Seven trends for China's F&B market

Source: Comexposium-SIAL Exhibition Company. Poster for SIAL Guangzhou.

SIAL in China and trend forecaster WGSN have identified seven emerging trends shaping China's food and beverage industry in 2026.

The insights follow SIAL Shanghai 2026, which attracted 183,302 industry professionals from 132 countries and regions, and over US$14 B in intended onsite transactions, according to organisers Comexposium-SIAL Exhibition Company. 

The Shanghai show, to return 18-20 May 2027, underlined demand around healthier snacks, functional foods, clean-label products, premium beverages and food-as-medicine concepts. These categories are expected to shape the 4th SIAL Guangzhou (西雅国际食品展[广州]). Guangzhou is widely recognized as the gateway between China's production base and Southeast Asia.

The broader product mix planned for SIAL Guangzhou 2026 also includes nutritional solutions, natural products, ready-to-drink beverages, new-style tea drinks, specialty coffee, beverage ingredients, sweeteners, concentrates, convenience foods and products for the silver economy.  

New-style tea drinks and specialty coffee are feeding demand for ingredients, flavours and formats that can be scaled across retail and foodservice. Functional foods are moving closer to everyday consumption, appearing in snacks, beverages and ready-to-eat formats. Convenience, meanwhile, is redefined: consumers still want speed, but increasingly expect better ingredients, stronger provenance, and a sense of occasion.

The seven trends are: 

- Digestive, wellness, dairy

Functional dairy products, including A2 dairy*, camel milk and nutritional solutions, are meeting growing demand for gut health and personalised wellness.

- Clean-label protein snacking

High-protein snacks and premium meat-based products are redefining convenient nutrition with cleaner ingredients and better textures.

- Tea-flavoured innovation

Tea flavours are expanding beyond beverages into snacks, dairy, coffee and confectionery, creating new product opportunities.

- Asian low-alcohol by volume (ABV) revolution

Tea cocktails, sparkling rice wine and ready to drink (RTD) beverages are bringing new experiences to younger consumers.

- Low-glycaemic index (GI) & functional bakery

Low-sugar, slow-release energy and functional bakery products are offering healthier ways to enjoy everyday foods.

- Mood & sensory snacking

Extreme sour flavours, cooling effects and multi-sensory experiences are transforming snacks into experiences.

- Food-as-medicine wellness

Herbal nutrition, botanical drinks and zero-sugar solutions combine traditional ingredients with modern wellness concepts. 

Taking place from 3 to 5 September 2026 at the Guangzhou Poly World Trade Center Expo, SIAL in Guangzhou arrives at a time when international buyers, distributors and retail procurement teams are looking more closely at supplier reliability, product differentiation and faster access to Asian growth markets.

The event is expanding to four exhibition halls this year, hosting over 1,500 exhibitors across 15 sectors. The ambition is to make South China’s edition a more prominent international sourcing platform, especially for buyers seeking export-ready Chinese suppliers and Asian market insight in the same place. 

New initiatives planned for 2026 include a Halal Food Village, reflecting rising demand from Muslim consumers across Southeast Asia, South Asia, and the Middle East as well as growing interest from retailers and foodservice operators looking for certified products with international potential. 

The village will showcase halal-certified products from China's major Muslim food-producing regions, including Xinjiang and Gansu, alongside international exhibitors and country pavilions, including from Thailand. 

With Indonesia, Malaysia, Bangladesh, Pakistan, and Gulf markets continuing to expand on halal food imports that respond to mainstream expectations around quality, convenience and innovation, the segment is expected to become one of the exhibition's fastest-growing categories. 

According to the organisers, the halal category also overlaps with clean labelling, traceability, premiumisation and food safety, all themes that resonate beyond Muslim-majority markets. 

The International Top Buyer Programme is another major part of the 2026 proposition at SIAL Guangzhou. Targeting procurement leaders from Southeast Asia, South Asia, Japan, South Korea, Mongolia, Hong Kong, Macao and Taiwan, the programme is designed to bring decision-makers closer to qualified suppliers through matchmaking, sourcing support, translation services, VIP networking, hotel accommodation and curated meetings.

Beyond sourcing, SIAL Guangzhou 2026 will include events such as the SIAL Innovation Awards, SIAL in China Awards, SIAL Snacking Awards, SIAL Cup Barista Challenge, SIAL Chic & Tea Contest, Match Me, SIAL White Paper Market Insights and SIAL Elite Hour.

Some of the buyers who will be present at SIAL Guangzhou 2026:

Retail

- Angliss Shenzhen Food Service (上海安得列郎晴食品贸易)

- Busy Ming Group Company (湖南鸣鸣很忙商业)

- Fujian Wanchen Food Group Company

- Guangdong Jiarong Supermarket Company 

- GuangDong Sai Yi Convenience Stores (广东赛壹便利店)

- Hema (China) Company

- Jiangmen Dachang Supermarket Company

- Meiyijia Holdings 

- Rainbow DIGITAL Commercial Company 

- WAL-MART (China) Investment Company

- Yonghui Superstores Company 

Catering

- Guangzhou Restaurant Group Co., Ltd. 

- Guangzhou Tao Tao Ju Company (陶陶居)

- GYH L

- Jiumao Jiu (Guangzhou) Holdings Company 

- Juewei Food Company

- Luckin Coffee Group Company 

- Mixue Group (蜜雪冰城)

- Shenzhen Yamei Catering Management Company

- Shenzhen Yiren Yiwei Hot Pot Chain Company

- Yuan JI Food Group Company 

- Zhongyin Babi Food Company (中饮巴比食品)

Hotels

- Cixi Tiandi Jiayuan Hotel Company 

- Fujian Lijiu Jiayan Hotel Management Company 

- Fuqing Longshun Hotel Company

-  HanTing Xingkong (Shanghai) Hotel Management Company 

- Jiangsu Yachengtong Hotel Management Company

- Shanghai Grand Glory Hotel Company 

- Shenzhen ZTE Hetai Hotel Investment Management Company (深圳市中興和泰酒店投資管理)

- Sheraton Hotels & Resorts

- Southern Airline Pearl Hotel

- Wenzhou Four Seasons Hotel Company 

- Zhejiang New Century Hotel Management Company 

E-commerce

- Douyin Company

- Dichao (Shenzhen) Network Technology Company 

- Fuzhou Pupu E-commerce Company

- Guangzhou Sankuai Network Technology Company

- Hangzhou Television Network Technology Company 

- JD 

- POIZON 

- Shanghai 100me Internet Technology Company 

- Taobao (China) Software Company

- VIPSHOP (China) Company 

- Zhejiang Tmall Technology Company

Trading 

- Dreamer Oversea Group Company

- Guangzhou Dingyi Food Group Company

- Guangdong Lingyu International Trade Company

- Guangdong Shengnong International Trading Company 

- Guangdong Wuyang Frozen Food Company

- Guangzhou Xiangsheng Import and Export Trading Company 

- Guangzhou Youxi Cheng Trading Company 

- Qingdao Ximengde International Trade Company

- Shanghai Youliang Industrial Company 

- Xi'an Hecai Trading Company

- Xiamen Kangperruixun International Trade Company 

Logistics

- Guangdong Green Tomato Supply Chain Management Company (广东绿番茄供应链管理)

- Guangdong Jiarong Supply Chain Management Company

- Guangdong Wentai Supply Chain Management Company 

- Guangzhou Nansha Haijixing International Supply Chain Company 

- HeNan Ocean Times Supply Chain Company 

- Hongpeng Supply Chain (Shenzhen) Company 

- Hunan Juyuan Jicai Supply Chain Company 

- Shenzhen Aojia Supply Chain Company 

- Shenzhen Asia Global Fresh Supply Chain (Group) Company 

- Shenzhen Shengjia Supply Chain Management Company 

- Shuhai (Shenzhen) Supply Chain Management Company 

Food manufacturing & processing

- Beidahuang Food Group Hebei Company

- Bestore Company

- Guangdong Beary Foodstuff Company 

- Guangdong Rimei Foods Company

- Guangdong Jiashili Food Group Company

- GUANG DONG JIA YOU Food Company

- Guangzhou Li Shanghuang Food Company 

- Haoxiangni Health Food Company

- Henry Food Company

- Shenzhen Jiulongzhai Food Company

- Zhejiang Yiming Food Company

Others

- China Nanhang Group Aviation Food Company

- Guangdong Meow Fish Cultural Gifts Company (广东喵鱼文化礼品) 

- Guangdong Zhongshan Health Industry Technology Company

- Hangzhou Leke E-commerce Company 

- Hubei Airport Group Aviation Logistics Company

- Lianhua (Xiamen) Aviation Food Company

- Shanghai Eastern Air Catering Company 

- Spring Airlines Company

- Wuxi Anjing Food Marketing Company, Suzhou Branch

- Zhuhai Hengqin Good Sing Culture CCI Capital 

- Zhengzhou Qianweiyangchu Food Company (郑州千味央厨食品)

 

Details

SIAL Guangzhou 2026 | 3–5 September | Guangzhou Poly World Trade Center Expo, Guangzhou, China

Register at https://dwz.cn/I3xC9VAY

*A2 dairy does not contain A1 proteins. Traditionally, cow's milk contains both A1 and A2 proteins. 

MIFB 2026 promotes a unified Made-in-Malaysia ecosystem

Source: MIFB | MCE | MyFoodTech 2026. The showfloor in 2025.

The Malaysian International Food & Beverage Trade Fair (MIFB) 2026 returns with a renewed national focus, positioning Malaysia's food and beverage industry as a connected domestic ecosystem that is not only built to scale, but is also supported by strong international participation.

Anchored by the theme Future-Ready F&B: Powering the Next Wave, MIFB 2026 builds on 25 years of industry experience to operate as a trade-first platform that empowers Malaysians. Alongside Malaysia Café Expo (MCE) and MyFoodTech, the platform connects the entire F&B value chain from homegrown brands to international players, unlocking market access, capability development, and export readiness through a comprehensive ecosystem aligned with regional demand - reinforcing Malaysia's position as a future-ready ASEAN F&B trade hub. 

Beyond product showcasing, MIFB 2026 brings together local and international small and medium sized enterprises (SMEs), distributors, brand owners, manufacturers, marketers, innovation partners, and volume buyers, and serves as a central touchpoint for industry insights, emerging trends, and evolving business models. 

Supported by strong international participation, the platform enables companies to benchmark against global standards, gain practical market intelligence, and strengthen their capabilities. 

A key pillar of MIFB 2026 is its curated Buyer Programme, which prioritises organisations actively seeking innovative products, international partnerships, and cross-border sourcing opportunities both locally and internationally. Participating buyer profiles include: 

- Retailers, hypermarkets, and supermarkets 

- Convenience store operators 

- Distributors, wholesalers, and importers 

- Hoteliers and hospitality groups 

- Restaurants, café operators, and foodservice providers 

- Airline caterers, cruise liners, and in-flight service providers 

- Entertainment venues, leisure operators, and institutional buyers 

MIFB 2026 brings together MCE and MyFoodTech to create an all-in-one integrated space that highlights key growth segments shaping the future of F&B, with Malaysian and international exhibitors contributing complementary capabilities across: 

- Ready-to-eat (RTE), ready-to-cook (RTC), ready-to-drink (RTD) 

- Halal-certified products 

- Fresh, chilled and frozen seafood 

- Technology and solution providers for F&B, such as kitchen equipment, automation, and food-service technologies 

- Café ecosystems, from café equipment, coffee, and bakery, to patisserie, franchise, and licensing brands

As part of its annual programme, MIFB and MCE 2026 will also host the Malaysia National Coffee Championship (MNCC), organised in partnership with the Malaysia Specialty Coffee Association (MSCA), the only World Coffee Events (WCE)-licensed competition body in Malaysia. 

The championship crowns four national champions to represent Malaysia at the World Coffee Championships (WCC), serving as the definitive national platform to recognise, benchmark, and elevate Malaysian coffee talent on the global stage.

The 2026 programme will also feature a series of trade-driven highlights designed to spark innovation, share market insight, and encourage cross-sector collaboration locally and internationally, including:

- Knowledge Hub & Live Theatre – expert-led sessions covering emerging trends, innovation and business solutions, offering practical insights and fresh perspectives

- Halal Certification Workshop – guidance on halal certification requirements, application procedures, regulatory frameworks and management systems

Chef's Table – an immersive space bringing buyers and creators together to explore culinary innovation and business potential

Malaysian food and beverage companies are invited to participate in MIFB, Malaysia Café Expo and MyFoodTech 2026 to connect with buyers and partners actively seeking Made in Malaysia products and solutions, as well as international collaborators that support capability building and market expansion. Retailers, distributors, hospitality groups, and food-service operators are invited to register for the Buyer Programme to engage directly with both Malaysian and international exhibitors.

Details

MIFB 2026, from 15-17 July 2026 at Kuala Lumpur Convention Centre, is open to trade visitors and participants only. To register, visit https://mifb.com.my/exhibit/

Singapore's F&B industry dives deep into value creation

Lee's presentation shared industry forecasts on the Asian food industry opportunity.

Singapore’s food and beverage (F&B) industry is shifting its focus away from productivity and onto value creation. Spearheaded by the Singapore Manufacturing Federation (SMF) and International Enterprise Singapore (IE Singapore), the industry is transforming as manufacturers look towards innovation, growth, and internationalisation.

Lee says Singapore F&B manufacturers have much to offer
the world.

From April 12 to 15, FoodAsia2016 will showcase a range of home-grown companies with first-of-a-kind creations as part of the Singapore Pavilion led by SMF. FoodAsia, a specialised exhibition dedicated to food and drink, is a part of Food&HotelAsia (FHA), Asia’s premier and most comprehensive biennial trade event for the food and hospitality industry. A total of 114 companies will be at the 1,857 sq m Singapore Pavilion, reflecting a 50% expansion compared to the previous event, with 24 others exhibiting in other events at FHA.

Asian F&B industry tipped for robust growth

The F&B industry is thriving in the Asia Pacific region as the world economy shifts from the West to the East. According to Euromonitor International, the region’s F&B ingredients industry is expected to have a CAGR of 4% over 2012 to 2017, accounting for 38% of global use of value-added food and drink ingredients by 2017. This prospect has attracted many foreign investors to expand into Asia, resulting in stiffer competition among local and regional F&B players. To compete, the Singapore F&B industry is looking toward creating long-term value and developing strategies that will set it apart.

“Despite a fall in global trade in 2015, Asia’s total trade with the rest of the world in packaged foods attained third spot in 2015, behind Europe and the Americas¹. Asia Pacific is also projected to have the second-highest growth rate for packaged foods in the next five years². So even with a modest economic outlook for 2016, there are pockets of opportunities in the region. It is thus imperative for Singapore companies to look beyond our market, innovate and transform their business models, in order to sustain future growth. With a strong ecosystem of food companies in place, the Singapore food and beverage industry is at a prime spot to ride this growth trajectory,” says Lee Yee Fung, Group Director for Lifestyle Business at International Enterprise (IE) Singapore.

Prima is introducing wholegrain LaMian (noodles) in
laksa and curry flavours. One pack will fulfil an adult's 
minimum recommended daily intake for whole grains. The 
steamed noodles are made with 51% Superfine Wholegrain 
flour, and come with Prima Taste paste. The halal-certified packs 
do not contain added MSG or preservatives, and have no 
artificial colouring or flavouring. Typical instant noodle packs 
offer fried noodles and powder-based seasoning.

Lee shared Euromonitor figures on the packaged foods opportunity, nothing that the Asia Pacific CAGR is 4.8% from 2015 to 2020, second only to the Middle East and Africa at 4.9% for the same period. Australasia comes in fourth with a 1.9% CAGR. Lee also pointed out that Asians have become more sophisticated consumers, with Asia projected to make up 66% of the global middle class population by the year 2030, according to Kharas and Gertz.

Instead of going for the cheapest product, Asian consumers are demanding quality, convenience and safety in their food. "These are opportunities going forward and as food manufacturers we should think about how to capture those opportunities," he said, pointing to Singapore's advantages of infrastructure and a tradition in food safety as plusses. Inherent strengths, Lee said, include free trade agreements, an emphasis on food safety, and excellent business infrastructure, including global connectivity and Singapore's leading position as a financial hub.

Value creation and internationalisation 

New products and solutions that will be showcased by Singapore food manufacturers at FoodAsia2016 range from ready-to-cook meals, premium chocolates, and canned fish otah.

One example of innovation is frozen "Hargow Crystal Skin” in a retail pack, which is the first of its kind globally. Developed by Tee Yih Jia Food Manufacturing, the pastry to make hargow (Chinese shrimp dumplings), is traditionally handmade. Quality can be inconsistent, and it has to be made fresh each time to remain pliable. This product can be thawed as required, and offers a consistent, tender yet chewy skin after steaming. Tee Yih Jia anticipates that it will reduce food preparation times significantly and will benefit home cooks, restaurant owners, dimsum manufacturers.

Tee Yih Jia is introducing frozen hargow skins for more consistent hargow, every time. These are the first frozen hargow crystal skins in the world.

Source: Tan Seng Kee Foods (TSK). TSK is known for its Kang Kang (康康) fresh, preservative-free shelf-stable noodle range. The company is launching Express Meal Kits, which incorporate its noodles together with sauces for laksa, curry mee and the non-spicy prawn mee. All products are halal and have a shelf life of a month. 

Tan Seng Kee Foods (TSK), already well known for Kang Kang (康康) noodles, will be introducing Express Meal Kits based on the fresh, preservative-free noodles. These all-natural and preservative-free pasteurised fresh noodles have a shelf life of three to four weeks without refrigeration, six months in chilled conditions and 12 months if frozen. The company is launching Express Meal Kits, which incorporate its noodles together with sauces for laksa, curry mee and prawn mee. All three flavours were chosen for their popularity, with the prawn mee offering a non-spicy alternative for those who prefer it.

The Factory Chocolat is offering matcha flavoured luxury chocolate-covered fruit. The freeze-drying process preserves the antioxidant and vitamin content of the fruit.

The Factory Chocolat, manufacturer of a range of freeze-dried fruit chocolates, will be unveiling its Gourmet range at FoodAsia2016. It is one of the local companies that have successfully expanded and exported its products overseas, to Mainland China, Hong Kong, Indonesia, Taiwan, Thailand, and Vietnam. The company will introduce matcha (green tea) flavoured fruit chocolates, presented in premium packaging. Each fruit is carefully coated in a thin layer of dark chocolate and then white chocolate, and finally rolled in matcha powder from Japan that has been specially chosen to complement the chocolate and the freeze-dried fruit.

“FoodAsia2016 is a good platform for us to introduce our new product as it presents a catchment with so many visitors coming from different parts of the world. It creates export potential for our product,” says Ronald Ng, General Manager of The Factory Chocolat.

SMF has in place several initiatives that aim to help local F&B manufacturers create value and internationalise, including the Working-in-Partnership (WIP) Programme. WIP allows local food exporters to consolidate their efforts and ship their products directly to overseas supermarkets. This does away with middlemen, helping food companies reduce operational costs, while leveraging on the strength of collective branding.

“Innovative practices and technology as well as strategic alliances are important pillars for the Singapore F&B industry to create value, stay competitive in the global and local market, and contribute towards a diverse global food industry. The Singapore Pavilion at FoodAsia2016 allows exhibitors to build networks and distribution channels. SMF helps to make the internationalisation process easier for our exhibitors through the Hosted Buyers Programme, whereby buyers from all parts of the world are brought to meet the exhibitors directly. We are seeing some positive results of food companies’ efforts to expand overseas, especially as the Made in Singapore brand becomes increasingly recognised for food safety and high quality, ” says Sunny Koh, SMF Deputy President and Chairman of SMF Food & Beverages Industry Group.

Koh speaks at a media preview of Food&HotelAsia.

Koh emphasised that both retailers and manufacturers have to transform, and the value chain trimmed. "Retailers facing challenge of operational costs, low margins and strong competition from e-commerce channels," said Koh. "For exporters, gone are the days where you sit in the office waiting for orders to come."

Internationalisation is the answer, Koh said, noting that food manufacturers can get help from fellow SMEs; government support; as well as from trade associations and chambers.

He shared that the Working-in-Partnership (WIP) Programme allows manufacturers to share the costs of shipping their food products in the same container, which is then sent to the port closest to the customer. The initiative helps SMEs to achieve internationalisation faster and more easily, he noted, and does away with logistics middlemen to narrow the price between e-shop and physical shop.

"Singapore products in China are selling at two to three times the Singapore retail price. WIP consolidation can cut retail prices down," he said. Soy sauce, for instance, may cost S$5.30 a bottle locally, but RMB78 (S$16.28) in China. "With WIP we can cut it down to RMB32.15 (S$6.71), and penetrate the market better, in a more efficient way," he said.

Koh added that the WIP programme, already working with companies in Thailand and Myanmar, is set to expand. "By going direct some of the Singapore products in Thailand can retail at almost same price as (those from) local manufacturers," he said.

This year, FHA expects to attract more than 65,000 trade attendees from more than 90 countries and regions. In collaboration with IE Singapore, SMF will be inviting more than 130 buyers from over 60 companies across 18 countries and regions to meet Singapore exhibitors through scheduled business matching sessions.

“We are pleased that more local exhibitors are taking up booth space this year. It is a testament to their confidence that the convergence of buyers and exhibitors from across the globe at FoodAsia forms a budding marketplace for the Singapore food sector to develop partnerships and broaden their network with the relevant buyers,” said Ting Siew Mui, Project Director of Lifestyle Events at Singapore Exhibition Services, organiser of FHA.

FHA will see many firsts in 2016, including a significant number of new exhibitors from Singapore, such as Boon Tong Kee, Fraser & Neave, Lam Soon, Owl International, Super Group and Yeo Hiap Seng. There are exhibitors from Singapore both at the Singapore pavilion and outside it. Individual exhibitors include Aalst Chocolate, Cocoaorient, Delifrance Singapore, Euraco Finefood and Foodxervices.

Interested?

FHA2016 will run from 12 to 15 April 2016 at Singapore Expo (Halls 1 to 9 Annex) from
10am – 6pm (12 – 14 April 2016) and 10am – 4pm (15 April 2016)
The event is open to business and trade professionals only

Read the WorkSmart Asia blog post on what's new at FHA

1 According to International Trade Centre, total trade of packaged foods between each region and the rest of the world are as follows: Europe (US$416 billion), Americas (US$295 billion), Asia (US$197 billion), Middle East and Africa (US$88 billion), and Oceania (US$40 billion).
2 According to Euromonitor, Asia Pacific’s market size for packaged food is expected to grow at a 4.8% five-year CAGR till 2020. This is the highest growth rate projected after the combined Middle East and Africa region.