Asia's Rising Appetite: why European F&B brands must shift focus East for long-term growth and sustainability. An interview with Pierluigi Pollio, co-founder of Virgilio Creating Value.

The food and beverage industry is undergoing significant changes, partly due to shifting global demographics and recent global events in politics. Pierluigi Pollio, one of the founders of Virgilio Creating Value, has been living in Asia for more than a decade and has a deep understanding of the market. He talks about his view on recent global events.

What are some of the key demographic trends you see shaping the industry today?

One of the most significant changes we are seeing is the rise of the middle class in Asia. According to the Asian Development Bank, the middle class in Asia is expected to grow from 1.5 billion in 2020 to 3.5 billion by 2030. This represents a huge opportunity for food and beverage companies, particularly for high-quality international products like Italian cuisine.

The increase in the Asian middle class will mean a surge in disposable income and increased demand for premium, authentic food products. Meanwhile, Europe faces the opposite challenge. The European Commission projects that its population will continue aging, with a shrinking workforce and lower consumer spending power. This demographic shift could limit growth opportunities for food businesses focused solely on traditional European markets.

How does this affect the strategic focus of food manufacturers, particularly those in Italy?

I think European producers must pivot toward Asia to ensure sustainable growth. While European markets are experiencing stagnation, Asian markets are booming. European cuisine is already well regarded in Asia, and the demand for premium food experiences is rising. Companies that successfully enter these markets now will gain a competitive advantage.

Furthermore, the U.S. market is another challenge. Trade policies have become more protectionist, with the U.S. Trade Representative indicating the possibility of higher tariffs on European food imports. This means that European food manufacturers can no longer rely as heavily on the U.S. as a primary export destination. Asia presents an opportunity to not only recover lost market share but also expand. Investing in localized marketing strategies, partnerships, and distribution networks will be essential for success.

What are some key steps European food businesses should take to tap into Asia’s growing middle class?

The first step is understanding the market. Conducting in-depth research on consumer preferences, dietary habits, and regulatory requirements is critical. What works in one Asian country may not work in another. Partnerships are also key. Establishing local collaborations with distributors, retailers, and even digital platforms can make market entry smoother. E-commerce and direct-to-consumer channels are becoming major forces in Asia, and European brands should embrace these trends.

Companies need to be flexible in product development, pricing strategies, and marketing approaches. A rigid, one-size-fits-all strategy won’t work. Listening to consumer feedback and adapting quickly will determine success.

The industry is at a crossroads. Companies that recognize these shifts and act proactively will thrive. Food companies should look at Asian markets in a different and more insightful way, in order not to be found unprepared in a not so distant future.