EE600 ทำไมโลกคลั่งโปรตีน โอกาสอุตสาหกรรมอาหารไทย 4 พันล้าน

·37 min·3 clips

Why is the world obsessed with protein, and how is Thailand's 4,300 million baht market growing 126% in two years?

The episode opens by questioning whether the world is entering an 'age of proteins' and highlights Thailand's high-protein product market valued at 4,300 million baht, with a 126% growth projection over two years. It examines the historical context, noting that protein started as a niche product for bodybuilders and athletes in the 1980s and 1990s, driven by fitness culture. The trend expanded to general consumers in the early 2000s with diets like Atkins, which emphasized protein for weight control. After 2015, protein became ubiquitous in products like pancakes, burgers, and croissants, exemplified by shops like Protein Pick and Mix in Wales. In Thailand, the COVID-19 pandemic increased health awareness, with 59% of consumers interested in high-protein products for convenience. The episode features case studies: Tofusung, a brand that developed concentrated protein drinks for cancer patients, and Self, a wellness brand that added protein to fruit juices based on customer demand. It identifies three consumer groups driving the market: performance seekers, urban wellness consumers, and weight-conscious individuals. A nutritionist discusses the 'halo effect,' where high-protein labels can mislead consumers about overall healthiness, and advises checking for essential amino acids like leucine. The episode also covers a scandal where a protein product was found to have only 8.59% protein and 79.5% carbohydrates. Technological challenges are addressed, such as making high-protein drinks less sticky, with insights from Dr. Kanitha Thananavong on ingredient development. Thailand's competitive advantages are highlighted, including producing protein at one-fourth the cost of American brands and superior taste due to Thai palates. Future trends include a shift toward natural protein sources, combined nutrients like fiber and vitamins, and the importance of credibility and lab testing for consumer trust. The episode concludes by emphasizing that protein is becoming a long-term dietary staple rather than a passing fad.

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