A lot of investment has been made in by foreign brands, especially by Nestle SA and The Coco-Cola Company. These companies are helping to accelerate the development of bottled water industry, globally. For instance: In November 2018, Nestlé Waters’ invested EUR 70 million over the next three years with the aim of making Acqua Panna, Nestlé’s premium still water brand worldwide. With this investment, the company intends to increase its production to enter new markets and expand their distribution network in the United States, the United Arab Emirates, and Russia. In December 2019, Nestlé introduced a canned sparkling water drink that contains caffeine and made with green tea. Along with the caffeinated water brand, Nestlé is also working on a new line of mineral-infused water. Recently, Coco-Cola plans to invest USD 200 million in two new bottling plants in Pakistan. The company also invested USD 500 million in 2017 on upgrading its existing plants in the country. Similarly, as a part of community engagement program and to support local communities, Nestlé Pakistan had set up seven clean drinking water facilities in its operational areas.

The modern generation of consumers is inclined to pursue a healthy lifestyle with a rising focus on how healthier produce is manufactured, how raw materials are sourced, and what is the impact of the production and consumption of these foods and beverages on environmental sustainability, workplace conditions, and worker sustenance. Apart from this, there is a visible shift among consumers to non- conventional foods that are becoming alternatives to traditional meat and dairy. Although conventional food and beverages, including meat and dairy products, are favored in terms of price and flavor, the changing consumption habits and lifestyle choices are driving the growth of products with ethical labels in recent years.

The increasing rates of product innovations in the Indonesian and Malaysian markets are extensively driving the sales of whipping cream. The manufacturing companies are concentrating on the individual demands of the consumers, such as halal-certified, lactose-intolerance, clean-label, and soy-free products. Owing to a large presence of the Muslim population in these countries, the demand for halal-certified food products has witnessed a surge. Thus, the manufacturing brands, such as Anchor and Embog, are producing halal-certified whipping cream with proper labelling, to entice the consumers.  For instance, Indonesia only accepts its own Halal body. Thus Fonterra, a New Zealand-based company, launched a generic halal logo, which is used in anchor whipping cream, to share the same packaging with Indonesia. In Malaysia, the concentration of lactose-intolerant consumers is high, leading to the demand for lactose-free whipping cream. Thus, the manufacturers are introducing lactose-free whipping cream, to satiate the consumers’ demands. For instance, the brand, Paul's, offers lactose-free and gluten-free thickened cream made of cream, skimmed milk, milk solids, gelatin, and other ingredients. The product is apt for whipping, pouring, and cooking, resulting in its diverse application in the foodservice sector.

The sports-nutrition industry is rapidly becoming mainstream, which is pushing the market for dairy ingredients, such as whey protein, casein, and milk proteins, among others. Dairy ingredients render desired nutritional value to the sports food products, thus, contributing toward their increasing usage in various supplements. Dairy ingredients are important sources of protein. For example, whey is well known for its high quality, high absorption, and superior content of amino acids, essential for muscle growth. This factor makes it a popular sports-nutrition ingredient. The use of whey and lactose ingredients, both in the processed food and nutritional sectors, has helped the market grow. Research suggests that dairy proteins, such as whey proteins and milk proteins, can also act as anti-aging agents. Moreover, these proteins might help decrease stress and reduce the cortisol concentration levels. Awareness among the masses, to become fit, remain in shape, and enhance immunity, has led to a significant growth in the demand for dairy proteins in the urban areas.