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Dive into Asia’s better-for-you snacking trends to see what consumers are looking for and why—plus learn how your brand can succeed in protein snacks with the right flavors and formats.
As consumer snacking increases, better-for-you snacks offer consumers a convenient way to make better choices for their nutrition and health. A “healthier lifestyle” is the number one reason consumers in Asia (and globally) choose better-for-you snacks.1
While the most commonly consumed snacks in Asia are in the categories of dairy (i.e., yogurt, cheese, and milk) and traditional indulgent snacks (e.g., cookies, brownies, crisps, and sweets), there is positive momentum for protein-fortified snacks across the region.2
| Dairy | Protein-fortified | Traditional Indulgent | |||
|---|---|---|---|---|---|
| Yogurt | 27% | Protein / energy bars | 20% | Biscuits, cookies, brownies | 17% |
| Milk | 26% | Protein-enhanced snacks | 18% | Other baked goods | 16% |
| Cheese | 18% | Sweets / chocolate | 13% | ||
One in five Asian consumers has increased their protein bar consumption over the prior year, making protein-fortified snacks second only to the dairy snacks (which are naturally rich in protein) for increased snack consumption.3 Protein bars are widely seen as a healthy option in Asia, with two in three consumers considering them to be healthy.4
This trend in protein snacking in Asia is driving new opportunities for brands to include and expand protein-fortified offerings. Understanding consumers’ preferences in protein snacks is essential to formulating the right products for the market.
For protein bars, the most important attribute, according to Asian consumers, is “great-tasting,” with “enjoyable texture” the next most important (ahead of low in calories, all natural, and good source of vitamins and minerals).5 This shows how a pleasurable snacking experience remains the priority—even in better-for-you snacking.
While taste is the most important attribute, it is also identified as the biggest barrier. Over half (53%) of Asian consumers who do not use protein bars have concerns about the product’s taste or appearance, with the most common objection being “I haven’t tried them but don’t think they would be tasty.”6
To address taste concerns and appeal to a wider range of consumers, brands must balance nutrition and taste. Formulating with the most desirable flavors is a useful strategy here. While chocolate is a favorite protein bar flavor across Asia, yogurt and peach are also appealing in China, cookies & cream in Japan, and whole nut in South Korea.7
| China | Japan | South Korea | |||
|---|---|---|---|---|---|
| Chocolate | 40% | Chocolate | 60% | Whole nut | 49% |
| Yogurt | 40% | Cocoa | 50% | Chocolate | 44% |
| Peach | 37% | Cookies & cream | 44% | Dark chocolate | 43% |
Protein bar users also have an interest in more snack format options with added protein, especially familiar formats such as cookies (46%), other sweet baked goods (41%), breads (40%), biscuits (38%), crisps/chips/puffs (38%), crackers (36%), and protein balls (27%).8
Protein-enhanced snacks extend the reach of protein, bringing in incremental users beyond bars. Leading with the most appealing flavors and formats will let brands tap into the enormous opportunity in protein snacks with success.
For more insights into Asia’s better-for-you snacking market or to learn the many benefits of using our high-quality dairy-based proteins in your snacks, contact Glanbia Nutritionals.