Snacks in Asia Pacific

December 2024

After a return to healthy growth in 2021, following the pandemic-induced decline in 2020, snacks sales were again negatively impacted by COVID-19 in 2022, as case numbers spiked in China, the region’s biggest market. However, value sales managed to increase marginally in Asia Pacific in 2022, with further positive growth seen in 2023 and 2024, in spite of the high inflation being seen in a number of countries.

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Key findings

Snack collective stores continue to grow in China

While e-commerce continued to gain share in Chinese snacks in 2024, snack collective stores were even more dynamic in this year. These stores, positioned near communities, are becoming particularly popular in lower-tier cities and rural areas for their wide selections and attractive discounts. Busy for You has opened over 4,000 stores in 10 provinces, featuring low prices and bulk sales to attract nearby residents.

Players planning investments in local manufacturing in India

Due to rising cocoa prices, leading confectionery manufacturers have announced plans to expand their local manufacturing in India in order to have better control over the supply chain. In 2023, Mondelez and Mars announced expansion plans for their manufacturing plants for chocolate confectionery in India, with Nestlé following suit in 2024.

Health and wellness to the fore in China

Lowering fat and increasing protein are major directions for development in savoury snacks in China, with a formula upgrade by Lay's of its core potato chips product reducing the saturated fat content by a claimed 50%, for example, and emerging local brand Shi Yan Shi launching potato chips containing over 30% cod (fish).

New labelling regulations likely in India

The Food Safety and Standards Authority of India has approved a proposal for new regulation of nutritional labelling on packaged foods. These changes would require manufacturers to prominently display the total content of salt, sugar and saturated fat in large, bold font on the packaging, helping increase the awareness of the ingredients used in packaged food products.

Scope
Key findings
Asia Pacific the second biggest region in terms of snacks sales
Negative impact of COVID-19 in 2020 and 2022, but sales now back on a growth trend
Chinese savoury snacks account for a quarter of total Asia Pacific snacks sales
Savoury snacks dominate sales in the Chinese market
Confectionery loses a lot of sales in China in the pandemic years of 2020 and 2022
Savoury snacks dominates new sales in 2019-2024
Performances generally worsening in Chinese snacks in 2024
Positive value growth in both Japanese and Indian snacks sales
Small local grocers and supermarkets the main distribution channels
Snack collective stores recording strong growth in China
China has a very fragmented competitive landscape in snacks
Mondelez, Nestlé and Mars to expand chocolate confectionery manufacturing in India
Indian sweet biscuits companies the only single-market players in the regional top 10
Lay’s potato chips brand continues to head up the snacks rankings in Asia Pacific
Annual growth of around 2% is expected over the forecast period
Positive value growth forecast for China, Japan and India in the coming years
Health and wellness likely to continue playing an important role in the snacks market
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape
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