March 19, 2026
Southeast Asia is emerging as an appetizing destination for pulse trade, driven by growing demand for healthier, plant-based foods, innovative processing, and evolving consumption patterns. But this multifaceted, fast-moving market has its own playbook. Andrew Powell, CEO of Asia BioBusiness and Council Member of the World Agriculture Forum, breaks down how smart players navigate risk, unlock demand, and position pulses for long-term growth across ASEAN and beyond — and where the next opportunities lie.
The expanding appetite for healthier, plant-based options of a growing middle class is driving pulse consumption in ASEAN.
The countries of SE Asia are often talked about in the context of ASEAN- the Association of SE Asian Nations. With Timor Leste joining ASEAN in the last quarter of 2025, there are now 11 members of the Association. The ASEAN countries are very different, ranging from the powerhouse of Singapore to poorly developed nations like Lao PDR and Myanmar. ASEAN is often described as a political and economic union but it bears no resemblance to the EU. There is little economic or customs integration. Therein lies one of the major challenges of doing business in ASEAN and in Asia in general.
It must also be appreciated that there is no such thing as an “Asian market”. It is a region with multiple markets with great complexity. Different channels in different countries e.g. the hypermarket/supermarket dominated channels of Thailand and Singapore and the wet markets of The Philippines and Indonesia.
READ THE FULL ARTICLE“The real advantage in pulses today isn’t being the cheapest supplier. It’s having options”, says Powell.
From modern retail to traditional wet markets, scaling trade across the region requires navigating fragmented markets, entrenched relationships, and diverse distribution channels.
Volatile freight rates, shifting trade policies, and complex logistics continue to shape pulse flows into the region, where exporters must build flexibility into sourcing, contracts, and distribution to remain competitive.
ASEAN pulse trade / Southeast Asia food markets / pulse exports Asia / plant-based protein Asia / food trade risk management / future foods Asia
Disclaimer: The opinions or views expressed in this publication are those of the authors or quoted persons. They do not purport to reflect the opinions or views of the Global Pulse Confederation or its members.
