Cargill’s key Southeast Asia studies finds rising demand for premium confectionery

A revealing package of research from Cargill has thrown fresh light on consumer preferences in Southeast Asia, including chocolate, biscuits and sweet bakery ranges, uncovering an increased desire for premium ranges, reports Neil Barston.

The company’s latest Indulgence Study SEA has taken a focused deep-dive into a total of five categories within the food sector, which also took in ice-cream and café-style beverages.

Significantly, the research found that 70% of consumers are willing to pay more for unique tastes, with an even higher figure, 77% prepared to shell-out for ranges billed as being luxury confectionery products.

As Confectionery Production has previously reported from shows including Dubai’s Gulfood Manufacturing, the company has placed a renewed focus on developing specific products and category applications that appeal to distinct global regions, with Europe, Africa and Asia featuring prominently in its new product development strategies.

Kashan Rashid, Cargill’s Vice President and Managing Director, Food Southeast Asia, Australia & New Zealand, welcomed the findings from the study, which addressed a thirst for new and innovative ranges.

He said: “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. Cargill regularly conducts proprietary research to ensure that we are supporting our customers in keeping pace with evolving consumer desires and preferences.

“This study is 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,” 

As the company noted, there has been a sustain Cargill’s study has shown there is a concerted consumer shift towards indulgent food experiences, even as the region shows a strong trend towards health and sustainability with respect to food.  This has been termed in a rise of a ‘treat yourself’ culture, with 45% of consumers enjoying cookies, and a further rise in ice-cream buying within the region. 

Major findings 
Significantly, the company noted an overwhelming preference for shoppers seeking elevated sensorial experiences (82%),  with 79% are likely to pay a premium for distinctive textural experiences.
For chocolate, consumers preferred dark varieties, as the study showed that 77% were willing to pay more for gourmet ingredients, against a backdrop of rising cardiovascular health benefit claims from such categories. 

In addition,  a similar level, (72%) do not mind paying more for  sustainably-produced indulgent foods, with just over two thirds of respondents prioritising health attributes, particularly in regards to lower sugar.

Intriguingly, country of origin also mattered significantly, with 67% wishing to support Asian ingredients.