASEAN (SG, MY, PH, INDO and TH) shift their focus to “eating better”.

conscious-consumption-post-covid-19-normal-ASEAN- countries

While Health, Taste, Price and Safety remain among the top needs driving purchase decisions for F&B, consumers are looking for meal solutions that are natural, organic and easy to quickly whip up in the comfort of their homes.


In addition to at-home convenience, consumers want overall health, which can be seen with increased interest in probiotics for improved gut-health, higher absorption of nutrients, leading to a strengthened immune system and good health. In their search for healthier food that can offer some novelty of the experience, flexitarians across ASEAN are also exploring plant-based foods.