จริงหรือไม่ ? Plant-based ไม่ตอบโจทย์คนไทย…จับตาครึ่งปีหลัง’ 66 “เทรนด์ดูแลลำไส้กำลังมา”Is it true? Plant-based does not meet the needs of Thais… Watch for the second half of 2023 as the “gut health trend” emerges.

The current global situation is constantly changing, whether it be demographics, environmental conditions, natural resources, or epidemics – all affecting the creation of future sustainability. This is particularly true in terms of food. In recent years, consumers have placed increased importance on health-oriented foods, environmental-friendly production processes, and catering to consumers who are not yet ready to give up meat. This leads to the concept of “Future Food,” commonly recognized as “Plant-based” or “Plant-based Food” made from plants (vegetables, fruits, mushrooms, and various grains).

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Consumer behavior towards plant-based foods in Thai society, when compared to other countries like the United States, China, Japan, and European nations, may seem quite limited. Although there is a focus on the “Flexitarian” market, which encourages a flexible vegetarian diet, and the “Vegan” group that abstains from all meat, what factors contribute to the inadequacy of plant-based options for Thais? Based on discussions with entrepreneurs, the following conclusions can be drawn:

• Taste: Advances in food science have significantly improved the ability to develop aroma, color, flavor, appearance, and texture to closely resemble that of meat; however, the taste still differs from real meat and retains a faint green smell of plants.

Plant-based foods tend to be high in sodium, as they require flavor enhancements to appeal to consumers and to closely resemble meat. This raises the question of whether long-term consumption would effectively benefit health.

• Difficulty in Availability: Most plant-based products are often sold in niche stores or certain supermarkets, and restaurants are still largely concentrated in major cities like Bangkok and Chiang Mai, leading to accessibility issues.

• Price: Plant-based alternatives cost approximately twice as much as meat, providing less value per kilogram than meat. Additionally, with the current rise in living costs but stagnant income, this impacts consumer choice.

• Allergies to Legumes: Many plant-based products utilize high-protein ingredients from various legumes, such as soy and peas, making them unsuitable for those with legume allergies.

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Today and in the future, future foods may not solely consist of plant-based options. Moreover, Thailand remains rich in resources, making it somewhat challenging to fully satisfy Thai consumer preferences. Additionally, due to the rich cultural diversity, meat-based food remains a primary raw material used in daily recipes and various festivals. Therefore, for Thais to shift to consuming plant-based foods is still relatively new and is likely to take a considerable amount of time.

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In addition to plant-based foods, another significant trend in future foods that is gaining momentum and warrants attention in the second half of 2023 is “Functional Foods,” which includes “gut balance”. This targets consumers aiming to keep their intestines healthy and regulate their digestive systems, presented in forms such as beverages, drink powders, capsules, gummies, etc. Prebiotics and probiotics are key components, both of which have become increasingly familiar among Thai consumers.

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• Prebiotics are naturally occurring substances found in foods such as bananas, apples, onions, garlic, soybeans, red beans, and wheat flour. Once consumed, they reside in the large intestine, serving as food for probiotics and promoting the growth of beneficial microorganisms.

• Probiotics are beneficial microorganisms that aid in eliminating harmful bacteria from the body. These microorganisms inhabit the intestines and can be found in fermented foods like yogurt, sour milk, kombucha, and kefir, which is a milk product similar to yogurt.

• Synbiotics result from the combination of probiotics and prebiotics, enhancing the function of the intestines and boosting the body’s immune system.

• Postbiotics are substances derived from the fermentation of beneficial microorganisms and represent a new innovation for dietary supplement businesses. It is anticipated that postbiotics will play a growing role in the health-conscious community focusing on gut health and digestive systems.

Nonetheless, Thailand is renowned and capable of producing food on a global scale, presenting a great opportunity to embark on creating one’s own dietary supplement business or brand, as well as an opportunity for entrepreneurs to develop a diverse range of health supplement products.

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Given that numerous dietary supplement brands exist in the market, it is advisable, before purchasing, to be cautious of exaggerated advertisements. Additionally, consulting a physician is recommended, especially for those already in good health, as dietary supplements may offer minimal benefits. Overconsumption may result in more harm than good. Ultimately, regardless of whether we choose to consume for health or taste, maintaining “balance” in nutrition is paramount for our health and well-being.