Healthy Ageing At The Heart Of FI Asia 2025
People are living longer than ever, with many now surpassing the age of 60, according to the World Health Organisation (WHO). This trend is unfolding worldwide, as the elderly population grows at an unprecedented pace.
By 2030, the WHO projects, around 1.4 billion people will be aged 60 and above—a figure expected to climb to 2.1 billion by 2050. Yet, longer life does not mean slowing down. Older adults can still make meaningful contributions to their families and communities, though much depends on one key factor: health.
In ASEAN, the population aged 65 and above is set to jump from 55.9 million in 2023 to 128.7 million by 2050. To prepare for this shift, member states adopted the 2015 Kuala Lumpur Declaration on Ageing: Empowering Older Persons in ASEAN, which calls for policies that help seniors lead active, healthy, and productive lives.
Ultimately, ensuring such policies are in place is crucial—not only for the wellbeing of older adults but also to ease the financial pressures associated with a rapidly ageing population, particularly in healthcare.
HEALTHY NUTRITION
Healthy ageing is no longer just a concept—it’s shaping the future of the global nutraceutical industry. This momentum was on full display at Fi Asia Thailand 2025 and Vitafoods Asia 2025, held together last month at Bangkok’s Queen Sirikit Convention Centre.
From Sept 17 to 19, over 1,500 exhibitors from 70 countries, including Malaysia, gathered to showcase the latest innovations in healthy nutrition, dietary supplements, and functional food ingredients. The event highlighted how science and wellness are coming together to help people live longer, healthier, and more active lives.
As an ASEAN member state, Thailand leveraged the exhibition to highlight its growing influence in the global nutraceutical industry and its ambition to become a regional hub for health and wellness.
ASEAN Regional Portfolio Director of Informa Markets Rungphech “Rose” Chitanuwat, noted that the focus on healthy eating is no longer limited to older adults. Young consumers, too, are increasingly turning to health products amid busy lifestyles, work-related stress, and unbalanced diets.
“Products supporting energy, mental health, beauty, and immunity are seeing rising demand,” she told the international media during the Healthy Ageing Summit, one of the exhibition’s key highlights.
The interest in healthy nutrition among younger consumers was further explored in seminars and technical workshops throughout Fi Asia and Vitafoods Asia, showcasing a growing culture of wellness across generations.
NUTRACEUTICALS: THAILAND AND THE POTENTIAL OF ASIA-PACIFIC
Thailand is carving out a name as a regional hub for nutraceuticals, leveraging its strengths in food safety, health tourism, and the production of high-quality functional ingredients.
The country’s dedication is evident in how it transforms local agricultural resources into high-value materials, while positioning the Fi Asia exhibition as a key platform for regional collaboration and knowledge-sharing.
According to Rose Chitanuwat, nutraceutical demand in the Asia-Pacific is set to soar from US$103 billion in 2025 to US$202.6 billion by 2035, fuelled by growing consumer awareness of personal wellness, active lifestyles, and healthy ageing.
This booming trend also presents huge opportunities for countries with unique biodiversity, such as Malaysia, whose rich tropical herbs could become the next generation of high-value nutraceutical ingredients.
MALAYSIA BRINGS NATURAL PRODUCTS TO THE GLOBAL STAGE
Malaysia made its mark at the exhibition with the participation of several homegrown companies, including Serai Malaya Sdn Bhd and Biotropics Malaysia Berhad.
Serai Malaya showcased a range of innovative lemongrass-based products, from teas and powders to cooking stocks and value-added ingredients for food and health. The company also runs a contract farming programme under the Inclusive Business (IB) initiative, providing economic and technical support to low-income rural communities.
“Malaysia is rich in herbs, and lemongrass is among the easiest to grow. Its versatility offers huge potential for the international market, while the contract farming initiative helps improve villagers’ livelihoods,” said Executive Chairman of Star Medik Group Datuk Tajuddin Abdul Latif.
Biotropics Malaysia meanwhile presented a selection of natural nutraceuticals designed to support internal health, aligning with the global demand for safe, science-backed products.
“Fi Asia and Vitafoods Asia have opened vast opportunities for us to showcase Malaysia’s herbal treasures,” said Senior Manager at Biotropics Malaysia Nik Fahmi Mokhtar.
“Our products feature herbs such as tongkat ali, kacip fatimah, and daun kesum, and have already reached 36 countries,” he added.
FOUR MAIN CATEGORIES OF THE FUTURE FOOD INDUSTRY
The future food industry is set for rapid growth, with four key categories leading the way: functional food, medical food, organic food, and alternative proteins, according to President of the Thai Future Food Trade Association Dr Visit Limlurcha.
Alternative proteins, particularly from insects like crickets, are gaining international acceptance after extensive research and development. “In Thailand and many Asian countries, eating insects is common. But for export markets, especially the European Union, crickets must be registered as ‘novel food’ since they aren’t traditionally consumed there. Thai cricket-based products are now approved for EU export,” he explained.
Beyond whole crickets, Dr Visit said cricket powder is being commercialised as an ingredient in pasta, spaghetti, and noodles, boosting protein content in everyday diets.
He added that Thailand is also actively promoting the black soldier fly as another source of alternative protein, noting that black soldier fly larvae can consume food waste from production and convert it into protein in just 10 days.
“These larvae contain more than 30 per cent protein per 100 grammes. They are not only highly nutritious but also hold the potential to address global sustainability challenges,” Dr Visit said.
COFFEE WITHOUT COFFEE BEANS
The exhibition’s Innovation Zone, organised by Innova Market Insights, drew crowds with its showcase of cutting-edge ingredient technologies shaping the future of food and health.
Among the standout displays was a remarkable creation — coffee made entirely without coffee beans, yet delivering the same rich aroma and taste of the real thing. The innovation offers a sustainable alternative for caffeine-sensitive consumers and those seeking new beverage experiences.
The success of Fi Asia Thailand 2025 and Vitafoods Asia 2025 underscored how healthy ageing has become a central theme in the global nutraceutical and food industries.
Looking ahead, Fi Asia and Vitafoods Asia 2026 will be held in Indonesia, where organisers expect even greater participation from regional players eager to expand into international markets while championing innovation in sustainable nutrition, healthy ageing, and overall wellness.
