QSR sector faces $10.8t amidst global food system shake up
Shifting business models and new cross-industry opportunities are set to trigger a massive decade-long shake-up.
The global food system is set for a massive shake-up over the next decade, with new business models and cross-industry opportunities expected to create a ‘How we feed’ market worth up to $10.8t by 2035, potentially changing how quick-service restaurants (QSR) operate.
This comes amidst industry challenges like rising costs, competition pressures, and labour shortages.
According to the latest Voice of the Consumer survey in 2025, shifting consumer expectations are playing a central role, with demand rising for healthier options, seamless access to food across multiple channels, and innovative solutions powered by technology and AI.
Health, according to PwC, has become non-negotiable. 54% expect food companies and organisations to help them lead healthier lives. Health benefits drive 38% of consumers to switch brands, coming close behind better value (47%) and better taste (45%).
According to the Future of Food 2026 report by Marriott International, there has been an increase in hotel guests looking for healthier food options, with 64% wanting vegetarian meals, 63% looking for vegan options, and 54% wanting gluten-free meals.
PwC’s survey also revealed that two-thirds of Asia Pacific consumers are worried about ultra-processed foods (67%), pesticides in their food (65%), and overall food safety (65%). These concerns outweigh even the cost of food (53%). This is supported by Marriott’s report, which says more guests are looking for more sustainable food concepts on the menu.
Asia Pacific consumers are also looking to increase consumption of fresh produce. 63% intend to eat more fresh produce whilst 46% plan to increase their use of vitamins and supplements, and 42% expect to eat more fresh poultry.
In parallel, consumers are indicating a decline in consumption of alcohol, packaged, and prepared foods—the categories with the highest expected drop.
Convenience dining has become popular, with consumers inthe Asia Pacific more inclined to reach for ready-made foods, takeaways, and dining out than their global peers.
47% say they buy prepared foods or order takeaway for delivery (48%). 41% would also rather dine out.
To keep up with their healthy habits, most consumers in Asia Pacific rely on technology and AI. Almost 80% already use at least one health app or wearable, such as a smart ring or watch, compared with 70% globally.
More than nine in 10 of users say wearables have influenced their daily habits, with significant changes reported by more than a third.
Consumers also put their trust in GenAI when it comes to wellness and food decisions. More than half of consumers are comfortable with GenAI creating personal training and exercise regimes, supporting meal planning and menu suggestions, and tailored nutrition and diet plans.
Many also see GenAI playing a role in everyday tasks from managing grocery budgets to generating predictive shopping lists, with Asia Pacific consistently ahead of the global average.
