Menu
With travel on the rise in Asia, a new opportunity is emerging: nutrition for travel—with a focus on energy, hydration, and immunity support in convenient formats.
Consumer travel is surging across Asia. For Southeast Asia, destination travel spending is increasing in Thailand, the Philippines, and Vietnam, while consumers in the Philippines, Malaysia, and Cambodia have increased their outbound travel spending.1
In China, over one in three people intends to travel internationally within the next three months (mostly regionally, to Southeast Asia and Japan).2 Furthermore, domestic travel has become enormously popular, with China’s $744 billion domestic travel market (the second largest in the world) forecast to grow 12% annually, overtaking the US domestic travel market by 2030.3
| Generation | Strongly Agree | Agree |
|---|---|---|
| Gen Z | 41% | 35% |
| Millennials | 37% | 35% |
| Gen X | 28% | 36% |
| Boomers | 22% | 33% |
Younger Asian consumers, known for prioritizing experiences, express a significant and growing interest in travel. 41% of Millennials and 37% of Gen Z strongly agree they are more interested in travel now than they used to be.4 Asia’s growing travel trend has led to demand for products that support immunity, energy, and hydration and provide convenient nutrition for travel.
Maintaining hydration while traveling is crucial for combating fatigue, staying focused, and feeling well. Ready-to-mix (RTM) hydration packets, portable hydration drops and gels, and ready-to-drink (RTD) electrolyte beverages can help replenish essential fluids and minerals.
The RTD format is particularly popular in Asia, with about 70% of South and Southeast Asian consumers drinking bottled water, functional water, or iced coffee at least weekly (about 60% for bottled flavored water or iced tea).4
Snacks that can boost and sustain energy are another opportunity in nutrition for travel. This requires balanced nutrition that includes protein, healthy fats, and complex carbohydrates, along with key energy-supporting micronutrients, such as B vitamins, iron, and magnesium.
| Generation | % Consumers |
|---|---|
| Gen Z | 41% |
| Millennials | 46% |
| Gen X | 44% |
| Boomers | 41% |
More than two in five Asian Pacific consumers eat snacks while traveling and on the go.5 Bars, protein snacks, and RTD nutritional beverages are all energy-rich options. Energy/alertness is the top-ranked claim in social media conversations around functional beverages, indicating high demand for this benefit.6
A healthy immune system is a priority for Asian consumers, especially during travel. 69% of consumers in China and 82% in Indonesia have taken action to maintain their immune health over the past 12 months (with 38% and 46%, respectively, considering their immune health a major health concern).7
On-the-go products to support immunity while traveling can include a wide range of ingredients, such as vitamins C and D, zinc, selenium, probiotics, elderberry, and milk-derived bioactives. Multiple ingredients can be conveniently pre-blended into a custom premix, optimized for ease of use and stability.
Travel-focused foods and beverages should ideally be nutrient-dense to serve as meal replacements if needed, but unlike meals, they should be available in convenient, easy-to-carry formats. Protein snacks align well with this need.
| Generation | % Consumers |
|---|---|
| Gen Z | 65% |
| Millennials | 63% |
| Gen X | 56% |
| Boomers | 47% |
59% of Asian consumers look for protein in their snacks, with even higher interest among Gen Z and Millennials.8 In China, protein is the most in-demand ingredient.9 Portable protein snack formats perfect for travel range from protein bars, balls, and bites to dried meat snacks.
As travel continues to gain popularity across Asia, brands that offer convenient nutrition for travel, especially with added energy, immunity, or hydration benefits and messaging around travel, will be well-positioned for success.
Our snack and beverage formulation expertise and nutrition solutions—from proteins, micronutrients, and bioactives to custom premix solutions—can help get you there. To learn more about how to develop products for your on-the-go consumers, contact Glanbia Nutritionals.