OPINIO
Trade4go
Mar 14th, 2025
Original content
The Asian snack market is experiencing changes as consumers increasingly replace traditional meals with snacks. This evolving trend offers significant opportunities for food companies to innovate and expand, particularly in the savory snack segment.
Snacks are smaller portions of food or beverages typically consumed between main meals. They are convenient, portable, and designed to satisfy short-term hunger or cravings. Common examples include chips, nuts, granola bars, fruit, and packaged items. In contrast, meals are larger, more structured servings of food intended to provide balanced nutrition and sustain energy over a longer period. Meals usually consist of a combination of protein, carbohydrates, vegetables, and fats and are eaten at specific times, such as breakfast, lunch, or dinner.
Preferring snacks over meals is a trend that is becoming more pronounced across Asia. A 2024 Euromonitor International survey (Snacks in Asia Pacific, 2024), revealed that 11% of Singaporeans replaced meals with snacks, up from 8% in 2023 due to increased convenience and lower price points compared to full meals. Similar patterns are evident in Vietnam and Thailand, where one in seven adults now substitute meals with snacks. India leads globally, with 18% of consumers reporting this habit in 2024.
Hectic schedules and hybrid work environments are major contributors to the snackification trend. Many professionals prioritize work over meals, finding snacks a convenient alternative. In Singapore, 28% of respondents cited a lack of cooking time as a key reason for increased snack consumption. Younger populations, mainly those aged 30–44, attribute this shift to their demanding routines.
Economic conditions also influence snack consumption. Snacks, especially savory options, are affordable and versatile, making them a preferred choice during financial uncertainty. Despite a slowdown in retail value growth in India, snack consumption remains robust, reflecting their role as cost-effective meal replacements
Rising health consciousness is fueling the demand for nutritious snacks. Health-conscious snacking is on the rise in Asia, with 62% of consumers eating at least one healthy snack daily and 59% prioritizing snacks rich in protein, vitamins, and fiber, especially among Gen Z and Millennials (Asia Snacking Survey 2024). The healthy snacks market in the Asia Pacific is projected to grow at a Compound Annual Growth Rate (CAGR) of 6.8% from 2024 to 2030, while the overall snack food market is expected to reach USD 99.37 billion by 2025, growing at 7.85% annually through 2030 (Market Research Asia 2025, Healthy Foods Report 2024).
Product innovation is thriving, with over 25% of new snack launches featuring health claims, focusing on natural and clean-label products. Categories like cereal and energy bars have seen a 10% rise in launches over the last five years, driven by demand for high-protein and high-fiber options (Euromonitor International, 2024). Morning snacking is particularly popular, with consumers seeking nutritious options that fit busy lifestyles and provide physical, mental, and emotional benefits (Euromonitor International, Asia Snacking Survey 2024).
Regionally, India and China lead in adopting healthier snacks, with India showing rapid growth in health claims since 2019. India also has a high demand for organic, plant-based, and sustainable snacks, while Indonesia favors products emphasizing positive nutrition (Euromonitor International, 2024).
Brands like Tao Kae Noi capitalize on this trend by offering seaweed snacks rich in vitamins and minerals. Tao Kae Noi seaweed snacks combine bold flavors, health benefits, and convenience, making them a preferred choice for snack enthusiasts. It offers a healthy, flavorful crunch snack packed with nutrients like fiber, Omega-3, and iodine. Cholesterol- and trans-fat-free, they’re perfect for guilt-free snacking on the go, with resealable packaging to keep them fresh.. Similarly, protein-enriched and probiotic-infused snacks are gaining traction, catering to consumers seeking guilt-free indulgence.
Figure 1. Big Crispy Seaweed Snack Sheets by Tao Kae Noi
Source: Amazon
Consumers are increasingly willing to pay for premium snack experiences. Rising disposable incomes, health-conscious choices, and fast-paced lifestyles drive the growing willingness of Asian consumers to pay for premium snacks. For instance, 53% of Indian and 42% of Chinese consumers seek luxury in everyday products, while 63% prefer healthier snacks over-indulgent ones. Urbanization has also increased meal replacement with snacks, as seen in Hong Kong, where 10.8% replaced meals with snacks in 2024, up from 6% in 2023. Examples include the above-mentioned Tao Kae Noi’s nutrient-rich seaweed snacks and Irvins Salted Egg’s gourmet potato chips. Brands such as Irvins Salted Egg have successfully tapped into this trend by offering high-quality, artisanal snacks with unique flavor profiles. Consumer reviews highlight the appeal of premium snacks like salted egg mala chips, praised for their unique flavor balance. This reflects the growing opportunity in premiumization, driven by consumers' desire for indulgence and exclusivity in everyday products. Brands can capitalize by offering high-quality ingredients, bold flavors, and exceptional customer service, which enhance the overall brand experience and justify premium pricing.
Figure 2. IRVINS Salted Egg Mala Flavoured Potato Chips
Source: Irvins
Blending traditional flavors with contemporary formats is another area of innovation. For instance, Jack ‘n Jill’s Honey Butter and Wasabi-flavored potato chips combine local tastes with global trends, appealing to diverse consumer preferences. Another example is Zenko Superfoods' Water Lily Pops, snacks that blend sweet and savory notes, such as Himalayan Pink Salt and Smoky Barbecue, while being sourced from local farmers in India. This not only highlights traditional ingredients but also appeals to health-conscious consumers.
In Singapore, the Kettle Gourmet's Unique Popcorn Flavors offers popcorn in flavors inspired by local dishes like kaya butter toast and nasi lemak. By incorporating traditional flavors into a popular snack format, they create a unique culinary experience. On the other hand, MARDI Sarawak's Products are an example of innovative use of traditional ingredients. This Malaysian institute has developed innovative products using traditional ingredients like Bario rice and terung asam (sour brinjal), creating items such as jam and chips that cater to contemporary tastes while preserving cultural heritage.
Figure 3. Jack ‘n Jill’s Potato Chips Wasabi Salmon Sushi Flavor
Source: Yamibuy
Despite the opportunities, the snack market faces challenges. Health experts caution that frequent meal replacement with snacks can lead to nutrient deficiencies and long-term health issues. Rising raw material costs, such as cocoa for confectionery, also pressure manufacturers financially. Sustainability concerns, including eco-friendly packaging and ethical sourcing, are also becoming critical for brands to address. The growing preference for snacks over meals in Asia is reshaping the food industry, as stated from the above survey data and examples of busy lifestyles and urbanization. Companies can capitalize on this expanding market by focusing on health-conscious, premium, and innovative snack options. However, addressing health concerns, economic challenges, and sustainability issues will be essential for long-term success.
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