Taste first, think second: Consumers want products that challenge their sensory perceptions Over the last couple of decades, the dietary habits of consumers in Asia Pacific have changed considerably. The middle-class demographic in the region has grown considerably, meaning that consumers have more disposable income to spend on food and drink. Moreover, westernisation has resulted in consumers being more exposed to a greater variety of product choices than the generations before them. This has made them more demanding of the products that they turn to, even when it comes to everyday food and drink items. Consumers like to try new and experimental flavours. This is because consumers deem themselves to be sophisticated and liberal, and they want brands they feel match their attitude and outlook on life. The desire for such brands is especially relevant in an age of social media where consumers like to blog about products. This is driving demand for new and experimental flavours that encourage consumers to challenge their sensory perceptions, whilst also helping them re-evaluate how premium a category is.
Proportion of consumers who say that they like
84%
81% 74%
59%
Australia
China
16 | L earn more about Fi Global CONNECT: Regions in the Spotlight
Indonesia
Japan
