As might be expected, there are high levels of concern among Asian consumers about the impact COVID-19 is having, both directly on their own lives and also on a global scale. According to Innova’s COVID-19 Consumer Survey (conducted in March 2020), in China, India and Indonesia, personal concerns center on health, personal income and the availability of healthcare and products to buy.

Personal health, and the health of family and friends, tops the list of concerns across all three countries, with impact on personal income/finances ranked as second. Indian consumers were the most concerned. 73 % of Indian consumers say that they were very concerned about their own and that of their family’s/friends’ health. This is compared with 58 % in China and 52 % in Indonesia.

Concerns over more global issues are led by healthcare and financial/economic uncertainty. Healthcare ranks the highest in India, with 79 % of respondents very concerned. Financial/economic uncertainty came out first in China and Indonesia, with 55 % and 68 % of respondents, respectively, saying that they were very concerned. Consumers in all three countries were also concerned about the impact on food and job security.

Changes in behavior driven by the pandemic include more working from home, more social media and online entertainment and even exercising inside the home, with lower levels of leaving the house, visiting cafes/bars and restaurants, travelling for business and pleasure and using public transportation.

Health considerations have become more influential on purchasing decisions, with consumers trying to eat more healthily and consuming products in a bid to boost immunity. These include ingredients such as turmeric in India, chrysanthemum and cordyceps flower in China and royal jelly, ginger and mint in Indonesia. Familiarity, comfort and improving mood are also seen as increasingly important factors for food and beverage choices during the crisis. Health, shelf-life and cost are taking on a greater significance with regard to purchasing decisions, while factors such as flavor and indulgence appear to be declining in importance. Innova Market Insight’s research indicated that the main changes in attitude/behavior in India and China included more cooking/preparing of homemade food, more healthy eating and more eating/drinking products to boost immune health.

Fresh fruit and vegetables and juices and nectars are some of the top categories benefiting from this trend, as consumers look to them as a means of boosting health. At the same time, consumers claimed to be purchasing lower levels of less healthy, indulgent and highly processed options, such as ice cream, pizza and cakes and pastries.

There has also been an acceleration in the growth of online grocery shopping as movements are restricted and physical stores cannot easily be accessed. The rise in grocery apps in China, for example, encompasses developments in supermarkets, dedicated grocery apps and food delivery platforms. Restaurants have been quick to offer home delivery, but many consumers are also willing to order online and go out and pick up takeout. In China, 37 % of consumers claimed to be ordering more restaurant/café food online, while 34 % were picking up takeout food and meals more often.

Many of today’s busy consumers are juggling their careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Food and diet plays an essential role in this, with innovation increasingly looking to support consumer choices as many endeavor to balance the benefits and costs of these hectic lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable, while indulgent treats also play a role in relaxation and enjoyment.

The Right Bite was one of Innova Market Insights Top Trends for 2020 , reflecting how food and drinks supporting lifestyle choices can fall into a number of areas. These all aim to help those wishing to embrace healthy lifestyles, balance busy schedules and/or reject their current lifestyles and search for change.

Consumers embracing a healthy lifestyle tend to love having many things do and are dedicated (working long hours, exercising, etc.), but need to plan their time efficiently to get the best benefits. Healthy snacks, energy-boosting food/drinks and on-the-go food and beverages are all of interest, with high protein and energy claims of particular significance. According to Innova Market Insights data, global snacking launches featuring high protein claims had a CAGR of 16.8 % between 2015 and 2019, while the use of energy/alertness claims rose 13.7 % over the same period.

Those seeking healthier lifestyles also looked to find a balance between health and indulgence, while also looking for individual needs and preferences to be met, including the development of more balanced and complete concepts in terms of their nutritional needs.

Balancing busy lifestyles is necessary as consumers live life to the full (holidays, dining out etc.) and benefit from this, but feel that it also takes a toll on them, with ‘fast’ lifestyles also necessitating compromise and rebalancing. Convenience is key in this area, prompting a demand for meals that are easy to prepare and cook, which in turn provides opportunities for ready meals and meal kits. The demand for home cooked food has boosted interest in meal kits, with 28 % growth in the number of launches tracked globally by Innova Market Insights (CAGR 2015-2019).

On the other hand, consumers looking for a change in lifestyle are likely to increasingly distract and distance themselves from their busy lives and try to wind down. Emotional comfort is key here, with interest in comforting, relaxing and sleep-inducing food and drinks, particularly carrying mood, energy and sleep improving claims.

Stress and anxiety are key concerns in modern life as awareness of their negative impact on mental and physical health grows. In a 2019 Innova Consumer Survey 32 % of UK consumers and 39 % of US consumers claimed to experience stress at least once a day, rising to over half in India. The industry response has included more products targeted at improving low mood, tiredness and fatigue and sleep.