This reports the market insights from the SUP Challenge, a ten-month cohort-based program designed to support market entry, acceleration and adoption of upstream alternatives to single-use plastics (SUPs). The challenge was also aimed at generating insight and data to assess the impact and potential for growth of these solutions. The program was implemented by The Incubation Network and funded by the PREVENT Waste Alliance, an initiative of the German Federal Ministry for Economic Cooperation and Development (BMZ) as part of PREVENT’s Innovate & PREVENT programme, and ECCA Family Foundation. The program supported eight Entrepreneur Support Organizations (ESOs) and 76 startups across 5 countries in South and Southeast Asia. Startups were matched with local foodservice operators to pilot their SUP alternatives in a real- world setting.