F&B trends are about so much more than just our taste in food. As the Social Media Strategist at Incite with 7 years in the F&B industry, I have a direct perspective on consumer behaviours in Southeast Asia and how they are shaping what consumers pick up in the supermarket.
Powered by social media and fuelled by changing spending habits, F&B trends are changing faster than ever.
Here are some key themes we’ve noted so far in 2026:
1. The New Luxury
The small, everyday supermarket splurge has become the new luxury. Otherwise known as the lipstick effect, this isn’t necessarily a new consumer trend, however the focus has more recently swayed to food and beverage. A speciality coffee from a cool café, a protein snack after a popular workout class, or an artisanal cheese to accompany a bottle of biodynamic wine – these smaller, “affordable” luxuries have become one of the easiest ways for consumers to enjoy life without breaking the bank.
2. Functional Foods
Delicious? Of course. But it also has a job to do. As competition gets tougher, brands are under pressure to offer more than just good taste – an indulgent but protein-loaded sweet treat, a refreshing but gut-healthy soda – stacking product claims to stand out on the supermarket shelf. But brands must continue to tread carefully and prioritise authenticity, as health claims that don’t come from recognisable ingredients are facing real pushback. In fact, 44% of consumers across Asia say “naturalness” or “minimal processing” are the most important attributes when choosing food and drink products.
3. Nostalgia & Locality
As part of the growing ‘analog revival’ – a pushback against the always-on digital life – younger generations are rediscovering their local cuisine and their family traditions. A great example of a brand leaning into nostalgia is Coca Cola’s Lunar New Year campaign, which positioned Gen Z as the new torchbearers of tradition.
4. App-Driven Discovery
Living in Southeast Asia I see this play out daily – it is one of the most digitally connected regions on earth, with delivery apps and online grocery shops becoming the default method to discover and buy. What this means for brands is that visibility inside these apps is critical – promos, ratings, and placements now function like organic reach used to on social media.
5. Experience & Community-based Marketing
Food brands are becoming lifestyle brands, connecting with communities and activities that best reflect their personality and attributes. The clearest example of this is the pairing of electrolyte drinks and run clubs: as running culture has exploded across cities like Singapore and Kuala Lumpur, hydration brands have positioned themselves not as a product on a shelf, but as part of the ritual. It’s a shift from advertising at consumers, to just existing alongside them.
Luckily for brands, the existing platforms like Instagram and TikTok, and newer platforms like Grab and Food Panda, are constantly putting products in front of consumers. But with that ease comes noise, and standing out means a product now has to work harder to earn its place. That can of soda is no longer just a refreshing beverage – it’s a small luxury, a “superfood”, and a community, all at once.
If you’re seeking insights on how your F&B brand can adapt to these new trends through social media marketing, get in touch with our team today.
