Page 80 - FoodFocusThailand No.238 January-February 2026

GUT HUB Probiotics for gut health remain highly popular,
but the trend is evolving beyond digestive support alone.
Increasing scientific evidence highlights the role of the
“gut axis”, which describes communication pathways between
the gut microbiome and other organs throughout the body.
As a result, probiotics are now positioned to support a
broader range of health outcomes, including:
• Gut–Skin Axis for skin health support
• Gut–Liver Axis to support liver function
• Gut–Lung Axis to enhance respiratory health
This evolution reflects a shift in perception: probiotics are no
longer seen merely as digestive aids but as a core component
of functional foods and beverages targeting systemic, whole-
This behavioral shift signals a critical transformation: body health.
functional foods and beverages are no longer viewed as SUGAR REDUCTION —including zero-sugar formulations—is
optional products but are increasingly becoming integral
components of health-oriented lifestyles among modern Thai one of the fastest-growing trends, driven by emerging research
and increased education from health professionals via online
consumers.
platforms about the negative effects of excessive sugar
7 Key Functional F&B Trends for 2026 consumption. As a result, consumers are becoming more
health-conscious and increasingly scrutinize nutrition labels
PERSONALIZED & TARGETED NUTRITION The market is before making purchasing decisions. Food and beverage
rapidly shifting away from broad “general wellness” messaging brands should therefore prioritize sugar reduction in their
toward highly personalized and targeted health solutions. formulations and clearly communicate low-sugar or zero-sugar
Simply labeling a product as “healthy” is no longer sufficient. claims both on nutrition labels and on the front of packaging.
Consumers now expect products to address their specific needs Sugar content has become a critical factor influencing consumer
and life stages clearly. As a result, defining a precise target purchase decisions.
group has become a core principle of product development. CLEAN LABEL By 2026, the concept of clean label will extend
Examples include beverages for seniors that support bone far beyond minimal ingredient lists or organic positioning. It is
density and cognitive function, drinks for children designed evolving toward radical transparency. Consumers increasingly
to promote growth and development, or products for women expect brands to disclose ingredient lists, raw material
focused on skin health and hormonal balance. These examples sources, and even production processes clearly. Transparency-
reflect a transition from “overall health” to precision nutrition driven clean labeling builds long-term trust and credibility.
that is more relevant and meaningful to consumers. It is no longer merely a marketing tactic but a fundamental
PRECISION PROTEIN Protein remains a strong and pillar of brand loyalty and a critical determinant of long-term
enduring trend and is expected to continue growing through success.
2026, as consumers become increasingly aware of the PRICE SENSITIVITY Despite rising health awareness, price
importance of meeting daily protein requirements. From the sensitivity remains a defining characteristic of Thai consumers.
author’s exploration of the protein market—particularly within While functional beverages offer compelling health benefits,
Thailand’s functional beverage segment—it is evident that Thai they often come with higher production costs. Products priced at
manufacturers already perform well in terms of raw material 40–50 THB may face resistance, especially when conventional
selection and formulation when compared with markets in the beverages are typically priced at 15–25 THB. This contrasts
United States and Europe. However, the next phase of this sharply with overseas markets, where consumers are more
trend will move beyond simply “adding more protein” toward willing to pay USD 3–5 (approximately 105–175 THB) for
greater formulation precision. This includes designing products health-oriented products. Consequently, pricing strategy must
tailored to specific target groups, such as protein beverages be considered from the earliest stages of formulation to ensure
for physically active consumers aiming to build muscle, or alignment with consumer purchasing power and long-term
protein formulations for older adults that emphasize absorption market acceptance.
efficiency and muscle mass maintenance. This level of precision These trends clearly indicate that competition in the
will become a key driver of differentiation and added value. functional food and beverage market is entering a new phase.
Brands can no longer rely solely on the addition of functional
NOOTROPICS Represent a rapidly growing global trend ingredients to gain a competitive edge. Success now requires a
across dietary supplements as well as functional foods and holistic product development strategy—one that integrates clear
beverages. Target consumers include students seeking to positioning, targeted formulation, cost and pricing optimization,
enhance learning performance, working professionals who and transparent, science-backed communication. In the long
require sustained cognitive focus and analytical capacity, and run, brands that successfully combine nutritional innovation,
older adults aiming to slow cognitive decline and memory loss. deep consumer insight, and a strong brand strategy will be best
According to market data, the global brain health supplement positioned to achieve sustainable growth and maintain a true
market was valued at approximately USD 18.48 billion in 2024 competitive advantage in the evolving health market.
and is projected to reach USD 73.11 billion by 2034. This growth
highlights the significant potential and market opportunities for
cognitive and brain health products in the near future.
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