Functional Foods is a hot ‘health food market’ in Europe (end)

food grains

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How does the healthy food market grow? What are the consumer demands? There are some considerations to consider:

COVID-19 boosts demand for healthy food

Due to the epidemic situation of COVID-19, the world’s population pays more attention to food consumption. As a result, the health food market has changed as follows:

– Demand for natural ingredients that help strengthen immunity, such as turmeric, ginger, vitamins, minerals, prebiotics, probiotics.

– Increased physical activity resulted in a growing market for sports nutrition products such as protein drinks, mineral salts, energy drinks. Products with ingredients that stimulate blood flow (caffeine, taurine, citrulline).

– Consumers are afraid of the contamination of COVID-19 that may be attached to food or packaging. Entrepreneurs must strengthen their confidence by enhancing the strength of quality control measures. hygiene safety and traceability throughout the supply chain

– Consumers worry and stress during COVID-19 affect their mental health. sleep or lead to depression So look for products that help relax. Improve sleep or mental health, such as supplements or beverages containing cannabidiols (CBD) to help relax.

– Consumer behavior has changed from healthy eating to eating for health, focusing on food that promotes health. and has high nutritional value

– To encourage consumers to buy healthier food more easily Consumers tend to buy organic food. More environmentally friendly and clean label foods.

In the next 4-5 years, healthy food will become more popular. Because there are many factors that promote the growth of the market. Whether it is a focus on the quality of life Consumers are willing to pay more to buy healthier food.

It is expected that the following healthy food demand will increase in popularity:

(1) Immune supplement and help digestive system function, such as foods containing herbs, mushrooms, vitamins, yogurt, sour milk, foods that have been fermented by microorganisms, foods with high fiber content.

(2) Food-beverages containing prebiotics, probiotics, or cannabidiols (CBD) for physical health. and good mental health

(3) Beverages with natural botanical or herbal ingredients, such as jasmine tea, rose tea, ginger tea, vanilla or caramel coffee. or as a sugar-free drink to help relax

(4) Alternative foods that use natural ingredients, especially those of plant origin, such as flour or pasta using artificial grains (quinoa, buckwheat, chia seeds), dairy products or artificial proteins from Plant-based snacks made from algae, a meal that uses more environmentally sustainable insect proteins.

Thailand is a source of raw materials that have many health benefits. Whether it’s herbs, spices, natural substances extracted from plants / animals / seafood. Insect protein, plant protein, etc., as well as Thailand has an industrial sector. Strong food and a global food exporter

Therefore, Thailand has the opportunity to develop from being a general exporter of raw materials or processed food. but continued to be “World Healthy Food Kitchen” which will differentiate and increase the value of food products exported. However, Thailand must prepare development plans from upstream to downstream, such as studying market needs, supporting R&D and developing technologies that help preserve the value of nutrients for a long time.

Combining creativity and innovation to develop new functional foods, encourage investment in improving efficiency, quality and production standards. Developing packaging with health and environmental safety in mind as well as public relations and driving exports to the target group Especially in the EU market, which has a population of nearly 450 million people, has high purchasing power and has a strong focus on health care.

Source: ประชาชาติธุรกิจ by

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