April 05, 2018

05/04/2018: Survey suggests Thai Millennials would choose meat raised with phytogenic feed additives

A recent survey commissioned by Delacon revealed Thai consumers are ready to buy meat products raised with phytogenic feed additives

They look closely at product labels, gravitate to products “raised without antibiotics ever,” and are interested to know that phytogenics are used. It appears that knowing phytogenics “leave no harmful residue” would be influential to the majority.

Results of a consumer survey commissioned by Delacon show two-thirds (62 percent) of Thai millennial foodies look very closely at meat product labels and almost all Thai millennials are concerned enough to look closely at the label.

“The survey shows that millennials in Thailand are interested in knowing how their food is produced. The story of phytogenics, or plant-derived ingredients fed to chickens and pigs, would be very attractive for them to consider in their purchasing decision for meat products,” says Preecha Sapkitjakarn, Delacon Country Sales Manager in Thailand.

Phytogenics closely fit the mindset of Thai millennials on food: safe, sustainable, without antibiotics
Phytogenic feed additives are standardised mixtures of herbs, spices, other plants, and their extracts with proven efficacy. To consumers, one could more visually talk about natural ingredients such as cinnamon, thyme, or cayenne pepper. Phytogenics are used for their impact on animal wellness, gut health, and greenhouse gas emissions. The survey found their attributes fit into the belief and purchasing behaviour of the majority of Thai millennials. Millennial foodies look for products that are “raised without antibiotics ever,” “raised in ways that reduce environmental impact,” and “certified organic” when choosing a specific brand of meat.

The survey also looked at product labelling concepts to see which phytogenic claims would be most important to Thai millennials. Overwhelmingly, the strongest claim for a brand of chicken or pork meat was “fed a diet that includes phytogenic ingredients which leave no harmful residue.”

“Delacon phytogenic feed additives are extensively tested to ensure safety in the feed-to-food chain. A product stamp showing meat raised with phytogenics could provide meaningful information that supports consumer purchasing confidence,” shares Gina Medina, Delacon Sales Group Leader Asia.

Nine out of 10 Thai millennial foodies in favour of phytogenics
Nine out of 10 Thai millennial foodies would:
- “choose meat and poultry fed completely natural ingredients, such as phytogenics”: 91 percent foodies, 78 percent overall.
- “feel great about food choices” knowing phytogenics support animal’s digestive health and wellness, as well as reduce environmental impact: 92 percent foodies, 87 percent overall.
- “want to know and choose meat and poultry raised with phytogenics”: 93 percent foodies, 82 percent overall. It is important to them that food choices reflect their value for the environment, animal welfare and natural ingredients.

Moreover, the survey found that phytogenics on the label would make a positive impact on 82 percent of Thai millennial foodies and 71 percent of Thai millennials overall. 

To read the full article visit the Delacon website, HERE.

The Global Miller
This blog is maintained by The Global Miller staff and is supported by the magazine Milling and Grain
which is published by Perendale Publishers Limited.

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