Rice, rice, maybe? Asia’s middle class seek out low-carb alternatives
- The shift towards healthier living and eating habits has blossomed into a robust market today aimed at those who can afford it
- While most still consider white rice a necessity in their diet, ‘superfood’ alternatives such as quinoa and cauliflower rice have become popular among the health conscious
As he hit the age milestone of 50, Singaporean Frankie Mao decided to turn his back on white rice – the mainstay of his beloved chicken rice – joining the burgeoning ranks of carbohydrate-wary Asian middle classes changing their palate to help their health.
In the 11 years since, Mao has subbed in buckwheat soba noodles, quinoa and brown rice, and says he hardly has the white version any more.
“After I switched over, I realised that digesting food became so much easier,” said the retiree. “When you eat white rice, you always feel that bloatedness after – which is your body trying to break down the rice and a non-issue if you are young.”
Moreover, it is increasingly easy to get his hands on healthier options now compared to 10 years ago, when he first started his fitness journey.
Mao’s transition is reflective of a wider shift towards healthier living and eating habits, which industry players say started to gain momentum across Asia a decade ago and has blossomed into a robust market today, with malls dotted with a range of healthy eating restaurants and cafes offering superfoods, vegan and dishes conjured from plant-based meats.