| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 101 === 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, functional food is starting consumer attraction 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’ market supply and (2) to determine consumers’ motivation, attitudes towards functional foods which open a market opportunity for functional food in Thailand. This study surveys were showed from 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 represented there is 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, Both of Local Food companies and Multinational Food companies could develop their product development in order to response consumer need and expand the functional food market.
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