Consumers are increasingly demanding for the incorporation of ‘better-for-you’ ingredients into every product they use in their daily lives. With this change in lifestyle owing to the growing consumer awareness of their personal health and wellbeing, 57% consumers in the Asia-Pacific (APAC) region have become natural ingredient-attentive in their food and beverages, says GlobalData, a leading data and analytics company.

Shagun Sachdeva, Consumer Insights Analyst at GlobalData, says: “Consumers in APAC are highly ingredient-aware and have access to more information now compared to earlier times. Naturalness is a key factor driving consumers’ purchases and encouraging fast moving consumer goods (FMCG) companies to align their product portfolio by adopting a more holistic approach, using natural yet functional ingredients to create a healthier halo.”

The increasing consumer demand for healthy and safe products is reflected in the shopping behavior that has evolved radically to a point where they take a critical look at the ingredient list and product clams before they purchase them.

In recent years, there has been a trust crisis between the FMCG industry and the consumers with notable recalls. Owing to this, brands are providing consumers with certain core information by reassuring them of a transparency regarding the procedures and operations.

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Sachdeva concludes: “Firms looking to enter the ingredient innovation space need to understand how to remain relevant to consumers by using insightful innovation, capitalizing on current trends.”