Page 45 - FoodFocusThailand No.239 March 2026

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satisfaction in terms of raw materials. However, increasing should emphasize health benefits alongside familiar taste,
the proportion of plant protein beyond this level may lead rather than focusing exclusively on sustainability messaging.
to the development of a “musty flavor,” which is a key factor Taste and familiarity are primary drivers of repeat purchase
contributing to immediate product rejection. in the mass market, making them more effective positioning
In nutritional dimensions, hybrid meat has the potential strategies for hybrid meat products.
to elevate overall food quality. It can significantly improve the
Nutri-Score of processed meat products from levels “D” or “E” Thailand’s Hybrid Meat Industry:
to level “C”. Nutri-Score is a front-of-pack labeling system that Toward a Sustainable Protein Future
classifies food quality from A to E by considering nutrients that Thailand is accelerating the development of its alternative
should be limited, alongside beneficial components such as protein industry under the Bio-Circular-Green Economy
fiber, protein, and the proportion of plant-based ingredients. (BCG) model, with a focus on advancing high-potential local
This system helps consumers quickly assess nutritional value resources such as duckweed and split gill mushrooms into
and encourages manufacturers to develop more balanced strategic protein sources capable of generating economic
food formulations. value while strengthening national food security. This direction
Blending plant protein at proportions of approximately reflects a transition from being primarily a raw material
30–50% can help reduce saturated fat and total energy intake producer to becoming a hub for food innovation that utilizes
while simultaneously increasing fiber and bioactive compound biological resources more efficiently. On the regulatory front,
content, thereby positively impacting consumer health. Thai authorities have begun implementing stricter labeling
Additionally, recent research indicates that the application of frameworks during 2024–2025 to prevent consumer confusion,
high-frequency sound waves (ultrasound) during processing emphasizing transparency in product naming and imagery,
can increase the digestibility of hybrid proteins by up to 30%. as well as the clear declaration of plant-based ingredients.
The phenomenon of acoustic cavitation generated by these These measures not only enhance consumer protection but
sound waves promotes protein unfolding and increases also contribute to establishing credibility and standardization
surface area, allowing digestive enzymes to more effectively for emerging protein products in the marketplace.
access peptide bond sites, reflecting a new approach to
enhancing the functional quality of products.

ภาพที่่� 1 ปััจจัยที่่�มี่ผลต่่อการสร้างเครือข่่ายไฮบริดโปัรต่่นและการเกิดเจล
Figure 1 Factors Influencing Hybrid Protein Network Formation and Gelation Characteristics
ที่่�มา / Source: Zhang et al. (2025)

Consumer Acceptance of Hybrid Meat Looking ahead to 2030, hybrid meat is expected to move
Consumer acceptance of hybrid meat is not determined solely beyond its status as an “alternative product” to become a
by product quality; it is also significantly shaped by cultural “mainstream protein,” supported by advanced production
context and consumer attitudes across regions. In Europe, technologies such as the co-extrusion of plant and animal
many consumers experience what is known as the “meat proteins and the integration of cultured meat to create products
paradox”—despite high levels of concern about environmental that retain the sensory qualities of conventional meat while
sustainability and animal welfare, their motivation to change becoming more affordable. Such innovations may serve as key
consumption behavior remains relatively low. This reluctance drivers in positioning Thailand as a global food innovation hub
is partly driven by the perception that hybrid meat is overly while supporting a more sustainable food system over the long
processed, which reduces consumers’ willingness to try the term. Nevertheless, the success of hybrid meat will depend
product or adopt it as a regular dietary choice. In contrast, on the industry’s ability to balance sensory quality, nutritional
several Asian countries, including Thailand and China, have value, affordability, and consumer trust—factors that will remain
long-standing culinary traditions that combine proteins from critical challenges throughout the decade ahead.
multiple sources. Dishes that integrate meat with legumes,
vegetables, or plant-based ingredients are common, fostering
greater openness toward hybrid meat concepts. From a
strategic perspective, marketing communication plays a critical More Information Service Info C005
role in product success. Research suggests that producers
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