Thailand Food Megatrends 2018-2028 MRS. ORAWAN KAEWPRAKAISANGKUL Vice Executive President, National Food Institute, Ministry of Industry 7 OCTOBER 2017: 10:30-11:00
Thailand Food Megatrends 2018-2028 Future Food Social Demographic, Social and Culture Shifts Demographic Diversity Food Personalization (Diet by DNA) Products, service and business in agricultural processed food and related industry that matches the needs of modern consumers. Embracing Urbanization Urban Food Technological Science & Technology Rise of Aesthetic Food Technology Driver Megatrends Economic Economic Dynamics Emergence of Food Cultural Economy Environmental Environmental and Safety Concern First Mile Crisis Political Changes in Political Conditions Food War Urban Harvesting Edible Culture Food for Disaster Food Defense Medicinal Food Innovative Food Delivery Robot Chef & Food Printing Modern Heirloom Food Recovery Food Insured Infinite Food Meat Analogue Food Creator and Economist Raw Food Extreme Food Mile Food Creation & Community Space Digital Foodscape Zero-waste Eating 2
Megatrend 1: Demographic Diversity Driver: Social (Demographic, Social and Culture Shifts) Megatrend I: Demographic Diversity Demographic Diversity, in terms of a rapid increase in population, aging society and a rapid change in consumption value, stimulates new mega trends in food industry to solve the problems and meet the consumer s needs. 1. Novel Food T1. Food Personalization New healthy food that is produced with innovation technology Examples: Health Food / Functional Food / Well-being Food / Silver Food / Super Food 2. Free-From Food Food that has been designed to exclude ingredient(s) to which some consumers can have an allergic or intolerance Example: Lactose-free Milk/ Gluten-free bread Personalized food for a particular group Example: Diet by DNA, diet food for weight control group T2. Medicinal Food Food is medicine diet that helps prevent and treat diseases naturally. Medicinal food is produced and cooked with proven safety recipe and formula. Example: Medicinal food that reduces the risk of NCDs 3
Megatrend 2: Embracing Urbanization Driver: Social (Demographic, Social and Culture Shifts) Megatrend II: Embracing Urbanization Rapid Urbanization, 54% of world s population is now urban population with 72% projection in 2050. This leads to challenges to develop food to fit with urban lifestyle, where people live a hasty, multitasking life in the smaller family with diverse modes of transportation and dwellings. 1. Fast & Convenience Foods) Food that is commercially prepared, easily consumed and preserved Example: Ready-to-Eat/ Ready-to-Cook food T3. Urban Food Example: Premium Food / Fashion Food / Food Nostalgia / Table for One / Fresh Home-Cooked T4. Innovative Food Delivery Example: Drone Delivery 2. Street Food: Food Grocery / Food Truck T5. Infinite Food Source of various and delicious readyto-eat food with cheaper price. Street food is informal and can be found everywhere. 3. Food Open Space Food that is developed to have some characteristic to match with urban lifestyle & needs New way of food delivery with technology and innovation Food that is easy to buy anywhere and anytime with fresh ingredients and interesting food presentation Example: Pop-up Restaurant, Food from Advanced Vending Machine T6. Food Creation & Community Space Space for food activity Space for creating community food Example: Café / Coffee Shop / Culinary School 4
Megatrend 3: Rise of Aesthetic Food Technology Driver: Technological (Science & Technology) Megatrend III: Rise of Aesthetic Food Technology An advance in technology, e.g. Disruptive Technology displaces an established technology and shakes up the industry or a groundbreaking product that creates a completely new industry. This leads to a change in food industry: new food creation or better food products 1. Plant Factory T7. Urban Harvesting Food processing in factory by combining raw materials from many areas 2. Molecular Gastronomy Applying the physical and chemical transformations of ingredients in cooking Example: Molecular Cooking and Sous-vide Technology (vacuum-sealed food in a plastic pouch and then placed in a water bath or steam) Harvesting the food in a limited area in a city. There is no need to source raw materials from other places. Example: Urban Farm T8. Robot Chef & Food Printing Using robot chef or food printing machine to cook meals instead of human or existing technology Example: Robotic Chef and 3D Printing+ 3. Plant-Based Protein T9. Meat Analogue Using Plant-Based Protein as the main ingredient instead of animal protein Meat substitute developed from biotechnology Example: Cultured Meat, Protein Insect & Algae 4. Food Searching T10. Digital Foodscape Searching for food, food information and country of origin labeling through online media Quick access to accurate food information with digital technology Example: Artificial Intelligence (AI), Big Data, Internet of Things (IoT) 5
Megatrend 4: Emergence of Food Cultural Economy Driver: Economic (Economic Dynamics) Megatrend IV: Emergence of Food Cultural Economy Effects of Globalization on Economic dynamics. An impact from one country affects other countries around the world. Changes on consumer behavior in both economic and cultural aspects lead to new food business and service that match with consumer s needs 1. Digitization of Food Service An economic driver on food service through digital technology. Example: New Biz Model for Food Service: Virtual Restaurants, Modern Food Service Experience, Fast-Casual, Innovative Mobile Catering, Digital Food Truck / New Biz Model for Retail & Wholesale: S-Mart, Virtual Shopping, Digital Store 2. Authentic Food Journey During the journey, experience authentic local food that is cooked in the traditional way Example: Food Tourism, Gastronomic City and Food Challenge 3. Millionaire Chef Signature dishes from Celebrity Chef Example: Celebrity Chef and Chef s Table series T11. Edible Culture A cultural driver of food through local tradition and custom Example: National dishes that reflect originality and national tradition T12. Modern Heirloom Create value-added unique local food with innovation, adjusting to consumer trends in each era T13. Food Creator and Economist Food Creator and Economist create economic value of food with easily accessible by consumers. 6
Megatrend 5: First Mile Crisis Driver: Environmental (Environmental and Safety Concern) Megatrend V: First Mile Crisis Global climate change and natural disasters have an inevitable impact on food system. It is time for both producers and consumers to take part in environmental protection and food waste reduction. 1.Emergency Food Processed Food with high calorie and longlasting preserved feature in a room temperature for an emergency situation T14. Food for Disaster 2. Value added with By-product T15. Food Recovery Creating value-added to by-product (a secondary product derived from a manufacturing process or chemical reaction) or using Sous-vide technology Processed food for disaster is fresh delicious, has nutritional value, easily consumed and transported, long-lasting preserved feature in a room temperature. Food Recovery is to divert waste food according to food Recovery Hierarchy: 1) Source Reduction 2) Feed People 3) Feed Animals 4) Industrial Uses 5) Composting 3. Natural & Organic Foods T16. Raw Food Natural foods that are minimally processed and do not contain any food additives. Organic foods rely on organic farming. These foods are produced through sustainable agricultural system in environmental, social and economic aspects. Eating simply processed or uncooked foods to get natural nutritional values and taste 4. Alternative Food Alternative Food helps conserve the environment. Example: Vegetarian and Vegan Food Eating meat harms the environment. T17. Zero-waste Eating Zero-waste eating is eco-friendly. 7
8 Megatrend 6: Food War Driver: Political (Changes in Political Conditions) Megatrend VI: Food War Currently, each country has to face with many issues: political shift, insecurity, terrorist attacks, Non-Tariff Measures (NTMs) to International Trade, Quality Measure, animal health and welfare. Food Management is a key measure to cope with this situation by ensuring good quality of life to consumers with secure and sustainable food supply. 1. 1. Food Safety T18. Food Defense Food that is free-from intentional and unintentional contamination. 2. Food Security T19. Food Insured An access to sufficient food supply for domestic consumption 3. Ethical Food Food that is produced in an ethical way Example: Ethical food products or products from good animal health & welfare A measure to protect food from acts of intentional adulteration To insure sufficient food supply and manage food with equilibrium and stability (Secure Food Supply) T20. Extreme Food Mile A strategic measure to create competitiveness and reduce international trade barriers
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