Yoghurt

Yoghurt is a dominant dietary source of probiotics across markets today. By making it higher in protein, lower in fat and sugar, and adding fibre, this health-giving food delivers additional benefits to consumers.

•        The combined use of prebiotic fibre and probiotic have been shown to give more holistic stimulation of gut immune cells.

•        The use of plant-based protein helps target flexitarians who seek to rebalance their dietary intake from animal and plants. 

Milk Alternatives

Protein is vital for the body to build and repair itself, where in fact antibodies rely on protein and insufficient protein may lead to symptoms of weakness, fatigue and poor immunity.¹ In the wake of COVID-19, the awareness of protein levels in diets will increase.

Many reports had referred to Millennials driving the growth of milk alternatives.² Now, the spotlight may be shared by seniors in markets where lactose intolerance is common, due to the increasing difficulty to digest meats with the onset of age.

RTD Tea

Teas such as green tea, white tea and black tea are all rich in anti-oxidants called Polyphenols that protect the body against potential viruses, infections and sickness.³

Apart from traditional style of tea, tea drinks have transformed to capture consumers’ taste for indulgence through sweetened blends of tea with fruits or milk. Stevia leaf extract presents an opportunity to assuage the addiction to sugar, tilting the balance towards health.

Bread

A diet rich in fibre is essential for promoting overall health and immunity. The popularity of sourdough – touted for its health benefits – rose rapidly in Asia with retail launches +13% annually 2014-2019 and a vibrant representation in food service.⁴ In light of COVID-19, consumers will pay closer attention to what they eat for health.  With nutritious products in the spotlight, daily staples like bread can add power ingredients through seeds.  Whether it’s classic slices with a twist or rustic bread, topping baked products with these ingredients offer greater nutrition such as fibre while looking wholesome. 

Flavored Bottled Water (& Fermented drinks: Kombucha, vinegar drinks)

Water is essential for life, many essential body functions rely on water including the immune system.  During COVID-19, the search volume of key words "drinking water" + "immunity” spiked on Baidu but drinking plain water can be boring.⁵ Over recent years home infusions rose in popularity before manufacturers caught on with flavoured water and fermented drinks with unique flavours (Moscow Mule cocktail, boabab), functional claims (probiotic, immune boosting, added protein and fibre, adaptogens, nootropics) and texture (sparkling).

Sauces

From miso to tempeh or kimchi to curd, Asia has a strong tradition of fermented foods. In recent years, there is growing awareness and desire to include fermented products in the diet for natural probiotic benefits to boost immunity. Riding the wave of immunity consciousness after COVID-19, there is opportunity to reimagine sauce category – a bold new fermented sauce that is the go-to ingredient for homecooked meals, as a dip or condiment. Fusion has been a trend in sauces and we are looking out for cross cultural blend of fermented goodness.

Noodles

The elderly group was identified as high risk during COVID-19 due to their weakened immunity.⁶ While antioxidants and probiotics may work for younger populations, this group may do well by returning to protein as a basic building block of the body’s natural immune system. With eating and digesting meat becoming more difficult with age, timely innovation in staples like noodles to deliver more protein will allow this comfort food to bring more benefit.

<sub>Source:
1. https://www.webmd.com/cold-and-flu/qa/are-highprotein-foods-good-for-the-immune-system;
2. https://www.forbes.com/sites/bridgetshirvell/2019/09/09/more-than-50-of-millennials-trying-to-incorporate-plant-based-foods-into-their-diet/#130518ef5ebf
3. https://teafloor.com/blog/morning-tea-to-boost-your-immune-system/
4. Innova Market Insights
5. Baidu Index
6. United Nations, Department of Economic and Social Affairs, Population Division (2019). World Population Prospects 2019</sub>