Urban consumers across the Asia-Pacific (APAC) region are moving away from the traditional three-meal-a-day routine, opting instead for occasion-based eating formats. This shift is driven by changing lifestyles, time constraints, and a growing emphasis on nutrition and emotional satisfaction, according to a recent survey by GlobalData.
The 2025 Q4 global consumer survey found that 86% of APAC consumers consider convenience essential when purchasing products. Sainul Abidin, a Consumer Analyst at GlobalData, noted, “Urban consumers are increasingly redefining traditional meals through an ‘occasion-based’ lens—seeking flexible formats that align with changing schedules, moods, and nutritional priorities.”
This trend has prompted major brands to innovate. In May 2025, LT Foods launched “Krispy Hopu,” a gluten-free snack in India, whilst Singapore’s Sainhall introduced DeeFruit snacks in April 2024. These products cater to the demand for nutritious, portable, and convenient food options.
Natural ingredients and functionality are becoming crucial, with consumers favouring foods that are easy to transport, require minimal preparation, and offer health benefits like protein enrichment and probiotics. Abidin highlighted, “Single-serve portions, resealable packaging, and spill-resistant wrappers are rapidly becoming standard expectations.”
As urban lifestyles continue to evolve, the traditional meal structure is losing relevance. Brands that offer flexible, nutritious, and convenient options are well-positioned to capture market share in this changing landscape.
