The F&B revival
The market for premium products in the restaurant and hotel sector has undergone a significant transformation over the past five years.
This evolution is marked by a growing demand for high-quality products, driven in part by interest in health and well-being. Strong trends such as the use of functional ingredients, plant-based alternatives, and a demand for high-quality non-alcoholic beverages have reshaped the sector. In Europe, where the emphasis is on product transparency and provenance, consumers are favoring ethical and sustainable choices, while in Asia, growing demand for unique experiences, particularly in luxury hotels, has stimulated consumption of innovative products and culinary fusion.
Long considered the poor relation of the hotel industry, the restaurant business is now responding to these new trends.

As such, Terroirs d'Avenir offers products from sustainable farming and fishing to gourmet chefs. In addition to gracing the tables of fine restaurants, the company also has its own boutiques.
A dynamic Asian market
Asia shows a variety of trends and opportunities in 2024, against a backdrop of post-pandemic recovery.
Countries such as Vietnam, Thailand and Indonesia are experiencing high profit margins in the F&B sector, even exceeding pre-pandemic levels.
For example, Vietnam boasts a margin of 38.2%, and Indonesia 38.5%, attracting investors to these markets(HotStats).

Demand for healthier food options is growing across Asia. Consumers are turning to "clean label" products.
However, despite positive trends elsewhere, Hong Kong and Japan are struggling to recover their pre-pandemic performance.
In Asia, many small F&B businesses are run by expatriates:
- Young Master Brewery (Hong Kong): Founded by Indian expatriate Rohit Dugar, this brewery has become one of the pioneers of the craft beer movement in Hong Kong.
- Union Trading Co. (Shanghai): Founded by American expatriate Yao Lu, this Shanghai craft cocktail bar is hailed for its innovative approach to cocktails, using local ingredients and modern techniques.
- L'Usine (Vietnam): Founded by a group of European expatriates, this boutique café and art gallery in Ho Chi Minh City offers a cultural atmosphere, Western and Vietnamese dishes, and art events.
- M&C Asia (Hong Kong) : Founded by two French friends, Moragn Cousin and César de Maresville, this company supplies seafood to the finest tables in top hotels and gourmet restaurants.
These companies demonstrate the creativity of expatriates in Asia's F&B sector, often fusing international cultural influences with local ingredients or innovative concepts.
The premium market should continue to grow, but it is essential that brands adapt to local preferences while meeting new sustainability standards. Suppliers need to be flexible to integrate niche ingredients and health-focused products, especially in Europe where demand is more mature and demanding, while in Asia, the market remains booming with an appetite for gourmet experiences.