Food companies in Asia Pacific are central to daily life—feeding billions and powering the economy while supporting countless jobs. For decades, their role was simple: keep shelves full and prices low. Those days are gone.
Today, the industry sits at the crossroads of some of the region’s biggest shifts. Populations are growing and urbanising. Supply chains are being rewired amid geopolitical change. Inflation is reshaping demand and tightening margins across the food value chain. Consumers are more health-conscious, digitally fluent, and values-driven than ever before. These shifts are reshaping what it means to be a food company in Asia Pacific.
This is consistent with our flagship research, Value in Motion, which highlights just how different the global food system will look within the next decade. Convergence across sectors is accelerating, as shifting consumer expectations, among other factors, give rise to new business models and new ways to capture growth. The value of this emerging business ecosystem—what we call the ‘How we feed’ domain, is USD$9.88 trillion globally (the lowest projected GDP contribution) or could be as high as USD$10.83 trillion (at its highest) by 2035.
Our latest Voice of the Consumer 2025 survey is an attempt to better understand these shifting consumer dynamics. It captured the views of more than 20,000 global consumers, including 6,325 across Asia Pacific. The findings point to three shifts that will help the industry thrive:
- Health—supporting consumers to lead healthier lives
- Convenience—delivering seamless, omnichannel access to food
- Technology and AI—harnessing digital tools as frontline growth drivers
The most successful players in the food industry will be more than producers—they’ll be health advocates, convenience enablers, and tech adopters. That’s how they’ll capture the USD$10.83 trillion prize.
Shift 1: Health—supporting consumers to lead healthier lives
Health is going from optional to non-negotiable. The rising rates of lifestyle diseases (diabetes and obesity), the lasting impact of the pandemic and constant reminders from governments and the media mean consumers in Asia Pacific are scrutinising what they eat like never before. Survey respondents are clear: they want food that aligns with their values and supports their health and wellbeing.
More than half (54%) expect food companies and organisations to help them lead healthier lives. And health is already shaping brand choice. Health benefits drive 38% of consumers to switch brands, coming close behind better value (47%) and better taste (45%).
Health joins value and taste as a top driver of brand switching in Asia Pacific
Q: Which of the following factors, if any, would encourage you to switch from a food brand you usually buy to a different brand? (Ranked in top three)
Food safety
Consumers are also decisive about food safety. It isn’t taken for granted—it’s an expectation, and a concern.
Two-thirds of Asia Pacific consumers are worried about ultra-processed foods (67%), pesticides in their food (65%), and overall food safety (65%). These concerns outweigh even the cost of food (53%).
This concern is more acute in the findings from Asia Pacific than global. This is likely driven by the wide variation in regulation, infrastructure, and the strong presence of informal markets—from street vendors to small grocers. While these outlets form the backbone of the food system in many countries, they often operate without full access to cold chains, standardised hygiene practices, inspections, or traceability. This combination of risk and exposure heightens consumer concern— and shapes what people expect from food companies today.
Health and food safety now outweigh cost as the top food concerns in Asia Pacific
Q: How concerned, if at all, are you about the following? (Only showing ‘high concerned’)
Appetite for fresh food
At the same time, consumers are leaning into healthier diets. More people in Asia Pacific plan to increase their intake of fresh food than their global peers:
63% intend to eat more fresh produce (vs. 56% globally)
46% plan to increase their use of vitamins and supplements (vs. 41%)
42% expect to eat more fresh poultry (vs. 37%).
Fresh food is the growth story in Asia Pacific
Q: Do you expect any change over the next six months in the amount you eat from the following categories?
Note: These figures have not been rounded up to 100%, and don't include ‘I don't buy this category’ answers
In parallel, consumers are indicating a decline in consumption of alcohol, packaged, and prepared foods—the categories with the highest expected drop.
These shifts suggest an opportunity for food companies to prove their health credentials. Reformulate to reduce sugar, salt, and unhealthy fats, or increase protein per serving. Try localising for extra personalisation—experiment with familiar traditional ingredients such as matcha, mung beans or seaweed. Increase transparency in labelling—consider a shift from static information to interactive, technology-enabled experiences (think QR codes linking to health impact data). Develop health-focused lines that target specific needs, from gut health and immunity to functional nutrition.
Protein, in particular, stands out as a major growth opportunity. Currently worth around US$8bn in Asia Pacific, it is projected to reach nearly US$11bn by 2030.1 Demand is rising across categories—from dairy and dairy alternatives to ready-to-drink nutrition beverages, functional snacks, protein supplements, and plant-based options. A strong pivot toward plant proteins is particularly evident in China where fitness goals and veganism are on the rise.2 This appetite for protein-rich foods, already driving yoghurt shortages in other markets3, is expected to accelerate further as consumers adopt GLP-1 drugs that influence appetite and weight management.
For food companies, innovation in fresh and health-oriented categories—backed by credible health claims—offers a powerful way to win trust and market share.
Shift 2: Convenience—delivering seamless, omnichannel access to food
Asia Pacific consumers put convenience first, moving fluidly between supermarkets, convenience stores, and digital platforms. On average, they now use four food shopping channels, compared with 3.6 globally.
Supermarkets remain the dominant destination for food shopping (80%), but consumers in the region are more likely than their global peers to branch out. Local convenience stores (58% vs. 45% globally) are especially popular, reflecting the region’s dense urban environments.
They also shop more at specialty retailers (36% vs. 32%), and farmers’ markets (37% vs. 30%).
Asia Pacific consumers put convenience first—and shop everywhere
Q: Where have you shopped for grocery items in the last year?
Asia Pacific consumers are also ahead in adopting non-traditional formats. Almost 40% shop from on-demand grocery delivery (vs 28% globally), meal-kit services (21% vs. 15%) and food subscription boxes (19% vs. 13%). Overall, this means that most Asia Pacific consumers (52%) now turn to non-traditional formats—well ahead of the global average of 38%.
For food companies, the message is clear: Asia Pacific consumers are omnichannel by default. Winning means being present across every channel—and building trust through a seamless, consistent experience.
More ordering in, more dining out
In a further nod to convenience, consumers in Asia Pacific are more inclined to reach for ready-made foods, takeaways, and dining out than their global peers.
Almost half say they buy prepared foods (47% vs. 38% globally) or order takeaway for delivery (48% vs. 34%). Dining out at restaurants is also higher in the region (41% vs. 29%). While this isn’t surprising in a region where casual dining out is a way of life (and can be relatively inexpensive compared with cooking at home, in some countries) the gap with global peers underlines how central it is to Asia Pacific’s food culture.
Asia Pacific consumers are more engaged in convenience dining and out-of-home than global
Q: On average, how often do you do the following? (Only showing 'Once a week or more')
These findings reflect a complex food system in Asia Pacific. Food companies aren’t just competing with one another—they’re competing with restaurants, cafés, street vendors as well as home-delivery platforms.
Dense urbanisation and long working hours fuel consumer demand for meals that are ready-to-eat or ready-to-heat. And in a mobile-first economy with tech-savvy consumers, expectations of frictionless ordering and on-demand fulfilment are only rising.
For food companies, this highlights a compelling opportunity: convenience isn’t just about where people shop, it’s about how they choose to eat. Meeting demand for ready-to-eat and out-of-home options—tailored to local tastes to blend innovation with familiarity—can unlock growth. Think fresh dim sum meal kits in China or rice bowl ready meals infused with Southeast Asian spices. And by deepening partnerships with delivery platforms, such as Meituan, GrabFood and GoJek, companies can expand product mix, boost visibility, and share data. This data symbiosis creates a continuously evolving food experience—one that anticipates and adapts to emerging trends and strengthens customer connection with agility unmatched elsewhere.
Shift 3: Technology and AI—harnessing digital tools as frontline growth drivers
Asia Pacific consumers are among the most open in the world to adopting new technology—including AI—in their shopping and food experiences. That’s no surprise in a region that’s mobile-first, digitally fluent, and home to some of the fastest-growing e-commerce markets globally.4
Almost 80% already use at least one health app or wearable, such as a smart ring or watch, compared with 70% globally.
Wearable technology and health apps influence daily behaviour more in Asia Pacific than worldwide
Q: How extensively has your use of these apps or wearables changed your daily habits or behaviours? (Rank 1-10)
Base: All Asia Pacific respondents who said they do use healthcare apps or wearable technology (4903)
The impact goes beyond tracking. An overwhelming 94% of users say wearables have influenced their daily habits, with significant changes reported by more than a third (41% vs. 34% globally).
So how does AI impact consumer behaviour?
Asia Pacific leads the way in using GenAI for wellness, food and meal planning
Q: Which of the following activities would you be comfortable allowing GenAI to perform?
From exercise regimes to meal planning and nutrition, Asia Pacific is ahead of global consumers in trusting GenAI with wellness and food decisions.
More than half of consumers are comfortable with GenAI creating personal training and exercise regimes, supporting meal planning and menu suggestions, and tailored nutrition and diet plans—while globally, fewer than half feel the same.
Many also see GenAI playing a role in everyday tasks from managing grocery budgets to generating predictive shopping lists, with Asia Pacific consistently ahead of the global average.
For food companies, this comfort with technology signals a powerful shift. Consumers are no longer just tracking their health through apps and wearables—they’re changing their behaviour. That creates space for companies to connect into digital health ecosystems, offering products and services that feel personal, trusted, and relevant.
At the same time, GenAI is moving from experiment to expectation. Consumers are open to letting it shape how they plan, shop, and eat. The opportunity for food companies lies in using GenAI to deliver personalised, value-adding experiences at scale—and to stay ahead in a food system where technology is fast becoming a main growth driver.
Considerations for leaders Shape healthier futures. Create seamless experiences. Unlock growth through technology
As global supply chains shift, food companies are adapting strategy, localising sourcing, diversifying suppliers, and regionalising production to cut exposure to global shocks. Food security is a shared priority across the region, for both businesses and governments.
But this survey shows there are also more immediate ways to capture growth. Consumers are signalling demand for healthier choices, seamless experiences, and smarter use of technology. Here’s how you can meet their needs:
Make a ‘domain’ play
New domains of growth emerge when companies cross sector boundaries to meet fundamental human needs. For food, our survey results suggest intersecting with healthcare and wellness, technology platforms, retail ecosystems, and logistics partners. Collaborations in areas like personalised nutrition, meal planning, or smart kitchen integration can unlock loyalty and create new revenue.
That same thinking applies upstream. Partnering across the agricultural ecosystem can help strengthen food security and supply resilience. Priority areas include precision agriculture—using data, sensors, and AI to raise yields and reduce input volatility—and vertical or controlled-environment farming to secure year-round supply. Partnerships with AgTech innovators, farmer networks, and financiers can also help stabilise costs through offtake arrangements (guaranteed purchase commitments) and new funding mechanisms.
Work closely with ecosystem partners and suppliers to cut costs, boost margins, and deliver seamless experiences. Companies that connect more deeply with service providers, logistics partners, and technology solutions are best placed to meet demand for frictionless interactions. New models—from on-demand to subscription—will fuel engagement by matching consumers’ appetite for hyper-convenience.
Review and refresh your product range
Invest in health credibility. Consider reformulating for nutrition, innovate in fresh and health-oriented categories and increase transparency. Back every health claim with evidence consumers can trust, from verified nutrition data to transparent, digital, labelling. This could extend to premium ranges aimed at consumers at the forefront of diet and nutrition trends. Consider too diversifying formats to match the demand for convenience, such as ready-to-eat, and subscription-based products.
And look beyond products. Link your range with AI tools and wearables, offering nutrition apps, wellness coaching, and even smart-kitchen integration. Make it easier for consumers to choose, compare, and connect with the food that fits their lives.
Power convenient and seamless experiences with technology
As Asia Pacific consumers are omnichannel by default, ensure product availability, pricing and brand experience are consistent whether in-store, online or via delivery apps. And optimise for last-mile freshness and speed. Critically, make it frictionless—a seamless experience builds trust and loyalty.
Rising consumer demand for on-demand food options and other convenient options, makes technology the key enabler, opening new ways to grow. As consumers increasingly rely on health apps, wearables, and GenAI to manage how they eat and live, companies can use these tools to deepen personalisation, build trust, and be a part of consumers’ daily routines. Data sharing with delivery platforms can further strengthen those connections, while predictive analytics help forecast demand, optimise pricing, and manage inventory to reduce stock-outs and write-offs. Smart-kitchen integration offers further potential to turn convenience into connection. In South Korea, smart refrigerators paired with AI-driven meal planning apps suggest recipes and grocery lists aligned with users’ wellness goals and local tastes.5
And with agentic commerce on the rise, now is the time to prepare. AI agents will soon predict meals, replenish pantries, and recommend products directly. Food companies that build for delegation—transparent data sharing, curated recommendation agents, secure payments—can be early movers in shaping how consumers let technology act on their behalf.
About the authors
PwC’s Voice of the Consumer 2025
A new recipe for the food industry
Voice of the Consumer Survey 2024: Asia Pacific
Respond, Rethink, Reimagine: Strengthening Consumer Trust in Asia Pacific
