Leading processing and packaging solutions company, Tetra Pak, has released key findings and insights from its full report, Trendipedia 2023. The annual global report monitors changes in consumer behavior, identifying and analyzing interesting consumer trends and opportunities for businesses in the food and beverage industry.
The Trendipedia report contains three main consumer trends, such as flexi-shopping, in control, and eatertainment in four countries, namely Indonesia, Singapore, Malaysia, and the Philippines.
Flexi-shopping: The trend can be interpreted as a consumer behavior that has a flexible mindset to buy food and drinks that support health and sustainable aspects, which are more important than price. The ready-to-drink (RTD) category provides consumers with a convenient, accessible, and affordable way to drink beverages, supporting consumers with health-focused lifestyles.
RTD beverage offers convenient, affordable, and accessible ways to sustain a health-conscious lifestyle. (Photo: Polina Tankilevitch)
In Control: This trend refers to how consumers use how they eat and drink to bring a feeling of control to their lives. With a choice to either indulge or moderate their consumption, consumers are taking their physical health into their own hands. Case in point: consumers have been embracing plant-based options in their diet to support healthy living, and this trend shows no sign of slowing down. The global plant-based beverage category is predicted to experience a growth rate of 1.9% by 2024 – a strong indicator that consumers are seeking healthier and sustainable options, and plant-based beverages are the answer.
The trend towards plant-based meals shows no sign of slowing down. (Photo: Medibank)
Eatertainment: Aside from socializing, people are also looking to be entertained by new flavors, recipes, and trends from cyberspace. The food community is packed with Gen Zs who are hotly wired and empowered by social media. In Singapore, 54% of millennials and 53% of Gen Z experienced virtual gaming and played immersive open-world video games. To cater to this segment, brands should consider exploring popular online and entertainment platforms. Social platforms like TikTok have become a source for consumers to discover and experiment with new recipes, and share their food experiences. Adding to that are social influencers and content creators who play a key role in spreading information about the latest food trends.
Social platforms are now a source for discovering, experimenting, and sharing food experiences. (Photo: Ron Lach)
Other major trends identified under the year’s five themes include ‘Life Hacks,’ ‘Replenish and Repair,’ ‘Climatarianism,’ ‘Green Clarity,’ ‘Un-masking Identities,’ and ‘Evolving Spaces.’