PwC, Rabobank and Temasek present The Asia Food Challenge Report

The Asia Food Challenge: Understanding the New Asian Consumer

Growing affluence, evolving tastes and technologies, and enhanced focus on healthy, safe and sustainable food are changing the way Asian consumers buy and enjoy food. This vast, diverse market offers exciting opportunities for both new and established brands.


Asia has become the largest region in the global food market. By 2030, consumers will spend an additional US$4.4 trillion on food over the next 10 years, as massive demographic changes and evolving consumer needs drive up demand for larger quantities and better quality of food.

To meet this fast-growing consumer-driven spend, we estimate an additional US$750 billion in incremental investment will be required above existing levels by 2030, across the entire value chain. This is on top of the US$800 billion upstream investment highlighted in our inaugural report, bringing the total investment requirement to US$1.55 trillion by 2030.

In our second edition of The Asia Food Challenge report this year, we consider the expectations and behaviour of Asian consumers, and how this will drive the strategies of agri-food businesses and investors in this exciting and fast-growing region.

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Download the Full Report

Temasek is Key Partner and Rabobank is a Gold Partner  for the Asia-Pacific Agri-Food Innovation Summit on November 16-18, 2021. All three report contributors, PwC, Rabobank and Temasek will be speaking at the summit, giving opportunities to uncover more insights into the Asian consumer and the future of food production. View the agenda here.