Squeezable Tubes are Reinvigorating Sauces in South East Asia

Fun, tactile and handy, squeezable tubes bring table/cooking sauces in line with consumer trends and demographic changes in Southeast Asia.

- Mintel

MINTEL RECOMMENDS

• Use portability to inject fun and vibrancy

Consumers can add fun and vibrancy into the table/cooking sauce categories with sauces in portable, squeezable tubes. Consumers can also creatively apply restaurant-quality sauces into their foods, even on the go, as more restaurants start to package their signature sauces in the tube format.

• Designed for small families and single households

With family sizes becoming smaller and more single households appearing, the squeezable tube can be positioned to ride the demographic change happening in Southeast Asia.

• Support aspiring cooks and minimise food waste

Squeezable tubes as a format can support aspiring cooks and those who cook occasionally, while helping them to reduce food waste during their cooking journey. Sauces in squeezable tubes can also serve as trial packs for consumers who are cooking more at home.

PORTABLE, SQUEEZABLE TUBE PACKAGING CAN FIRE UP THE IMAGINATION AND CAN BE FUN

Having cooking and table sauces in a squeezable tube format, which is small enough to fit in a handbag, opens up a world of possibilities. Such packaging resonates with Southeast Asian consumers who love trying new experiences and are interesting in things that are fun. In Vietnam, 88% of consumers* describe themselves as seeking fun in all aspects of their life.

Sauces in squeezable tubes are portable, mess-free and easy to use. Consumers can easily customise the flavour intensity of their food when eating at home or out of home. Consumers can also engage in experimentation by mixing and matching different sauces to create their favourite mix to pair with their food.