As the world’s fourth-largest food and beverage trade fair, THAIFEX–Anuga Asia 2025 runs from May 27–31 in Bangkok, bringing together over 3,200 exhibitors from 57 countries across 6,200+ booths. Beyond product showcases, the event delivers in-depth insights through curated exhibitions, trend-forward seminars, and discussions on consumer behavior and innovation.
The scale of this year’s edition underscores Thailand’s ambition to become a trusted regional food reserve and service hub, backed by solid infrastructure, policy support, and robust business networks. Vietnam is making a notable mark, with over 170 companies presenting a wide array of export products — from seafood and coffee to processed foods and spices.
Now halfway through the show, we’re seeing major themes crystallize. In partnership with Innova Market Insights, THAIFEX–Anuga has identified three defining trends for 2025: sustainability, wellness, and convenience. These reflect a consumer base that’s more health-conscious, eco-aware, and constantly seeking ease — reshaping how brands develop, package, and position their offerings in an increasingly competitive global market.
Sustainability: No Longer Optional
Sustainability isn’t a fringe value anymore — it's become a market expectation. As climate change becomes more immediate and visible, especially across Asia, environmental concerns are now the #1 issue for consumers in the region. The ripple effects — from food security to health and economic instability — are forcing companies to rethink their supply chains and ingredient sourcing.
According to Innova, consumer demand is shifting away from heavily processed alternatives toward natural, whole-food plant sources, giving rise to clean-label, minimally processed products that promise transparency and authenticity.
A prime example? Fava beans — a plant-based protein with minimal environmental impact — are gaining significant traction, with 11% annual growth across Europe (2022–2024). While Germany, the UK, and Finland lead the charge, Switzerland has emerged as a standout with +108% growth.
Beyond proteins, brands are developing climate-resilient substitutes for increasingly vulnerable crops. Think: carob instead of cocoa, lupin coffee over traditional beans, or fermented fruit juices replacing orange juice. These innovations do more than just reduce the ecological footprint — they offer practical, scalable solutions for a warming planet.
Packaging is also becoming a key focus. It's no longer just about being aesthetically pleasing — packaging must also be eco-friendly, compact, and functional. A standout example from THAIFEX-ANUGA ASIA 2025 is Thipsamai, Thailand’s iconic Pad Thai brand with nearly 90 years of history. Once known for a single dish, the brand now offers everything from Pad Thai sauces and sukiyaki seasoning to noodles and frozen meals. Their instant Chanthaburi Pad Thai noodles are packaged in biodegradable paper cups — reducing plastic use while delivering convenience.
And consumers are paying attention. One in two now says they would reduce or avoid a product if it’s not sustainably made.
Wellness Is Personal
The link between food and personal health continues to deepen. Consumers aren’t just checking labels — they’re actively seeking functional foods that offer targeted benefits. Whether it’s gut health, immunity, mental wellness, or weight management, food is becoming a frontline solution in everyday healthcare.
In Asia, health and nutrition are the #2 issue of concern, followed by food security at #3. Over 56% of consumers now say health has become the most important factor when choosing food and beverage brands.
Personalized nutrition is a key driver here. As populations age and wellness expectations rise, consumers are seeking tailored solutions based on age, gender, lifestyle, and dietary needs. Functional ingredients — from adaptogens and probiotics to protein blends and botanical extracts — are rapidly being integrated into product innovation pipelines.
Wana Fruit Juice with Seamoss from Vietnam is a standout. Combining real tropical fruits with wildcrafted seamoss — known for boosting immunity, digestion, and skin health — the drink is free from artificial coloring and tailored for modern wellness needs. Selected for the THAIFEX-Anuga Taste Innovation Show, it surpassed 800+ international entries, showing how Vietnam’s health-driven innovations are making their mark globally.
Another hotspot? Gut and digestive health. Over half of global consumers are interested in products rich in fibre, and the market for digestive-support products has grown 3% annually between 2022 and 2024. The US, UK, and China lead demand, particularly in segments like baby food and supplements, where digestive health is a priority.
Clean-label transparency also plays a key role in building consumer trust. More shoppers are avoiding artificial additives altogether, especially in high-frequency categories like sauces and spices (13%), bakery goods (10%), and snacks (9%). They’re not just eating healthy — they want to know what’s in their food and where it comes from.
At the same time, premiumisation is gaining steam. As inflation and economic uncertainties persist, good quality is increasingly equated with good value for money. In fact, 42% of consumers in Asia cite quality as the main factor in determining value — and they’re willing to pay more for products that deliver on that promise.
That’s where gourmet and premium offerings come in. These aren’t just about exclusivity or flavor — they’re about ethical sourcing, sustainability, and functional benefits. Categories like hot beverages (11%), spices (10%), and snacks (9%) are seeing a rise in high-end product launches, showing that wellness and indulgence can co-exist — as long as brands get the balance right.
Convenience & Snacking: The Reign of Snackification
In a world where work-life boundaries blur and consumers are always on the go, snackification has become a dominant lifestyle trend. Nearly 50% of global consumers snack daily, driven by a desire for convenience, comfort, and taste exploration.
Today’s consumers want premium quality, smaller portions, and unconventional flavor combinations. The rise of adventurous, peculiar, and global-inspired taste profiles is fueling creativity — and opening doors to new markets.
This is where convenience and health intersect. Brands that cater to this need with functional snacks, portion-controlled formats, and clean-label ingredients are likely to stand out in a crowded market.
With 3,233 exhibitors across 6,205 booths from 57+ countries this year, the show offers immense exposure for Vietnamese brands to connect with global buyers from regions like East Asia, ASEAN, the EU, and beyond. However, this also highlights a key challenge—supply capability. For SMEs, meeting international demand means more than quality; it requires stable output, certifications, and logistics readiness. These events help smaller brands identify their gaps, while larger brands already have the scale and presence to meet buyer expectations.