Feasibility Study on the Development of Functional Food Products from Local Crops in Malaysia

Abstract

Consumer choice and preferences are the utmost criteria when selecting which product needs to be formulated. Awareness of healthier choices leads to consumer demand for functional food that consists of nutritional properties and provide beneficial health attributes. Products added with useful ingredients are functional food. Therefore, the aim of this study was to explore and understand the consumption pattern of functional food among Malaysian consumers by conducting a survey. This offers a new basis to understand how Malaysian consumers from various religion and race choose functional foods in this era, especially after the pandemic has ended. A total of 102 respondents participated that consisted of Malaysian adults aged from 18 to late 60s regardless of the household incomes from all over states in Malaysia. This study indicated that 96.9 percent of respondents are knowledgeable about the idea and benefits of functional foods. A total of 23.5% of respondents consumed it every day, and 27% purchased it on a regular basis, usually purchased from supermarkets and hypermarkets. Innovation ideas were given from selected 31 local crops in Malaysia such as juice products, cordials, healthy bars, ice creams, freeze dried snacks, multi-purpose powder etc. According to the results, there is a potential market and buyers for functional foods produced locally. This survey provides a strong suggestion to food industries to start off with functional food products added with local food ingredients.