Food Forward Trends Report – Asia Pacific

Monday 07 September, 2015
Kale on Fork

Weber Shandwick’s Asia Pacific Food Forward Trends Report II reveals the biggest food trends across four countries in the region – Australia, China, Korea and Singapore – and provides insight into how food brands and retailers can better engage audiences, including the impact of social media on knowledge, insight and cooking confidence, the slow but steady adoption of online shopping in the grocery sector and consumer scrutiny of the influence of celebrity endorsements.

Highlights of the report include:

The increase of healthy home cooking options, prevalence of home delivery services and the growing influence of popular food culture are giving Asia Pacific home chefs plenty of reasons to eat at home. In Australia, three quarters (76%) of respondents eat a home-cooked meal on most days. Meanwhile, Chinese consumers are more likely (50%) than their Singaporean (40%) or Korean (34%) counterparts to eat a home-cooked meal during the week.

Consumers are also increasingly more comfortable using digital platforms to purchase food. Over the past 12 months in particular, there has been a noticeable shift in online food shopping habits. More than three out of four respondents in China (76%) and more than half of respondents in Singapore (58%) and Korea (52%) said they had increased their online food shopping in the past year. In Australia, nearly half (46%) of respondents said the same.

Social media and food are very well connected, with four in ten consumers in Singapore (40%) and Korea (42%) and six in ten consumers in China (62%) posting about their food experiences on social media once a month, or more; 17% of Chinese respondents and 8% of Koreans post at least once a day. Australians are less active with just 29% posting once a month or more.

The complete Asia Pacific Food Forward Trends Report II is available at

Supporting video can be viewed here.