1、The Asia Food ChallengeUnderstanding the New Asian ConsumerGrowing affluence,evolving tastes and technology are changing the way Asian consumers buy and enjoy food.This vast,diverse market offers exciting opportunities for both new and established brands.23F O R E W O R DIn this latest edition of Th

2、e Asia Food Challenge,we consider the expectations and behaviour of Asian consumers and how this will drive the strategies of agri-food businesses and investors in this exciting and fast-growing region.This report looks at the key emerging trends in the sector,from food safety,healthy diets,and alte

3、rnative protein to online commerce,convenience,and supply chain traceability.Our findings are augmented by data from a survey of 3,600 consumers across 10 Asian countries,as well as Australia and New Zealand.The survey seeks to understand these consumers complex and changing relationships with food.

4、In addition to the study,we analysed over 3000 publicly traded food and beverage companies globally to understand key financial trends and trading multiples.We also spoke with an extensive list of senior executives and leading experts in the food sector.Foreword45Asia is set to experience a seismic

5、shift in food trends over the next decade,as consumers become more affluent,sophisticated and demanding,driving US$2.4 trillion of Asias incremental food spend by 2030Executive SummaryIn our inaugural report The Asia Food Challenge:Harvesting the Future in 2019,we highlighted the doubling of Asian c

6、onsumers food spend to over US$8 trillion by 2030,as well as the US$800 billion in upstream investment needed to meet it1.In this years report,we focus on the importance of the Asian consumer,highlighting the exciting opportunities abound for agri-businesses seeking to satisfy a diverse and fast-evo