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

 

Source:
Campaign Asia

Related Articles

Just Published

7 hours ago

WPP takes total ownership of T&Pm

Holding company did not previously have entire ownership of The & Partnership, which merged with MSix & Partners to form T&Pm.

15 hours ago

Of fandom, kawaii, and marketing: Hello Kitty turns 50

Campaign dissects the secret sauce to Hello Kitty’s iconic global domination, its grasp of the timeless kawaii concept, and its astute understanding of nostalgia.

16 hours ago

Performance vs. branding? You're asking the wrong ...

While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.

16 hours ago

The best Christmas ads of 2024 are here

A roundup of the best Christmas ads, brimming with creativity and festive cheer. This list is live and will be updated continuously, so check back often for the freshest holiday inspiration.