QUICK MARKET INSIGHTS
The Shift:
Demand for functional food and beverages is rising rapidly, driven by changing demographics, health awareness, and modern lifestyles.2
The Trend:
77% of Asia-Pacific (APAC) consumers are looking to reduce sugar in their diets.1
The Opportunity:
Chinese New Year creates space for reduced-sugar, functional snacks and beverages that balance tradition with modern health expectations.
Chinese New Year (CNY) remains Asia’s most significant food-centric celebration, where meals carry meanings far beyond nourishment. From fish symbolising abundance and noodles representing longevity, to dumplings for wealth and sticky rice cakes for growth, festive foods express collective hopes for prosperity, unity, and renewal in the year ahead.
While these traditions continue to anchor the celebration, health considerations are becoming part of the festive mindset. Rising consumer awareness across the region are reshaping how celebrants think about sugar, ingredients, and overall wellbeing.
These shifts do not diminish the cultural importance of festive foods. Instead, they highlight the need to innovate with intention — preserving familiar formats and symbolic meaning while thoughtfully reducing sugar, improving ingredient quality, or adding functional benefits.
What’s Changing: Modern Consumer Expectations During CNY?
Health-enhanced indulgence
is gaining traction, with consumers seeking festive foods that offer added functional or nutritional benefits.
Sugar reduction
is now mainstream, particularly in China, driven by consumer education across both urban and rural areas and reinforced by government initiatives.
Texture and flavour
remain key, with functional ingredients helping festive foods stay appealing, familiar, and culturally meaningful.
What Should Manufacturers Leverage from This Shift?
1. Reformulation without compromise:
Enable sugar reduction and functionality while preserving familiar taste, texture, and festive formats.
2. Everyday wellness in festive formats
Integrate subtle nutritional benefits into traditional CNY foods without repositioning them as “health” products.
3. Trust through familiarity
Respect cultural cues, flavours, and textures to maintain consumer confidence during an emotionally significant celebration.
The focus on healthier, functional festive foods doesn’t stop at Chinese New Year. With Aidilfitri approaching, manufacturers have the opportunity to reimagine traditional treats like festive cookies, snacks, and beverages. By planning ahead for sugar reduction, functional benefits, and culturally relevant flavours, brands can create products that delight consumers, build trust, and stand out during this important celebration.
Product Application Guide
Functional ingredients | Key Benefits | Suitable Applications |
BENEO Palatinose | Low-glycaemic, reduced-sugar sweetener | Festive beverages, traditional drinks, baked snacks, confectionery |
BENEO Orafti | High fibre, prebiotic | Baked goods, pastries, snacks, fillings, dairy-style desserts |
Palsgaard® DMG 5611 | Emulsifier for improved mouthfeel and texture | Sauces, fillings, beverages, desserts, ready-to-eat festive meals |
At DPO International, we support brands in meeting evolving consumer expectations while respecting cultural food traditions. Connect with us to explore ingredient solutions that balance tradition, functionality, and festive appeal.
