High-quality dairy proteins and ingredients featured in locally friendly product prototypes designed for Southeast Asia’s growing demand for health-forward, functional foods

Elevate food and beverages that meet the needs of health-conscious consumers in Southeast Asia with the U.S. Dairy Export Council (USDEC) at Fi Asia Thailand 2025. Taking place in Bangkok from September 17-19, discover the key role of high-quality U.S. dairy ingredients in driving product innovation and nutrition. Located at E26 within the U.S. Pavilion, USDEC will also be a springboard to connect customers with U.S. dairy suppliers attending the show.

Southeast Asian consumers are increasingly prioritizing their health. This shift creates opportunities for manufacturers to leverage versatile dairy ingredients in developing better-for-you formulations that support goals like weight management, fitness recovery, and healthy aging. According to the Southeast Asia Beverages Landscape Study commissioned by USDEC, exploring consumer behaviors and preferences for non-alcoholic drinks, more than one-third of consumers in the region report they are “not highly satisfied” with their current protein intake. The dissatisfaction is particularly high in Singapore (51%) and notable in Thailand (27%). Another USDEC consumer study centered on health and wellness behaviors found that 88% of consumers surveyed say they need to change their current lifestyle to better prepare for healthy aging, with this sentiment being especially strong in Thailand (91%).

A wide range of U.S. dairy ingredients, including dairy proteins, milk powders, and permeates, offer convenient and versatile solutions to help address nutritional needs throughout the day, whether in meals, snacks, or functional beverages. Especially, USDEC’s findings represent an opportunity to further protein-added offerings featuring dairy ingredients  in the face of sarcopenia, the age-related loss of muscle mass and function, which is a rising public health concern for the region’s aging society.

Presenting decadent and nourishing prototypes

At Fi Asia, USDEC’s booth will serve as a hub for dairy innovation, featuring new product prototypes developed with U.S. dairy proteins and ingredients. These prototypes reimagine everyday favorites as high-protein options and align with evolving consumer trends. One of the products being sampled is the Protein Tom Yum Granola Bar. Inspired by Thai flavors, this bold and savory twist on a classic snack delivers 12.8g of protein per bar, powered by U.S. whey protein isolate, dairy crisps, and permeate for enhanced flavor. It’s a convenient, protein-added option for active, on-the-go lifestyles.

Martin Teo, Senior Director for Food Applications and Innovation at USDEC Southeast Asia, said, “U.S. dairy ingredients provide F&B manufacturers with a powerful and flexible advantage to develop innovative, better-for-you products that deliver on both nutrition and sensory appeal. Their scientifically-backed nutritional benefits, neutral flavor profile, and multifunctional properties help improve formulations – enabling brands to cook up exciting new products while meeting rising consumer demands for nutritious, delicious food and beverages that support their health and wellness goals.” 

Strengthening partnerships with Southeast Asia’s F&B sector

Beyond the Fi Asia trade show presence, USDEC will also host an exclusive U.S. Dairy Supply & Innovation Seminar in Bangkok on September 15. This full-day event preceding the exhibition will bring together F&B manufacturers, R&D technical experts, and key stakeholders to explore global dairy trends, sourcing strategies, and health-forward innovation tailored to Southeast Asia. At both, USDEC will showcase a range of nutritious and scalable product prototypes, demonstrating how ingredients such as U.S. dairy proteins, permeates, and milk powders can elevate food and beverages that meet the needs of health-conscious consumers.

The U.S. dairy community’s presence at Fi Asia and other activities such as the upcoming Bangkok seminar underscores its long-term commitment to Thailand and the broader Southeast Asian region. These activities offer key importers, distributors, and F&B manufacturers a dynamic platform to access U.S. dairy’s value-adding ingredients, technical expertise, and a secure supply chain. In 2024, U.S. dairy exports to Southeast Asia were valued at more than US$1 billion.

“The U.S. dairy community stands as a reliable partner, offering high quality, versatile ingredients and a strong network of suppliers. By connecting Southeast Asian manufacturers with our dairy technical experts and the 20 U.S. dairy suppliers attending the seminar, we’re enabling meaningful collaboration and supporting innovation tailored to evolving consumer needs,” said Dali Ghazalay, Regional Director, USDEC Southeast Asia.

Sustainable supply for global nutrition

As the world’s largest single-country producer of cow’s milk, the United States is a growing supplier and committed exporter of high-quality dairy ingredients — from proteins and whey to skim milk powder. Backed by robust infrastructure and advanced technology alongside well-suited natural resources, the U.S. dairy community is ideally positioned to support Southeast Asian manufacturers’ steady access to essential ingredients, both now and in the future. Notably, U.S. production of high-protein dairy ingredients is on the rise, just at the time Southeast Asian companies are also looking to protein-driven innovation. 

The U.S. dairy community is equally committed to sustainability, adopting innovative farming practices and technologies to minimize environmental impact. With its diverse portfolio and growing in-region presence, U.S. dairy provides a valuable opportunity to create new products supporting better nutrition in Southeast Asia and beyond.

Further information on nutrition and innovation with U.S. dairy ingredients can be found at USdairyexcellence.org, @ThinkUSAdairy on Instagram, and Think USA Dairy on LinkedIn.  

About U.S. Dairy Export Council

The U.S. Dairy Export Council (USDEC) is a non-profit, independent membership organization representing U.S. dairy farmers, processors, allies and traders propelling U.S. dairy solutions to nourish global communities. Together with in-market representatives, USDEC helps expand customers’ ability to successfully tap into U.S. Dairy’s sustainable nutrition with demand-driving marketing, insights and innovation resources. Through its Singapore-based subsidiary USDEC Singapore Ltd and representative network across the ASEAN region and globe, the Council works directly with buyers and end-users to accelerate customer purchasing and innovation success with quality U.S. dairy products and ingredients. It also shares science-backed information on the health and nutritional benefits U.S. dairy delivers.