Probiotics and Botanicals: The Next Healthy Food in Asia

August 2024

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.

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Key Findings

Natural ingredients to play a bigger role in food as preventative medicine

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.

The current adoption and reputation of probiotics in Asia have paved the way, and offer differentiation

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.

Botanical ingredients contribute to growth in naturally functional food through healthy indulgence

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.

Why read this report?
Key findings
State of play
Naturally functional ingredients hold vast potential in foods
Growing awareness of the benefits of “super ingredients” brings opportunities
The preventative stage is where natural/traditional ingredients shine
Preventative food as medicine must be accessible
Asia leads potential of probiotics application in foods
Promoting the health profile of trendy fermented foods benefits probiotics
Probiotics expanding beyond dairy, leveraging a gut health positioning
Position as both indulgent and nutritious
Creating new segments of opportunity is a long game, but with high rewards to brand equity
Case study: Pilkul Miracle Care drinking yoghurt merges gut health with sleep quality
Case study: Swisse Me has made inroads into functional gummies
Biotics innovation must align with regulation and consumer acceptance
Understanding of botanicals in Asia has developed well from consumer health and tea
The profile of botanicals is shifting to a more premium one
Sleep and stress relief claims have surged in nutrition and indulgence categories
Case study: Nestlé’s Yiyang Wanning utilises botanicals to convey sleep aid
Case study: itsherbs.com refreshes traditional Chinese medicinal herbs through snacks
Case study: Kind Kones infuses spices and ashwagandha in ice cream
Be mindful of evolving regulations, such as claim guidelines and consumption warnings
Recommendations/opportunities for growth
Evolution of probiotics and botanicals for naturally functional food in Asia
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