As Australian brands evaluate their export priorities for 2026 and beyond, one message from Asia Pacific distributors is coming through loud and clear: the opportunity is real, but the bar to entry has never been higher.
For seven years, Incite has given more than 4200 APAC food and beverage distributor contacts the opportunity to share their valuable insights on their sector, capturing an independent, ground-level view of what’s driving their decisions.
The 2025 edition of the survey – the most comprehensive yet – paints a picture of a region that is booming, selective and increasingly shaped by consumers who expect better, faster and more value for money than ever before.
A region charging ahead – selectively
With APAC’s economic growth forecast to outpace the global average (3.9% vs 3.2%), key markets such as the Philippines, Indonesia and Vietnam continue to power ahead with strong consumer demand. But enthusiasm doesn’t equate to easy wins.
According to Incite’s 2025 findings, 87% of distributors are actively reviewing new opportunities, yet the proportion onboarding new brands is shrinking — with 42% taking on less than 10% of what crosses their desk.
That’s a significant shift towards caution and discipline. Distributors are focusing on strengthening current portfolios, reducing risk, and “cherry-picking” only the most commercially attractive brands. For exporters, that means every pitch must be sharp, credible and commercially compelling from the outset.
Taste Leads, Pricing Follows — and Marketing Matters More Than Ever
For the first time in recent years, taste has overtaken price as the number-one consideration for distributors assessing new distribution opportunities. Quality still matters deeply — but price pressure is intensifying across the region as retailers tighten trading terms and consumers become more cost-conscious.
Marketing investment is also emerging as a decisive factor. Distributors are demanding more support, with price promotions remaining the most effective tool for driving sales, followed by in-store sampling and localised social media activity. APAC audiences — particularly in Southeast Asia — respond strongly to content that feels familiar, local and culturally relevant.
Category Winners and Losers
The report highlights rapidly shifting category momentum.
Savoury snacks, confectionery and health foods top the list of 2025’s most in-demand categories — driven by long shelf life, convenience and growing health consciousness across the region. Conversely, categories like dairy and plant-based proteins are down as pricing, consumer fatigue and regulatory complexities take their toll.
For Australian brands, this reshuffling presents opportunity: provenance, safety and product quality continue to be powerful differentiators, especially when paired with competitive pricing.
A Partnership Market, Not a Pitch Market
The Asia–Pacific landscape rewards brands that invest deeply in partnership — not just distribution. That means realistic pricing models, market-ready supply chains, brand stories that resonate, and genuine commitment to supporting in-market execution.
As the survey makes clear, success belongs to the prepared. Exporters who take the time to build relationships, understand market nuances and support their distributors with data, marketing and patience will win. Those that don’t will struggle for airtime in an increasingly selective and competitive region.
Download the full survey here.
Incite supports food and beverage brands enter, grow and scale across the Asia–Pacific region. Email for more information.
