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0 Situation analysis

According to ACNielsen, Malaysians spend a high percentage of their household income on

food, groceries and personal care items. Malaysia consumer lifestyle has been evolving and
changing as they have became more affluent, sophisticated, high-educated and cosmopolitan.
They have moved on from the simple need for the sustenance to key leisure themes like health,
beauty, lifestyles and fitness.

With the increase number of single person household and young people, the demand for
outside food has increase. Fast-paced lifestyles have lead to a growth in convenience foods likes
snack food, packaged food and take away and this caused many health problems. People starts
become more health-conscious after aware this problem. Evidences can be found that in the last
few years that Malaysians are changing their breakfast menu from fast food to cereals and brown
bread.

The greater concerns for the health have led the growing demand for health foods, organic
products and natural fresh foods. The health foods include low calorie, nutritious enriched,
herbal products and fruit juices as well. There is a decline for the expenditure on the products
that is less healthy such as sugar and confectionary. Since there is a growth in the awareness of
the importance of health, that’s mean there is growing opportunity for those niche market which
are organic foods and healthy beverage.

There is a trend that Asia leads the world in the development and adoption of scientific
foods to enhance the nutrition, beauty and performance. It is believed that this trend will
continue to grow as people keep looking for the food that provides boost up and maintain health.
The pursuit for youth, good looking and healthy creates the opportunities for some food
companies to produce the food which offer these benefits.

In market, there are various companies produce healthy fruit vinegar. First is the DXN
Company which is founded by Dato Dr.Lim Siow Jin in 1993, produces dietary supplements,
food and beverages, personal care products, household products and water treatment system.
Under the food and beverage series, there are 3 healthy vinegars among the drinks. The first is
DXN Fruit Vinegar which is made from the fermentation of peach and plum. It can improve
digestion and regulate the inner system of the body to maintain the health.
 The second is DXN Fruzim which is a nutritious enzyme drink. It is fermented from
peach and plum which is good for human health. DXN Fruzim can improve digestion and
smoothen bowel movement. Then the third is the DXN Vinaigrette which is made from glutinous
rice and Monascus. The mixture is fermented for years. DXN Vinaigrette can regulate the inner
system to achieve a good health.
Another example is Makmur Malaya Sdn. Bhd. Company. This company is a trading
company which importing canned food, Chinese tea, soy sauce, fruit vinegar and other general
food stuffs from China, Taiwan, Thailand, and other countries. For the fruit vinegar, the product
is Shih-Chuan health vinegar which consists of nutritious include amino acids, vitamins, organic
acids and minerals to strengthen our body immune system. There are seven types of fruit
vinegar:

a. Strawberry Vinegar - Relieve tiredness, refreshing effect.

b. Plum Vinegar - Smooth throats, prevent thirst.
c. Longan & Red Date Vinegar - Restore vital energy, improve complexion.
d. Apple Vinegar - Promote digestion, enhance appetite.
e. Lemon Vinegar - Eliminate fat, get beauty.
f. Pineapple Vinegar - Improve skin disease, decrease inflammation.
g. Mulberry Vinegar - Enhance immunity, improve complexion.

Enzymes probably are one of the most basic and fundamental supplements to give
nutritious. There are 90% people are using a good quality therapeutic enzyme product. Some
experience more improvement in behavior and some experience in physical issues like better
skin color. About 90% people say that the result of using enzymes can be experienced within 3-4
weeks. Enzymes can help to control pathogen and improve the immune system.

Enzymes are being increasingly used in industry which uses thermal, chemical and
mechanical technologies that convert raw materials into products. Besides this, Enzymes are
being used in many industries such as textiles and paper manufacture, washing liquids and
medicine. As such, enzymes are being produced at large scale from microorganism because there
are many advantages associated with it. (Wilson Parawira, 2008)