Probiotics and botanicals are rising “super ingredients”, with potential to propel health and wellness proposition of packaged food in Asia. The role of fermentation and cultured foods in Asia is helping to increase the acceptance of probiotics in food, while the emerging understanding of their benefits beyond digestive health offers potential to tap into other health benefit claims. Botanicals also have a role to play In addressing emotional wellness, through a healthy indulgence positioning.
This report comes in PPT.
Naturally functional solutions have long been linked to herbal/traditional remedies in Asia, but with evolving health awareness, it is opportune to apply them beyond supplements and vitamins, to functional food. Consumers will also benefit from a greater variety of options for preventative health foods through everyday diets.
There is a push beyond dairy products and alternatives, with snacks as the next frontier for the adoption of probiotic ingredients. Asia has the advantage of pre-existing widespread consumption of fermented food in local cultures, which are now being converted into packaged solutions. These offer added value and localised experiences that will stand out from global innovations.
Incorporating botanical ingredients, like ginger, and herbal adaptogens, like ashwagandha and ginseng, is not far-fetched in Asia, given their strong reputation culturally. Their application in foods can be elevated through more indulgent categories and more premium, nutritious products to appeal to younger consumers.
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