Nutrition, food safety, and health awareness fuels the rising demand for purposeful food

COVID-19 has increased consumer awareness of nutrition and food safety and put nutrition at the forefront, as the holistic approach to wellness has accelerated. Beyond its role in health and nutrition, people are following a “better-for-you” trend in food consumption, leading to the emergence of many new products and brands. Texture, taste, mouthfeel, and flavor fusions are becoming more prominent, and people are increasingly turning towards meat substitutes for health and environmental benefits. With the rising demand for alternative protein in Southeast Asia, meat substitutes have the potential to grow in the region.

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