NSTDA expands FoodSERP to unlock wellness and pet market growth

The National Science and Technology Development Agency (NSTDA) is expanding its FoodSERP platform with three new services aimed at helping Thai SMEs develop higher-value products for the fast-growing wellness and pet markets.

The move comes as shifting consumer behaviour is opening new opportunities in preventive healthcare, healthy longevity, personalised nutrition and the expanding pet economy. NSTDA estimates the value of Thailand’s wellness economy at around 1.5 trillion baht, while the pet market is worth approximately 100 billion baht.

The agency sees research-driven product development as a key pathway for Thai businesses to transform ideas into commercially viable innovations that meet evolving consumer demand and remain competitive in global markets.

The three services are being introduced under FoodSERP, or the Service Platform for Food and Functional Ingredients, which supports businesses from early-stage research and product development through to preparation for commercial production and market launch.

Three new services target emerging markets

The expanded FoodSERP offering comprises PxSERP, which focuses on precision nutrition and metabolomics; FlavorSERP, which uses science and technology to develop distinctive aromas and flavours; and PetSERP, which supports the development of high-standard products for pets.

Together, the services fall under the theme “Wellness for All: Better Living for People and Pets”, reflecting NSTDA’s push to increase the value of Thailand’s food and health industries while responding to global demand for preventive healthcare and healthy longevity.

The initiative is also intended to strengthen Thailand’s transition towards an innovation-driven economy by using science and technology to turn research into commercially competitive products.

FoodSERP will continue to operate as a one-stop service for Thai SMEs. NSTDA reported that the platform has so far helped more than 1,000 Thai entrepreneurs expand their capabilities, while innovative products supported by the programme have reached more than two million consumers nationwide.

The agency estimates that FoodSERP has generated a combined economic impact of about 8.9 billion baht, demonstrating how research conducted in laboratories can be translated into tangible business value.

Food and biotechnology seen as drivers of healthier living

Prof Piyamitr Sritara, chair of the executive board of the National Centre for Genetic Engineering and Biotechnology (BIOTEC) and president of Mahidol University, highlighted growing consumer interest in living longer while remaining healthy, noting that wellness therefore has an increasingly important role in quality of life, with food as one of its central components.

FoodSERP brings deep science and deep technology into food development to improve product quality, promote healthier living and meet the needs of the food industry.

Piyamitr pointed to PxSERP as an example. The platform will support precision nutrition by examining how food can be selected to suit individual needs, including the role of bacteria and probiotics in human health.

Thailand currently imports substantial amounts of probiotics from markets including Taiwan, Australia and the United States.

“Developing locally researched probiotic strains and encouraging Thai food manufacturers to use them could reduce imports while increasing the value of domestically produced food,” he noted.

FlavorSERP, meanwhile, responds to the importance of aroma and taste in determining how consumers experience food. Biotechnology and related technologies can be applied to develop and refine flavour profiles, helping producers create more distinctive products and raise their commercial value.

The third service, PetSERP, reflects demographic and social changes including Thailand’s ageing population, lower birth rate and the growing tendency for people to treat pets as members of the family.

Biotechnology can be applied not only to pet food but also to a wider range of animal products. Piyamitr cited cat litter as an example, noting that agricultural by-products such as sugarcane bagasse or corn cobs could potentially be turned into locally made products.

Such development could help reduce reliance on imported pet products while creating additional uses for agricultural materials and supporting a circular economy.

Higher-value food could support Thailand’s economic growth

Piyamitr also linked food innovation with Thailand’s wider economic performance. The National Economic and Social Development Council earlier reported that Thailand’s economy expanded by 1.9% year on year in the second quarter of 2026, slowing from growth of 2.8% in the first quarter.

“Thailand is an important food source for the world. If we can increase the value of our food and expand exports, that can help drive the country’s GDP growth,” he noted.

He added that applying biotechnology to food and pet-related products could generate substantial additional economic value while strengthening the wider Thai economy.

Personalised health reshapes consumer demand

Asst Prof Dr Chaowaree Adthalungrong, Executive Director of BIOTEC, noted that consumer behaviour in the digital era is changing rapidly, with consumers paying greater attention to deeper aspects of health, holistic wellbeing and products tailored to individual needs.

At the same time, concepts such as healthy longevity and quality of life increasingly extend beyond human health to pets, which are now regarded as important members of many families.

BIOTEC can support entrepreneurs and SMEs through its expertise in technology and innovation, drawing not only on biotechnology researchers but also on specialists from other national research centres and partner organisations.

Chaowaree stressed that cooperation among researchers and partners from all sectors, including the private sector, industry, academic institutions, hospitals, trade associations and relevant agencies, would be crucial to turning the three new services into commercially meaningful results.

“Such collaboration can move research knowledge and technology into practical use, support Thai businesses in developing innovative production methods and distinctive products, increase added value and competitiveness, and help products reach international standards,” she said.

FoodSERP aims for industry-wide impact

Dr Kobkul Laoteng, FoodSERP director and Deputy Executive Director of BIOTEC, described the practical use of knowledge as central to the platform’s mission. The aim is to bring together research, technology, innovation and business as a mechanism for driving an innovation-driven economy and increasing the value of Thai industries.

Rather than measuring success solely at the organisational level, FoodSERP is targeting broader outcomes for industry, including economic development, human health and environmental wellbeing.

The platform will also encourage businesses to make greater use of local and agricultural raw materials to develop differentiated products through science and innovation.

Kobkul emphasised that support should not be limited to larger businesses, with FoodSERP also seeking to give smaller entrepreneurs access to research and technology that can help them develop products and compete more effectively.

By connecting laboratory expertise with commercial needs, NSTDA aims to use FoodSERP and its expanded services to strengthen Thailand’s food, wellness and pet industries while creating sustainable economic value and improving their ability to compete internationally.