Health-conscious trends steer product development in F&B companies

Plant-based and functional foods are growing fast.

Health-conscious and preventive eating is emerging as a major trend in the food and beverage industry, influencing product choices, menu offerings, and supply chain strategies across Asia and globally.

“In Western markets, around 80% of people consider [food] as preventative healthcare,” Julien Bourdiniere, senior partner for consumer goods & retail Southeast Asia at Roland Berger told the QSR Media Asia Conference & Awards 2026, highlighting how functional foods and beverages are already widely adopted in Europe and North America. “Asian markets, whilst less advanced on the adoption curve, are rapidly catching up,” he added.

Bourdiniere said that emerging health and wellness products, including plant-based alternatives and functional foods, are also expected to gain strong traction in the coming decade.

The trend is already influencing major F&B brands. Quick-service restaurants like KFC in China are revamping menus and recipes to align with these consumer preferences.

The rise of health-oriented lifestyles is also expected to drive a decline in traditional alcohol consumption. Bourdiniere said that “by 2050, a decline of around 50% is a possibility,” citing lifestyle shifts amongst younger generations and the growing popularity of non-alcoholic alternatives.

“It means that the Gen Zs and the new generations are going to drive this trend —— drinking less,” he added.

Bourdiniere said that the market for alcohol alternatives that replicate the taste and experience of traditional beverages is growing, and companies are developing products to meet this demand.

Health-conscious trends are also influencing supply chain and logistics strategies. Bourdiniere highlighted the rise of localised production hubs, automated logistics, and tech-driven distribution networks, particularly in Asia.

“All these capabilities will continue to change the supply chain,” he said, enabling faster distribution of fresh and ready-to-eat products whilst improving efficiency.

The shift toward healthier, fresher options is encouraging companies to rethink sourcing, production, and delivery processes across the F&B value chain, he said.

Bourdiniere said that these health-driven trends are part of a broader set of eight major shifts expected to reshape the industry over the next 10 to 20 years.

He encouraged companies to stay agile, continually adapt recipes, explore alternative products, and embrace innovation to meet evolving consumer expectations.

“These are the trends that we are seeing today,” he concluded, noting that their impact will be especially profound in fast-growing Asian markets.