Ginseng is now increasingly popular in Thailand because of its multifunctional health properties. However, the recognition and acceptance of ginseng food products in Thailand have been limited. The objectives of this research were to investigate consumer attitudes toward ginseng products and to obtain useful information to develop ginseng food products that meet the expectations of Thai consumers. Consumer surveys and focus group interviews were conducted. The 430 respondents participated in the consumer surveys. Six focus group interviews (n = 51) were also conducted. Results showed that most Thai consumers know ginseng. Ginseng is representative of a healthy image. Consumers wanted new products, such as beverages, and this product should be easily absorbed or digested. For focus group interviews, older participants (more than 40 years old) had positive impressions toward ginseng food products in contrast to young participants. Participants were concerned about convenience, price, and taste and aroma of new ginseng products.
Practical applications
The study of Thai consumer attitudes and expectations of Korean ginseng products posed an interesting challenge and could provide information for promoting Korean ginseng in Thailand. The results of this research can be used for idea generation and further development studies on ginseng products. Advertisement and education may also increase consumption of ginseng food products among Thai consumers.
The study was performed to investigate some changes in physicochemical characteristics and ginsenoside profiles of Korean ginseng after being subjected to immersion in fermented tea liquid (FTL) [at a ratio of ginseng powder: FTL; 1:4, 1:6, and 1:8, w/w] and steam treatments (with and/or without steam). The ratio at 1:4 w/w showed the highest yield of bioactive components and was, therefore, selected to evaluate the effects of steam conditions [temperatures (60, 80, and 100°C) and times (1, 2, and 3 hr)]. The sample treated with FTL, regardless of the steam treatment, had darker color and higher antioxidant activity (IC50 for DPPH) than those of the control. The minor ginsenoside content increased at higher steaming temperature (100°C) and longer time (3 hr). Enhancing bioactive components of Korean ginseng by incorporating with FTL could lead to further development of various new ginseng products and might increase their health benefits for consumer’s health.
Practical applications
This study demonstrated that some characteristics of Korean ginseng can be altered by immersion in fermented tea “Miang” liquid (FTL) and steam treatment. The immersion treatment significantly increased antioxidant activity of Korean ginseng. Minor ginsenosides including Rh1, Rk3, Rh4, Rg3, Rk1, and Rg5 were generated when ginseng samples were steamed at 100°C. Overall, the use of immersion in fermented tea liquid in conjunction with steam treatment at 100°C could enhance bioactive components and functionality of Korean ginseng product.
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