Cargill study reveals demand for taste-driven, healthy indulgent foods in Southeast Asia

SOUTHEAST ASIA – Cargill has revealed findings from its first in-depth indulgence study focused on snacking categories in the Southeast Asia (SEA) market, aimed at driving insights-led food innovation.

The Cargill Indulgence Study SEA uncovered snacking attitudes, the consumption and purchase drivers of Southeast Asian consumers towards five categories of indulgent foods – sweet biscuits and cookies, sweet baked goods such as pastries and cakes, chocolate confectionery, ice-cream and café-style beverages.

The study surveyed 4,250 respondents aged 18 to 45 from Indonesia, Philippines, Thailand, Malaysia, and Vietnam.                           

“With rising incomes and a fast-growing middle-class population across Southeast Asia, consumers are increasingly seeking greater wellness, comfort, enjoyment and indulgence from food,” Kashan Rashid, Cargill’s Vice President and Managing Director, Food Southeast Asia, Australia & New Zealand, explained.

He described the study as the first of its kind by Cargill, looking at the indulgence category trends in the region to enable food companies to launch market-ready products that address growing demand for new flavors, formulations and menus.

“Cargill regularly conducts proprietary research to ensure that we are supporting our customers in keeping pace with evolving consumer desires and preferences,” Kashan added. 

Consumer shift towards indulgent food experiences.

While the SEA region shows a strong trend towards health and sustainability in food, the study has shown that there is a collective consumer shift towards indulgent food experiences.

SEA consumers are turning to food for their everyday “Treat Yourself” moment, with taste and satisfying cravings being the key drivers of indulgence food consumption. 

Key consumption and purchase drivers in Southeast Asia

Cargill’s study uncovered five key consumption and purchase drivers in Southeast Asia.

Taste is the top purchase driver, where 70% of consumers are willing to pay more for unique tastes, with innovative flavors driving increasing purchases.

Additionally, 82% of consumers value elevated sensory experiences, while 79% are likely to pay a premium for distinctive textural experiences.

Quality and sustainable ingredients also play a huge part, with 77% willing to pay more for gourmet ingredients like dark chocolate, which is highly preferred, and 72% ready to pay a premium for sustainably produced indulgent foods.

Meanwhile, the desire to eat healthy even while indulging persists. 69% of consumers prioritize health attributes, with low sugar being the most influential factor.

67% further consider the country of origin important, with 65% willing to pay a premium for local Asian ingredients, demonstrating a preference for locally produced. 

Across various categories, taste remains the top priority for Southeast Asian sweet biscuit and cookie consumers, though quality ingredients and a rich sensory experience also matter.

One in three sweet baked goods consumers now look for healthier options with less sugar, fat, and cleaner labels. In chocolate confectionery, 70% value origin claims, particularly favoring ingredients from within Asia. 

Meanwhile, nearly half of SEA consumers increased their purchase of indulgent café-style beverages in 2024, driven by new flavors and innovations.

Food manufacturers will therefore have to find new formulations that meet this growing need for indulgence while ensuring that health benefits remain a key consideration.

“We look forward to leveraging our broad solutions portfolio, sourcing network, extensive manufacturing and innovation capabilities in the region to work with customers to create the flavorful, quality, healthier and exciting food and beverages which consumers want to experience and indulge in,” Beh Kok Wei, Cargill’s Senior R&D Director, Food Southeast Asia, Australia & New Zealand, said.

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