SIAL Insights: Asia confirms its momentum in food innovation
Between pleasure, well-being and practicality, the major international trends are revealed on the SIAL Insights panels. Asia, with its growing appetite for sensory innovation, confirms its role as a driving force in transforming consumer expectations.
Five areas to decode the food of tomorrow
Every year, the SIAL Insights panels give visitors a clear visual overview of the major trends shaping global food markets. In 2024, more than 55% of food innovations will be driven by the pursuit of pleasure, according to the segmentation developed by ProtéinesXTC and SIAL Network. Behind this strong emotional driver, other areas are not far behind: health, fitness, convenience and ethics provide a valuable framework for understanding consumer expectations.
Among the most innovative categories this year, non-alcoholic beverages remain at the top globally, followed by frozen savoury products and grocery aperitif products. These innovations are now focusing on more functional formulations, natural ingredients and eco-friendly packaging, proving that product innovation goes hand in hand with environmental awareness and adaptability to new uses.
Asia, a laboratory for new food pleasures
On the SIAL Insights panels presented in Shanghai, Asia shines with its dynamic innovation focused on sensory pleasure and well-being. In 2024, this continent will see a 4.9-point increase in the ‘Pleasure’ criterion, driven by trends such as variety of flavours and textures. ‘Form’ (energy, mental and physical well-being) is also on the rise, while “Health” is experiencing a slight decline, mainly due to a slowdown in plant-based and medical claims.
This strategic repositioning is reflected in the products being promoted: Thailand’s Crispy Toast and China’s Egg Skin Energy Roll Bread are perfect examples of this hedonistic revival. In the ‘Wellbeing’ category, there are functional innovations such as yellow pea puffs from Malaysia and a Chinese electrolyte drink enriched with vitamins. The ‘Practicality’ category is also becoming increasingly popular: between Bio-e coffee pouches and Mezete snack bars, easy-to-handle products are becoming increasingly important in the daily lives of Asian consumers.
A notable feature of this edition is that China stands out from the rest of Asia with its strong focus on practicality. The country has seen a 4.9-point increase in the ‘Convenience’ criterion, reaching 13.7% of innovations, well above the global average. The search for products that are easy to consume, quick to prepare or suited to an urban lifestyle is taking precedence over more emotional expectations.
This is reflected in products such as Shanghai Genlai’s coffee pods and snacks for on-the-go consumption. However, the ‘Pleasure’ aspect has declined significantly, particularly in terms of sophistication and sensory variety. Chinese consumers seem to favour time savings, ease of use and naturalness over complex taste experiences.
A strategic compass for professionals
With their accessible and educational presentation, the SIAL Insights panels play a key role for professionals visiting Shanghai. By combining global studies, product monitoring and analysis of local trends, they offer an accurate overview of the transformation underway in the food industry. In Asia, this transformation is centred on a new balance between pleasure, well-being and efficiency, in a context where innovation must appeal, reassure and simplify everyday life.
For manufacturers, distributors and brands attending the show, these insights are a real source of strategic inspiration for responding to constantly evolving and increasingly demanding consumer demand.
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credit image: SIAL China
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