Page 26 - Meat & Poultry Edition 2026_No.87

In a study by Bina et al., GLP-1 users were more willing Designing Meat Products to Achieve
to pay (WTP) for higher-protein products than non-users. “More Value per Bite”
Across both groups, the analysis found a positive association The “More Value per Bite” concept can be used to design
between GLP-1 use and overall WTP for protein products, appropriately sized meat and poultry products that are high in protein
particularly those containing animal protein (Figure 1). This and nutrients. This aligns with the concepts outlined by Bina et al. ,
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finding is notable for the food industry because it suggests who highlighted similar product opportunities, as follows:
that when less food is consumed, nutritional value per serving • Added Protein in Appropriate Sizes: Product developers
may become more important, creating opportunities to develop can enhance nutritional value by designing high-protein foods
novel protein products that meet consumers’ demand for in appropriately sized portions to facilitate consumption, such as
quality, nutritional value, and consumption convenience . meat bites, mini patties, or meat-based protein snacks. Recent
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research developed beef snacks containing 34.45–41.60% protein,
Why Is Protein Quality Important? demonstrating the potential of animal meat ingredients for high-
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The amount of protein may no longer be the only factor to protein products beyond main meals . Meanwhile, single portions
consider, as foods may contain different protein qualities, or products designed for multiple servings can help consumers
which are characterized by proteins’ ability to provide, break better control how much they eat. Nevertheless, products should
down, and functionally utilize essential amino acids in the still retain desirable flavor and texture, as relying solely on high
human body . Therefore, foods providing similar amounts protein content may not be sufficient if the products themselves do
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of protein can yield different levels of amino acids that the not provide an appealing consumption experience.
body can use. • From High Protein to Well-rounded Nutritional Value:
During weight loss, the human body not only loses fat The “More Value per Bite” concept aims not only to maximize
but also muscle mass, which can be retained by consuming protein content but also to adjust formulations to reduce the levels
sufficient protein and engaging in resistance training . of components that may need to be controlled, such as fat or
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Alternatively, individuals who eat less can choose foods sodium. For example, mortadella sausages can be produced using
with moderate amounts of high-quality protein, such as fish, hydrolyzed collagen as a fat replacer and potassium chloride as a
lean poultry, dairy products, and soy- or plant-based protein sodium chloride replacer. This formulation can reduce fat content
products . while increasing protein content. However, formulation adjustments
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must consider nutritional value alongside flavor, texture, and
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Opportunities for the Meat and Poultry Industry shelf life .
Rich in vitamin B2, iron, and zinc , animal meat is a source of
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high-quality protein that provides a comprehensive range of Added Value in Every Bite:
easily digestible amino acids. For poultry, especially chicken, Unlocking the Potential of Local Thai Poultry
skinless meat provides more protein relative to fat . Research In Thailand, in addition to commercial poultry, local Thai poultry
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on GLP-1 users revealed a positive association between is another important protein source with potential for development
willingness to pay and products containing animal-based into value-added products. Research has shown that local Thai
proteins such as beef, pork, chicken, and shrimp. Chicken poultry is characterized by distinctive fat content, essential amino
breast, in particular, showed a statistically significant difference acid profiles, and bioactive compounds. In particular, it contains
in WTP . These data reflect opportunities for the meat and higher levels of anserine and carnosine than commercial poultry
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poultry industry in the protein market, which do not revolve meat, with anserine being a bioactive compound naturally abundant
solely around increasing protein content but also around in avian meat .
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integrating high-quality protein sources to enhance nutritional Furthermore, local Thai poultry has a different essential amino
value per serving. This raises an important question: how acid profile from commercial poultry, particularly in its glutamic
should modern food products be designed to achieve “lesser acid content, which is associated with umami flavor . Although
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amount but higher nutritional value,” a pivotal concept that local Thai poultry grows more slowly and requires a longer rearing
can shift the industry from a quantity-focused approach to a period than commercial counterparts 9,10 , its strength lies not in
value-focused one and better address consumers’ demands. quantitative advantages but in its ability to differentiate itself through
value-adding uniqueness, particularly in nutritional value and
distinctive flavor profiles.
These outstanding characteristics can be further used to develop
value-added products in formats and sizes better suited to modern
consumers. This reflects the “More Value per Bite” concept, which
entails not only higher protein content per serving but also higher
value in every bite through the selection of unique raw materials
and thoughtful product design that deliver greater nutritional value
and appealing consumption experiences.

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