In 2024, the APAC snacks and confectionery market was valued at over US$64 billion, and Southeast Asia accounts for a significant and fast-growing share of that figure. From Indonesia to Vietnam, the region’s young population, rising middle class, and appetite for flavour innovation have made it one of the most exciting snacking markets in the world.
But in Southeast Asia, snacking is not just a habit; it is a lifestyle. Whether it is Irvin’s salted egg crisps or Uncle Saba’s poppadoms, these brands have struck gold by tapping into regional tastes, cultural nostalgia, and premium presentation.
So, where do European FMCG brands fit in?
To capitalise on Southeast Asia’s snacking boom, exporters need to understand what is driving consumer behaviour and how homegrown brands are winning hearts (and stomachs).
As there are simply too many exciting trends happening in Southeast Asia’s snacking market to cover in one go, I will be exploring them in a two-part series.
In this blog, we explore the key trends reshaping the region’s snacking landscape, from premiumisation and flavour localisation to health-conscious indulgence and sustainability. If you are a European food brand looking to expand into Asia, here is what is working now and what you need to succeed.
The Premiumisation of Everyday Snacks
As Southeast Asia’s middle class grows and disposable incomes rise, so does the appetite for elevated snack experiences. Consumers are no longer just looking for flavour; they are looking for indulgence. This shift has driven the premiumisation of everyday snacks, where brands go beyond taste to offer high-quality ingredients, artisanal methods, and eye-catching, luxurious packaging.
One standout example is Irvins Salted Egg, a Singaporean brand that transformed a familiar snack into a regional sensation.
At its core, Irvins offered something simple: potato crisps, but with a gourmet twist: salted egg yolk, a flavour already beloved across Southeast Asia. By incorporating salted egg into potato crisps and fish skin snacks, Irvins tapped into cultural familiarity while delivering something novel and distinctive.
When it first launched, Irvins’ products sold out almost instantly. Today, the brand is stocked in 12 international markets, including China and the US.
Crucially, Irvins was not positioned as an everyday snack. Retailing at around SGD $9 for a 95g bag, it was more than triple the price of an average packet of crisps, so why were consumers happy to pay more?
- It offered a beloved local flavour in an exciting, modern format
- It used high-quality ingredients that elevated the snacking experience
- It featured bold packaging styled like a warning sign, with the catchphrase “dangerously addictive”, making it instantly recognisable
For European snack brands eyeing Southeast Asia, the lesson is clear: premiumisation is not just about setting higher price points; it is about rethinking what premium looks and feels like in a new cultural context.
That means brands should focus on:
- Product excellence: using premium or rare ingredients that align with regional taste preferences
- Aspirational storytelling: positioning your product as a lifestyle choice, not just a snack
- Packaging that signals indulgence: unique design, gifting appeal, or “limited edition” formats
Local Flavours with a Modern Twist
Succeeding in Southeast Asia’s snacking market requires localisation, and one of the most effective ways brands have blended the familiar with the new is by reimagining nostalgic flavours into modern, snackable formats.
This is especially true in culturally rich markets like Indonesia, Thailand, and the Philippines, where food is deeply tied to memory and emotion. Brands that successfully tap into local flavour preferences while offering them in ready-to-eat forms like crisps or crackers are far more likely to win over both younger and older generations.
Take Jack ‘n Jill’s collaboration with Calbee in the Philippines, for example. The brands launched new crisp varieties featuring popular flavours such as honey butter and wasabi, combinations that blend Asian culinary influences with international snack formats and have become a massive hit among Filipino customers.
For European FMCG brands, this presents both a challenge and an opportunity.
Even if you have a strong portfolio of successful flavours in Europe, they may not resonate across Southeast Asia. What is needed is a two-way flavour bridge:
- Can you incorporate your target market’s ingredients or flavour cues into your existing formats without losing your brand’s identity?
- Can you collaborate with regional partners who know the local taste preferences?
This approach goes beyond simply changing a recipe. It is about building emotional resonance and making your product feel like a natural part of the local snacking culture, even if you are new to the shelf.
A Healthier and More Sustainable Snacking Habit
As Southeast Asia faces rising rates of obesity and diabetes, health is no longer a niche concern; it is becoming mainstream. Across the region, consumers are now looking for snacks that satisfy cravings without compromising their well-being. This has driven demand for high-protein, reduced-sugar, and probiotic-rich options.
Government initiatives are also accelerating this trend. Singapore, for example, has introduced a front-of-pack labelling system that grades drinks from A to D based on sugar content, while other countries are actively considering sugar taxes.
Meanwhile, protein-enriched snacks are flying off the shelves, and brands have repositioned themselves by boosting protein levels in traditionally indulgent treats like crisps, biscuits, and even ice cream, giving consumers a more guilt-free experience.
Thai brand Tao Kae Noi has tapped into this “healthier indulgence” space with its seaweed snacks, which are rich in vitamins and minerals, lower in calories, and positioned as a lighter, flavourful alternative to fried chips. Its success proves that snacks can still be enjoyable and healthier at the same time.
But the shift does not stop at health. Sustainability has also emerged as a growing concern and a source of competitive advantage.
Today’s Southeast Asian consumers are increasingly drawn to snacks that are sustainably made and ethically sourced, with cleaner supply chains, smaller carbon footprints, and more eco-conscious packaging.
A standout example is Uncle Saba’s Poppadoms. The Malaysian brand sources lentils and chickpeas directly from farmers and employs over 400 women across India and Malaysia, reinforcing its identity as a socially responsible brand.
For European exporters, the message is clear: to stay relevant and competitive in Southeast Asia’s evolving snacking landscape, your products must:
- Deliver health-conscious benefits without sacrificing flavour
- Align with local nutritional priorities and regulatory standards
- Demonstrate credible sustainability, from ingredients to packaging to ethical sourcing
Conclusion
Southeast Asia’s snacking boom presents a compelling opportunity for European FMCG brands to tap into one of the world’s most dynamic and flavour-driven markets. But success here is about more than having a great product. It requires a deep understanding of the region’s cultural nuances, consumer expectations, and fast-evolving trends in health, sustainability, and taste.
To win shelf space and consumer trust, you need more than market access. You need insight, clarity, and the right partners to help you adapt your offering without compromising your brand’s integrity.
That’s where I come in.
With over 30 years of international experience supporting food, beverage, and lifestyle brands, I help European FMCG companies expand into Asia with confidence. Whether you’re just exploring the region or ready to find your ideal distributor, I’ll work with you to build a market entry strategy rooted in real insight and local relevance.
Book a discovery call with me today and let’s turn your growth ambitions in Asia into a tangible, successful reality.
And if you’re curious about what else Southeast Asia’s snacking trends have to offer, stay tuned for part 2!
