APAC food market shifts to performance: Tetra Pak reveals innovation opportunities

Tetra Pak’s latest research indicates that convenient products, natural ingredients, and those that fulfill emotional, aspirational, and performance needs are reshaping the food, supplement, and nutrition (FSN) market in Asia-Pacific (APAC).

The study covers protein-enriched beverages, fortified drinks, and functional supplements in countries including China, Japan, South Korea, Australia, and India.

The main findings indicate that 62% of APAC consumers prioritize supporting physical health when choosing FSN products. Closely, 61% use FSN products to ensure meeting their daily nutritional needs. 

Almost half of APAC consumers (48%) seek solutions for helping maintain healthy energy levels throughout a busy day. While 21% value convenience on-the-go and 19% use FSN products to save time on meals or snacks.

Practical products

There is a notable demand for convenience. Tetra Pak found that liquid formats are gaining solid traction, with 59% of consumers expressing interest in ready-to-drink FSN products. 

“Convenience remains a baseline expectation,” states John Jose, marketing director at Tetra Pak Malaysia, Singapore, Philippines, and Indonesia. “For brands across APAC, it’s a chance to lead with convenient formats and innovative formulations that meet evolving expectations and deliver greater value for customers.”

The report reveals that consumers are attracted to practical benefits, such as products that do not require preparation, can be easily stored, and are suitable for busy, active lifestyles.

“But interest in this category goes far beyond ease alone,” adds Jose, noting the high demand for physical health support. “We’re seeing a clear shift toward value-driven products that support long-term well-being.”

Packaging solutions

The report also identifies packaging improvements that could help address consumer concerns.

It points out that to build consumer confidence, brands can focus on clear labeling, transparent communication, and convenient single-serve formats. Additionally, shelf-stable packaging solutions are best positioned to serve 63% of consumers who eat FSN products “as is.”

“These findings provide a clear direction for brands seeking growth in APAC’s fast-evolving FSN market,” adds Jose. 

“By aligning with local preferences and delivering convenient solutions that support everyday nutrition and well-being, brands can build stronger connections and unlock sustainable growth opportunities.”

The FSN Global Consumer Research was conducted last July among 25,547 health-conscious consumers across 17 countries.

Industry developments and insights on APAC

According to Innova Market Insights data, nearly two-thirds of consumers across Europe, North America, and APAC actively pursue weight loss. Additionally, cognitive health is a growing priority, with 44% of consumers in these regions taking probiotic supplements to support clear thinking. This focus has driven a 10% growth in probiotic supplement health claims from July 2020 to June 2025, with human-residential bifidobacteria playing a key part in this innovation.

As part of its company expansion plans, Kirin plans to increase R&D investment to around 1.5 times 2025 levels by 2035, scaling biotechnology and fermentation research across APAC. Immune care is a strategic priority, with the company’s LC- Plasma postbiotic expanding into high-growth APAC markets.

Last September, FrieslandCampina Ingredients inaugurated a new application center in Singapore, representing a 30% increase in local R&D space. The facility serves as a hub for health food and supplement innovation in APAC markets.

APAC’s functional ingredients, innovative formats, and targeted nutrition also took center stage at Vitafoods Asia 2025.