“Grown-up” Biscuit Flavors Are Meant to Attract Mature Asian Consumers
Mature consumers in Asia show lower engagement with biscuits, which reflects their greater interest in healthy eating. In order to attract mature audience, brands have recently launched a range of innovations targeted at adults like biscuits, cookies and crackers which have been formulated with healthy ingredients, for instance, explains Jane Barnett, head of insights, South APAC, at Mintel.
Providing additional health benefits is likely to appeal to older demographics who maintain an interest in healthy snacks, as opposed to indulging in sweet biscuits, the analyst says. Some manufacturers have looked to engage adult consumers by launching biscuits, cookies and crackers in more sophisticated, unconventional flavors such as wasabi and wine flavors.
“Such innovations offer brands the opportunity to develop more “grown-up” flavor profiles that are unlikely to appeal to younger consumers. Growing urbanization and busy lifestyles are fuelling the demand for convenient, on-the-go products. Biscuits suitable for on-the-go as well as those in bite-sized portions and resealable packaging will be pivotal in helping brands in tapping into the snacking occasion,” says Barnett.
According to Mintel’s Biscuits China 2016 report, nearly three in 10 Chinese consumers cite that they enjoy biscuit products on-the-go.
However, savory flavors and ingredients provide greater scope than their sweet counterparts do, for adding health without sacrificing taste or indulgence appeal. This is seen in the premium bakery market with the inclusion of more superfood-style ingredients in the form of nuts and seeds.
Lower Consumption Comparing to Western markets
According to Mintel research, per capita consumption of biscuits across Asia-Pacific is much lower than in Western markets. However, both India and China are the largest markets globally in terms of volume for biscuits.
In the last five years, greatest growth within biscuits has been recorded in India and Indonesia, as well as Vietnam – with all three markets set for high growth over the next five years, the analyst from Mintel adds.
Sugar Concern Reaches Asia
Challenges for sweet baked goods manufacturers will rise over the coming years, as Asian consumers become more health-conscious and become concerned over sugar content, Barnett says.
According to Mintel research, over 40% of urban consumers in Thailand and Indonesia respectively, are either avoiding or intending to avoid refined sugar as they seek to lead healthier lifestyles.
You can read more in World Bakers Digital, Spring 2018: