Changes in gastronomy habits in Southeast Asia
Keywords: gastronomy habits, Southeast Asia, food economy reform, social transformation, modernisation
Modernisation and the processes which improve the quality of life – brought about by globalisation – are only replacing traditions slowly and far from completely. There is a duality in gastronomy habits, gradually tipping the balance in favour of dietary habits which fit our modern age. These findings are of particular value to commercial players wishing to enter the Asian markets. It is concluded that while the numbers of employees and the middle layers of society are continuously increasing, and thus the size of population familiar with modern dietary habits is increasing as well, this process is accompanied by the rising expectations regarding quality. Depending on local preferences, this may mean a demand for less-processed products or even a demand for top quality. It is ascertained that the emphasis in the composition of foods will continue to shift towards non-traditional cereals on one hand and towards half-ready and ready-to-serve meals as well as preserved food on the other hand, which must still be healthy and be adapted to the local flavours. Competition in this sizeable and reliably solvent market is intense. Competitors include European, North American, Australian and New Zealander producers, and increasingly local producers as well.