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Thai consumers hanker for healthier food
Almost all consumers in Thailand (99%) are interested in improving their diets and a majority (82%) have no problem with products being reformulated, provided that taste is not compromised, according to a new report by Food Industry Asia (FIA) and the research firm IGD.
The first of its kind in Thailand, the report titled, “Healthier Product Reformulation in Thailand”, surveyed both consumers and food and beverage (F&B) businesses to better understand industry efforts on delivering improved nutrition through reformulation, as well as consumer perceptions of products that have been tweaked to become healthier.
Thailand is facing a double burden of malnutrition, leading to a rise in obesity and non-communicable diseases (NCDs) such as diabetes and heart diseases, now the top cause of death among Thais. In light of this, the government and food industry have been working actively to improve the health of the population with efforts ranging from the clear display of nutrition information to promoting physical activity.
However, the report also highlighted that reformulation can provide significant support in this area without relying on changes in consumer behaviour.
“Thai food companies have been supporting the national health agenda through greater product innovation — 88% of companies surveyed have embarked on reformulation to improve the nutritional value of their products and five percent have already completed their plans, thus bringing about positive changes to the landscape in Thailand,” said Matthew Kovac, executive director of FIA.
The industry’s efforts are in sync with consumers’ perception and acceptance of reformulated products; eight in 10 agree that companies should be actively working in this area. However, consumers remain unwilling to compromise on taste for health benefits, with 82% indicating they are willing to accept reformulated products if companies can retain the existing flavour.
As a result of increased demand for healthier products, there is strong commercial incentive for companies to invest in reformulation. However, the report also found that more can be done in conjunction with the government — 82% of companies felt greater fiscal incentives would help to encourage more food R&D.
The report also found that:
Consumers are paying greater attention to the quality and taste of products: 94% of respondents indicated that the quality of products was important when selecting food and beverages, while 80% felt taste was crucial. The clear display of nutritional information on packaging (83%) was also one of the top three drivers of product choice.
The industry’s reformulation agenda has shifted: While F&B companies previously focused on removing trans-fats and reducing calories, current efforts are now geared towards salt and cholesterol reduction, removal of artificial colours, flavours and preservatives, followed by the addition of fibre, vitamins and minerals.
Maintaining product taste was identified as the top reformulation challenge: While the challenges for different nutrients may vary, maintaining the taste profile of products and budget limitations emerged as the top concerns for businesses. Consumer acceptability was also identified as a key challenge for the industry.
Susan Barratt, chief executive of IGD, said the results of the study highlighted the importance of health to Thai consumers, who are calling on companies to play a part through their reformulation efforts.
“We believe there is a substantial opportunity to enhance healthier product development and address key challenges facing the industry,” she said. “The research provides insights into how the industry and government can work together to achieve this, and I look forward to seeing how they can inspire change among consumers.”
To download the full report, go to https://bit.ly/2WQlyAK
Source: https://www.bangkokpost.com/business/1703444/thai-consumers-hanker-for-healthier-food