Demand for snacks in Southeast Asia has been on an uptrend, with annual growth estimated at 7 to 8%, as consumers in this region now see the benefit of having lighter snacks in between larger meals, to provide them with the necessary energy boost throughout the day. Some consumers, especially those with busier work or study schedules, have even replaced their larger 3 daily meals with more frequent lighter and healthier snacks throughout the day. With this rapid change in consumer habits, there has also been corresponding growth in innovations in the snacks segment.
AFBR has the opportunity to interview Mr Yukio Kimura, COO of Glico Asia Pacific to gather more in-depth insights into the snacks category and how a major snack and confectionery player like Glico addressed current challenges within this dynamic segment. The following are excerpts from the interview with him:
When does Glico start to focus on snacks with health & nutrition benefits ?
Health and nutrition have been at the heart of Glico since our founding in 1922. Our Founder Ri-ichi Ezaki, who came from a pharmaceutical background, discovered the nutritional value of glycogen and believed it could help improve people’s health at a time when malnutrition was a serious social issue – leading to the creation of Glico nutritious candy.
Inspired by the idea that ‘prevention is better than cure,’ he chose to create a widely accessible food product rather than a medicine. That philosophy continues to guide Glico today, as consumers are becoming increasingly health-conscious and looking at products that fit naturally into their lifestyles and support their long-term wellbeing. Our approach has always been to understand the problem consumers face, then develop products that not only taste great but make healthier choices easier, and accessible in everyday life.
Briefly describe the type of snacks offered by Glico that offer health or functional benefits to consumers ?
In Japan, our products such as Glico (glycogen caramel candy), Bisco (lactobacillus Cream Biscuit sandwich), SUNAO (low carbo biscuit), MAINICHI KAJITSU (Fruits biscuit sandwich), BREO (oral care candy), and POs-Ca (functional chewing gum supporting teeth care) offer various health-related benefits. In ASEAN, we use whole wheat in products like Pocky and Pretz to provide additional dietary fiber while maintaining the taste consumers know and love.
Balancing taste and nutrition is always a challenge, but both aspects are equally important to us. Consumers may choose functional snacks for different reasons, but they will only continue consuming them if they genuinely enjoy the taste experience. Our goal is to create products that deliver both enjoyment and health value while communicating the right balance of messages to consumers.
Can you describe the recent trends in snack consumption in Southeast Asia and how does Glico address these challenges ?
Consumer needs vary widely across Southeast Asia depending on economic development, lifestyle, and income. In some markets, consumers prioritize energy and nutrition; in more developed ones, obesity management, wellness, and stress reduction take priority.
One common trend is that younger consumers are becoming more health conscious and interested in preventive wellness. Taste, however, remains the biggest driver of choice across the region, even as governments support greater transparency through initiatives such as ASEAN’s unified nutrition labelling guidelines.
Rather than a single trend, we believe the key is understanding consumers’ evolving needs and pain points. Health, convenience, and enjoyment will continue to converge, and successful products will be those that solve real consumer needs in a relevant and enjoyable way.
For example, we recently enhanced the recipe for our signature Pocky Chocolate across Southeast Asia, delivering a richer chocolate flavour, smoother texture, and crispier bite for an even better snacking experience.
Looking ahead, I believe flavour innovation that reflects the cultural nuances of each market will be an important part of this. Limited edition flavours such as our country-exclusive Pocky Kopi-O and Kaya Toast flavours in Singapore and our Pocky Mango flavour in Thailand have proven to be a hit. Beyond the product itself, campaigns like Pocky’s Connect with a Smile also matter, as they help us build meaningful, emotional connections with our core Gen Z audience.
If you were to compare Indulgence, Health and Convenience, how do you rank them in terms of importance with regards to snacking ?
All 3 factors are important, and their relative importance depends on the consumption occasion. Consumers increasingly want products that provide enjoyment while also fitting into a healthier lifestyle. These are no longer optional benefits. They have become the baseline expectations consumers have for every snack they choose.
We also see the boundaries between snacks and beverages becoming less distinct. Consumers are looking for solutions that satisfy hunger, provide energy, or support well-being, whether through snacks, coffee, tea, energy drinks, or products like almond milk. For example, products like Almond Koka are increasingly enjoyed as a light, nutritious option that helps keep hunger at bay between meals.
What are Glico’s latest investment plans with regards to snacks production and marketing in Southeast Asia ?
Southeast Asia remains a strategic growth region for Glico. We continue to invest in product innovation, and manufacturing capabilities at our production facilities in Thailand and Indonesia, and culturally attuned marketing outreach to better meet the various needs of consumers across the region.
At the same time, guided by our ‘Think Globally, Act Locally’ strategy, we combine our scientific expertise with local insights, adapting flavours, formats, and communication to ensure our products remain relevant and meaningful across Southeast Asia. One latest example is Pocky’s ‘Connect with a Smile’ campaign, where we combine regional and in-market engagements to bring the brand closer to consumers across the region.
