Rahul Sachitanand
Apr 22, 2020

Nom nom nom: Snack brands win bigger bite from APAC consumers during COVID-19

Japan is snacking on dairy-based So, Australia continues to favour Oreos and Tim Tams, and Indonesia is talking about homemade 'virus-shaped pastries' and Dalgona coffee.

Nom nom nom: Snack brands win bigger bite from APAC consumers during COVID-19

While snack brands are catering to a captive audience of home-bound consumers, they are having to carefully consider how they do that. Messaging has to be tactfully done, mainly positioned to provide convenience to consumers rather than outwardly pushing brand campaigns or products, according to a new survey from social listening company Circus Social. 


In terms of countries, this report notes that high-income countries (Singapore, Hong Kong, Australia) place more importance on snacking when compared with developing markets like Vietnam or Thailand.


However, within these high-income nations, there are some nuances. For example, in Japan, a glut of milk supply resulted in a sharp increase in people making and consuming So, a dairy-based snack. In Australia, meanwhile, staples such as Oreos and Tim Tams continue to be the top draws. In Indonesia, homemade novelty snacks such as 'virus-shaped pastries' and the much talked-about Dalgona coffee are the most popular items. 


In terms of snacking motivation, the drivers across APAC vary. The report says that consumers in Singapore and Malaysia prefer to "spread joy and support to community and loved ones", although it's unclear whether this refers to people sharing photos of their snacks on social media. In the meantime, Japanese and Koreans prefer to tinker with made-at-home recipes.

 

This article is filed under...
Top of the Charts: Highlights of recent and relevant research

 

Related Articles

Just Published

3 hours ago

Coles CMO Lisa Ronson departs

The marketer announced she will leave by the late September. The news comes just one week ahead of Coles delivering its full financial results for 2022.

8 hours ago

How Western commerce platforms increasingly look to ...

SHANGHAI ZHAN PODCAST: Western commerce platforms such as Amazon remain distinctive, but are taking on more characteristics from their Chinese counterparts, says Victoria Glanz, who runs European operations for Chinese commerce company Fulljet.

8 hours ago

The many misunderstandings of using AI in creative work

SPIKES ASIA ACADEMY: The head of creative tech at Publicis says AI won't replace anyone in the industry anytime soon, but can be an incredible help to creatives.

8 hours ago

Asia-Pacific Power List 2022: Mits Minowa, Allbirds

The former Red Bull and Nike marketer is leading a sustainable brand out of its D2C origins and onto the global stage by launching new campaigns and entering new categories.