TARGET GREYING POPULATION, EXPORTERS TOLD

       The National Food Institute yesterday urged manufacturers to focus on creating food products for the older generation, soon to become the biggest consumer group in the world.Europe, Japan and the Middle East are still major food importing markets while demand is increasing from emerging markets including Russia and Africa.
       NFI director Yuthasak Supasorn told a seminar on value creation and the Thai food industry yesterday that Thailand has great potential, with abundant fruit and vegetables, to produce food for older people. The elderly society is expanding particularly in Japan and the European Union.
       Europe is the largest food importer and has high purchasing power. However, the region is greying, so food exporters should send over healthy foods, vegetables and fruit.
       The institute's study also showed that Japan is becoming a mature society, with one-fourth of its population aged over 60.
       Thai food exports to those five target markets include fruit juice, herbal tea, alcohol products made from tropical fruit, products from bees, snacks, processed seafood, ready-to-eat chicken, fruit snacks, sauces, and other ready-to-eat foods.
       Russia is an interesting market as it relies on food imports. The global financial crisis has shaken Russia's economy, prompting its people to care more about product prices.
       Russia has a cold climate, so potential food products for this market are ingredients made from rice, followed by energy drinks, canned fruit and tropical fruit.
       South Africa is a gateway to Africa. The country has high purchasing power. The African market prefers spicy and frozen foods. Thai exotic sauces have high potential.
       In the Middle East, Thailand already provides food products to the United Arab Emirates and Iran.
       Yuthasak said the global economic crisis, rising health consciousness and an ageing society have changed consumer behaviour. Thailand as a food exporting country should take note of the trends in market demand.
       Thailand's total food exports had averaged Bt700 billion per year. The government has revised its forecast for food exports from a fall of 15-20 per cent to 8 per cent after assessing the environment in the first nine months.
       It projects the country's total food exports reaching only Bt722 billion this year compared with Bt778 billion last year.
       However, food exports next year are expected to improve to Bt750 billion, of which 50 per cent will be raw materials, so the Bank of Thailand should keep the baht at Bt36-Bt37 against the greenback, he added.