Health and wellness trends are shifting towards personalization, Holistic approaches and preventative care. Technological shift is spearheaded by Millennials and Gen Z, who value customization, digital access and evidence focused claims. Economic, global health and institutional trust factors are also driving people toward more proactive and self-reliant wellness strategies — transforming the Asia beauty wellness market into a hub of innovation and growth. [1]
Cargill’s Latest Study Highlights Southeast Asian Snacking Habits, Food Category Insights, and Purchase Drivers in Five Food Categories
Introduction
The consumer preferences in Southeast Asia (SEA) experience a major shift in their preferences. The region which boasts diverse food traditions and expanding middle-income segment shows increasing interest in premium food items that combine indulgence with health benefits. The Cargill consumer study examines SEA market consumer buying behavior in snacks regarding indulgent food consumption through research conducted in Indonesia and Malaysia and the Philippines and Thailand and Vietnam. The study investigates consumer behaviour through 4,250 participants aged 18–45 who answered questions about their food preferences in five essential categories.
Cargill’s Indulgence study found:
Study Overview
- The Cargill Indulgence Study discovered that Southeast Asian (SEA) consumers now want to experience five different indulgent food groups which include cookies and baked goods and chocolate and ice cream and café-style beverages.
- The study shows that taste and multi-sensory experiences drive Southeast Asian consumers to choose indulgent foods, but they also want products that are healthy and sustainable.
- The research shows that consumers want to spend extra money on distinctive tastes while they value sensory experiences and they seek low-sugar alternatives for their indulgent treats. [1] These patterns support growing interest in the Cargill consumer study, Consumer buying behavior in snacks, and Food product purchase drivers across the region.
Release and Context
- SINGAPORE (June 25, 2025) — Cargill released its first Indulgence Study, examining Southeast Asia snacking trends. The study covers indulgent food categories such as sweet biscuits, baked goods, chocolate confectionery, ice cream, and café-style beverages.
- Kashan Rashid highlighted that increased consumer spending power due to rising incomes drives a demand for products that offer wellness, comfort, enjoyment, and indulgence.
The findings aim to assist food businesses in food product development that meets the tastes and preferences of Southeast Asian consumers
Research Methodology:
Parameter | Description |
Study Type | Quantitative Research |
Sample Size | 4,250 Respondents |
Age Group | 18 – 45 years |
Geographical Scope | Indonesia, Malaysia, Philippines, Thailand, Vietnam |
Data Collection Method | Online and in-person surveys |
Focus Categories | Sweet Biscuits & Cookies, Sweet Baked Goods, Chocolate Confectionery, Ice Cream, Café-style Beverages |
The rise of the ‘Treat Yourself’ Consumer:
The findings indicate an obvious cultural shift towards food experiences that involve some self-reward in Southeast Asia. Although health and sustainability are still critical megatrends, consumers are increasingly viewing indulgent food products as sources of comfort and enjoyment and as a means to derive pleasure every day.[2]
Examples of consumer behaviour:
- 40% of SEA consumers say they have an indulgent “café-style” beverage at least once a day
- 45% say they have had cookies every day
- 50% say they purchased more ice cream in 2024 than in 2023
Analysis:
This data show that indulgence is not just the occasional treat, but a part of your everyday consumption habit – that is, consumers are introducing indulgent experiences into their consumption every day. This is evident by the growing prominence of the “Treat Yourself” mindset.
These patterns further illustrate Cargill study on Southeast Asian snack purchasing motivations and reflect the increasing importance of sensory elements such as How textures and fillings influence biscuit purchase decisions.
Consumption and purchase drivers:
Key Driver | Consumer Insight | Percentage (%) |
Taste | Willingness to pay more for unique and innovative flavours | 70% |
Sensory Experience | Preference for multi-sensory textures and premium feel | 82% |
Quality & Sustainability | Preference for dark chocolate, gourmet ingredients, and sustainably produced foods | 77% – 72% |
Health Consciousness | Desire for low-sugar, low-fat options even when indulging | 69% |
Local Preference | Willingness to pay more for locally sourced Asian ingredients | 65% – 67% |
Category-Wise Insights:
(a) Sweet Biscuits and Cookies
- The main element which determines customer buying decisions is taste.
- 2 out of 5 Indonesian consumers choose to buy biscuits and cookies which contain filled centres or have chocolate coatings.
- The combination of textures leads to greater customer contentment, highlighting how textures and fillings influence biscuit purchase decisions.
(b) Sweet Baked Goods, Pastries, and Cakes
- 3 out of 10 consumers look for better-for-you options which include products with reduced sugar and fat content.
- The market shows strong interest in products which use natural ingredients and have clean labelling.
The market shows increasing interest in products which offer better health benefits while still providing indulgent experiences.
(c) Chocolate Confectionery
- 7 out of 10 consumers base their purchasing decisions on country-of-origin labels because they prefer products made from Asian ingredients.
- Dark chocolate stands as the leading choice because consumers want both its taste and perceived health advantages.
(d) Ice Cream
- People mostly eat this product during their lunchtime and their afternoon.
- The most popular ice cream add-ins consist of nuts and white chocolate chips because consumers want to experience different textures and indulge in their treats.
(e) Café-Style Beverages
- The 2024 consumer base in SEA demonstrated a 50% increase in product purchases compared to 2023.
- The market growth results from customers who seek to discover fresh flavours and experience high-end services during their regular shopping activities. [3]
Market Implications:
The research data reveals multiple strategic opportunities for food product development and manufacturers:
- Product Innovation: Food manufacturers should develop premium products which unite delicious taste with health advantages and sensory pleasure . [4]
- Premiumization Trend: Consumers seek to pay a premium for unique flavours, textures, and sensory experiences.
- Localization: Using local Asian ingredients creates authenticity and addresses consumer preferences for local tastes.
- Sustainability: Transparent ingredient sourcing and eco-friendly production are becoming more important for consumers in Southeast Asia.
- Implication: Brands must be responsive to multi-faceted consumer expectations that reflect a combination of indulgence, health, and ethical factors.
Cargill’s Consume Study Strategic Response
Cargill has conducted several activities in response to these consumer insights such as:
- Production Facilities: 20 state-of-the-art facilities throughout Asia, including cocoa processing in Indonesia, edible oil facilities in Malaysia, and a chocolate factory in Singapore.
- Expansion & Innovation: Port Klang expansion of edible oil plant; Specialty cocoa will be brewed in a new cocoa line in Indonesia by October 2024, and will enable the production of customizable cocoa powders and liquors,
- R&D food consultants and innovation centres: Singapore, Beijing, Shanghai, Gurgaon, Malaysia, and Indonesia which will focus on the development of innovative, indulgent, and sustainable food products targeted at Asian consumers,
Cargill is well positioned to address high quality, flavourful, and sustainable indulgent foods by leveraging its production footprint, R&D capabilities, and supply chain to adapt to the evolving tastes of Southeast Asian Consumers.
Conclusion:
Southeast Asian consumers now frequently choose to experience indulgence through five specific food groups which include cookies and baked goods and chocolate and ice cream and café-style beverages. The increasing consumer interest in indulgent foods demonstrates how people now want to experience pleasure through their daily food choices instead of saving it for special occasions.
Food Research Lab, leveraging deep consumer insight analysis, food formulation, recipe development, and sustainable indulgent food innovation, connects consumer needs with product development in the food industry. We empower food and beverage brands to create trend-responsive, health-conscious indulgent products.
Reference
- Neo, P. (2025, May 13). ‘Super-sensorial’ indulgent foods pegged as major growth category in Southeast Asia. FoodNavigator-Asia. Retrieved from https://www.foodnavigator-asia.com/Article/2025/05/13/super-sensorial-indulgent-foods-pegged-as-major-growth-category-in-south-east-asia/ (FoodNavigator-Asia.com)
- Cargill, Inc. (2025, June 25). Southeast Asians crave taste in new indulgence era, says Cargill Indulgence Study. Cargill. Retrieved from https://www.cargill.com/2025/southeast-asians-crave-taste-in-new-indulgence-era (com)
- Asia Food & Beverages Report. (2025, July). Cargill Indulgence Study uncovers Southeast Asian consumers’ attitudes towards 5 categories of foods. Asia Food & Beverages. Retrieved from https://asiafoodbeverages.com/cargill-indulgence-study-uncovers-southeast-asian-consumers-attitudes-towards-5-categories-of-foods/ (com)
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