Chapter 16: Consumer Perception and Acceptance of Foods in Asia

Foods in Asia exhibit diverse and continuous evolution. Consumer perception was explored by analysing information about consumer demographics and markets, and agricultural gross production values. A review of published literature on sensory evaluation and consumer preference was also conducted. The findings indicate that consumer trends in Asia are rapidly changing, likely as the result of rapid population growth and urbanisation along with increased purchasing power. Online food delivery platforms powered by social media and artificial intelligence, along with targeted advertising, are changing the food supply chain. More targeted advertising is better able to promote foods that taste and look good; these are, however, not always the most suitable for individuals’ health and well-being. Obesity and diabetes are increasing in Asia, as is the negative impact of agricultural production on climate. Researchers may need access to big data held by commercial enterprises in order to better understand the complex relationship between food preferences, human behaviour and attitudes, food production, retailing, and nutrition and health in this continent.