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In the aftermath of COVID-19, consumers are being more attentive to their dietary habits for two reasons. Firstly, a growing proportion of consumers are becoming more conscious about weight gain because of increased levels of comfort eating in an era of uncertainty. Secondly, consumers recognise that excessive weight is something that potentially increases the risk of health complications arising from the virus. As a result, consumers in the region are making greater attempts to improve their dietary habits. Linked to this, the focus on improved diets will no longer be driven primarily by aspirational and appearance-based goals, but instead, the desire to reduce vulnerability to disease and illness.