The Future of Fried Snacks in Asia

Fried snacks, savory or sweet, are the backbone of Asian cuisine—a testament to how ubiquitous fried dough is to the region’s culinary repertoire. Although health and wellness may be a vital trend, consumers have an undeniable affinity for fried snacks. Rest assured, fried specialties are not likely to lose their appeal.

By Sharmila Rajah

Because the majority of consumers in the Asia Pacific (APAC) region have Asian tastebuds, this usually translates to a preference for snack specialties that are served hot. But with convenience being a key factor, foods that can be easily prepared and eaten warm are important. Consumers are trending towards purchasing foods that are packaged and can be easily stored such as frozen foods.

The snacking industry within the APAC region has shown remarkable resilience—poised to grow at a 7.9% CAGR, hitting USD1.15 trillion by 2026—with snacks purchased mainly for enjoyment and comfort. In emerging economies such as India, China, and Indonesia, urbanization empowers consumers with more disposable income, which in return has come to define snacking habits and behavior. The frozen food category has emerged as one of the more popular segments amongst consumers amidst rising inflation and food costs, making the category a powerful growth driver for retailers. For instance, the India Snacking Report documents that 52% of Indians prefer frozen snacks as they feel it is more hygienic.

Many consumers are also favoring localized tastes and flavors —pandan or screwpine notes from Malaysia or yuzu notes from Japan—that are inspired by local ethnic cuisines; all whilst still maintaining indulgence, health, and affordability as major demands. According to data from the leading global market intelligence agency Mintel, 42% of consumers in the APAC market are regularly on the lookout for new foods and flavors to try.

Many of these preferences inform manufacturers how to adapt to what markets want: prominent brands tailor their products to help consumers go simple in their preparation and cooking routines while balancing benefits like wellness and indulgence, and novelty and tradition. Momentum for plant-based snacks continues to build, expanding into all corners of the frozen segment, influencing the snack category as a natural, environmentally friendly, low-calorie, and nutrient-rich option.

Fried Dough-based Snacks

The art of frying dough produces delightful treats like doughnuts, churros, beignets, gulab jamun, and samosas. Frying has the benefit of creating a distinctive flavor and imparts a crispy outer crust to a range of pastries, making it one of the most widely used methods in the production of snacks and bakery products. Processing these pastries requires the right temperature at every stage of the process, which contributes to the ideal pastry or snack.

Bakers have been busy keeping the supermarkets stocked with:

Doughnuts: When it comes to sweet indulgences, few treats can match the universal appeal of doughnuts. It’s no secret that these rings of dough are a beloved bakery staple. The deep golden rings are often glazed, sprinkled with sugar, or filled with luscious creams. Doughnuts continue to be a very strong category within the industry. Dough temperature is crucial to yield the highest quality product, along with a shortening that not only tastes great but holds up well under extended high-heat cooking applications.

The global doughnut market size was valued at USD24548.71 million in 2022 and is forecast to grow at a CAGR of 4.65% to USD32241.99 million by 2028. North America remains the largest market, followed by Europe and APAC. In Australia, supermarkets are selling 100% gluten-free doughnuts from Katz in seasonal flavors like pumpkin spice and gingerbread in time for Christmas. 

Churros: With roots in Spain, just flour, oil, water, and salt produce these crispy, ridged, and elongated pastries that come dusted with cinnamon sugar. Churros Factory, Singapore’s premier churros maker, puts a spin on the classic pastry by combining traditional techniques with modern flavors like raspberry, charcoal, durian, and pandan.

You can read the rest of this article in the Winter issue of Asia Pacific Baker & Biscuit, which you can access by clicking here.