As consumers embrace increasingly diverse lifestyles, expectations, and daily challenges, “Eat Well” no longer has a single definition. This has become one of the food industry’s key challenges. According to Euromonitor International, consumers worldwide are placing greater importance on Health & Wellness than ever before. Meanwhile, a Mintel survey found that consumers now expect food to deliver not only great taste, but also nutrition, convenience, and value. To meet these evolving needs, Ajinomoto Co. (Thailand) Ltd. continues to promote “Eat Well, Live Well.” by combining deep consumer insights with its “AminoScience” expertise to develop products and solutions that enhance quality of life at every stage.
At The Heartbeat by “AminoScience”, business leaders behind Ajinomoto’s product development shared how every innovation begins—not with “What product should we create?”—but with “What do consumers really need?” For Ajinomoto, “Eat Well” means enjoying nutritious food, while “Live Well” means living well in ways that suit different lifestyles. Built on more than 100 years of amino acid research, “AminoScience” continues to drive innovations that support people throughout every stage of life.
Great Products Must Fit Everyday Life
Mr. Wonnarate Suckeeluk, Nutrition and Well-being Business Division Manager, Ajinomoto Co. (Thailand) Ltd., said consumer attitudes toward health have shifted significantly since the COVID-19 pandemic. Rather than focusing on health only when they become ill, people are now making small, everyday choices to stay healthy. Thailand’s Health & Wellness market is now worth more than THB 1.5 trillion, or around 8% of GDP, reflecting how health has become part of daily life rather than a temporary trend.
To address this shift, Ajinomoto has expanded its Nutrition & Well-being portfolio beyond nutritional value to include products that fit consumers’ lifestyles. Powered by “AminoScience”, the portfolio includes aminoVITAL for active lifestyles, AminoNITE for better sleep, as well as Quick Meal and UMAI, providing convenient, high-quality meal options even on busy days.
“Well-being is not a destination. It’s built through small decisions every day, and food is one of the best places to start.”
Every Innovation Starts with the Consumer Moment
Ms. Panida Nuengraksa, Household Business Division Manager, Ajinomoto Co. (Thailand) Ltd., said marketers can no longer rely on a one-size-fits-all approach because every consumer lives differently. According to Euromonitor International (2026), nearly 40% of Thai consumers would like to cook at home but are limited by time. Consumers want solutions that make cooking easier without compromising taste or quality.
“Well-being looks different for everyone. Our role is not to create one product for everyone, but to understand how people live and what they need at different moments. Consumer Insight isn’t just research data—it is the starting point of every innovation.”
This philosophy places the Consumer Moment at the center of product development, with “AminoScience” transforming consumer insights into meaningful solutions. Examples include expanding the RosDee portfolio beyond its iconic seasoning powder to products such as RosDee Menu and RosDee Cubes, making home cooking easier. Likewise, Birdy has evolved into a broader portfolio with multiple formats and flavors that suit different lifestyles and consumption occasions.
From Seasoning Manufacturer to Trusted Restaurant Partner
Beyond households, Ajinomoto also supports restaurant, who deliver the “Eat Well, Live Well.” experience to consumers every day. Ms. Pimsorn Lert-Utsahakul, Food Vendor Business Division Manager, Ajinomoto Co. (Thailand) Ltd., said Thailand has approximately 700,000–1,000,000 restaurants, with over 90% being independent restaurants and street food vendors. These businesses are vital to Thailand’s food culture but face increasing challenges in labor, cost management, consistency, and kitchen efficiency.
“After seeing these challenges firsthand, we asked ourselves: How can Ajinomoto support restaurants beyond supplying seasonings?” Field visits revealed that many operators struggle to maintain consistent taste while reducing preparation time and controlling costs. These insights led to Ajinomoto KooRan, a solution-based initiative developed from real restaurant challenges. Products such as Ajinomoto KooRan Grilled Marinade and Ajinomoto KooRan Palo Seasoning help reduce preparation time while allowing chefs to preserve their restaurants’ signature flavors. “Restaurants don’t simply need new products. They need solutions that simplify operations, maintain quality, and give owners more time to focus on their customers.”
Although these three business divisions serve different consumer groups, they are connected by one common foundation “AminoScience”. For Ajinomoto, innovation begins not with “What should we make?” but with “What do people need?” By turning consumer insights into meaningful products and solutions, the company continues to bring “Eat Well, Live Well.” to life every day.
