A new study revealed that food and drinks brands promoted healthier food options for consumers during the Chinese New Year festivities, driving growth in sales.
According to Food Navigator Asia, Institute of Grocery Distribution (IGD) Asia, an international grocery research agency, reported that food and beverage brands encouraged good-for-you choices to consumers all throughout the Chinese New Year period.
Director of IGD Singapore, Shirley Zhu said, "Food is an integral part of the celebrations, but at the same time shoppers are becoming more aware of the need to manage their food intake. Manufacturers are offering healthy choices with reduced sugar or sugar-free options to help shoppers manage their diet."
Among the companies that practiced the trend is F&N. The drinks company launched a festive promo in Malaysia for its beverages that included no sugar ingredients. Marigold also joined the trend with in-store promotions of reduced sugar drinks during the Lunar New Year celebrations.
Zhu said brands that promote health-focused products play a key role in encouraging consumers around the world to have a more balanced lifestyle. The trend is also promoting the substitution of snacks and alcohol for healthier options.
The report also found out that Asian retailers saw success in sales due to improved product packaging. Impressive in-store displays were featured during the New Year with "eye-catching graphics" and messages that showcased product portfolios.
Partnerships between manufacturers and retailers in packaging projects proved to benefit the food and beverage industry. Coca-Cola, among others, featured the mythical Chinese dragon that has long been a symbol of wealth and good luck.
Supermarket chain Hema joined the party with designs that made its stores appear like outdoor markets where buyers explored various products highlighting Chinese festivities.
In Singapore, Kinder Bueno launched a promo that featured a limited-edition design of the Chinese lion. The design was specifically made for its chocolates sold in the region. Carlsberg, on the other hand, launched four different designs for its beer cans.
Finally, the IGD report revealed that freebies were a massive trend during the Chinese New Year period. Shoppers were given various giveaways that circled around the festivities including ParknShop's Peppa Pig glasses that connoted the Year of the Pig.
Meanwhile, other countries are also pledging towards healthier food choices as Islamabad Regional Director of the World Food Programme for Asia and Pacific, David Kaatrud said the government is committed to addressing nutrition issues in the region.
According to Urdupoint News, Kaatrud said the government is prioritizing programs that promote healthy food and drinks for mothers and children. He said children and youth are the nation's future and the government will explore nutrition programs that will directly address malnutrition.
