Cargill Study Reveals Southeast Asia’s Growing Appetite for Indulgence

Cargill’s first Indulgence Study for Southeast Asia highlights a rising demand for indulgent foods amid increasing income and a growing middle class. Covering five categories—cookies, baked goods, chocolate, ice cream, and café-style beverages—the study shows that taste and sensory experience now drive consumer choices.

Key findings include: 70% of consumers are willing to pay more for unique flavours, 82% value multi-sensory food experiences, and 72% prefer sustainably made products. While indulgence is rising, health remains important—69% look for low-sugar options. Local ingredients also matter, with 65% willing to pay extra for Asian-sourced components.

Consumption is surging: 45% eat cookies daily, 40% drink indulgent café beverages at least once a day, and ice cream purchases rose in 2024. The findings aim to guide food makers in developing indulgent yet health-conscious products that align with evolving consumer preferences.

09-07-2025