Consumer Trends in Asia Pacific and what this means for Food and Agriculture

10^th September 2025

The importance of agriculture in the Asia Pacific region cannot be overstated as highlighted in the "Consumer Trends 2025 - Asia Pacific Edition", produced by Innova Market Insights. Agriculture plays a pivotal role in ensuring food security, improving health and wellbeing, and driving economic growth.

A major trend outlined in the report is growing emphasis on healthier lives. The pandemic has kick-started a shift towards more conscious living, with consumers prioritizing health and wellbeing. In Asia Pacific, 1 in 3 consumers say that health and wellbeing is a top spending priority beyond living essentials. This trend is particularly pronounced in China, where it is the number one spending priority, and in India, where it is tied for first place with savings and investments.  The focus on health and wellbeing is driving consumers to take significant actions to live healthier lives, with 53% of consumers in the region having taken much or a great deal of action in the past 12 months.

Mental and emotional wellness is identified as the primary health goal for consumers across all countries and age groups in Asia Pacific.This goal encompasses various aspects such as maximizing immunity, preventing diseases, and promoting body positivity. Consumers are adopting a more self-care approach to health, with 47% of consumers in Asia Pacific becoming more self-sufficient in the care of their own health over the past three years. Key self-care aspects include eating a healthy, nutritious diet, getting adequate sleep, maintaining personal hygiene, and engaging in regular physical exercise.

Consumers in Asia Pacific are increasingly focusing on the nutritional value of their food, with 29% choosing food or beverages that boost health and 20% limiting or counting calories. This shift towards healthier eating is driven by the desire to feel well, with 38% of consumers treating themselves with food and drink to boost their mood.

Regenerative agriculture is identified as helping to promote sustainability and resilience in the food and ag sector. Regenerative agriculture practices, such as planting cover crops, reducing tillage, and increasing crop diversity, are essential for improving soil health, water quality, and farm economics. The report notes these practices not only benefit the environment but also enhance the long-term resilience of agricultural systems.

As consumers continue to prioritize health and wellbeing, the agricultural sector must adapt to meet these evolving needs and contribute to a healthier and more sustainable future.

This article was produced with the assistance of AI and does not represent advice from Cargill.