1. 2 9- 30 25 55 1 HEALTH FOODS: Market Report & Business Opportunity Source: Mintel, NFI

2. Global Market Outlook 30 25 55 1 (Health Foods) 627.5 2553 772 2558 2 9-(Euromonitor, 2011) 3. 2 9- 30 25 55 1 Functional Food & Beverage Value by Region in 2010 4. 30 25 55 1 Health Foods 1. Naturally Healthy 2. Fortified/Functional 3. Better for You 4. Organic 5. Food Intolerance 2 9- 5. 2 9- 30 25 55 1 6. 30 25 55 1 1. (Naturally Healthy Food) 30 2 9- 7. 30 25 55 1 2. (Fortified/Functional Food) 25 2 9- 8. 30 25 55 1 3. (Better-For-You Food) 25 2 9- (reduced-fat) (whole-grain) (high-fiber) (sugar-free) (Portion-controlled products) 9. (Organic Food) 30 25 55 1 4. 33 2 9- (Organic) 10. 30 25 55 1 (Intolerance Food) 5. 57 2 9- (Gluten-free) (Lactose-free) (Diabetic foods) 11. 2 9- 30 25 55 1 Thai Health Food & Beverage Market 12. Products Bearing Nutritional Claims - Thailand Functional - Other Functional - Immune System Functional - Beauty Benefits Functional - Digestive Functional - Bone Health Functional - Brain & Nervous System Functional - Cardiovascular Organic All Natural Diabetic Added Fiber Added Calcium Low /No/Reduced Calorie Low /No/Reduced Sodium Low /No/Reduced Allergen Low /No/Reduced Transfat Vitamin/Mineral Fortified Low /No/Reduced Sugar Low /No/Reduced Cholesterol Low /No/Reduced FatFunctional - Other Functional - Immune System Functional - Beauty Benefits Functional - Digestive Functional - Bone Health Functional - Brain & Nervous System Functional - Cardiovascular Organic All Natural Diabetic Added Fiber Added Calcium Low/No/Reduced Calorie Low/No/Reduced Sodium Low/No/Reduced Allergen Low/No/Reduced Transfat Vitamin/Mineral Fortified Low/No/Reduced Sugar Low/No/Reduced Cholesterol Low/No/Reduced Fat2 0 0 4 30 25 55 1 Food 09 2 0 0 910 20 30 40 50 60 70 80 90 100 110 120 130 1400 2 9-Drink 09010Food 04 Drink 042030405060 13. 2 9-Before 2000 30 25 55 1 Thai Health Food & Beverage Market 14. Diabetes 30 25 55 1 2002 2 9-2001Thai Health Food & Beverage MarketPumpkin seed 15. 2003 . 30 25 55 1 Thai Health Food & Beverage Market Young rice w ginkgoMochaccino Beverage Low fat/ cholesterol. contains calcium & iron.crackers contain natural carotene and vitamin E.grapefruit flavoured drink, contains l-carnitine 2 9-White Malt Drink, high calcium, iron, folic acid, vitamins E & C, low fat & no cholesterol.2004Qoo - Pinku Berry Juice, rich in vitamins C, B2, B6, B12 and calciumHi-Low Green tea flavoured milkFresh corn milk drinkFish snackRice snack 16. 2008 30 25 55 1 Thai Health Food & Beverage Market Pomegranate and Red Grape JuiceSkinn FitGrapefruit Flavoured DrinkRed Bean Flavoured Green Pea ChipsMangosteen Juice with honeySmarti Shot Healthy Drink2009Baked Sauce Soy Peptide Seaweed Strips drinkForemost Calcimex UHT Low Fat MilkRichesse YogurtInstant CoffeeTipco Nature Up 2 9-Original Cereal DrinkMoroheiya Vegetable Noodles 17. 2 9- 30 25 55 1 Products Bearing Nutritional Claims Thailand 2011 18. 2 9- 30 25 55 1 The Categories of Low/No/Reduced Food Product 2011 19. 2 9- 30 25 55 1 The Categories of Functional Food & Beverage Product 2011 20. (1) 30 25 55 1 (Halal Food, Kosher Food)(2) (Healthy Snack)(3) (Tea Beverages) (4) 2 9-(Mediterranean Foods) 3 21. 30 25 55 1 28 2 9- 22. 30 25 55 1 2 9- 23. 2 9- 30 25 55 1 23 24. Innovation Insight in Dairy Product Success 30 25 55 1 Activia Fat-free Strawberry Yogurt Danone, USA Selling Digestive Health to the US marketIn 2006, Dannon (or Danone in Europe) launched its probioticyogurt brand Activia throughout the U.S. According toDannon, Activia was the first and only probiotic yogurtclinically proven to regulate the digestive system in two weekswhen eaten daily as part of a balanced diet.The Activiamessage, supported by clinical studies and an information website, was a success with consumers they grasped the concept and benefits of good digestive health.Since 2006, the Activia brand has expanded to include a range of lighter, low calorie and fat-free yogurts. The strawberry variant has performed best, selling on average around 140,000 units per week. The average yogurt in the US sells only around 40,000 units per week, making Light Strawberry Activia one of the best selling yogurts in that market. Activia has also performed well in France and other European markets.The Activia brand is a good example of targeting a specific health problem with an easy to understand message to the consumer. Supporting the health message with scientific research helped to strengthen the products claims. Offering a lower calorie and fat variety, in a traditional strawberry flavour clearly ticked all the right boxes with US consumers.Average Weekly Units Sold 2 9-Benchmark Spoonable Yogurt USA40,119Activia Fat Free Strawberry Yogurt (4 pack)137,911Total Units Sold (over 96 weeks)13,239,400 25. Lifestyle 30 25 55 1 Market is segmented Medical conditionsToday :Sports Functional foods foodsDisease specific foodsEnergy drinks Low fat foodsLifestageMeal replacements 2 9Weaning foodsInfant milksFood for toddlersNutrition barsLifestyleRecovery foodsGluten-free foodsLow calorie mealsTomorrow:Clinical nutrition productsGeriatric foodsMedical conditions LifestageMeals for children 26. Innovation Insight in Cold Beverages New ProductsHibiscus JuiceHerbal DrinksHibiscus Tea (USA) A blend of pomegranate juice and hibiscus tea 30 25 55 1 DarkHibiscus Juice (Egypt) 100% pure hibiscus juiceCardamon Drink (France) Contains verbena and cardamon herbal teaNexcite (USA) An endurance drink with daminana & schizandraDevelopments in RTD Coffee and TeaNescafe (Germany) In new cups that resemble macchiato glassesRainforest Coffee (Japan) Made with 51% rainforest alliance beansOxfam Tea (Belgium) An ice tea made with organic, fairtrade teaGreen Tea (USA) Made with ginseng and honey and can be heatedCoffee or Energy Drink? 2 9-New Energy DrinksHemaviton (Indonesia) An energy drink with royal jellyTonifying Drink (France) Provides energy using plant extracts, not caffeineEnergy Drink (USA) Flavoured coffee drink with guarana & ginsengUpbeat (Japan) A strong sugarless coffee with guarana 27. Innovation Insight in Cold Beverages New ProductsWinter EditionsSpicy Vegetable JuicesWinter Smoothie (UK) A winter smoothie with lemon, honey & gingerFunctional & FortifiedProbiotic Water (USA) Probiotic powder is dispersed from the capDrinks for Relaxation 30 25 55 1 DarkGluhwein Juice (South Africa) Juice with nutmeg, cloves & cinnamonSmoothie Shots (Indonesia) Creamy juice shots with plant sterolsTomato Cocktail (South Africa) Tomato juice with Worcester sauce for spiceDHA (Japan) An energy drink with DHA for brain functionPepper Juice (Japan) A blend of bell peppers and spicesVita Power (Vietnam) With vitamin C to support collagen growth 2 9-For Weight and BeautyRelax Drink (Japan) Made with theanine for mental relaxationRey Drink (Austria) Highly fortified fruit drink to relieve stressLean & Light (Phillipines) Contains L-carnitine & Q10Squeeze Juice (Thailand) Made with collagen, pine bark and calcium 28. Innovation Insight Cold Beverages Interesting Products 30 25 55 1 Good Luck for Examinations Juice Kagome, Japan Just for StudentsJanuary and February are the coldest months and also peak entrance exam season. This is also the peak sales season for cold medicine and slowest sales season for fresh vegetables. In light of these trends, Kagome has developed a new vegetable juice that uses 120g or more green and yellow vegetables, with fruit juice added to offer an adequate amount of glucose as a necessary nutrient for promoting brain function. In addition, bananas and apples were used to create a stomach-satisfying drink. The main target customers are students preparing for exams and their families.Sexual Endurance TeaAphrodisiac Tea Prosana Distribuidores, Mexico 2 9-Honey Land Elixxxir T Afrodisiaco (Aphrodisiac Tea) has an oriental formula that is said to be a natural origin beverage. It is claimed to stimulate the blood flow of the masculine organs to the maximum and support the production of hormones naturally to intensify sexual pleasure. 29. Innovation Insight in Snacks New Products Less than 100 CaloriesWholegrain and MultigrainYoghurt Bars (Austria) Made with wholegrains and has only 94kcal per bar. 30 25 55 1 DarkCereal Snacks (Spain) Chocolate cereal mini snacks with less than 99 calories per packMultigrain Tortilla Chips (Canada) Made with whole and buck wheat floursMultigrain Cheese Puffs (USA) Baked cheese snacks made with wholegrain corn mealReduced SodiumLess FatBaked Lays (USA) These baked chips contain 65% less fat than regular chipsVegetable Crisps (USA) Reformulated with 40% less salt and zero transSpinach Artichoke Tortillas (USA) Made with vegetables & olive oilLow Sodium Chips (Taiwan) Plain potato chips made with a low sodium saltFunctional Claims 2 9-Vegetable Content in ChipsCheeseups (Germany) Low fat, based snacks with 58% edam cheeseLentil Pea Chips (Canada) Made with Soy Potato Snacks (UK) These real lentils blended with rice & corn flour snacks are said to help reduce cholesterolAsparagus Rice Snacks (Phillippines) Contains TEAVIGO green tea extract to help burn fat 30. Innovation Insight in Ready Meals New Products Low Calories and FatReduced SaltSpaghetti (Phillipines) This traditional meal now contains 35% les sodium 30 25 55 1 DarkMeat Ravioli (USA) Pasta meal with 55% less salt than the leading USA brandChicken Stirfry (Canada) Contains only 190 calories and 3 gms fat per packSeafood Pasta Bake (UK) Prawn and salmon pasta with only 3% fatOrganic MealsDiet SuitabilityPasta Meal (N.Z.) A gluten-free meal free from wheat, dairy and eggSteam-cooked MealsVegetable Curry (UK) A spicy curry free from milk, wheat and glutenOrganic Paella (Spain) A bioorganic paella, free from meatShitake Lavender Risotto (Germany) Certified organic risotto with real lavender heads 2 9-Kids MealsHoney Shrimp (USA) Cooks in a paper steam bag for in the microwaveOrange Chicken (USA) The meat and vegetables come in a unique steamer basketFunky Fish (Saudi Arabia) Multigrain fish-shaped pasta with added omega-3Tortellini Marinara (USA) Organic pasta high in vitamin A and omega-3 31. Innovation Insight in Dairy Yoghurt ProductsFeeling FullPro Advantage Yoghurt (Canada ) Pro Advantage yoghurt contains probiotics and prebiotic fibre and is a good source of calcium, and vitamin D.Heart HealthBio Fibras Yoghurt (Brazil ) A prune and fibre yoghurt that is enriched with lactobacillus which, together with the fiber, help to balance the intestinal system.Satiety Smoothie (USA) Contains fibre and is only 90 calories per bottle. Comes in a caf latte flavour.Shape Yoghurt (UK) With added fibre and proteins for lasting satisfaction.Weight and BeautyOmega Probiotic Yoghurt (Ireland ) Contains marine algae yoghurt and probiotics, and made in the churn for a creamier taste.Benecol Yoghurt (Finland) Contains plant sterols for a healthy heart, and is low in fat and lactose.Naturlinea Yoghurt (Spain) Formulated with clinically proven Tonalin to help reduce body fat.Vitalat (Brazil) Liquid yoghurt made with collagen and vitamins A and E for skin health and beauty.New Flavours 2 9-Superfoods for Immunity 30 25 55 1 DigestiveYo Plus+ Yoghurt (USA ) Yo-Plus Yogurt supports a healthy immune system with antioxidants and vitamins A and E.Acai & Pomegranate Yoghurt (Canada) A low fat antioxidant yoghurt with acai, blueberries and blackberries. Claims to help renew, revive and regenerate.Rose Lassi (Switzerland) A drinking yoghurt with extract of rose petals for a delicate aroma and flavour.Spicy Yoghurt (Portugal) Made with coconut, lime and chilli for a refreshing yet spicy drink. 32. 30 25 55 1 Thank You for Your Attention 2 9-Napawan Songprasertkul Food Industry Network Co., Ltd. email:napawan@foodindustrythailand.com mobile: 081 648 8591