Research in Thailand has looked into the marketing dynamics of banana flour and how more consumers might be persuaded to use this healthy product as an alternative source of dietary fibre. Work in the International Journal of Business and Globalisation highlights the challenges and opportunities in promoting this healthy, gluten-free, alternative to wheat flour. Banana flour has been widely used in Africa and Jamaica, and more recently South America.
Adisak Suvittawat of Suranaree University of Technology in Nakhon Ratchasima, Thailand, explains that banana flour, also known as banana starch, is derived from unripe, green bananas. It is high in resistant starch, colloquially known as fibre, or roughage, which passes through our gastrointestinal tract undigested. Fibre is key to gut health but has additional benefits in terms of reducing the risk of obesity, type 2 diabetes, and colon cancer. However, despite the obvious benefits of banana flour in this regard, efforts to penetrate the Thai food market may have been half-baked so far with little awareness of the product among potential consumers.
In the present study, some 400 grocery shop customers were surveyed. They were generally found to be unfamiliar with the health benefits of banana flour, although were often aware of the product itself. Those shoppers who were well-informed about the benefits tended to have a positive perception of the product. The marketing challenge thus seems to lie in bridging the knowledge gap and overcoming consumer scepticism.
An additional barrier to more widespread use in cookery and baking is price. Banana flour is more expensive than other commonly used starch sources, such as tapioca or corn starch, and even all-purpose wheat flour. In a market where consumers are price-sensitive, this price discrepancy is a big obstacle.
When it comes to promotional strategies, the research indicates that online advertising has proven more effective than traditional print media in reaching consumers. Additionally, personal selling by sales teams, which allows for direct consumer education, was also found to be an effective method. Given the unfamiliarity many consumers have with banana flour, this hands-on approach is essential for persuading them of the product’s merits.
Suvittawat, A. (2025) ‘Banana flour goes to market: the marketing mix to introduce banana flour to the consumer market’, Int. J. Business and Globalisation, Vol. 39, Nos. 3/4, pp.442–456.