Functional food is any healthy food claimed to have a health-promoting property beyond the basic function of supplying nutrients. The awareness in developing functional foods is thriving, driven largely by the market potential for foods that can improve the health and well-being of consumers. However, consumer attraction of functional food is starting in Thailand. The purposes of this study are (1) to explore the currently existing functional food products in the local retail market in order to improve understanding of consumers and (2) to determine consumers’ motivation, attitudes towards functional foods which open a market opportunity for functional food in Thailand. This study surveyed 650 consumers who live in Bangkok. The results of this investigation displayed that the functional food market is growing in Thailand. The current local functional food products in the market were highly competitive with consumers’ approaches. It showed good agreement with the survey result, and showed that there are two types of consumers. First type, who is not interested in health benefit from functional food, is called “Ordinary”. The second type is “Healthlism” that consume functional food products regularly. However, both types of consumers are confident with the information about the benefit of this product from Scientists/Researchers, scientific research reports and Food industry. Consequently, based on this study, Thailand companies and the food industry could develop their market strategy to compete in the functional food market.
Phanchita Methakornkulnan, The Graduate Institute of Technology & Innovation Management, Taiwan
This paper is part of the ACP2013 Conference Proceedings (View)
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