The way forward for salty snacks in Southeast Asia


Salty snacks grew to become a supply of ‘consolation meals’ for a lot of customers through the pandemic. In consequence, manufacturers have innovated with new codecs and flavours within the class over the previous few years. From Oh So Wholesome Osh Pops! Bitter Cream Popped Corn Chips within the Philippines and Sensible Cottage Fries Unique Flavoured Crinkle Minimize Potato Chips with Yakin Chilli Sauce Dip in Malaysia to Lay’s Wavy 2-in-1 Grilled Beef & Kimchi Flavoured Potato Snack in Vietnam, the variability and innovation within the sector proceed to develop.

In Southeast Asia, information from Mintel GNPD exhibits that Malaysia led when it comes to snack launches at 27% between Could 2022 to April 2023. As compared, Thailand noticed a launch fee of 25% between Could 2021 to April 2022, whereas the Philippines had the bottom snack launches over a five-year interval from Could 2019 to April 2023, all at beneath 10% annually.

Shoppers’ choice for salty snacks hinges on varied elements. They like snacks which are tasty, come from a trusted model, supply dietary advantages, include high-quality substances, and are conveniently moveable. Apparently, regardless of rising inflation and consequent meals value hikes, customers have proven no plans to chop down on snacking. 9 out of 10 Thai snackers actively look out for brand spanking new flavours of salty snacks to attempt whereas 86% of Indians snack each day.

How economics will affect snack innovation over the subsequent 2-5 years

Whereas customers at the moment stay dedicated to their snacking habits, manufacturers have to show their worth throughout financially troublesome occasions. Over the subsequent two years, manufacturers ought to search revolutionary processing options and new substances to future-proof their provide chains. In 5 years and past, the main focus would possibly shift in direction of the event of emergency and area meals as a result of their lengthy shelf lives and dietary worth. By this time, manufacturers will search digital options to assist meet sustainability objectives with out forgoing effectivity in manufacturing.

Future-proofing provide chains

The occasions of 2022 highlighted the significance of future-proofing provide chains. Manufacturers have to innovate and adapt to beat potential ingredient shortages. One technique is to discover new substances and manufacturing methods and even use a mix of substances to fulfill shopper curiosity in more healthy snack alternate options.

As an illustration, the Oh So Wholesome! Mango + Candy Potato + Banana Crisps is a mix of actual fruit puree and juice focus made into crispy crisps, which have longer shelf lives and diet that isn’t too far off from contemporary produce.

Oh So Wholesome! Mango + Candy Potato + Banana Crisps (Philippines); Mintel GNPD

Furthermore, more healthy manufacturing strategies, similar to baking and air frying, are gaining recognition. In China, 74% of customers mentioned air fryers present a more healthy method of cooking. Purposeful well being claims attraction to health-conscious customers, notably in nuts, fruit snacks, and snack combine classes. Merchandise like Air Nuts and Kettle Model’s air fried vary additional underscore these traits.

Actual Handful’s Air Nuts (UK) is alleged to have all of the well being advantages of peanuts however are lighter in texture; Actual Handful web site

Kettle Model’s Air Fried Himalayan Salt Potato Chips (US) is alleged to have 30% much less fats than Kettle Model Sea Salt End; Mintel GNPD

Different methods wherein manufacturers can survive and maintain shopper curiosity of their merchandise are together with substances with particular functionalities, similar to immune-boosters; driving attraction by means of totally different flavour inspirations and; arising with totally different textures and hues.

In Brazil, 36% of snackers mentioned an added crunchy texture would encourage them to decide on an indulgent snack. flavour. In Canada, 71% of customers are open to making an attempt a brand new twist on their favourites.

Leveraging AI options

Sooner or later, salty snack manufacturers have to put money into know-how and AI options. Firms can enhance the product expertise by combining the digital and the bodily. Mintel analysis exhibits that 53% of Spanish Gen Z customers used augmented actuality (AR) to reinforce the expertise of consuming meals/drink. With area journey now a actuality for some, salty snacks, which have comparatively lengthy shelf lives, will be saved for prolonged intervals earlier than consumption. Actually, in Japan, some meals merchandise have obtained the “Japan Area Meals” certification. Meals meant for area can be utilized in occasions of emergency, additionally due to their longer shelf lives.

However greater than something, style stays a precedence for customers earlier than different attributes similar to dietary advantages and longer shelf lives. Shoppers have salty snacks as a result of they style good and fulfill their cravings.

What we predict

The way forward for wholesome snacks is in know-how. Manufacturers can leverage their merchandise’ lengthy shelf lives and handy diet to assist customers put together for sudden occasions, similar to disasters and meals shortages. Shoppers additionally need manufacturers to supply experiences that mix digital and bodily worlds, similar to AR. General, continued innovation is the important thing to success and buyer loyalty. Manufacturers have to steadiness tech innovation with staying in tune with what their customers need so far as salty snacks are involved.

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