dining and eating out trends in the asia pacific and in the philippines
TRANSCRIPT
CEO, PhilippinesKantar Insights
GARY DE OCAMPO
Demographic shifts and changing choice dynamics
Millennials mean digital
ThailandKorea
TurkeyIran
PhilippinesVietnam
EgyptBangladesh
FranceUnited Kingdom
MexicoGermanyIndonesia
NigeriaRussiaJapanBrazil
United StatesIndia
China
3845464747474854555960
7278
93103
115118
281375
674
Asia and MaslowIn
com
e ch
ange
s di
et.
Indi
vidu
alis
m ri
ses.
Sea
sona
l ritu
als
beco
me
regu
lar t
reat
s.
Food as release
The urge to eat more is driven by
physiological factors
social and cultural influences
How do we respond to these shifts?
Where China is headed: health foods less likely to grow along with income
F&B China Ideal Need Segments Share of total China Self Actualized Population
Family health Natural energizer 8 59Wholesome balance 9 58Fortify to avoid 12 47Soothing Nutrition 7 67
Sweet Treats Fun anytime treats 11 151Sweet indulgence 5 128Bold statements 5 98
Sensory Mood Lifts Multi-sensory enjoyment 8 148Convenient stimulators 7 142Light & sensible refreshment 6 106Mental release 7 88
Savoury Tummy Fillers Filling fuel 5 94Anytime, anywhere munchies 9 133
Where China is headed: Enjoyment / “Self” focused products more likely to grow with income
Menu and health
Me Culture
Health = new wealth?
The associations between food and status become more complex and nuanced as we journey up the pyramid to the upper reaches of the middle class.
Here, consumer trends increasingly define health as the new wealth.
Again, what does all this mean for food brands?
Deliver flavors and taste
experiences that match the needs of food-led self-actualisation in cultural context.
Focus on pleasure, with
messages around health and
lifestyle benefits used in a
supporting role.
Draw on relevant cultural codes.
Gary de OcampoCEO, Philippines
Kantar Insights
Thank you