Asian Food Trends 24/25: THAIFEX Anuga
Published 11 June 2024
Asia’s most forward-thinking food and beverage brands flooded the show floor at this year’s Thaifex Anuga in Bangkok (May 28 to June 1) with innovative and commercially attuned snacks, beverages and cooking hacks. Many led with a strong wellbeing or sustainability edge, while fun and flavour were always front-and-centre.
Snacks Saviours
Beneficial Beverages
Animal Alternatives Shine
Wellness Wins
As seen at numerous recent shows globally, brands took snacks in new and unexpected directions, with mealtime dishes such as tteokbokki and kimchi reformulated as mess-free snackables. Regionally loved flavours, including larb, kaya toast and salted egg, elevated categories like popcorn and meat snacks, while legumes had a power-protein edge.
As seen at numerous recent shows globally, brands took snacks in new and unexpected directions, with mealtime dishes such as tteokbokki and kimchi reformulated as mess-free snackables. Regionally loved flavours, including larb, kaya toast and salted egg, elevated categories like popcorn and meat snacks, while legumes had a power-protein edge.
Summary
Snacks Saviours | As seen at numerous recent shows globally, brands took snacks in new and unexpected directions, with mealtime dishes such as tteokbokki and kimchi reformulated as mess-free snackables. Regionally loved flavours, including larb, kaya toast and salted egg, elevated categories like popcorn and meat snacks, while legumes had a power-protein edge. |
Beneficial Beverages | Beverage innovation at the show prioritised functionality, with drinks promising improved digestion, weight management, skin health and stress reduction. This approach is particularly relevant in this region, as Thai consumers prioritise the health value of a beverage over its flavour (35% versus 22%; Mintel, 2024). Sustainability was also a key focus, with drink producers using waste and regenerative ingredients. |
Animal Alternatives Shine | Plant-based meat and alternative dairy innovations were abundant as brands attempt to accelerate the slow-growing Southeast Asian market. Affordability, health and unexpected flavours and textures were important elements here, while some brands looked to hyperlocal ingredients for inspiration. |
Wellness Wins | Making wellness convenient and fuss-free with nutrient-packed pantry essentials and quick meals was a key theme at the expo. Meanwhile, duckweed and insect protein stood out, as brands infused everything from pasta to milk gummies with these wellness-attuned ingredients. Read Food in 2030: Extreme Edibles for more left-field ingredients to watch. |
Asian Food Trends 24/25: THAIFEX Anuga
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