As someone deeply passionate about the evolving food industry, I closely follow the latest snacking trends in Southeast Asia. The snacking landscape is dynamic, shaped by shifting consumer preferences, increasing health awareness, and exciting innovations.
Today, I want to share my thoughts on the trendy snack innovations in Southeast Asia and the key trends in snacking in Southeast Asia that are redefining the industry. One thing is for sure – over 90% of the global population snacks at least once per day (according to Nielsen) so this is a category that it would be stupid to ignore.
There’s a HUGE variety of snacking options across Asia, making snacks a popular choice of gift for foreign business partners. (I have a box of Taiwanese and Chinese snacks in my office right now).
The snacking and confectionery market across Asia Pacific (APAC) is experiencing rapid growth, with a 10% increase in both volume and value in 2024. According to NielsenIQ’s new Unwrapping Opportunities in the Snackiverse: Asia Pacific State of Snacking 2024 Report, the market is valued at US$64 billion, representing a significant opportunity for brands.
MarketinginAsia.com
Table of Contents
Premiumisation of Everyday Snacks
It’s no secret that consumers in the region continue to be more willing to pay for premium snack experiences as their disposable income increases. This trend isn’t just about taste; it’s also about using high-quality ingredients, artisanal techniques, and attractive packaging to create a sense of exclusivity.
Young urban professionals often trade up to higher quality products reflecting a certain lifestyle and status. 53% of Indian and 42% of Chinese consumers said in a report by Kantar they seek more luxury even in everyday products, vs the 24% global average.
This is partly driven by influencers and aspirational lifestyles, but also as a kind of counterweight to the AI trends that often dominate news feeds (- artisanal snacks are the complete opposite of that) and the post-pandemic self-reward culture.
Case Study: Irvins Salted Egg
Irvins Salted Egg, a brand from Singapore, has brilliantly capitalised on this trend. Their salted egg fish skin and potato chips bring a gourmet twist to a beloved local flavour, making them popular across the region and internationally. The brand is now working in 12 markets including China & the US.
The brand’s success can be attributed to:
- Unique flavour profile: Salted egg is a popular local flavour that resonates with consumers in Southeast Asia.
- High-quality ingredients: Irvins uses high-quality fish skin and potato chips to create a premium snacking experience.
- Attractive packaging: The brand’s packaging is eye-catching and distinctive, helping it stand out on shelves.
Local Flavours with a Modern Twist
One of my favourite aspects of the snack industry is how traditional flavours are being constantly reimagined in innovative ways. Brands are blending nostalgic tastes with new formats, appealing to both older and younger consumers. The international theme is driven by a fusion of local and global ingredients.
Nostalgic flavours evoke memories of childhood whilst traditional dishes are also particularly appealing. Incorporating traditional flavours into new snack formats, such as chips, crackers, and confectionery is also a successful approach. Brands are experimenting with combining local flavours with international tastes as well to create unique and exciting fusion flavoured snacking experiences.
Case Study: Jack ‘n Jill & Calbee
I’ve seen how Jack ‘n Jill are working with Calbee in the Philippines and nailed this approach with their Honey Butter and Wasabi-flavoured potato chips. These products bridge the gap between local favourites and international trends.
Key factors in their success include:
- Popular flavour combinations: Honey butter and wasabi are both popular flavours that appeal to a wide range of consumers.
- Familiar format: Potato chips are a familiar and popular snack format.
- Local adaptation: The brand has adapted international flavours to suit local tastes, making them more appealing to Filipino consumers.
Healthier Indulgence: Guilt-Free Snacking
Health-conscious consumers are looking for snacks that provide indulgence without compromising on wellness. You can see growing demand for reduced sugar, high-protein, and probiotic-enriched snacks.
Southeast Asia (SEA) is facing a growing diabetes problem, which is one of the reasons why consumers are turning to alternatives such as sugar free or products sweetened with eg monkfruit. The move to “clean eating” that can be seen in social media is further pushing this trend, as well as the fact that most countries in the region (except Singapore for some reason) already have – or are planning – taxes on sugary snacks and drinks.
Protein rich snacks are on the rise for the satiety factor and the accompanying health boost, meaning that there’s a surge of fortified protein snacks at the moment. The desire to boost energy and improve stamina is also helping to drive this wish for increased protein, especially when combined with other health beneficial ingredients such as vitamins or pre- and/or probiotics.
The increasing popularity of protein snacks and new protein product lines by brands is leading to increased diversification beyond bars to include chips, ice cream, cookies and more. Snacktivism sees consumers prioritise tastier and healthier food choices, due to their focus on holistic wellness.
Case Study: Tao Kae Noi
Tao Kae Noi from Thailand is a prime example of a brand catering to the healthier indulgence trend. Their seaweed snacks are packed with vitamins and minerals, making them a healthier alternative to traditional chips. The brand’s success is driven by:
- Nutrient-rich ingredients: Seaweed is a naturally nutritious ingredient, rich in vitamins and minerals.
- Health halo: Seaweed snacks are perceived as a healthier alternative to other snack options.
- Variety of flavours: Tao Kae Noi offers a wide range of flavours to cater to different consumer preferences.
Sustainability is one of the latest snacking trends in Southeast Asia
Consumers are increasingly aware of the environmental and social impact of their food choices & of course brands are looking to meet those expectations. Eco-consciousness is shaping the snack industry, with consumers demanding more sustainable and ethical products & I personally appreciate brands that prioritise sustainable sourcing and packaging.
This has definitely led to a rise in demand for snacks made and packed sustainably. I’m not saying you’ll never see a drink served in a plastic bag with a straw or a plastic bottle, but the trend is to less and less single use plastics.
AI Palette
While environmental concerns are a major driver,
sustainable living goes beyond just eco-friendly
packaging. It encompasses a holistic approach
that considers:
1. Ethical Sourcing
2. Reduce Food Waste
3. Community Supported
4. Agriculture
5. Healthy Food options
In practical terms that can be consumers seeking snacks made with sustainably sourced ingredients, such as palm oil from certified sources, packaged in eco-friendly materials (recycled or biodegradable), and produced using environmentally responsible practices
Brands that are taking steps to reduce food waste, such as using “ugly” produce or upcycling food byproducts, are also being recognised.
Case Study: Uncle Saba’s Poppadom Chips
Malaysia’s poppadom chip manufacturer Uncle Saba’s goes to great lengths to ensure the sustainable credentials of their products. The brand’s success is driven by:
- Raw material selection: working directly with farmers for sourcing
- Plant based ingredients: lentils and chickpeas have a lower carbon footprint that animal based proteins
- Supporting local: Uncle Saba’s directly and indirectly employs more than 400 women in India and Malaysia.
- Packaging: Whilst the biggest problem in this industry is finding packaging that is recyclable but also maintains shelf life, the Uncle Saba’s solution is to reduce the non recyclable parts to 5%.
Spicy and Extreme Flavours
Southeast Asians love bold flavours, and snack brands are responding by turning up the heat. Viral marketing and social media challenges are also helping fuel this trend.
The region’s affinity for intense and adventurous tastes drives the popularity of spicy snacks. Social media platforms amplify this trend by creating a buzz around extreme flavours, encouraging consumers to try and share their experiences.
Case Study: Samyang’s Spicy Chicken Ramen Chips
Korean brand Samyang’s Spicy Chicken Ramen Chips have taken Southeast Asia by storm, especially in Thailand and Indonesia. The extreme heat factor, amplified by social media challenges, has made them a must-try for spice lovers. The brand’s success lies in tapping into the thrill-seeking nature of consumers and leveraging social media to create a viral sensation with “challenge snacks”.
Plant-Based and Alternative Proteins in Snacks
As more people explore plant-based or alternative diets, there’s been a rise in snack options made from alternative proteins like legumes, nuts, and even edible insects. Protein-rich snacks like pea protein chips, mushroom crisps, and tempeh chips are also gaining traction.
This trend is driven by growing concerns about sustainability, animal welfare, and the health benefits of plant-based foods. Consumers are increasingly seeking out snacks that align with their ethical and environmental values.
Case Study: Singapore’s Edible Insect Initiative
In July 2024, Singapore approved the consumption of 16 insect species, including crickets and mealworms, as part of its food security strategy. Restaurants like House of Seafood have pioneered this trend by incorporating insects into their dishes, offering protein-rich alternatives and sparking curiosity among adventurous eaters.
Insect protein will be a trend in other regions too for alternatives to meat – the EU is for example also approving these ingredients.
6. Sweet and Savoury Fusion
I love seeing how brands experiment with mixing sweet and savoury elements to create unique flavour experiences, although this often isn’t my personal favourite flavour profile. It’s a trend that continues to gain traction.
Case Study: Zenko Superfoods
Zenko Superfoods, a Singapore-based company, offers Water Lily Pops—a unique snack made from popped water lily seeds. These snacks come in flavors that blend sweet and savoury notes, such as Himalayan Pink Salt and Smoky Barbecue, providing an intriguingly new experience.
Zenko Superfoods sources its water lily seeds directly from local farmers in India, ensuring authenticity and quality. By maintaining control over the entire production process—from seed harvesting to snack manufacturing—the company delivers a product that resonates with health-conscious consumers seeking unique, locally sourced snacks.
Hyper-Local Snack Startups Gaining Traction
Small, local producers are making waves by focusing on authenticity and locally sourced ingredients. I admire how they’re finding success through e-commerce and direct-to-consumer models.
These startups often highlight the unique culinary traditions and ingredients of their region, appealing to consumers seeking authentic and artisanal snacking experiences. By selling directly to consumers online, they can bypass traditional retail channels and build a loyal customer base.
Case Study: The Kettle Gourmet
The Kettle Gourmet, a Singaporean brand with popcorn in such locally influenced flavours as kaya butter toast, nasi lemak or fish head curry (that is definitely not my idea of a great popcorn flavour, but each to their own – who am I to yuk someone else’s yum?).
Functional Snacking: Probiotics, Collagen, and Superfoods
Consumers, including myself, are drawn to snacks that offer health benefits beyond just satiating hunger. Functional ingredients like probiotics and collagen are becoming mainstream with consumers looking for more nutrient dense options to do be good for them and not just satisfy a mid-afternoon craving.
Case Study: Fruit Bound
These bars, produced in Thailand, have no added sugar, and describe themselves as “Delicious and nutritious bars made from fruit, seeds, oats and nuts covered in chia seeds”.
Social Media and Live Commerce Driving the Latest Snacking Trends in Southeast Asia
We’ve all seen firsthand how social media, especially TikTok, can shape trends & the snack segment is no exception to this. Viral content and influencer marketing have become essential tools for brands. Social media platforms provide a powerful tool for brands to connect with consumers, build awareness, and drive sales, whilst influencers can play a key role in shaping consumer preferences and driving demand for new and innovative snacks
Case Study: Golden Duck’s Truffle Chips
Singapore’s Golden Duck saw a surge in demand for their Truffle Wagyu Chips after gaining attention on social media platforms. Influencer endorsements and viral content contributed to rapid brand recognition and sales growth, demonstrating the power of digital engagement.
Summing up the Trends in Snacking in Southeast Asia
The latest snacking trends in Southeast Asia are a blend of tradition, health consciousness, and innovation. Southeast Asia’s love affair with snacks is no secret: from bustling street food stalls to modern supermarkets, snacks are an integral part of the region’s food culture & it’s hard to walk down a street without finding someone trying to sell you one of some kind or another. From premiumisation to functional snacking, I’m excited about how the industry continues to evolve. Brands that embrace these trendy snack innovations in Southeast Asia and align with consumer preferences will undoubtedly thrive.
I’ve literally almost only looked at “recipe” aspects of snacking in this post as otherwise it could go on for a lot longer. You can see that some of these trends overlap, and for some of the examples I wasn’t sure which “trend” to put them under (but I didn’t want to repeat them as there are so many exciting brands in this space). What you can see quite clearly though is that consumers are moving towards healthier choices (both for themselves and the planet) with denser nutrition, and that convenience is also a key motivator driven by hectic schedules.
I chose not to touch on global trends also mirrored in Southeast Asia such as what Mondelez calls “snackification” (replacing meals with snacks) or grazing throughout the day as these are less specific to the region.
If you’re as passionate about snacking as I am, I’d love to hear your thoughts on these trends!
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Kathryn firmly believes that business is done between people, and therefore places her focus on building strong relationships that form a solid foundation for doing business.
When she's not travelling around the world, Kathryn enjoys playing clarinet in her town's wind orchestra or sharing her love of the outdoors with her Scout group.
