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Organic ingredients to continue trending in Asia Pacific post-Coronavirus
Monday, 14 September, 2020, 08 : 00 AM [IST]
The Coronavirus pandemic has led to a surge in demand for more sustainable and organic foods. Now, more than ever, consumers want to make ethical and healthier choices. With more than half of consumers in Asia Pacific already regularly checking the ingredients list for food and drink products before the pandemic,even more attention has now been placed to what goes into foods and drinks.

Even before the pandemic hit the headlines and impacted markets around the world, the issue of well-being has already been highlighted as a major trend for 2020 and beyond.

Consumers want to avoid products that contain chemicals, synthetics, and artificial ingredients. In Asia Pacific, about half of consumers seek out food and drink products that contain recognisable ingredients. Additionally, transparency has become a powerful purchasing driver for consumers in the region, with about two-thirds agreeing that they want simplicity and transparency when choosing products. These figures show that food manufacturers could stand to gain significant interest if they capitalise on this trend.

The rise of organic
With organic products and ingredients considered a vital element for ethical and sustainable purchasing behaviour, consumer interest in all things natural continues to grow. Globally, figures show organic products have become more important to 1 in 4 consumers in the last year and many are willing to pay a premium price for them This is thanks to the growing consumer perception that these products are healthy and natural, and are therefore an intrinsic part of a healthier lifestyle.

According to Grand View Research, the global organic market is set to surpass the US$320 billion sales mark by 2025—with Asia Pacific expected to grow the fastest, accounting for 12 per cent of global revenue. It is highly likely that this trend will be accelerated even further as a result of the increased consumer understanding of, and interest in, the link between nutrition and health.

Organic foods have, unsurprisingly, benefitted from a heightened interest in health. This is due to the fact that consumers generally consider organic foods to be safer and healthier during these unsettled times. The demand is also expected to remain even after the pandemic surge calms. According to the research company Ecovia Intelligence — which has analysed the buying patterns that followed in Europe after the BSE crisis, and following SARS in Asia —demand for organic products will remain strong post-pandemic.
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