Thirawut Phichonsatcha, Duanghathai Pentrakoon, Nathasit Gerdsri, Akkharawit Kanjana-Opas
Many studies indicate that consumer eating behavior has a substantial impact on food acceptance or dietary choice. Eating behavior is associated with the psychographics of consumers such as socio-cultural influences, sensory preferences, and lifestyles. Consequently, food innovators need to understand the changing trends of these psychographic and demographic drivers. The Smart Food Recipe System (SFRS) has been developed to support food innovation communities in Thailand. The SFRS is designed as a Thai food recipe depository for trend monitoring and analysis with searchable and comparable functions. It also includes a dashboard to visualise the evolution of eating behavior through food preference trends and comparable recipe data from traditional and current cookbooks. The SFRS is expected to provide benefits such as insights and clues, potentially inspiring innovators to design future foods. This study aims to exhibit the development process of SFRS through the analysis of 5D innovation process and it’s potential for commercialisation through analysis of the technology value chain and business model canvas.