Post by Food Industry Asia (FIA)

82% of ASEAN consumers are willing to pay more for healthier reformulated products. That is a powerful signal for the future of food innovation. FIA's 2025 Consumer Perception Study, Understanding the Consumer Mindset: Preferences, Trust and Expectations to Shape Reformulation Policies shows that consumers across ASEAN are increasingly taking steps to reduce sugar and salt intake, while expressing confidence in reformulation tools such as Non-Sugar Sweeteners (NSS) and Low-Sodium Salt Substitutes (LSSS). Key findings: 🔸 81% of consumers are actively reducing sugar intake and 78% are reducing salt intake 🔸 Most consumers believe NSS and LSSS are safe to consume 🔸 Health benefits, taste, and affordability remain the top purchase drivers for reformulated products For policymakers and industry alike, this presents an opportunity to accelerate reformulation efforts that support public health goals while meeting consumer expectations. As ASEAN's food landscape evolves, understanding consumer perceptions will remain critical to designing effective and trusted reformulation policies. #FoodIndustryAsia #FoodReformulation #ConsumerPerceptionStudy2025 #PublicHealth #NutritionPolicy